The state of B2B pipeline growth
B2B marketers face the challenge of satisfying the insatiable need for qualified leads. The urgency and necessity of supporting pipeline growth requires marketers to orchestrate and execute often complex multi-channel, accountbased strategies to meet pipeline goals. As marketers strive to fill pipelines, they face budget or resource constraints and rising scrutiny around data privacy all in the midst of increasing performance expectations.
The “State of B2B Pipeline Growth” study was inspired by a desire to help marketers find more scalable, reliable, and predictable pipeline growth strategies. Pipeline360 and Demand Metric investigated ROI performance, conversion, costs, budgets, spending, the utilisation and importance of content syndication, and lead volume.
This report shares key findings about the awareness, lead generation, and nurturing stages of the pipeline. These results will help the B2B marketing community refine demand generation strategies to fill their pipeline with more qualified leads and, ultimately, customers.
The study gathered data from over 500 B2B marketers in the United States and United Kingdom. The following report summarises the results and shares insights from qualified study participants.
