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Research

Demand Generation Benchmark Study: Quality Over Quantity Takes Center Stage For Demand Marketers

The 2020 Demand Generation Benchmark Study found a growing emphasis on improving conversion rates and moving the needle away from leads to revenue focused metrics. The research, conducted by Demand Gen Report, showed the top two priorities for marketing teams this year are: Improving conversion rates/campaign performance; and Focusing on lead quality over quantity. To support this new focus on…

Intent Data’s Expanding Impact

The category of intent data has drawn significant interest and buzz over the past five years, as both sales and marketing professionals flocked to the concept of identifying buying signals from prospects. Now, as B2B organizations move beyond the "shiny new toy" phase, their maturity and commitment have advanced to viewing intent data as an integral layer of intelligence in…

The B2B Millennial Buyer Survey Report

As businesses look to better their efforts to meet Millennial buying preferences and target their priorities, they must also help them overcome additional hurdles in the purchase process. This includes removing friction and complexity from the buying journey to speed up the process, as well as gaining trust from their superiors and colleagues. This report will share findings from our…

2019 Lead Nurturing & Acceleration Survey Report

With Added Pressures To Improve Acceleration Programs, Marketers Moving Beyond Over Reliance On Emails And Gated Offers The importance of lead nurturing programs has only heightened in recent years, as more internal stakeholders are added to the consideration process and B2B organizations are putting greater time and attention to reduce risks in their selection process. However, while marketing teams are…

The 2019 B2B Buyers Survey Report

Research Shows Buying Committees Engaging And Rewarding Agility And Relevance Of Potential Solution Providers Over the course of eight years, Demand Gen Report’s annual B2B Buyers Survey has spotlighted the ever-changing needs and expectations of the different stakeholders in complex purchasing decisions. This year is no different, with the annual survey data showing that buyers are engaging earlier with sales…

The 2019 Webinar Strategy Report

As webinars are becoming a more strategic practice throughout the buying journey, this in-depth survey report aims to highlight how webinar producers at B2B organizations are: Experimenting with a variety of webinar formats to fuel engagement with prospects; Prioritizing measurement and reporting to better understand that engagement and ensure it’s being utilized by their team to refine messaging; and Deepening…

2019 Marketing Measurement & Attribution Survey Report

Benchmark Research Shows Reporting Matures To Track More ABM & Conversion At Specific Stages Of Buyers Journey Nearly every B2B organization strives to learn more about their buyers. Building journey maps, studying triggers and analyzing the behavior of key stakeholders are common practices for marketing teams. The common factors for all of these initiatives are having actionable reporting and metrics…