Demand marketers are drowning in options, including an ever-increasing list of demand generation channels.
With all these options vying for a piece of your marketing budget in 2018, it's critical to remember that not all marketing tactics and channels perform equally. Each has its own strengths and weaknesses.
Some channels are great at generating high-quality leads (the No. 1 priority among 77% of B2B marketers surveyed in Demand Gen Report's 2017 Benchmark Survey). Other channels may not be great at those initial touches to generate leads, but perform well when it comes to converting those leads down the funnel (a top priority for 75% of marketers surveyed). Still, some marketing teams are more concerned with database size and need to focus on channels that will pump out a high volume of new contacts (a priority for 58% of B2B marketers).
Every B2B marketer faces challenges. However, the individual struggles of one B2B demand generation marketer can look very different from another – even if they’re on the same team.
Demand marketers come from a diverse variety of backgrounds, which can range from marketing to journalism; technology to public relations; web design to sales and much more. While some excel at writing, others would rather face a thousand spreadsheets than author a thought leadership blog post.