B2B Demand Gen

1. B2B Demand Gen 3 4 Introduction Executive Summary 5 6 26 Barriers and Challenges Key Findings Appendix – Survey Background Table of Contents Use of Predictive Analytics18 © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 B2B Demand Generation and Predictive Analytics - April 2016 2 23 Analyst Bottom Line Acknowledgements25

2. INTRODUCTION B2B demand generation is an area of major investment whose performance is critical to revenue growth. Radius and Demand Metric recently partnered to understand current pain points for B2B demand generation marketers and how predictive analytics address those challenges now and in the future. Increasingly, B2B demand generation carries greater expectations to produce qualified leads at higher volumes. The emphasis on quality and quantity challenges the delicate balance between information gathering and sensitive lead nurturing. Efforts to improve demand generation are well justified; the top barrier to achieving revenue objectives identified in this study is demand generation process effectiveness. With demand generation so clearly a part of the critical path to revenue, B2B marketers are eager to discover and explore approaches, technologies and data sources to drive more effective demand generation. As one survey participant stated, “Demand generation is our primary issue.” This study catalogues the current state of B2B demand generation, specifically gathering data to understand whether, and if so, and where predictive analytics can contribute to greater demand generation effectiveness. This report presents the findings of this research, giving B2B marketers a set of benchmarks for comparison along with ideas for improvement. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 B2B Demand Generation and Predictive Analytics - April 2016 3 INTRODUCTION B2B demand generation is an area of major investment whose performance is critical to revenue growth. Radius and Demand Metric recently partnered to understand current pain points for B2B demand generation marketers and how predictive analytics address those challenges now and in the future. Increasingly, B2B demand generation carries greater expectations to produce qualified leads at higher volumes. The emphasis on quality and quantity challenges the delicate balance between information gathering and sensitive lead nurturing. Efforts to improve demand generation are well justified; the top barrier to achieving revenue objectives identified in this study is demand generation process effectiveness. With demand generation so clearly a part of the critical path to revenue, B2B marketers are eager to discover and explore approaches, technologies and data sources to drive more effective demand generation. As one survey participant stated, “Demand generation is our primary issue.” This study catalogues the current state of B2B demand generation, specifically gathering data to understand whether, and if so, and where predictive analytics can contribute to greater demand generation effectiveness. This report presents the findings of this research, giving B2B marketers a set of benchmarks for comparison along with ideas for improvement. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 B2B Demand Generation and Predictive Analytics - April 2016 3

3. EXECUTIVE SUMMARY This study measured the current challenges for B2B demand generation marketers with the objective of understanding specific, current pain points as well as how and where predictive analytics can address them. All of this study’s participants were from B2B organizations, a majority of which experienced revenue growth during the past fiscal year. The analysis of this study’s data provides these key findings: !  Predictive analytics adopters are more likely to have an effective demand generation process. !  Inaccurate or poor quality data is an impediment to effective demand generation and the successful application of predictive analytics. !  Marketers primarily targeting Enterprise are more actively engaged in analyzing their data than those focused on Mid-Market and SMB. !  More study participants claim to understand predictive analytics well (44%) than are actually implementing or using it (11%). This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 B2B Demand Generation and Predictive Analytics - April 2016 4 EXECUTIVE SUMMARY This study measured the current challenges for B2B demand generation marketers with the objective of understanding specific, current pain points as well as how and where predictive analytics can address them. All of this study’s participants were from B2B organizations, a majority of which experienced revenue growth during the past fiscal year. The analysis of this study’s data provides these key findings: !  Predictive analytics adopters are more likely to have an effective demand generation process. !  Inaccurate or poor quality data is an impediment to effective demand generation and the successful application of predictive analytics. !  Marketers primarily targeting Enterprise are more actively engaged in analyzing their data than those focused on Mid-Market and SMB. !  More study participants claim to understand predictive analytics well (44%) than are actually implementing or using it (11%). This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 B2B Demand Generation and Predictive Analytics - April 2016 4

4. ACKNOWLEDGEMENTS Demand Metric is grateful to Radius Intelligence, Inc., for sponsoring this research, and for those who took the time to complete the study survey. About Radius Radius is a B2B predictive marketing platform that uses data science to separate critical insights from data noise enabling revenue driven marketers to quickly find and engage with their next best customers. Powered by a real-time Business Graph of over 50 billion dynamic signals from over 18 million U.S. businesses, Radius bridges the gap across data, insights, and execution. Through an intuitive, plug-and-play user interface, Radius reveals vital information to target prospects and deepen customer relationships with unparalleled efficiency. Key use cases include uncovering go-to-market insights, prioritizing leads and accounts, maximizing conversions, and identifying upsell and cross-sell opportunities. To learn more, please visit: www.radius.com About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 80,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 25B2B Demand Generation and Predictive Analytics - April 2016 ACKNOWLEDGEMENTS Demand Metric is grateful to Radius Intelligence, Inc., for sponsoring this research, and for those who took the time to complete the study survey. About Radius Radius is a B2B predictive marketing platform that uses data science to separate critical insights from data noise enabling revenue driven marketers to quickly find and engage with their next best customers. Powered by a real-time Business Graph of over 50 billion dynamic signals from over 18 million U.S. businesses, Radius bridges the gap across data, insights, and execution. Through an intuitive, plug-and-play user interface, Radius reveals vital information to target prospects and deepen customer relationships with unparalleled efficiency. Key use cases include uncovering go-to-market insights, prioritizing leads and accounts, maximizing conversions, and identifying upsell and cross-sell opportunities. To learn more, please visit: www.radius.com About Demand Metric Demand Metric is a marketing research and advisory firm serving a membership community of over 80,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at info@demandmetric.com or +1 (866) 947-7744 25B2B Demand Generation and Predictive Analytics - April 2016