It’s official: B2B marketers are putting their money where their growth is.
The latest Demand Gen Benchmark Report shows that35% of B2B companies increased their demand generation budgets this year, with many prioritizing more sophisticated strategies and content.
Here’s what stood out—and what it means for your pipeline.
The Big Takeaways
1?? Case Studies Are the #1 Asset
- 57%of marketers now say case studies drive the best results.
- Decision-makers want proof, not just promises.
2?? Brand + Demand Remain Disconnected
- Only29%report fully integrated brand and demand generation.
- Companies that align both see higher engagement and trust.
3?? Budgets Are Shifting to Personalization and AI
- Marketers are moving away from spray-and-pray.
- Investments are flowing into tech stacks that power dynamic targeting.
Why This Matters
The days of relying on high-volume gated content alone are over. Buyers expect:
?Personalized experiences
?Evidence of success
?Seamless engagement across channels
Yet many organizations still run brand and demand as silos. This is a missed opportunity.
What Leading Brands Are Doing Differently
Companies that outperform their peers in this report share common traits:
- Integrated journeys:Content, outreach, and brand messages are aligned across every touchpoint.
- Always-on campaigns:Engagement doesn’t end when a campaign wraps.
- Measurement beyond leads:Pipeline velocity, win rates, and customer lifetime value are the true KPIs.
