The events of 2020 turned the demand generation strategies of most B2B companies on their heads, causing marketers to pivot and reallocate budgets to rely solely on digital engagement. With the New Year approaching, the B2B marketing teams are taking the lessons of 2020 and redoubling their work.
The 2021 demand generation benchmark study found that B2B demand teams are slowly but surely moving away from a lead-oriented mindset in order to focus on the opportunities and revenue generated.
Overall, B2B organizations are relying on ABM, increasing activity in testing and deploying ABM strategies, improving marketing and sales alignment, reaching the right stakeholders, and ensuring that content resonates with target audiences. When asked which strategies see greater budget prioritization in 2021, a majority of respondents (61%) said account-based marketing, followed by content marketing (60%).
In the following report, we’ll examine the survey results to identify current trends in how B2B organizations support aggressive growth plans and where budget priorities lie. We’ll also examine the key content formats, channels, and engagement tactics that fuel key stages of the funnel and beyond.