Gauging Digital Demand Generation
A new global B2B benchmarking study is aimed at gauging digital demand generation and assessing the digital marketing maturity of the business marketing community.
Global B2B agency Stein IAS and Oracle Marketing Cloud have teamed to launch the Digital Marketing Maturity Index (DMMI), which was launched at Oracle’s Modern Marketing Experience in London last month. Stein and Oracle hope the DMMI will help B2B enterprise marketers evaluate the sophistication of their digital demand generation activity against an international benchmark.
“The digital era has disrupted marketing right down to its very roots. B2B marketing campaigns are now only as effective as the technology that powers them. This has seen the development of the ecosystem of digital marketing technologies reach an unprecedented pace. In response to this changing digital landscape and the way in which buyers go about their decision-making journeys, campaign automation tools, CRM platforms, social media applications and content management platforms are becoming table stakes for modern marketers,” says Tom Stein, CEO of Stein IAS (Americas).
The first wave of the study was fielded in early October, and subsequent waves will be launched in conjunction with Oracle’s “Modern Marketing Experience” series of events. The global results are expected to be released later this year. Marketers who complete the survey receive a copy of the Digital Marketing Maturity eBook detailing the findings, and also receive a personalized infographic with their own maturity rating compared to the survey benchmark.
“With the majority of the decision-making now completed online, prior to sales engagement, there’s an opportunity for B2B brands to build demand generation engines that are highly targeted, efficient and accountable. With this in mind, we believe it’s time for a Digital Marketing Maturity Index that benchmarks the industry, enabling B2B brands to map their digital proficiency an evolution to their competitors and peers,” Stein says.
Marketers interested in taking a look at the survey and seeing how their digital marketing efforts stack up against the competition can check out the DMMI survey at www.steinias.com/DMMI.