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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 - Introduction - Executive Summary - Digital Marketing Importance & Goals - Digital Marketing Methods - Digital Marketing Metrics - Market Understanding - Market Targets - Digital Marketing Content - Account-Based Marketing - Digital Marketing Challenges - Analyst Bottom Line - Acknowledgements - About Demandbase - About Demand Metric - 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.
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Enterprise Digital Marketing Benchmark Report © 2015 Demand Metric Research Corporation. All Rights Reserved. Benchmark Report
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