Revenue Marketers continue to prove they are highly resilient and adaptable

Revenue Marketing consultancy Demand Spring released the results of their fifth annual Revenue Marketing B2B Benchmark Report. This year’s report shows that even after another year of uneasiness, disruptions, and challenges, marketers are continuing to prove that they are highly resilient and adaptable.

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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 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:

• 82% of marketers indicated that they are primarily measured on sales pipeline initiated, an increase of 12% over 2021.

• 79% of respondents stated that they are meeting targets, an increase of 11% over last year.

• 40% of respondents identified technology as being a barrier to driving pipeline and revenue, an increase of 9% over 2021.

• There was a significant increase in marketers using AI tools to plan and executive their marketing programs – 41% of marketers indicated they are using AI tools this year vs just 18% in 2021.

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This year’s report also saw 72% of marketers indicate that they are executing ABM programs; which is a 20% increase over 2021. This indicates that marketing and sales are now realizing that the buyer interacts with both functions in a non-linear manner throughout the buyer journey.

“There were a number of surprises in the report this year, as well as a number of things that we’ve seen coming over the past five years,” said Mark Emond, Founder and President of Demand Spring. “The execution of ABM programs is a good example – while there was a significant increase this year of marketers indicating that they are initiating ABM programs, we have seen this growing over time. It is great to see that marketing and sales teams are realizing the importance of working together to deliver highly targeted account-based messaging and content.”