Pipeline360, Integrate's media business, has unveiled new survey results from the "H2 2024 State of B2B Pipeline Growth" report. The survey indicates that approximately 50% of B2B marketers are struggling to meet their goals for the year. However, when teams align completely on Sales and Marketing efforts and adopt a Branded Demand approach—integrating content syndication and display advertising—80% achieve their goals, reflecting a 60% increase in success. This survey builds upon earlier research from the "H1 2024 State of B2B Pipeline Growth," conducted in collaboration with global research and advisory firm Demand Metric.

Key Challenges in B2B Marketing

The survey identified the top challenges faced by B2B marketers:

1. Budget and Resource Constraints: 48%
2. Economic Slowdown: 46%
3. Sales and Marketing Alignment: 44%

To cope with reduced resources, 62% of marketers are consolidating teams and job responsibilities, while 39% are increasingly relying on AI, and another 39% are utilizing contractors or agencies.

The Role of Generative AI

A significant 85% of B2B marketers are leveraging generative AI (GenAI), with 76% reporting satisfaction or high satisfaction with the results.

Importance of Sales and Marketing Alignment

The survey highlights the benefits of alignment between sales and marketing teams:

• 75% of aligned teams meet their goals to a great or very great extent (compared to 53% overall).
• 91% successfully reach their buying groups (vs. 74% overall).
• 85% express satisfaction with their lead generation processes (vs. 67% overall).
• 86% are pleased with the quantity of leads generated (vs. 64% overall).
• 86% report satisfaction with lead quality (vs. 69% overall).
• 76% meet lead generation goals to a great or very great extent (vs. 50% overall).

In contrast, teams not using content syndication or display advertising see significantly lower success rates:

• Only 42% can reach their goals (vs. 53% overall).
• 65% manage to connect with their buying groups (vs. 74% overall).
• Just 34% achieve their lead generation goals (vs. 50% overall).
• 55% are satisfied with their lead generation process (vs. 67% overall).
• 55% express satisfaction with the quality of leads (vs. 69% overall).
• 57% are pleased with the quantity of leads (vs. 64% overall).

Lead Generation Channels

The survey found the most popular channels for lead generation to be:

1. Email Marketing: 63%
2. Social Media: 61%
3. Influencer Marketing: 49%
4. Digital Display Advertising: 47%
5. Content Syndication: 34%

Despite 78% satisfaction with the quality of leads generated from content syndication, 35% of respondents cited poor lead quality as a reason for not utilizing this channel.

"Lack of alignment between Sales and Marketing creates silos in branding and demand, leading to ineffective use of available tools," stated Tony Uphoff, President of Pipeline360. "Our findings suggest that to thrive in today's competitive market, B2B marketers must move away from unbranded leads and invest in a Branded Demand approach that ensures reach, high-quality leads, and a significant pipeline impact."