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Demand Spring Launches 3rd Annual Revenue Marketing Survey

OTTAWA, ON – September 19, 2019 – Revenue marketing consultancy Demand Spring has launched their 3rd annual Revenue Marketing Survey.

Marketing organizations are currently transitioning from cost centers to profit centers, and as such strategies, processes and practices are beginning to evolve. Demand Spring’s Revenue Marketing Benchmark Survey gives B2B marketers the opportunity to contribute their experiences and leverage the survey results within their organizations. This survey informs a benchmark report that will help B2B organizations prioritize Revenue Marketing metrics and activity in 2020.

Over the past two years, B2B marketers from across North America have contributed to Demand Spring’s survey, and have shared their experiences regarding the evolution of Revenue Marketing practices within their organizations. The findings have provided an interesting glimpse into the evolution that has been taking place. Among other findings, last year’s results indicated that:

  • 66% of marketers are measured on pipeline initiated
  • 37% of marketers have a pipeline-initiated target greater than 40% of total pipeline
  • 52% of marketers are able to measure campaign attribution today, with 40% planning to be able to within 12 months
  • 22% of marketers are using AI to plan and execute marketing strategies

Mark Emond, Founder & President at Demand Spring, said:

“Over the past two years we have watched the term ‘Revenue Marketing’ become more commonly used by marketers as a means of describing their focus. This rise in popularity has paralleled marketing becoming more central to driving engagement, education, inspiration and conversion throughout the customer journey. This is why we have undertaken this annual survey – to have the B2B marketing community help us to better understand the ins and outs of Revenue Marketing, and how organizations can best deliver it.”

To take part in this year’s survey, please visit

Nicole Baker

Nicole is a public relations professional and self-proclaimed news junkie based in Ottawa, Canada. She works with Demand Spring on various public awareness activities and initiatives.

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