Mastering Demand: What’s Winning (and What’s Not) for B2B Marketers

In an unpredictable market, high-performing B2B marketing teams are finding ways to rise above the challenges and deliver measurable results. Activate’s 8th Annual State of Demand Gen Research uncovers the winning strategies (and what’s not winning) driving today’s demand gen success stories.

By viewing this 60-minute on-demand webcast, you’ll get an exclusive look at the latest research and analysis from more than 250 B2B marketers. Plus, hear from leading marketing executives who are setting the pace in demand-to-revenue strategies.

Specifically, they will discuss:

• ROI Pressure: How to meet heightened demands for ROI while customers’ timelines grow longer.
• Content that Converts: The importance of high-ROI content–especially case studies–and where it fits into your funnel.
• Lead Gen Red Flags: Why treating lead gen as a cost center can leave you exposed and underperforming.
• MarTech Effectiveness: The dangers of relying on ineffective MarTech and how it’s connected to missed goals.
• AI’s Role in Demand Gen: The current and potential future impact of AI, from GenAI chatbots to emerging use cases.

Hear insights from these marketing leaders:

• Menaka Thillaiampalam – CMO at Hitachi Digital Services
• Robyn C McRae – VP, Global Paid Media and Demand Automation at IBM
• Matt Mullin – VP, Demand Generation and Campaigns at CloudFlare
• Edward Grossman – Chief Strategy Officer at Activate
• Matt Heinz – Founder/President at Heinz Marketing & Moderator

Watch to see how you stack up against the current state of demand gen.