Five Takeaways From SiriusDecisions’ B2B Demand Creation Planning Assumptions

I’ve got a treat for you: a free download from SiriusDecisions that can help you prioritize your B2B demand generation activities.

But just in case you’re as overloaded as I am with brilliant PDFs to read, here are the top five takeaways from the SiriusDecisions Research Brief “Demand Creation: Planning Assumptions 2011.”

  1. Treat lead sourcing as one part of the process, not the process. Focusing too narrowly on delivering leads ignores the help that sales needs and the contributions marketing can make throughout the demand waterfall.
  2. Up your inbound marketing now.“By 2015, SiriusDecisions estimates that as much as 75 percent of b-to-b demand will come from the Web. To capture these prospects, you must have a good feel for the sources that buyers go to get information; place content on these sources that entices buyers and provides value; and create a series of on-ramps to move prospects onto a Web site or landing page.”
  3. Mind the skills gap. “The fact that there are now so many different demand creation jobs to do fundamentally challenges the idea of a one-size-fits-all demand marketer…Identify where your organization must augment the skills of current employees, and define how it will find new ones to fill key gaps.”
  4. Redirect field marketing. “Many field marketers have been pulled to spend more time on deal closing, simply because of their proximity to sales…What they tend to be particularly adept at are jobs such as pipeline acceleration and account-based marketing, both of which require significant collaboration with sales in order to succeed…Focus field marketing’s role on end-of-the-waterfall activities, where it will have the greatest impact.”
  5. Make content creation and management a priority, not an afterthought. “Hire or appoint a content strategist with deep experience in content creation and management, who will act as a senior leader within the demand center with responsibility for meeting the needs of your buyers and your organization with high-value content.”

It’s been predicted that marketing will change as much in the next 5 years as it has in the last 50, so I for one am happy to take some change navigation tips from proven experts! If you feel the same, download the entire Planning Assumptions Research Brief, with my compliments.

And if you have a thought to spare on these trends, do comment.

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