How to: Ensure your demand gen campaigns are a success

Marketers are not experiencing the results they wish through demand generation. Andrew Davies, co-founder and CEO of idio, offers four steps you can take to ensure your demand generation campaign are a success

According to the Annuitas 2014 B2B Enterprise survey published last November, only 2.8 per cent of B2B enterprise executives believe demand generation campaigns achieve their goal. Despite the demand generation discipline being around for years, marketers continue to struggle. When 60 per cent of marketing decision makers at enterprise-level firms with revenues in excess of $250 million say they don’t feel their tactics are successful, and just under three percent describe their efforts as ‘very effective’ – we know that we have a problem on our hands.

With so few marketing executives failing to hit their target, what are the likely problems and what can be done to fix them?