Manufacturing & Distribution Research Briefing
Marketing Demand Generation Performance & Investments Study
Prioritizing Quality Over Quantity
An Analysis of Marketing Demand Generation Performance
Alexander Group recently interviewed 300+ marketing executives across manufacturing and distribution, to share data, insights and viewpoints on current demand gen performance and investment strategies. Focus areas included:
- Performance & Structure
- Channel Expense Mix
- Demand Generation ROI
- Investment Ratios
- Pipeline Sources by Function
- Pipeline Sources by Channel
- Lead Conversion Benchmarks
- Common Conversion Ratios
Highlights among manufacturers and distributors that have winning demand gen programs include:
- Top firms have increased demand generation investments by +23% from last year.
- Marketing functions account for 40% of functional pipeline development.
- Marketing channel mix is evolving―branding through SEM accounts for 26% of pipeline while distributors and dealers represent 23.5% of pipeline.
- Leading manufacturers and distributors are seeing lower cost per MQL compared to peers.
Find out where your organization’s demand generation activities and investments perform alongside Alexander Group’s Demand Generation insights.
Please complete the form and an Alexander Group representative will be in contact with you soon to schedule your briefing.
