Demand Generation Best Practices Report

1. Demand Generation Best Practices Report Demand Generation: Best Practices, Insights & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Best Practices Report By: Clare Price, VP Research With: Jerry Rackley, Chief Analyst & Kristen Maida, Senior Research Analyst November 2014

2. 3 5 8 9 10 13 Executive Summary What is Demand Generation? Benefits of Demand Generation Demand Generation vs. Lead Generation Demand Generation & The MMO Demand Generation Landscape 29 30 31 Analyst Bottom Line About the Research Analysts Our Best Practices Report Methodology 25 27 Demand Generation Maturity Model Action Plan Table of Contents 21 Demand Generation Framework 32 About Demand Metric 3 5 8 9 10 13 Executive Summary What is Demand Generation? Benefits of Demand Generation Demand Generation vs. Lead Generation Demand Generation & The MMO Demand Generation Landscape 29 30 31 Analyst Bottom Line About the Research Analysts Our Best Practices Report Methodology 25 27 Demand Generation Maturity Model Action Plan Table of Contents 21 Demand Generation Framework 32 About Demand Metric

3. EXECUTIVE SUMMARY 3 Demand Generation: Best Practices, Insights & Vendor Analysis “When I want something, I must have it!” What better way to sum up the goal of Demand Generation – to create a desire, a need, a craving so strong that whatever it is your customer simply must have it. It’s easy to see that play out in the B2C consumer driven marketplace. But make no mistake about it, the same strong desire works equally well in the B2B business environment. The approach, the drivers and challenges are different. Yet in the end, the decision maker has to see the overwhelming topline need for the product or service to issue that all important PO (purchase order). As important as Demand Generation is, creating it and sustaining it has become one of the biggest challenges facing the Modern Marketing Organization (MMO). Demand Generation activities must be coordinated and delivered in a multi-channel, multi-device environment. Strategies must be so well defined and integrated that the customer or prospect receives the same messages and experiences across the omni-channel; and that experience must be as personalized and relevant as possible. © 2014 Demand Metric Research Corporation. All Rights Reserved. Demand Metric’s research, benchmark studies, methodologies and tools have consistently shown that effective Demand Generation requires following best practices and processes in a coordinated, holistic approach. In this Best Practices Report, we will focus on these six key components of Demand Generation: Email Marketing Online Advertising Search Engine Optimization (SEO) The goal of this report is to enable the MMO to create an Enterprise-level approach to Demand Gen that supports holistic, end-to-end activities, programs and initiatives. Event Marketing Marketing Apps Predictive Marketing Analytics EXECUTIVE SUMMARY 3 Demand Generation: Best Practices, Insights & Vendor Analysis “When I want something, I must have it!” What better way to sum up the goal of Demand Generation – to create a desire, a need, a craving so strong that whatever it is your customer simply must have it. It’s easy to see that play out in the B2C consumer driven marketplace. But make no mistake about it, the same strong desire works equally well in the B2B business environment. The approach, the drivers and challenges are different. Yet in the end, the decision maker has to see the overwhelming topline need for the product or service to issue that all important PO (purchase order). As important as Demand Generation is, creating it and sustaining it has become one of the biggest challenges facing the Modern Marketing Organization (MMO). Demand Generation activities must be coordinated and delivered in a multi-channel, multi-device environment. Strategies must be so well defined and integrated that the customer or prospect receives the same messages and experiences across the omni-channel; and that experience must be as personalized and relevant as possible. © 2014 Demand Metric Research Corporation. All Rights Reserved. Demand Metric’s research, benchmark studies, methodologies and tools have consistently shown that effective Demand Generation requires following best practices and processes in a coordinated, holistic approach. In this Best Practices Report, we will focus on these six key components of Demand Generation: Email Marketing Online Advertising Search Engine Optimization (SEO) The goal of this report is to enable the MMO to create an Enterprise-level approach to Demand Gen that supports holistic, end-to-end activities, programs and initiatives. Event Marketing Marketing Apps Predictive Marketing Analytics

4. 4 Foundation Models In this report, we present three models to enable modern marketers to take a holistic approach to Demand Generation. These three models are: Demand Metric’s Marketing Organization Maturity Model, which shows the progression and pathway a marketing department should take to mature from a Cost Center to a Modern Marketing Center of Excellence (MMCoE), responsible for, and measured on, driving sales and revenue targets. Demand Metric’s Demand Generation Maturity Model, which highlights the pathway an organization should take step-by-step to mature in its use of Demand Generation from Ad Hoc to World-Class. Demand Metric’s Demand Generation Framework, which highlights the roles, responsibilities, processes, technology, content and metrics for effective Demand Generation strategies. Vendor Analysis Our solutions section covers the Demand Generation systems, vendors and applications from the six Demand Generation functions noted previously. For each of these, we examine the leading vendors and solutions according to their offerings, feature sets and unique strengths. Each of these categories and vendor solutions is covered in more detail in our technology overview reports. Demand Metric offers this report to enable your organization to make Demand Generation functions the best they can be. Demand Generation: Best Practices, Insights & Vendor Analysis 4 Foundation Models In this report, we present three models to enable modern marketers to take a holistic approach to Demand Generation. These three models are: Demand Metric’s Marketing Organization Maturity Model, which shows the progression and pathway a marketing department should take to mature from a Cost Center to a Modern Marketing Center of Excellence (MMCoE), responsible for, and measured on, driving sales and revenue targets. Demand Metric’s Demand Generation Maturity Model, which highlights the pathway an organization should take step-by-step to mature in its use of Demand Generation from Ad Hoc to World-Class. Demand Metric’s Demand Generation Framework, which highlights the roles, responsibilities, processes, technology, content and metrics for effective Demand Generation strategies. Vendor Analysis Our solutions section covers the Demand Generation systems, vendors and applications from the six Demand Generation functions noted previously. For each of these, we examine the leading vendors and solutions according to their offerings, feature sets and unique strengths. Each of these categories and vendor solutions is covered in more detail in our technology overview reports. Demand Metric offers this report to enable your organization to make Demand Generation functions the best they can be. Demand Generation: Best Practices, Insights & Vendor Analysis

5. © 2014 Demand Metric Research Corporation. All Rights Reserved. Best Practices Report ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. To read the rest of this report, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved. Best Practices Report ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. To read the rest of this report, become a Demand Metric member today!