Marketers are walking a razor’s edge when it comes to demand generation. For any given campaign, success requires effective execution on several fronts, while failure is only a key mistake away. It explains why demand gen is an area where many companies struggle. In fact, according to a study by IDG, 61% of B2B marketers reported to have problems in this area.
As disheartening as this may seem, all is not lost. Many companies can and do run consistently successful demand generation campaigns – and it’s not by accident. In the last year, HiP has fulfilled more than 2,500 demand gen campaigns (both successful and unsuccessful). As a result, we have a unique view into the art and science that makes up demand generation. We can say with some certainty that a specific set of traits marks the most successful demand gen campaigns.