Financial Services Research Briefing

Marketing Demand Generation Performance & Investments Study

Shifting Demand Generation Investments for Top Performance

Investments in demand generation are crucial for organizations to achieve top performance. To allocate resources effectively, relevant research and metrics are necessary to navigate the complexity and costs related to customer acquisition and ROI.

Alexander Group conducted a survey of over 300 marketing executives to gain insights into current demand gen performance and investment strategies. Focus areas included:

  • Performance, structure & channel expense mix
  • Investment ratios
  • Pipeline sources by function and channel
  • Lead conversions & ROI

Highlights among financial services organizations that have winning demand gen programs include:

  • Demand generation investment has increased by 111% from last year.
  • Marketing functions account for 35% of pipeline development.
  • Marketing channel mix is evolving―branding through SEO accounts for 28% of pipeline while partnerships and alliances contribute 16% of pipeline.
  • Leading financial services firms see lower cost of MQL compared to peers.

Find out where your organization’s demand generation activities and investments perform alongside Alexander Group’s Demand Generation insights.

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