New Report Sheds Light on Tech Demand Gen Trends in 2021

Activate, a B2B tech demand generation company, announced the release of its fifth annual State of Demand Gen report. The report consists of feedback and plans from enterprise B2B tech marketing and demand gen decision-makers regarding demand gen initiatives in their companies. Over 150 tech marketing leaders were surveyed.

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“Digital tech marketing has been growing steadily for years, and in many cases, demand gen is taking the lead in terms of share of marketing budget,” says Martha Schwartz, co-founder and president of Activate. “During Covid, B2B tech demand gen marketers hit and exceeded their KPIs. We also found that 90% of marketers are seeing online event fatigue. There are so many other revealing insights that will let B2B demand gen marketers see where they stand against their peers.”

Here are some of the topics covered in this report:

  • Demand generation budget patterns and growth
  • How most B2B tech demand generation marketers have changed and expanded their activities in response to the pandemic
  • Tactics that are seeing increased adoption
  • Top ABM and sales relationship strategies
  • Sophisticated attribution techniques and metrics in use

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