Nearly half of high performing teams consider demand generation a strategic initiative that helps drive growth, new research from Activate Marketing Services revealed. The “2024 State Of Demand Generation” report focused on the strategies and tactics working in B2B demand generation, as well as what separates higher-performing teams from their lower-performing counterparts.
When asked how leadership perceives demand generation efforts in driving high-quality leads and revenue growth:
- 45% said demand generation is considered a strategic partner;
- 27% said it is recognized for its efforts but not seen as a key driver;
- 22% said the strategy is viewed as essential to the company’s growth and deeply integrated with revenue strategies; while
- 6% said it is often seen as a cost center with limited impact.
“The ‘2024 State of Demand Gen’ report makes it clear that B2B marketing teams who are seen as strategic partners are staying ahead of the curve, while others fall into pitfalls,” said Chris Rooke, Activate CEO, in a statement. “For instance, high-ROI content is more likely to be found in mid- and late-funnel assets such as customer case studies — an important finding for anyone setting their strategy for 2025.”
The report also highlighted:
- The pressures surrounding the need to prove ROI;
- Red flags around underperforming lead generation strategies;
- The most successful content in converting leads; and
- How marketers can best unlock AI’s potential.
To unlock all of the report’s findings, download the “2024 State Of Demand Generation” now.