Allocating budget and resources to the right channels is always a challenge, even after fully analysing your personas, past campaigns and competitor activity. Properly defining demand generation and then integrating into your strategy is key to developing a future-proof marketing plan.
The B2B Demand Generation Report from marketing technology SoftwareAdvice.com explores what companies are investing in to 'fuel their Demandgen'.
This four quadrant presentation can help prioritise your focus according to your business goals. For generating high quantity and quality leads, Trade Shows, Referral Marketing and in-house email marketing were the best channels. Bear in mind, that this is from a sample of 200 B2B marketing organisations in the United States.
The top 2 channels are videos and surveys. This is a little surprising, but perhaps shows that videos are becoming more focused towards lead generation, in addition to creating trust, as companies are incorporating CTAs, lead capture forms for 'gating' and annotations are being added to YouTube.
Content Development Director at the CMI, Michele Linn says that surveys are a type of content that 'people don’t mind [registering] for,' thanks to the high value of quality, original research. In addition, she emphasizes the value of surveys as content that 'you can repurpose in a lot of different ways,' such as by creating an infographic from the data collected. 
You can read the full report on the Software.advice.com website.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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