activate：B2B营销需求生成报告掌握需求对B2B营销人员来说什么是成功的（英文版）（26页）.pdf

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1、Actions and insights for the year aheadMastering Demand:Whats Winning(and Whats Not)for Todays B2B Marketers WebinarA C T I V A T E M S.C O MState of Demand Gen 2024Lets Talk Demand and Revenue Marketing!2 Pulse what B2B marketers are thinking and doing See whats working,whats not Benchmark and comp

2、are your 2024 plans with peers Mix in some commentary with therapyEd GrossmanChief Strategy OfficerMatt HeinzModeratorMenaka ThillaiampalamChief Marketing OfficerRobyn C McRaeVP,Global Paid Media and Demand AutomationMatt MullinVP of Demand Generationand CampaignsA C T I V A T E M S.C O MState of De

3、mand Gen 20243Respondent DemographicsDepartmentCompany Size90%of respondents were fromNorth America(US and Canada)56%11%9%7%5%4%8%Demand Generation MarketingStrategic MarketingAccount-Based MarketingCorporate MarketingField MarketingMarketing OperationsOther268 qualified demand-gen and tech marketer

4、 respondents19%14%27%9%31%1-99 employees100-499 employees500-4,999 employees5,000-9,999 employees10,000+employeesBudget and Demand Gen ExpectationsState of Demand Gen 2024A C T I V A T E M S.C O MState of Demand Gen 20245Budgets:Is stability the new normal?The needle hasnt moved much over the last f

5、ew years.Its hard to say if the dust is settling or if companies are hunkering down to see what happens with the“soft landing.”T A K E A W A YIn the next 12 months,how do you expect your Demand Gen budgets to change?Q U E S T I O N18%49%29%4%11%35%42%12%6%40%45%10%7%40%41%12%Grow significantlyGrow s

6、omewhatStay flatDecrease2021202220232024A C T I V A T E M S.C O MState of Demand Gen 20246Budgets:Not everyone sees it the same wayLarger companies more conservative.Upstart companies are more likely to spend to compete for growth in this market.T A K E A W A YIn the next 12 months,how do you expect