What separates the top performing B2B software marketers from the rest? Check out our webinar to find out!

1. 5 HABITS OF TOP PERFORMING
TECH MARKETERS
SOFTWARE INDUSTRY INSIGHTS FROM OUR 5TH ANNUAL
STATE OF B2B DIGITAL MARKETING REPORT
SABRINA GILMORE KOCHANSKI
Sr. Manager,Business Development
LAUREN BLECHER
Director,Marketing

2. WE OPTIMIZE
LEAD FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE
SALES-QUALIFED
LEADS FROM DIGITAL.
DEMANDWAVE
IS THE PREMIER B2B DIGITAL
MARKETINGAGENCY.
SEO
SEM
CONTENT
DESIGN
ANALYTICS

3. Founded in 2004, we are digital veterans with a passion for demand generation.
We drive revenue growth for the best in B2B.
DemandWave is a trusted Google
Partner, a two-time winner of the Inc.
500|5000 list, and a two-time member
of the San Francisco Business Times’
100 Fastest Growing Private
Companies.
We’ve earned our stripes.

4. Nearly 300 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2016.
Who participated in this year’s survey?
Percent of survey respondents by industry.
28%
13% 12% 12%
9%
6%
4% 4%
2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0%
0%
5%
10%
15%
20%
25%
30%
But, what happens
when we filter for just
the software industry?

5. Nearly 80 B2B software marketers weighed in on the top priorities and biggest challengesof 2016.
Who participated in this year’s survey?
Manager
33%
Director
32%
VP
18%
Individual
Contributor
10%
C-level
7%
Percent of survey respondents by job level. Percent of survey respondents by company size.
51-200 employees
29%
11-50 employees
18%
201-500 employees
17%
501-1,000
employees
11%
10,001+ employees
9%
1,001-5,000
employees
8%
1-10 employees
4%
5,001-10,000
employees
4%

6. STATE OF
DIGITAL FOR
B2B SOFTWARE
3 REASONS WHY SOFTWARE
LEADS THE PACK IN OUR 2016
SURVEY.

7. What is the #1 objective of your digital marketing efforts?
B2B software marketers focus beyond the top of the funnel.
Responses from B2B marketers,excluding software. Responses from B2B software marketers.
Deliver quality leads
47%
Drive more leads
38%
Improve
brand
awareness
5%
Other (please
specify)…
Increase
website traffic
3%
Increase marketing
ROI
3%
Deliver quality leads
35%
Drive more leads
23%
Improve brand
awareness
18%
Increase marketing
ROI
13%
Increase website
traffic
8%
Other (please specify)
3%

8. B2B software marketers map digital marketing KPIs to goals.
Conversion rate (lead
to customer)
40%
Lead volume
31%
ROI
13%
Cost per lead
6%
Website traffic
5%
Not sure
5%
Conversion rate
(lead to customer)
33%
Website traffic
25%
Lead volume
22%
ROI
12%
Not sure
6%
Cost per lead
2%
What is the #1 metric you use to measure digital marketing performance?
Responses from B2B marketers,excluding software. Responses from B2B software marketers.

9. B2B software marketers are data-driven.
Delivering quality
leads
40%
Measuring and
proving ROI
19%
Generating enough
leads
17%
Producing quality
content
10%
Securing staff and
budget
9%
Other (please specify)
5%
Measuring and
proving ROI
33%
Delivering quality
leads
22%
Producing quality
content
20%
Generating enough
leads
14%
Securing staff and
budget
8%
Other (please specify)
3%
What is your biggest digital marketing challenge?
Responses from B2B marketers,excluding software. Responses from B2B software marketers.

10. We don’t have an
attribution model.
28%
Multi-channel (all
influencing touch
points)
22%
First touch (lead
source)
15%
First and last touch
(lead source and
converting campaign)
15%
Last touch (converting
campaign)
12%
Not sure
8%
We don’t have an
attribution model.
37%
Multi-channel (all influencing touch points)
27%
First and last
touch (lead source
and converting
campaign)
12%
Last touch
(converting
campaign)
10%
First touch (lead
source)
9%
Not sure
5%
Which of the following attribution models do you use to measure digital marketing ROI?
Responses from B2B marketers,excluding software. Responses from B2B software marketers.
B2B software marketers are data-driven.

11. 5 HABITS
OF TOP TECH
PERFORMERS
SOFTWARE MARKETERS WITH
MULTI-CHANNEL
ATTRIBUTION INSIGHTS.

12. Which digital marketing channels are most effective?
1. Optimize marketing mix for maximum ROI.
96% 96% 95%
85%
62%
0%
72%
81%
39%
67%
39%
1%
58%
64%
23%
41%
23%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Organic search Email Social media Paid search Display Not sure
Which of the following channels are a part of your digital marketing mix? Which of the following channels drive leads for you?
Which of the following channels drive revenue for you?

13. 50%
39%
29% 29%
25% 25%
76%
69%
45%
24%
28%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Email Organic search Paid search Social media Display Not sure
Marketers wthout attribution Marketers with multi-channel attribution
1. Optimize marketing mix for maximum ROI.
Which of the following channels generate revenue for you?

14. 2. Prolific and efficient content marketers.
95% 94% 92% 91%
85%
82%
9%
0%
49%
42%
76%
33%
77%
28%
3%
6%
41%
24%
49%
15%
56%
13%
1%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Case studies Blogs White papers Videos Webinars Infographics Mobile apps Not sure
Which of the following content types do you produce? Which of the following content marketing tactics drive leads for you?
Which of the following content marketing tactics drive revenue for you?
Which of the following content marketing tactics are most effective?

15. 46% 46%
43%
25% 25%
18%
14%
4%
55%
10%
72%
55%
35%
21%
14%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
White papers Not Sure Webinars Case studies Blogs Videos Infographics Mobile apps
Marketers without attrbution Marketers with multi-channel attribution
2. Prolific and efficient content marketers.
Which of the following content marketing tactics drive revenue for you?

16. 3. Confident marketing technology adopters.
Do you have a marketing automation system in place?
68%
32%
0%
72%
24%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software marketers without attribution
Software marketers with multi-channel attribution
Do you use lead scoring?
50% 50%
0%
86%
7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software marketers without attribution
Software marketers with multi-channel attribution

17. 4. Best friends with Sales.
In your opinion, are the Marketing and Sales team well-aligned at your company?
54%
39%
7%
79%
17%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software marketers without attribution Software marketers with multi-channel attribution

18. 4. Best friends with Sales.
Does your team have well-defined criteria for what makes
a lead sales-qualified?
57%
36%
7%
72%
21%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software marketers without attribution
Software marketers with multi-touch attribution
Is Marketing responsible for a sales-qualified lead goal?
32%
57%
11%
66%
35%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software marketers without attribution
Software marketers with multi-channel attribution

19. 5. Early, yet cautious, adopters of the latest marketing trends.
Have you ever tried, or are you currently engaged in
account-based marketing?
54%
46%
0%
52%
35%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software marketers without attribution
Software marketers with multi-channel attribution
If yes,do you think account-based marketing is effective?
93%
7%
0%
74%
0%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes No Not sure
Software
marketers
without
attribution
Sotware
marketers
with
multi-­‐channel
attribution

20. ROADMAP
TO SUCCESS
GET STARTED WITHTHESE
ESSENTIAL INITIATIVESTODAY.
1 Tackle the ROI challenge.
Optimize your marketing mix for quality over quantity.
Take this to-do list back to your team:
2

21. 1.Tackle the ROI challenge.
The challenge is not only data overload,but data segmentation.
Organic Search MarketingAutomation Social Channels DigitalAdvertising
AdWords
LinkedIn Ads
Display
CRM

22. 1.Tackle the ROI challenge.
Plus, the modern B2B buyer’s journey spans multiple interactions across multiple channels.
Source:Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.
Almost half of all B2B buyers are millennials. Organic search is the #1 resource for B2B purchase research.
On average,a prospect performs 12 searches
before engaging on a brand’s website.

23. 1.Tackle the ROI challenge.
Implement multi-touch attribution reporting. For example,here’s our KeyTouch Attribution at work in Salesforce.

24. 2. Optimize your approach for quality over quantity.
Start by auditing your funnel.What stage could use the most improvement?
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Form fill out (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers
investing more.
%
%
%
%

25. 2. Optimize your approach for quality over quantity.
Then, understand what content pieces and channels are performing at each level of the funnel.
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
Website visitor
Form fill out (MQL)
Ready to talk to sales (SQL)
Closed-won deal
Customer considers
investing more.
%
%
%
%

26. READY TO GET
MORE OUT OF
DIGITAL?
DISCOVER HOWTO START
DRIVING MORE SALES-QUALIFIED
LEADSTODAY.
1 How to measure your revenue opportunity from digital.
Actionable steps you can take to drive more sales-qualified leads.
Get a free digital marketing assessment. We’ll cover:
2
How you stack up against the competition.3
800.619.1570 results@demandwave.com