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.

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