2024下半年B2B渠道增长报告

H22024

StateofB2B

PipelineGrowth

H2StateofB2BPipelineGrowth

HowcanB2Bmarketersaccelerategrowth?ThegroundbeneaththeB2Bmarketer’sfeetisevershifting-headcount,resources,budget,technology-makingitachallengetoconsistentlyaddressgrowth.Yet,what’satstakedoesnotjustaffectthemarketingorganization,butthesuccessoftheentireorganization.

studywhilealsoexploringsomenewareasofinterest.

I’mexcitedtointroduceourlateststudy,whichfurtherinvestigatesthemesfirstidentifiedin

“The2024StateofB2BPipelineGrowth”

Thisstudyexaminesthelatestchallenges,opportunities,andareasofinterestthatmarketersarefacing,including:channelusage,salesandmarketingalignment,generativeAIusage,salescyclelength,anddataprivacy,allfromaB2Bperspective.

Backedbyresponsesbynearly500B2BmarketersacrosstheUSandUK,thestudy’sgoalistohelpB2Bmarketingorganizationsunderstandwhatisandisnotworkingwhenitcomestofillingtherevenuepipelineandacceleratinggrowth.

Ihopeyouenjoythelearningsasmuchaswehave!We’llbeoutontheroadoverthenextseveralmonthssharingourinsightsandlearningfromfellowmarketers-wehopetoseeyoualongthejourney!

Yourstruly,

MattHummel

VP,Marketing,Pipeline360

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KeyFindings

Section01:ChallengesandCopingStrategies

Section02:GoalAchievement

Section03:AIandInvestmentAreasSection04:BuyingGroupsandLeads

Section05:SalesandMarketingAlignmentSection06:DataPrivacy

ActionPlan

Methodology

H2StateofB2BPipelineGrowth

KeyFinding#1

46%

Theeconomicslowdownwassecond.

44%

Sales&marketingalignmentrankedthird.

48%

Foralmosthalfofstudy

participants,thetopchallengeareaisbudget,headcount,

andresourcecuts.

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H2StateofB2BPipelineGrowth

KeyFinding#2

47%

AlmosthalfofB2Bmarketersinthisstudyarestrugglingtomeettheirgoalsthisyear.

73%

Almostthree-quartersof

teamswithcompletesales

andmarketingalignment

reportmeetingtheirgoalssofarthisyear.

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H2StateofB2BPipelineGrowth

KeyFinding#3

62%

Areconsolidatingteams

and/orjobresponsibilities.

39%

ReliedoncontractorsoragenciestiedforsecondwithleveragingAI.

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H2StateofB2BPipelineGrowth

KeyFinding#4

85%

ofstudyparticipants

leverageGenerativeAIinoneormoreways,mostcommonlytodevelop

content.

76%

Overthree-quartersof

thosewhoareleveragingGenerativeAIaresatisfiedwiththeresultstheyare

getting.

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H2StateofB2BPipelineGrowth

KeyFinding#5

61%

Socialmediarankssecond

47%

Digitaldisplayadvertisingisthird.

63%

Emailremainsthemostheavilyusedlead

generationchannel,inusebymorethanhalfofthestudyparticipants

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H2StateofB2BPipelineGrowth

KeyFinding#6

49%

Contentcreationand

strategyistiedwithcustomermarketingasthetoprankedareasofinvestment.

47%

ProductMarketingand

MarketingOperationstiedforthirdforinvestmentof

marketing’sexistingbudget.

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SECTION01|

Challengesand

CopingStrategies

H2StateofB2BPipelineGrowth

SECTION01|ChallengesandCopingStrategies

cutstopthelistofmarketings’challenges.

Abouthalf(48%)ofstudyparticipantsagreeonthistopchallenge,atime-honoredmarketingblock.Marketershavenoshortageofchallenges,witheconomicslowdown(46%),salesandmarketingalignment(44%),and

increasing/impossibletargets(42%)closelyfollowing.

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H2StateofB2BPipelineGrowth

Whatchallengesareyourightnowinmarketing?

Values

Budget/headcount/resourcecutsEconomicslowdown

SalesandmarketingalignmentIncreasing/impossibletargetsUnderstandingbuyerpreferencesPoordataquality

Reportingperformance

Ineffectivemartechstacks

Inabilitytoreachbuyinggroup

Percentage

48%

46%

44%

42%

40%

35%

31%

26%

25%

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facing

H2StateofB2BPipelineGrowth

SECTION01|ChallengesandCopingStrategies

Halfofstudyparticipants

.

Withheadcounttoppingthelistofchallenges,halfofstudyparticipantsreportinthepastyeartheyhaveaddednewstaffabovestart-of-yearlevels.Roughlyone-quarter(24%)haveexperiencedattritionorcutsduringthis

sameperiod.

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H2StateofB2BPipelineGrowth

Howhaveyourmarketing

team’sstaffinglevelschangedoverthepast

year?

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Values

Wehaveaddedstaffduringtheyear(newstaffoverandabovestart-of-yearlevels)

Nochange(noattrition,nocuts,oryouhavereplacedstaffthatleft)

Wehaveexperiencedattritionorstaffingcutsduringtheyear(anetlossofstaffsincethebeginningoftheyear)

Percentage

50%

26%

24%

Howhaveyourmarketingteam’sstaffing

levelschangedoverthepastyear?

Wehaveexperienced

attritionorstaffingcuts

duringtheyear(anet lossofstaffsincethebeginningoftheyear)

24%

Wehaveadded

staffduringthe

year(newstaff

overandabove

start-of-year

Nochange(no

attrition,nocuts,or

youhavereplaced

staffthatleft)

26%

levels)

50%

H2StateofB2BPipelineGrowth

SECTION01|ChallengesandCopingStrategies

adapttoresourceconstraints.

62%ofstudyparticipantsareresortingtoaconsolidationstrategytomitigatetheeffectoffewerresources.TiedforaverydistantsecondplacearethestrategiesofrelyingoncontractorsoragenciesandleverageAI(39%).Cuttingtravelfunds,loweringoutput,andevenclosingofficeswereidentifiedascopingstrategies.

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H2StateofB2BPipelineGrowth

Howisyourcompanyadapting

tofewerresources?

Percentage

Values

62%

39%

39%

31%

Consolidatingteamsand/orjobresponsibilitiesRelyingoncontractorsoragencies

LeveragingAI

Travelbudgetcuts

24%

20%

20%

We'veloweredouroutput

WehaveincreasedourresponsetimeClosingoffices

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H2StateofB2BPipelineGrowth

SECTION01|ChallengesandCopingStrategies

in

2024comparedto2023.

Theprojectionfromthelast“StateofB2BPipelineGrowth”studypublishedinJanuary2024wasfor62%of

studyparticipantstoseemarketingbudgetsheldsteadyorgrow.Thatoptimismwasnotfullyrealized,asonly52%reportthatoutcomeinthisstudy.

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H2StateofB2BPipelineGrowth

Howdoesyourcurrent2024

budgetcompareto2023?

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Itissignificantlylower(15%

orgreaterreduction)

10%

Itissignificantlyhigher(15%orgreaterincrease)

15%

Itisthesameasin2023

16%

Itisslightlyhigher

(between1%and14%)

37%

Itisslightlylower

(between1%and14%)

22%

SECTION02|

GoalAttainment

H2StateofB2BPipelineGrowth

SECTION02|GoalAttainment

Overhalfofstudyparticipants

Despitethechallenges,overhalf(53%)ofthemarketersinthestudyreporttoagreatorverygreatextent,theyaremeetingtheirgoalsfortheyear.

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H2StateofB2BPipelineGrowth

Towhatextent

hasyourteam

beenableto

meetitsgoalssofarthisyear?

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Values

Toaverygreatextent

ToagreatextentTosomeextent

ToalittleextentNotatall

Percentage

15%

38%

36%

6%

5%

Towhatextenthasyourteambeenableto

meetitsgoalssofarthisyear?

Notatall

Toaverygreatextent

15%

5%

Toalittleextent

6%

Tosomeextent

36%

Toagreatextent

38%

H2StateofB2BPipelineGrowth

SECTION02|GoalAttainment

isevenlysplit.

Halfofstudyparticipantsaretoagreatorverygreatextentmeetingtheirleadgenerationgoals.Theremaining50%eitherdon’tknow,orareonlymeetingtheirgoalstosomeornoextent.

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H2StateofB2BPipelineGrowth

Towhatextent

haveyoubeen

abletomeetyourleadgeneration

goals?

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Values

Toaverygreatextent

ToagreatextentTosomeextent

ToalittleextentNotatall

Idon'tknow

Percentage

11%

39%

34%

9%

3%

4%

Towhatextenthaveyoubeenabletomeet

yourleadgenerationgoals?

Idon'tknow

4%

Notatall

Toalittleextent

3%

9%

Toagreatextent

39%

Toaverygreatextent

11%

Tosomeextent

34%

SECTION03|AIandAreasofInvestment

H2StateofB2BPipelineGrowth

SECTION03|AIandInvestmentAreas

forB2Bmarketers.

Overone-third(39%)ofstudyparticipantsreportedleveragingAItoadapttofewerresources.IntermsofhowB2BmarketersareleveraginggenerativeAI,themostcommonuse,byoverhalf(51%),istodevelopcontent.Other

mainuseswereideabrainstorming(45%),contentpersonalization(41%),andmeetingsummarization(41%).

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H2StateofB2BPipelineGrowth

using

HowhasyourteambeengenerativeAI?

Percentage

Values

51%

45%

41%

41%

39%

36%

33%

15%

Weuseittodevelopcontent

Weuseitforbrainstormingnewtopics

WeuseittopersonalizecontentWeuseittosummarizemeetingsWeuseitforsalesenablement

WeuseittodevelopimageryWeuseitforleadgenerationWedon'tuseit

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H2StateofB2BPipelineGrowth

SECTION03|AIandInvestmentAreas

Satisfactionwith

Overthree-quarters(76%)ofstudyparticipantswhouseGenerativeAIaresatisfiedorverysatisfiedwiththeresultstheyaregetting.

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H2StateofB2BPipelineGrowth

Howsatisfiedareyouwiththe

resultsyou're

gettingfromusinggenerativeAI?

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Values

VerysatisfiedSatisfied

Neutral

Dissatisfied

Verydissatisfied

Percentage

32%

45%

15%

5%

3%

Howsatisfiedareyouwiththeresultsyou're

gettingfromusinggenerativeAI?

DissatisfiedVerydissatisfied

Neutral

15%

Very

satisfied

32%

5%3%

Satisfied

45%

H2StateofB2BPipelineGrowth

SECTION03|AIandInvestmentAreas

AIisemergingasatoolfor

Ensuringdatacomplianceandaccuracyisahighpriorityfor67%ofstudyparticipants.Studyparticipantsidentifiedseveralmethodstheyuseforthispurpose,with39%utilizingAItodothis.

DespitetheadoptionofAI,thegreatestpercentageofrespondents(55%)aremanuallyanalyzingCRMdatatoensurecomplianceandleadaccuracy.

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H2StateofB2BPipelineGrowth

Howdoyouensuredatacomplianceandaccuracywithyourleads?

Values

WeregularlyanalyzeourCRMdatamanually

Percentage

55%

53%

Wehaveaconsentmanagement/validation/datacleansingtools

52%

45%

OurlegalteamandITteamshaverobustdataqualityandsecuritypoliciesinplaceWehavealeadscoringprocessinplace

39%

WeutilizeanAIfordatacomplianceandaccuracy

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H2StateofB2BPipelineGrowth

SECTION03|AIandInvestmentAreas

isatopareaofinvestment.

Thesinglelargestareaofinvestmentbyalmosthalf(49%)ofstudyparticipantsisincontentcreationandstrategy.Tiedwithcontentformarketingdollarsiscustomermarketing.Notfarbehind,47%ofstudy

participantsareinvestinginmarketingoperationsandtechnology.Theseinvestmentsreflectadualfocusongreatereffectivenessandefficiency.

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H2StateofB2BPipelineGrowth

team

Whereisyourmarketing

investingitsexistingbudget?

Percentage

Values

49%

49%47%

47%

40%40%

39%

32%

32%

30%

31%

29%

23%

Contentcreation/strategyCustomermarketing

Marketingoperations/technology

ProductmarketingSocialmedia

Digital

LeadgenerationCommunications

FieldoreventmarketingPartnermarketing

DemandgenerationSalesenablement

ABM

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SECTION04|Buyinggroupsandleads

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

arenotable

toeffectivelyreachindividualswithinbuyinggroups.

26%ofstudyparticipantsreporttheireffortstoreachindividualswithinbuyinggroupsareneutraltoveryineffective.

Salesandmarketingalignmenthasamajorimpactonthiseffectiveness.Only15%oforganizationsinthestudywithstrongalignmentreportloweffectivenessatreachingbuyinggroupmembers.Bycontrast,53%oforganizationswithpartialtonoalignmentexperiencethislowlevelofeffectivenesswiththebuyinggroup.

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H2StateofB2BPipelineGrowth

Howeffectivelyareyouabletoreachindividualswithinyour

buyinggroups?

Percentage

Values

20%

Veryeffectively

54%

Effectively

14%

Neutral

6%

Ineffectively

6%

Veryineffectively

P

3

ne

pe

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

isahigh

priorityformoststudyparticipants.

42%ofstudyparticipantssaygettingnewMarketingQualifiedLeads(MQLs)intothepipelineismissioncritical.Another38%reportit’sanurgentpriority.

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H2StateofB2BPipelineGrowth

Whichstatementbestdescribestheimportanceof

gettingnewqualifiedleads(MQLs)intothepipelineatyour

company?

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Values

Gettingnewqualifiedleadsismissioncritical

Gettingnewqualifiedleadsisanurgentpriority

Wehaveenoughqualifiedleads

Wedon'trequireleadsinourbusiness

Percentage

42%

38%

14%

6%

Whichstatementbestdescribestheimportanceofgettingnewqualifiedleads(MQLs)intothepipelineatyourcompany?

Wedon'trequireleadsinourbusiness

6%

Wehaveenough

Gettingnew

qualifiedleads

ismission

critical

42%

qualifiedleads

14%

Gettingnew

qualifiedleadsisan

urgentpriority

38%

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

isthemostused

leadgenerationchannel.

Omni-channelisawayoflifeforB2Bmarketers,andwithintheleadgenerationchannelmix,emailismostused,by63%ofstudyparticipants.Thisstudyfoundthatsocialmediaenjoysalmostequalusage(61%),followedbyinfluencermarketing(49%).

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H2StateofB2BPipelineGrowth

Whatchannelsareyourmarketingteamusingforleadgeneration?

Percentage

Values

63%

61%

49%

47%

45%

38%

35%

34%

28%

22%

EmailmarketingSocialmedia

Influencermarketing

DigitaldisplayadvertisingIntentsignals

SEO/SEMWebinars

ContentsyndicationEventmarketing

Podcasts

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H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

ofstudyparticipantsaresatisfiedwiththeirleadquality.

69%ofstudyparticipantsaresatisfiedorverysatisfiedwiththequalityofleadstheirprocessgenerates.Thetopleadqualityconcernsare:

1.Incompletedata(45%)

2.Invalidemails/phonenumbers(41%)

3.Duplicateleads(34%)

4.Leadsthatdon’tmatchtargetingcriteria(32%)

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H2StateofB2BPipelineGrowth

Howsatisfiedareyouwiththe

qualityofleadsyoucurrently

generate?

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Values

VerysatisfiedSatisfied

Neutral

Dissatisfied

Verydissatisfied

Percentage

22%

47%

22%

6%

3%

Howsatisfiedareyouwiththequalityof

leadsyoucurrentlygenerate?

Verydissatisfied

Very

Dissatisfied

3%

satisfied

22%

6%

Neutral

22%

Satisfied

47%

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

Ensuringtakestime.

B2Bmarketersinthestudyarespendingtimetoensurethequalityoftheirleaddata.65%arespendingfiveormorehoursperweekdoingso,and20%arespending16ormorehoursdoingso.Thistimerepresentsaharddollarcostthatislikelygoingunaccountedforinmanyorganizations.

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H2StateofB2BPipelineGrowth

Howmuchtime

doyouspendensuringthe

qualityofyourleaddata?

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Values

Lessthan1hourperweek

1to4hoursperweek

5to10hoursperweek

11to15hoursperweek

16to20hoursperweek

Morethan20hoursperweekIdon'tknow

Percentage

6%

22%

27%

19%

12%

8%

6%

Howmuchtimedoyouspendensuringthe

qualityofyourleaddata?

Lessthan1

Idon'tknow

hourperweek

6%

6%

Morethan20hoursperweek

5to10

hoursper

week

8%

16to20

hoursper

week

27%

12%

11to15

1to

hoursper

week

19%

4hoursperweek

22%

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

isproducinggreater

satisfactionwithleadquality.

One-third(33%)ofstudyparticipantsreportusingcontentsyndicationtogenerateleads.Thosewhousecontentsyndicationaremoresatisfiedwiththequalityoftheleadstheyget:79%aresatisfiedorvery

satisfied,comparedto69%leadqualitysatisfactionforthosegeneratedthroughallchannels.

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H2StateofB2BPipelineGrowth

Howsatisfiedareyouwiththe

qualityofyourcontent

syndicationleads?

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Values

VerysatisfiedSatisfied

Neutral

Dissatisfied

Verydissatisfied

Percentage

24%

55%

9%

6%

6%

Howsatisfiedareyouwiththequalityofyour

contentsyndicationleads?

Dissatisfied

6%

Neutral

9%

Very

dissatisfied

6%

Satisfied

55%

Very

satisfied

24%

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

.

Digitaldisplayadvertisingisastapleintheomni-channelline-upformanyB2Bmarketers.73%ofthosein

thisstudythatuseitaresatisfiedorverysatisfiedwiththisleadgenerationchannel.Thiscomparesfavorablytothe69%overallleadqualitysatisfactionreportedearlierinthisstudy.

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H2StateofB2BPipelineGrowth

Howsatisfiedare

youwiththe

qualityofyour

digitaldisplay

advertisingleads?

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Values

VerysatisfiedSatisfied

Neutral

Dissatisfied

Verydissatisfied

Percentage

21%

52%

17%

6%

4%

Howsatisfiedareyouwiththequalityofyour

digitaldisplayadvertisingleads?

Very

dissatisfied

4%

Dissatisfied

6%

Neutral

17%

Satisfied

52%

Very

satisfied

21%

H2StateofB2BPipelineGrowth

SECTION04|Buyinggroupsandleads

lagsleadqualitysatisfaction.

Althoughnotbymuch,thereislesssatisfactionwiththequantityofleadsgeneratedthanthereiswiththequality,asreportedabove.64%ofstudyparticipantsaresatisfiedorverysatisfiedwithleadquantity.

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H2StateofB2BPipelineGrowth

Howsatisfiedareyouwiththe

quantityofleadsgenerated?

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Values

VerysatisfiedSatisfied

Neutral

Dissatisfied

Verydissatisfied

Percentage

17%

47%

23%

9%

4%

Howsatisfiedareyouwiththequantityof

leadsgenerated?

Very

Dissatisfied

dissatisfied

Very

satisfied

17%

Neutral

23%

9%4%

Satisfied

47%

SECTION05|

Salesandmarketingalignment

H2StateofB2BPipelineGrowth

SECTION05|Salesandmarketingalignment

reportcompletesalesandmarketingalignment.

Salesandmarketingalignmentamongstudyparticipantsisgood,with75%reportingtheirteamsare

completelyormostlyaligned.Ontheotherendofthealignmentspectrum,however,11%reporttheyarebarelyalignedornotalignedatall.

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H2StateofB2BPipelineGrowth

Howalignedareyoursalesand

marketingteams?

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Values

CompletelyalignedMostlyaligned

Partiallyaligned

Barelyaligned

Noalignmentatall

Percentage

34%

41%

14%

6%

5%

Howalignedareyoursalesand

marketingteams?

Noalignmentatall

Barelyaligned

Partiallyaligned

14%

Completelyaligned

34%

6%5%

Mostlyaligned

41%

H2StateofB2BPipelineGrowth

SECTION05|Salesandmarketingalignment

surveyedhaveaveragesales

cyclesayearormoreinlength.

B2BmarketerstypicallyhavelongersalescyclesthantheirB2Ccounterparts,andinthisstudy,oneinfivereportaveragesalescyclesof12monthsormore.Just13%reportanaveragesalescycleoftwomonthsorless.

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H2StateofB2BPipelineGrowth

Whatisthe

averagelengthofyoursalescycle?

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Values

2monthsorless

3to5months

6to8months

9to11months

12to14months

15to17months

18monthsormore

Percentage

13%

25%

24%

17%

11%

4%

6%

Whatistheaveragelengthofyour

salescycle?

18monthsormore

15to17months6%

4%

12to14months

11%

9to11months

17%

2monthsor

13%

less

3to5months

25%

6to8months

24%

H2StateofB2BPipelineGrowth

SECTION05|Salesandmarketingalignment

inthisstudyhave

completelyoverlappingKPIs.

Aboutthesamepercentage(16%)havelittletonooverlapoftheirKPIsorobjectives.AlignmentaroundKPIsmakesahugedifferenceongoalattainment.Inthisstudy,67%ofthosewhoreportcompleteor

significantoverlapofKPIsarealsomeetingtheirgoalsthisyeartoagreatorverygreatextent.Just36%ofthosewhoreportpartialtonoKPIalignmentaremeetingtheirgoalsatthissamelevel.

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H2StateofB2BPipelineGrowth

Doyoursalesand

marketingteamssharethesame

KPIsand/orobjectives?

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Values

CompleteoverlapofKPIs/objectivesSignificantoverlapofKPIs/objectivesPartialoverlapofKPIs/objectives

LittleoverlapofKPIs/objectivesNooverlapofKPIs/objectives

Percentage

15%

47%

22%

9%

7%

Doyoursalesandmarketingteamssharethe

sameKPIsand/orobjectives?

NooverlapofKPIs/objectives

Littleoverlapof

KPIs/objectives

9%

7%

Significant

overlapof

KPIs/objectives

47%

CompleteoverlapofKPIs/objectives

15%

Partialoverlapof

KPIs/objectives

22%

H2StateofB2BPipelineGrowth

SECTION05|Salesandmarketingalignment

inthestudyhaveanagreed-uponleadmanagementprocess.

Three-quarters(75%)ofmarketingteamsinthisstudyhaveanagreed-uponleadmanagementprocesswiththesalesteam.Theremaining25%eitherdon’tordon’tknowiftheydo.

Havinganagreed-uponprocessinplaceisamajorinfluenceonoverallleadqualitysatisfaction.Whenanagreementisinplace,79%ofstudyparticipantsaresatisfiedorverysatisfiedwithleadquality.Whennoagreementisinplace,just41%enjoythissamelevelofsatisfaction.

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H2StateofB2BPipelineGrowth

Doesmarketinghaveanagreed-uponlead

management

processwiththesalesteam?

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Values

Yes

No

Idon'tknow

Percentage

75%

13%

12%

Doesmarketinghaveanagreed-uponleadmanagementprocesswiththesalesteam?

No

13%

Idon'tknow

12%

Yes

75%

H2StateofB2BPipelineGrowth

SECTION05|Salesandmarketingalignment

isthemost

trackedperformancemetric.

62%ofstudyparticipantsaretrackingrevenueasaperformancemetric,followedbyMQLs(50%),SQLs(43%),andpipeline(42%).

It’snotsurprisingthatwhennoagreed-uponleadmanagementprocessexistsbetweenmarketingandsales,thefrequencyoftrackinganyoftheseperformancemetricsdrops,sometimessignificantly.Forexample,66%thosewithaprocesstrackrevenue,whileonly47%ofthosewithoutaprocesstrackit.

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H2StateofB2BPipelineGrowth

Whichperformancemetrics

doyouuse?

Percentage

Values

62%

50%

43%

42%

39%

34%

Revenue

MQLs

SQLs

Pipeline

Influence

SQOs

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SECTION06|DataPrivacy

H2StateofB2BPipelineGrowth

SECTION06|DataPrivacy

isatop

priorityatmostcompanies.

Withincreasinglystringentregulationsondataprivacy,includingtheEuropeanUnion'sGeneralData

ProtectionRegulation(GDPR),Brazil'sGeneralDataProtectionLaw(LGPD),China'sPersonalInformationProtectionLaw(PIPL),andvariousdataprivacylawsacross15U.S.states,it'sevidentthattheissuesofdataquality,compliance,andprivacyhavereachedacriticaljuncture.76%respondentssaythatdata

privacyisapriorityattheircompany.

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H2StateofB2BPipelineGrowth

Towhatextentis

ensuringdata

complianceandaccuracya

priorityatyourcompany?

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Values

Highpriority

MediumpriorityLowpriority

Idon'tknow

Percentage

88%

6%

4%

2%

Towhatextentisensuringdatacomplianceandaccuracyapriorityatyourcompany?

Idon'tknow

2%

Lowpriority

4%

Highpriority

88%

Mediumpriority

6%

H2StateofB2BPipelineGrowth

SECTION06|DataPrivacy

candomoretoprotecttheircustomers.

WhenitcomestohowB2Bmarketersareensuredatacomplianceandaccuracy,55%regularlyanalyzetheirCRMdatamanually,53%haveconsentmanagementtoolsinplace,and52%relyontheirlegalandIT

departments.Interestingly,39%areusingAlfordatacomplianceandaccuracy

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H2StateofB2BPipelineGrowth

Howdoyouensuredatacomplianceandaccuracywithyourleads?

Values

WeregularlyanalyzeourCRMdatamanually

Percentage

71%

64%

Wehaveaconsentmanagement/validation/datacleansingtools

63%

61%

OurlegalteamandITteamshaverobustdataqualityandsecuritypoliciesinplaceWehavealeadscoringprocessinplace

61%

WeutilizeanAIfordatacomplianceandaccuracy

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ACTIONPLAN

Basedonthefindingfromthisstudy,the

followingactionplanisrecommendedtohelpB2Bmarketersacceleratepipelinegrowth

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Enhancesalesandmarketingalignment

Thisstudyrevealsthatorganizationswithstrongsalesandmarketingalignmentaresignificantlymorelikelytomeettheirgoals.Specifically,73%ofteamswithcompletealignmentreportmeetingtheirgoalstoagreat

extent,comparedtoonly36%ofteamswithpartialtonoalignment.Toimprovealignment,salesandmarketingteamsshould:

•Scheduleregularjointmeetingstoensurebothsidesaresynchronizedongoals,strategies,andexpectations.

•DevelopandtracksharedKeyPerformanceIndicators(KPIs)toensurebothteamsareworkingtowardscommonobjectives.

•Establishaclearlydefinedleadmanagementprocessandensurebothteamsagreeonit,asthisisstronglycorrelatedwithsatisfactioninleadquality.

-pipeline36o

LeverageGenerativeAIforcontentandpersonalization

Thestudyfoundthat85%ofB2BmarketersuseGenerativeAI,primarilyforcontentdevelopment,andthey

reporthighsatisfaction.GenerativeAIcanstreamlinecontentproductionandenablemorepersonalizedengagementwithleads,enhancingleadqualityandconversionrates.B2BmarketerscanleverageAI

effectivelyby:

•UtilizingAItoolstoautomatecontentcreation,suchasblogs,whitepapers,andemailcampaigns,ensuringconsistencyandrelevance.

•ImplementingAI-drivenpersonalizationtechniquestotailorcommunicationsandoffersbasedonleadbehaviorandpreferences.

•ContinuouslyreviewingAIperformanceandadjustingstrategiestoensurethetechnologyismeetingcontentandpersonalizationneeds.

-pipeline36o

Optimizeleadgenerationchannelsandprocesses

Emailremainsthemostwidelyusedchannelforleadgeneration,butthereisnotablesatisfactionwithotherchannels,particularlycontentsyndicationanddisplayadvertising.Concernsaboutleadqualitysuchas

incompletedataandinvalidcontactdetailspersist.Tooptimizeleadgeneration,B2Bmarketersshould:

•Investinabrandeddemandstrategybyrefininghigh-performingchannels,suchasdisplayadvertisingandcontentsyndication,whichhaveshowngreatersatisfactioninleadquality.

•Implementtoolsandprocessestoimproveleaddataaccuracyandcompleteness,reducingthetimespentonmanualdataverification.

•Regularlytestandevaluatethechannelmixandusagestrategie