How Top Performers are Redefining Success

Activate

In the relentless world of B2B marketing, staying ahead of the curve is not a luxury; it’s a necessity. The tech marketing race is fierce, and high-performing B2B marketing teams are not merely keeping pace – they are surging ahead, leaving others scrambling to catch up. The key to their success? A deep understanding of the latest trends, innovative strategies, and the ability to adapt swiftly in the ever-evolving tech landscape. Are you current with what it takes to lead the pack?

Activate is proud to offer an exclusive glimpse into the playbook that separates the trailblazers from the followers with early results from its 7th Annual State of Demand Generation Research. This article unveils the emerging best practices that distinguish the top performers in the B2B marketing world, covering key areas of transformation in the industry.

1. The Shift Away from Accounts to People

For years, B2B marketers have focused on accounts, but the pendulum is swinging back towards a more human-centric approach. The buying committee has taken center stage in the buying process. Understanding and effectively engaging with the individuals within these committees is now paramount. In this new paradigm, success lies in the ability to resonate with the human element of B2B decision-making.

2. The Quest for High-Value Programs

While content syndication has long been the go-to tactic in demand generation, forward-thinking marketers are recognizing the value of nurturing and high-quality lead programs, especially in the late-funnel and HQL/SRL stages. It’s all about quality over quantity. Aspire to move beyond the ordinary and embrace these high-value programs to differentiate your approach and drive exceptional results.

3. Tech Stall, but Not Tech Purchase

The landscape of tech purchasing is returning to a semblance of pre-pandemic normalcy, characterized by a heightened sense of caution and a more meticulous vetting process for vendors. Decision-makers are now approaching tech acquisitions with a discerning eye, prioritizing thorough evaluation and scrutiny to ensure that their investments align precisely with their needs and objectives. The appetite for innovation remains insatiable though. Understanding how to harness the latest technology to drive results is a hallmark of high-performing B2B marketing teams.

4. Closing the Gap

In the world of B2B marketing, size no longer dictates success. Smaller companies are narrowing the gap between themselves and their larger counterparts by adopting lead qualifying teams and strategies inspired by the practices of industry giants. This leveling of the playing field underscores the importance of strategy and execution over sheer scale.

4. The Budget Resurgence

The turbulence of recent times led to economic uncertainty that impacted demand generation budgets. However, there’s good news on the horizon. Demand gen budgets are slowly but steadily rising again. While 2021 saw robust budgets, the cautious climate of 2022 dampened spending. Now, in the current year, we are witnessing a subtle, yet significant, increase in budget expectations. This upward trajectory is a sign of renewed confidence and investment in demand generation strategies.

Top demand generation professionals follow a playbook that incorporates these emerging best practices. The question is: Are you? The transformational journey is right before you, offering insights into what it takes to lead the pack.

The ever-evolving demand generation landscape necessitates staying informed and agile. Activate’s research provides you with a compass to navigate the changes and position yourself as a leader in this dynamic arena. Don’t just follow the pack—lead it.

Your Path to Leadership

The world of demand generation is evolving at an unprecedented pace, and it’s time to take the lead. Activate’s 7th Annual State of Demand Generation Research is your guide to staying ahead in this dynamic arena. Join us and unlock the secrets that set top performers apart from the rest. Don’t miss this exclusive opportunity to transform your B2B marketing strategies and position yourself as a leader in the tech marketing race. This isn’t just another webinar – it’s your roadmap to becoming a demand generation superpower. Register now and chart your course to becoming a demand generation superpower!

Register Now


October 25, 2023
10AM PST / 1PM EST

  • Deb Wolf – CMO at Lookout
  • David Alexander – CMO at Everbridge
  • Christine Hunter – VP, Field Marketing North America at Celonis
  • Edward Grossman – Chief Strategy Officer at Activate
  • Scott Vaughan – Chief Market Officer at Vaughan GTM Advisory & Moderator