B2B Research 2024

The-State-of-Pipeline-Growth-H2-2024

Source: Pipeline360 | Doc

The H2 2024 State of B2B Pipeline Growth report, based on a survey of nearly 500 B2B marketers, reveals the top challenges facing marketing teams and how they are adapting to these challenges:

• Top challenges include budget, headcount and resource cuts (48%), economic slowdown (46%) and sales and marketing alignment (44%). In response to these challenges, 62% of companies are consolidating teams and/or job responsibilities, while 39% are relying on contractors or agencies and leveraging AI.

• Generative AI is being leveraged by 85% of participants, primarily for content development, and 76% of users are satisfied with the results.

• Investment in content creation/strategy and customer marketing are top priorities for nearly half of the marketers surveyed.

• Email marketing remains the most used lead generation channel (63%), followed by social media (61%).

• Sales and marketing alignment is strong in most companies, with 75% reporting their teams are completely or mostly aligned, and is correlated with higher goal attainment.

• Data privacy is a high priority for 88% of companies.The report concludes with an action plan for B2B marketers to accelerate pipeline growth, including enhancing sales and marketing alignment, leveraging AI and optimizing lead generation.

The report concludes with an action plan for B2B marketers to accelerate pipeline growth, including enhancing sales and marketing alignment, leveraging AI and optimizing lead generation.

2024 B2B Thought Leadership Impact Report. Reaching Beyond the Ready: Thought Leadership’s Impact on Engaging Out-of-Market B2B Buyers

Source: Edelman & LinkedIn, 2024 | Doc

The 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report explores the influence of thought leadership on B2B buyers. 

The report draws on a survey of nearly 3,500 management-level professionals and reveals that thought leadership is a powerful tool for stimulating demand, influencing sales and pricing, and protecting existing customers. 

Key learnings from the report emphasize the effectiveness of thought leadership in driving business results, yet highlight that it remains under-resourced and often not measured appropriately. 

The report outlines three key attributes of effective thought leadership: 

1. Citing strong research and data

2. Helping buyers understand their business challenges

3. Offering concrete guidance

For B2B companies seeking to enhance their marketing strategies, the report underscores the value of investing in high-quality thought leadership content.

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Superpowers Index: A Unique Perspective on the B2B Buyer and the Difference Between Winning and Losing

Source: Detsub2b, Aug 2024 | Doc

The Superpowers Index is a tool created by dentsu that analyzes B2B buying behavior.

This year's Index reveals the importance of brand building and trust in the current economic climate.

Buyers are increasingly prioritizing personal values when making purchasing decisions, and they are looking for brands that can demonstrate expertise and thought leadership. However, many B2B brands struggle to differentiate themselves and meet buyer expectations in these areas.

The report identifies three key trends shaping B2B buying experiences in 2024.

1. Brand building has become more important than ever as buyers seek out trustworthy and knowledgeable brands.

2. Positive customer experiences can significantly shorten sales cycles and increase customer loyalty.

3. Personalized and adaptive go-to-market strategies are essential for meeting the diverse needs of B2B buyers.

The Superpowers Index can be used to diagnose areas for improvement in the B2B buyer journey. By understanding buyer priorities and pain points, brands can develop targeted strategies to enhance the customer experience and drive commercial outcomes.

Dentsu encourages B2B brands to prioritize brand building, customer experience, and personalization in order to succeed in today's competitive market.

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The B2B Marketing Organization of Tomorrow

Source: LinkedIn, Mar 2024 | Doc

The 2024 LinkedIn B2B Marketing Benchmark Report delves into the evolving B2B marketing landscape and the key traits that will shape successful B2B marketing teams in the future.

The report draws on survey data from 2,001 B2B marketing leaders across eight countries, along with LinkedIn's analysis of 1,000 B2B brands.

It finds that the B2B marketing team of the future will be agile, data-driven, and customer-centric.

To succeed, marketers will need a mix of strategic thinking, technological proficiency, creativity, and strong communication and collaboration skills.

The report outlines nine essential characteristics of the B2B marketer of the future:

1. Strategic thinkers with strong business acumen

2. Technology trailblazers

3. Creative vanguards

4. Innovative content strategists

5. Data interpreters

6. Continual learners

7. Collaborative communicators

8. Visionary CMOs

9. DEI champions

Additionally, the report spotlights current trends and challenges in B2B marketing, such as the rising adoption of AI and the need for marketers to develop strong data analytics capabilities.

Overall, the report underscores the importance of balancing traditional marketing skills with emerging technologies and capabilities to thrive in a rapidly changing business environment.