2016 DEMAND GENERATION BENCHMARK REPORT

whitePaper | May 14, 2021

A lead generation campaign presents exciting opportunities for a company pursuing growth, but erroneous data can produce disappointing results or worse: high cost with little to no return on investment. Cleansing your data is a necessary phase step, but is not a “one and done” activity. Read the whitepaper to learn how leveraging a data provider and your own content distribution efforts can help you not only reach your audience but keep your data accurate at the same time.

whitePaper | July 13, 2021

Insight is the difference between what makes ABM truly distinct from just ‘marketing to accounts.’ In truth, it can make or break the success of ABM in even the most mature of programs. But knowing how to extract the right insight at the right time from the sea of data available can often leave marketers feeling overwhelmed. Supported by ITSMA thinking throughout, our practical guide, "Making Insight Intelligent", offers best practice advice helping you demystify the effective gathering and use of insight across some of the most common use cases within ABM. Inside we'll cover: The need, the landscape and the opportunity for insight in 2021 How to build an insight-first program How to create the right structure and processes for success, and establish robust measurement The insight you should leverage to drive business outcomes Five typical use cases: examples of the types of insight used to drive tangible outcomes in ABM

whitePaper | May 18, 2021

For B2B sales and marketing teams, competitive analysis is a foundational process that reinforces and clarifies business cases or campaign roadmaps by identifying gaps and potential differentiators. A competitive analysis has become essential to developing and identifying a winning strategy for growth and success—essential when, on average, a business can have 25 direct competitors. In the traditional sense, this would equate to an analysis of competitors, their products, and their messaging. But does that serve the purpose of identifying competitive gaps, or the ultimate goal of winning market share through displacement? Effective competitive displacement and competitive analysis need to be customer-centric above all else.

whitePaper | April 5, 2023

Wouldn’t it be great if you could engage with your target accounts at the right time and delight them with relevant messaging? You save valuable resources by not focusing on the accounts and prospects who aren’t likely to be interested in your offerings or don’t fit your ideal customer profile during the sales process. Sounds like a sales and marketing heaven, doesn’t it? Well, this state of nirvana is achievable, and the fastest path to it is with account-based marketing.

whitePaper | June 27, 2022

Effective account-based marketing (ABM) requires ample, timely and accurate account and contact insights. The insights that matter for ABM can be classified by data type and level of granularity. Choosing the right types of insight depends on the organization’s ABM approach.

whitePaper | September 15, 2022

Marketing operations leaders can feel it: MOPs is facing a talent crisis. It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense. To better understand this fast-changing landscape, Highway Education and Demandbase set out to uncover what the MOPs industry is up against and to provide guidance to its leaders. The result was the State of MOPs Talent study.