掌控需求 ： 如今 B2B 营销人员的成功(和失败) 网络调研会

Mastering Demand:What’s Winning(and What’s Not) forToday’s B2BMarketers–Webinar Actions and insights for the year ahead Let’s Talk Demand andRevenue Marketing! ▪Pulse what B2B marketers arethinking and doing ▪See what’s working, what’s not▪Benchmark and compare your2024 plans with peers▪Mix in some commentary withtherapy Matt Mullin Robyn C McRaeVP, Global Paid Media and MenakaThillaiampalamChief Marketing Officer VP of Demand Generationand Campaigns Demand Automation Ed GrossmanChief Strategy Officer Matt HeinzModerator Respondent Demographics 90% of respondentswere fromNorth America (US and Canada) 268qualified demand-gen and techmarketer respondents Budget and DemandGen Expectations State of Demand Gen2024 Budgets: Is stability the new normal? Q U E S T I O N T A K E A W A Y In the next 12 months, how do you expectyour Demand Gen budgets to change? The needle hasn’t moved much over the last few years. It’shard to say if the dust is settling or if companies are hunkeringdown to see what happens with the “soft landing.” Budgets: Not everyone sees it the same way Q U E S T I O N T A K E A W A Y In the next 12 months, how do you expectyour Demand Gen budgets to change? Larger companies more conservative. Upstartcompanies are more likely to spend to compete forgrowth in this market. Mission accomplished? Q U E S T I O N T A K E A W A Y To what extent did you meet/exceed demand generationgoals last year? Despite headwinds, a majority met orexceeded their goals in 2023. The value of demand generation Q U E S T I O N T A K E A W A Y How does leadership perceive your demand generationefforts? A majority of respondents seesdemand generation as strategic. Topics, Tech, andTactics The pressure is on, big time. The tech stack less so. T A K E A W A Y Q U E S T I O N Strong agreement on demand gen pressure, brandingand AI. Respondents not feeling great about purchasetimelines, budgets or tech stack. To what extent do you agree withthe following statements? IsMarTechmaking marketing better? Q U E S T I O N T A K E A W A Y Rate the effectiveness of your current marketing technologystack in enabling you to meet your goals. While a majority are finding at least somesuccess with their marketing technology,about one-in-five are finding it ineffective. Content effectivenesstrends emerging Q U E S T I O N T A K E A W A Y Which content types do you find to be most effective at thetop-of-funnel / middle-of-funnel / bottom-of-funnel (BOF)? Demand Gen marketers see different assets neededat different funnel stages. Case studies stand out aspowerful mid-and late-funnel performers. ROIwinners and losers Q U E S T I O N T A K E A W A Y In your opinion, which content types deliverthe highest ROI overall? (Select up to 3) High-ROI content tends to be associatedwith mid-and late-funnel assets. On the horizon:mid-funnel preference Q U E S T I O N T A K E A W A Y Which content types do you expect to increase the useof in the year ahead to improve your demandgeneration strategy? (Select all that apply) Case studies are far-and-away the highest rankedfor increased use in the coming year. BDRs and LeadQualification State of Demand Gen2024 The impact and role ofBDRs Q U E S T I O N T A K E A W A Y When thinking about telephone outreach to leads, which ofthe following best describes your organization’s approach? Having BDRs to focus on lead qualification andfollow-up has become a clear best practice. The impact and role ofBDRs Q U E S T I O N T A K E A W A Y When thinking about telephone outreach to leads, which ofthe following best describes your organization’s approach? Smaller companies are catching upto larger companies in their BDRuse. The right data matters Q U E S T I O N T A K E A W A Y What is the most important data you provide about warmleads to your SDR/BDR/ISR team? (Select up to 3) Marketers are focused on delivering accuratecontact information, ”need” info, and engagementhistory. Budget and intent less so. Looking Forward For the Full 2024 State of DemandGen Report, please contact: StateOfDemandGen2024@activatems.com