Full-Funnel, BDRs and Pipeline-to-Revenue: Demand Gen Goes Full Funnel eBook

Activate

What’s on the minds of marketers, and what’s driving the way they’ve addressed their demand generation efforts in 2022? How have macroeconomic forces impacted marketing programs, and will those impacts become permanent changes to the marketing landscape?

The answers to those and other questions can be found in Activate’s Demand Gen Goes Full Funnel eBook, which distills the results of the annual State of Demand Gen report and accompanying webinar into seven takeaways that have shaped B2B GTM teams’ decision-making for the year ahead.

In the eBook, we highlight Activate’s State of Demand Gen research results and commentary by demand marketing leaders charged with generating pipeline and revenue for their organizations.

Marketing leaders featured in the Demand Gen Goes Full Funnel eBook include:

  • Christine Hunter, VP, Field Marketing North America, Celonis
  • Steve Armenti, Senior Marketing Manager, Global Demand Generation, Google
  • John Johansen, Director, Demand Generation, Delinea
  • Lesley Phillips, Director, Marketing Campaigns, Egnyte
  • Erin Cresta, Global VP Demand & Digital. Couchbase
  • Lizi De Jong Reuveni, Director, Media and Omnichannel Marketing, Palo Alto Networks

Their insights underscore the results of this year’s report, highlighting the continued evolution of B2B technology marketing.

Here are a few of the takeaways covered in the eBook:

  • Marketing is focused on pipeline and revenue, KPIs, and playing a much larger role in all buying stages (including customer expansion).
  • Marketing teams that deploy lead qualification before leads are sent to sales are more likely to hit their KPIs. BDRs are having an impact.
  • More organizations are moving beyond simply filling the pipeline with top-of-funnel leads (capturing demand) and focusing more of their resources on creating, nurturing, and converting demand.

Demand Gen Goes Full Funnel is a must-read for impactful decision-making around marketing programs in 2023, especially lead- generation programs.

And for even greater insights, download the State of Demand Gen Research Report 2022 report.

You can also watch the webinar to hear commentary on the findings and their ramifications.

Interested in how Activate can help you in your full-funnel demand journey? Contact us to discuss developing a demand program across all stages of the funnel.