BtoB

Study finds demand-gen campaigns deemed insufficient

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Incline Village, Nev.—Sales and marketing professionals overwhelmingly say their demand-generation campaigns are insufficient in helping them achieve selling success, according to a study by sales and marketing consultancy Corporate Visions. According to the company's “Q2 2012 Sales and Marketing Messaging Report,” 80% of salespeople and marketers say their demand-gen campaigns are ineffective-to-semi-ineffective. Sales and marketing alignment came in for particular criticism; 65% of respondents said sales teams use less than half of the demand-gen content the marketing department produces. Other elements leading to this dissatisfaction include content that isn't engaging and budgets that are too constrained for success. Corporate Visions' online survey of 440 b-to-b sales and marketing professionals took place in the second quarter of this year.
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