As we start 2015, the one thing that B2B marketers can be assured of is that our market and the approach our buyers take to purchase will continue to change and become all the more sophisticated. Marketers will again be challenged to keep pace with these 
advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their demand generation and content marketing strategies.
As we kick-off 2015, here are some key areas that B2B marketing leaders should focus on in order to ensure they have maximum results from their demand generation and better align with their buyers.
Move from campaigns to programs
In the ANNUITAS B2B Enterprise Demand Generation study, more than 60 percent of respondents stated that they ran over 15+ campaigns on an annual basis. Typically these campaigns promote a singular asset or event like a white paper, webinar, or an eBook. The real question however, is what is next? Generally it is another campaign that is focused on an asset or event and lacks continuity to the action the buyer took before. This campaign approach leads to a very convoluted buying experience for the buyers.
5 Resolutions For B2B Demand Generation And Content Marketing In 2015
