Marketing Demand Generation Performance & Investments Study
Unveiling Pipeline to Profit
Demand Generation Performance and Investment Strategies
With macroeconomic factors and profitability pressure on the rise, organizations today face the dilemma of allocating their limited resources between different channels and initiatives. Determining the most effective and efficient investment strategy requires careful analysis and understanding of target markets, customer preferences and staying ahead of the curve with industry best practices.
Alexander Group recently interviewed 300+ marketing executives across industries to share data, insights and viewpoints on current demand generation performance and investments. Focus areas included:
- Performance, structure & channel expense mix
- Investment ratios
- Pipeline sources by function and channel
- Lead conversions & ROI
Highlights among tech organizations that have winning demand gen programs include:
- 80% assess overall marketing performance to inform investment levels at least monthly.
- Marketing accounts for +40% of functional pipeline development.
- Marketing channel mix is evolving―branding through SEO and SEM accounts for 35% of pipeline while partners and alliances represent over 10% of pipeline.
- Leading tech firms are not afraid to push out cost, seeing lower cost per MQL compared to peers.
Find out where your organization’s demand generation activities and investments perform alongside Alexander Group’s Demand Generation insights.
Please complete the form and an Alexander Group representative will be in contact with you soon to schedule your briefing.
