12 Demand Gen Stats Every Marketer Needs to Know

Demand generation keeps the pipeline flowing and business growing. But for many B2B marketers, it feels more like a pressure cooker.

Many demand gen marketers know that content marketing — blogs, videos, case studies — is the foundation for driving high-quality leads and engaging buyers early. Yet many teams struggle to produce enough content to meet demand, let alone optimize its impact. And despite rising investment in demand gen marketing, misaligned strategies and outdated tech can hold teams back.

So how are today’s B2B companies — and marketers — tackling these strategic and operational challenges to improve demand gen outcomes? And what are the biggest barriers to success? Let’s take a look.

Setting Strategic Priorities

1. Today’s B2B organizations are investing 31% of their budgets toward demand gen. (Pipeline360 and Demand Metric)

2. B2B marketers say their top demand generation priorities are:

• • Improving conversion rates and campaign results
  • Focusing on lead quality over quantity
  • Improving the ability to measure and analyze marketing impact
  • Generating the right contacts or stakeholders within target accounts
  • Generating increased lead volume (Demand Gen Report)

3. When asked for the top three most effective marketing strategies for demand gen, 83% said content marketing; 67% said organic SEO; and 53% said paid advertising. (Content Marketing Institute and DemandJump)

Aligning Tools, Tech and Resources

4. Just over one-third of marketers rate their organization’s use of technology to get meaningful insights into the customer journey as good or excellent. (Content Marketing Institute and DemandJump)

5. Only 28% of B2B marketers have a fully integrated approach to brand and demand marketing, while 14% said brand and demand run completely independently of each other. (Demand Gen Report)

6. 56% of organizations report they don’t have enough content to meet demand gen goals. (Content Marketing Institute and DemandJump)

7. The top three tools or resources teams need to better meet their organization’s demand gen goals are: better understanding of customer needs and preferences (67%); stronger sales and marketing alignment (57%); and more writer resources (51%). (Content Marketing Institute and DemandJump)

Investing in Demand Gen Content

8. 73% of organizations view content as a very or extremely important part of its demand gen efforts. (Content Marketing Institute and DemandJump)

9. The top formats for demand gen content are blogs (95% of marketers), videos (95%) and case studies (90%). (Content Marketing Institute and DemandJump)

10. 45% of the content that marketers create is for the earliest stages of the buying journey. (Content Marketing Institute and DemandJump)

11. 52% of marketers said that the early stage is where their organizations receive the most value from content marketing used for demand gen. (Content Marketing Institute and DemandJump)

12. Organizations that use content syndication are more satisfied with the quality of the leads they get — 79% are satisfied or very satisfied. (Pipeline360 and Demand Metric)

Sources

2023 Content Marketing for Demand Generation Survey, Content Marketing Institute and DemandJump

Demand Generation Benchmark Survey, Demand Gen Report, 2024

H2 2024 State of B2B Pipeline Growth, Pipeline360 and Demand Metric