According to the third annual Demand Generation Survey from Annuitas, the top five goals of enterprises’ demand gen programs are to improve the following:
- Quality of leads (92%)
- Customer cross-sells/upsells (62%)
- Volume of leads (61%)
- Brand awareness (48%)
- Customer retention (33%)
The study shows that year over year, these efforts are becoming more effective. In part, this is because companies are developing a more holistic view of their customers. This year saw an 11% increase in the percentage of companies using buyer personas as a standard part of their demand generation programs.
According to the study, 65.5% of organizations now use buyer personas in the planning of their demand generation programs and activities. Additionally, twenty-two percent have them in the planning stages.
Among the criteria used to develop personas:
|Size/revenue of company||56.6%|
|Core buyer pain points||55.8%|
|Content channel consumption||26.5%|
|Demographic information (age, marital status, hobbies, etc.)||20.4%|
|Obstacles that inhibit better engaging with the buyer||10.6%|
Although some companies refresh their buyer personas more frequently, most companies (early two-thirds) refresh them annually. When was the last time you refreshed your buyer personas?
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