Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover: - The most effective tactics for winning more customers with digital - Where marketers are planning to invest in 2016 - How to take on the #1 B2B digital challenge - measuring and proving ROI. Prep to have your best year, yet. Get insight from our team to get started!

1. DEMANDWAVE
THE 2016 STATE OF B2B
DIGITAL MARKETING
A LIVE PREVIEW OF OUR FIFTH ANNUAL REPORT
ROBYNWINNER
Sr. Campaign Manager, SEO
LAUREN BLECHER
Director,Marketing

2. WE OPTIMIZE
LEAD FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE
SALES-QUALIFED
LEADS FROM DIGITAL.
DEMANDWAVE
IS THE PREMIER B2B DIGITAL
MARKETINGAGENCY.
SEO
SEM
CONTENT
DESIGN
ANALYTICS

3. Founded in 2004, we are digital veterans with a passion for demand generation.
We drive revenue growth for the best in B2B.
DemandWave is a trusted Google
Partner, a two-time winner of the Inc.
500|5000 list, and a two-time member
of the San Francisco Business Times’
100 Fastest Growing Private
Companies.
We’ve earned our stripes.

4. Nearly 300 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2016.
Who participated in this year’s survey?
Percent of survey respondents by job level.
Director
38%
Manager
33%
VP
13%
Individual
Contributor
11%
C-level
5%
Percent of survey respondents by company size.
11-50 employees
23%
51-200 employees
22%
201-500 employees
12%
501-1,000 employees
12%
1,001-5,000 employees
11%
10,001+ employees
8%
1-10 employees
7%
5,001-10,000 employees
5%

5. Nearly 300 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2016.
Who participated in this year’s survey?
Percent of survey respondents by industry.
28%
13% 12% 12%
9%
6%
4% 4%
2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0%
0%
5%
10%
15%
20%
25%
30%

6. 2016
OUTLOOK
B2B MARKETERS’ NAME TOP
GOALS & PREDICTTOUGHEST
OBSTACLES.

7. For 66% of B2B marketers,it’s all about leads. Most importantly though, 38% of marketersare focused on lead quality.
What is the #1 objective of your digital marketing efforts?
Deliver quality
leads
38%
Drive more leads
28%
Improve brand
awareness
14%
Increase
marketing ROI
10%
Increase website
traffic
7%
Other
3%

8. “Measuring and proving ROI” is B2B marketers’biggest challenge for the second year running.
What is your biggest digital marketing challenge?
Measuring and
proving ROI
29%
Delivering quality
leads
27%
17% Producing
quality content
Generating enough
leads
15%
Securing staff and
budget
9%
Other
3%

9. In fact, marketers are actually finding it more and more difficult to prove ROI as time goes on.
What is your biggest digital marketing challenge?
16%
24%
29%
0%
5%
10%
15%
20%
25%
30%
35%
2014 2015 2016
Percent of marketers that identify “proving ROI” as their biggest digital marketing challenge.

10. 35% of B2B marketerspick conversion rate as their leading KPI. Surprisingly, just 12% of marketers chose ROI.
What is the #1 metric you use to measure digital performance?
Conversion rate (lead to
customer)
35%
Lead volume
24%
Website traffic
20%
ROI
12%
Not sure
6%
Cost per lead
3%

11. Which of the following attribution models do you use to measure ROI?
35% of marketers lack attribution reporting altogether.
We don’t have an
attribution model
35%
Multi-channel (all
influencing touch
points)
26%
First and last touch (lead
source and converting
campaign)
13%
First touch (lead source)
11%
Last touch (converting
campaign)
10%
Not sure
5%

12. 2016
TRENDS
B2B MARKETERS IDENTIFY
WHAT’S WORKINGAND
WHAT’S NOT.

13. Email tops the chart for both usage and revenue,but SEO comes in as a close second for revenue.
Which digital marketing channels are the most effective?
95% 93%
88%
64%
47%
0%
75%
44%
67%
47%
28%
5%
59%
23%
49%
34%
17%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Email Social media Organic search Paid search Display Not sure
Which of the following channels are a part of your digital marketing mix? Which of the following channels drive leads for you?
Which of the following channels drive revenue for you?

14. But, when we compare B2B marketers with multi-channel attribution vs. those without attribution, the results shift significantly.
Which digital marketing channels are the most effective?
Which of the following channels generate revenue for you?
44%
35% 33%
26%
24%
16%
72%
10%
65%
38%
48%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Email Not sure Organic search Social media Paid search Display
Marketers without attribution Marketers with multi-channel attribution

15. Videos are the most widely used content format, but they trail behind webinars, whitepapers, case studies, and blogs in terms
of revenue.
Which content marketing tactics are the most effective?
80%
77% 76% 76%
70% 69%
17%
1%
29%
32%
44%
61%
25%
58%
5%
16%18% 19%
32%
39%
13%
41%
5%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Videos Blogs Case studies Whitepapers Infographics Webinars Mobile apps Not sure
Which of the following content types do you produce? Which of the following content marketing tatics drive leads for you?
Which of the following content marketing tactics drive revenue for you?

16. Yet again, when we compare B2B marketerswith multi-channel attribution vs. those without attribution, the results shift
significantly.
Which content marketing tactics are the most effective?
52%
22% 22%
20%
19%
15%
9%
4%
26%
36%
33%
40%
33% 33%
21%
14%
0%
10%
20%
30%
40%
50%
60%
Not sure Whitepapers Videos Webinars Case studies Blogs Infographics Mobile apps
Marketers without attribution Marketers with multi-channel attribution

17. ROADMAP
TO SUCCESS
KICKOFF THESE ESSENTIAL
INITIATIVES IN Q1.
1 Tackle the ROI challenge.
Optimize your approach for quality over quantity.
Take this to-do list back to your team:
2

18. 1.Tackle the ROI challenge.
The challenge is not only data overload,but data segmentation.
Organic Search MarketingAutomation Social Channels DigitalAdvertising
AdWords
LinkedIn Ads
Display
CRM

19. 1.Tackle the ROI challenge.
Plus, the modern B2B buyer’s journey spans multiple interactions across multiple channels.
Source: Think with Google, “The Customer Journey to Online Purchase”.
This represents the average digital customer journey for large B2B companies in the U.S.

20. 1.Tackle the ROI challenge.
Implement multi-touch attribution reporting. For example,here’s our KeyTouch Attribution at work in Salesforce.

21. 1.Tackle the ROI challenge.
Then, you can easily pull reports that evaluate channel and content performance by revenue.

22. 1.Tackle the ROI challenge.
Then, you can easily pull reports that evaluate channel and content performance by revenue.

23. 2. Optimize your approach for quality over quantity.
Start by auditing your funnel.What stage could use the most improvement?
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Form fill out (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer consider to
invest more.
%
%
%
%

24. 2. Optimize your approach for quality over quantity.
Then, understand what content pieces and channels are performing at each level of the funnel.
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Form fill out (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers invest
more.
%
%
%
%

25. 2. Optimize your approach for quality over quantity.
Finally, adjust your marketing mix and allocate your resources based on ROI. Does your budget plan align with the top
contributors to revenue?
How should you allocate resources by channel?
Email
20%
Social media
20%
Organic search
20%
Paid search
20%
Display
20% 1 Does your budget plan align with the top contributorsto revenue?
Think beyond just dollars. How many people are allocated to these channels?2
Are we seeing diminishing returns for any of the channels? Should we reallocate
budget to channels with more growth opportunity?
3
Source: Moz:, “Creating the Right Marketing Mix – Whiteboard Friday”

26. READY TO GET
MORE OUT OF
DIGITAL?
DISCOVER HOWTO START
DRIVING MORE SALES-QUALIFIED
LEADSTODAY.
1 How to measure your revenue opportunity from digital.
Actionable steps you can take to drive more sales-qualified leads.
Get a free digital marketing assessment. We’ll cover:
2
How you stack up against the competition.3
800.619.1570 results@demandwave.com