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Reports

State Of Database Quality & Accuracy: Keeping Databases Up To Date Remains Crucial; Organizations Adapting To Changing Privacy Restrictions

Database maintenance is one of the least glamorous aspects of B2B marketing. But it's arguably the most critical. Successful campaigns and strategies rely on accurate, high-quality data as their foundation and use the insights generated to guide future initiatives. However, it seems that organizations' databases aren't currently up to snuff. Demand Gen Report research shows that 68% of marketers have…

What’s Working In Account-Based Marketing? Organizations Focus On Experiential Campaigns & Internal Alignment For ABM Success

The popularity and successes of account-based marketing (ABM) are unmatched. Demand Gen Report research revealed that 98% of marketers are currently using or plan to use ABM strategies, with 73% of respondents who use ABM indicating it greatly exceeded their organization's expectations. Given the strength of this powerhouse strategy, it's important to reflect on what's working — and what's not.…

2021 State Of Video Marketing: B2B Marketers Double Down On Digital Channels & Metrics To Create Engaging Video Content

In a digital-first B2B industry, video and interactive content is playing a major role in engaging buyers, especially in the awareness stages of the journey. In fact, Demand Gen Report's (DGR) 2021 Content Preference Survey showed that 46% of buyers reported engaging with video and interactive content in the early and mid-stages of their purchasing process. However, due to the…

2021 Lead Nurturing & Acceleration Benchmark Survey: Moving Into The Modern Era With Highly Targeted, Account-Based Lead Nurturing

In this year's Lead Nurturing & Acceleration Benchmark Survey, the results overwhelmingly pointed to the modernization of lead nurturing and the nuanced nature that comes along with its evolution. As lead nurturing and its accompanying strategies become a bigger priority, it's simultaneously becoming more challenging. In fact, 56% of respondents said their performance is poor/inadequate or needs improvement, while 84%…

What’s Working In Content Marketing In 2021: Modern B2B Orgs Turn To ‘Lo-Fi’ Content, Interactivity, Customization & Repurposing To Engage Buyers In An Oversaturated Digital World

Content has always been king, but it took a pandemic to remind us just how essential good digital content is for B2B brands to connect with audiences. According to research from Demand Gen Report, 61% of marketers rank content marketing as one of their most important tactics for engaging prospects, driving leads and revenue, personalizing account-based strategies and maintaining buyer-seller…

What’s Working In Conversational Marketing: Using The Power Of AI & Virtual Selling Assistants To Create Seamless Buying Experiences, Strengthen ABM Campaigns

In 2021, B2B buyers are taking more control over their buying journeys, demanding brands do more to allow for fully operational, self-service journeys. To fully realize this, B2B marketers are turning to conversational marketing to deliver highly relevant conversations that provide buyers with meaningful assistance and the resources for independent decision-making. Advancements in artificial intelligence (AI) have ushered in a…

2021 State Of Growth Marketing: Organizations Relying On Data, CX To Reconfigure Pricing, Identify Strongest Lead Gen Channels & Reduce Churn

To find marketing success in today's digital-first world, organizations must focus on analyzing available data and deploying omnichannel strategies to unify the brand and ensure growth, specifically in content creation, sales metrics and the overall customer experience. Growth marketing — also referred to by the less appealing term "growth hacking" — enhances the dynamics of demand generation by using data-driven…