Enterprise Digital Marketing Benchmark Report

Resource Overview

From October 2014 to January 2015, Demandbase sponsored a Demand Metric study to explore the current state of digital marketing in B2B enterprises.

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Introduction

Marketers often look upon their peers who work for enterprises with envy. Enterprise marketers seem to have some enviable advantages, at least in the areas of budget, staff, skills, resources and brand awareness. The perception is that enterprises can do more because they have more. However, are enterprises better stewards of the resources they have? Are their advantages perceived or real, and how well are enterprise marketers exploiting these advantages?

This study explored the state of digital marketing in the B2B enterprise, to see how well these enterprises are pushing the boundaries of the digital frontier. The digital marketing landscape of solutions, strategies and approaches has evolved faster than ever in the 12 months preceding the publication of this report, and the rate of evolution is accelerating. All marketing organizations are challenged with simply understanding the changing face of digital marketing, let alone staying reasonably current. The perception is that enterprises should excel at using digital marketing solutions and getting the benefits from them.

This report provides a view into how well the B2B enterprises that participated in this research are doing. To gain this view, the study’s survey catalogues the goals, the adoption of technology and approaches, and the challenges B2B enterprises are having with digital marketing. This report details the digital marketing landscape for this segment.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Digital Marketing Importance & Goals
  4. Digital Marketing Methods
  5. Digital Marketing Metrics
  6. Market Understanding
  7. Market Targets
  8. Digital Marketing Content
  9. Account-Based Marketing
  10. Digital Marketing Challenges
  11. Analyst Bottom Line
  12. Acknowledgements

  13. About Demandbase
  14. About Demand Metric
  15. Appendix - Survey Background

 

Research Methodology

This Benchmark Study survey was administered online during the period of October 2, 2014 through January 22, 2015. During this period, 125 complete responses were collected, all of which were included in the analysis. The data was analyzed using SPSS and other statistical tools to ensure the statistical validity of the findings. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.