B2B营销需求生成报告（英）.pptx

ActionsandinsightsfortheyearaheadMasteringDemand:What’sWinning(andWhat’sNot)forToday’sB2BMarketers–Webinar

Let’sTalkDemandandRevenueMarketing!PulsewhatB2BmarketersarethinkinganddoingSeewhat’sworking,what’snotBenchmarkandcompareyour2024planswithpeersMixinsomecommentarywiththerapyACTIVATEMS.COM2StateofDemandGen2024EdGrossmanChiefStrategyOfficerMattHeinzModeratorMenakaThillaiampalamChiefMarketingOfficerRobynCMcRaeVP,GlobalPaidMediaandDemandAutomationMattMullinVPofDemandGenerationandCampaigns

RespondentDemographicsDepartmentCompanySize90%ofrespondentswerefromNorthAmerica(USandCanada)56%11%9%7%5%4%8%DemandGenerationMarketingStrategicMarketingAccount-BasedMarketingCorporateMarketingFieldMarketingMarketingOperationsOther268qualifieddemand-genandtechmarketerrespondents19%14%27%9%31%1-99employees100-499employees500-4,999employees5,000-9,999employees10,000+employeesACTIVATEMS.COM3StateofDemandGen2024

BudgetandDemandGenExpectationsStateofDemandGen2024

Budgets:Isstabilitythenewnormal?Theneedlehasn’tmovedmuchoverthelastfewyears.It’shardtosayifthedustissettlingorifcompaniesarehunkeringdowntoseewhathappenswiththe“softlanding.”TAKEAWAYInthenext12months,howdoyouexpectyourDemandGenbudgetstochange?QUESTION18%49%29%4%11%35%42%12%6%40%45%10%7%40%41%12%GrowsignificantlyGrowsomewhatStayflatDecrease2021202220232024ACTIVATEMS.COM5StateofDemandGen2024

Budgets:NoteveryoneseesitthesamewayLargercompaniesmoreconservative.Upstartcompaniesaremorelikelytospendtocompeteforgrowthinthismarket.TAKEAWAYInthenext12months,howdoyouexpectyourDemandGenbudgetstochange?QUESTION8%48%37%6%1%6%29%47%18%0%GrowsignificantlyGrowsomewhatStayflatDecreasesomewhatDecreasesignificantly5,000employees5,000+employeesACTIVATEMS.COM6Sta