Paul’s Perspective:
Understanding where B2B marketers are allocating their resources provides valuable direction for companies looking to improve lead quality and outpace competitors. Staying attuned to these evolving tactics can help businesses better align with customer journeys and maximize their marketing ROI.
Key Points in Article:
- More than half of surveyed B2B marketers plan to increase their demand generation budgets this year.
- Content marketing and webinars remain top choices, but investment in AI and account-based marketing (ABM) is rising.
- Quality of leads generated ranks as the most important KPI for gauging demand generation success.
- Marketers cite shifts in buyer expectations and digital engagement as driving factors behind their changing strategies.
Strategic Actions:
- Assess current demand generation tactics and allocate budget towards the most effective channels.
- Invest in proven strategies such as content marketing and webinars while exploring new options like AI and ABM.
- Monitor lead quality as a primary indicator of campaign effectiveness.
- Adjust marketing approaches to respond to evolving buyer expectations and digital behaviors.
Dive deeper > Full Story:
The Bottom Line:
- B2B marketers are increasing their budgets for demand generation, focusing on both proven and emerging strategies to drive results.
- This reflects a growing need to generate quality leads and adapt to changing buyer behaviors.
Ready to Explore More?
We work alongside teams to optimize demand generation strategies, bringing practical digital marketing insight that fits your evolving business needs. If you’re thinking about enhancing your lead quality or exploring new tactics, let’s discuss how we can help move your plans forward.