Demand Generation

Demand Spring Releases 4th Annual Revenue Marketing B2B Benchmark Report

OTTAWA, ON – January 19, 2021 – Revenue Marketing consultancy Demand Spring today released the results of their fourth annual Revenue Marketing B2B Benchmark Report. Numerous findings in the report indicate that Revenue Marketing has played a pivotal role within organizations throughout 2020, and will continue to do so post-pandemic.

Over the past several years, marketing organizations have been transitioning from cost centers to profit centers, and as such strategies, processes and marketing practices are evolving. Since 2017, Demand Spring’s Revenue Marketing B2B Benchmark Survey has given B2B marketers from across North America the opportunity to contribute their experiences regarding the evolution of Revenue Marketing, and to leverage the report results within their organizations.

A number of key findings were uncovered in this year’s survey, including:

  • Marketing organizations continue to be measured on initiated pipeline, with 70% of marketers indicating that they are primarily measured on this.
  • 31% of marketers have a pipeline-initiated target greater than 40% of total pipeline. This is a significant increase from 11% last year
  • Not surprisingly, virtual events and webinars have come to the forefront in light of COVID-19. 59% of marketers found webinars most effective in terms of generating or progressing leads, while 44% found virtual events most effective.

In a year with much turmoil and many unknowns within organizations, close to 50% of respondents identified budget as being a barrier to driving pipeline and revenue in 2020, an increase of 29% over the previous year. COVID-19 has had a significant impact on marketing budgets, with 37% of respondents seeing a decrease of more than 20%.

Mark Emond, President of Demand Spring, said: 

“An underlying driver for us at Demand Spring is our commitment to helping Marketers stand taller within their organizations, and in no other year has this been more important than in 2020. However, despite the chaos seen last year, our survey reiterates something that we already knew – Marketers are a resilient and highly adaptable group of professionals. They have successfully come through a very tough year, and in many cases are stronger for it!”

For more information, and to see a full copy of the report, visit here.

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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