Table of Contents
- 1. 83% of marketers view content marketing as the #1 most effective marketing strategy for their demand generation efforts.
- 3. Account-based marketing boosts sales metrics, including a 28% increase in overall account engagement and a 25% rise in conversion rates.
- 3. 65% of buyers favor webinars/digital events as the most valuable content formats for decision-making.
- 4. 50% of companies who use AI to create content measure performance through conversions and leads.
- 5. 60% of demand marketers say optimizing audience targeting to reach the right leads is their organization’s top priority.
Every year, there are new stats to follow and research to read, but this year’s top demand generation trends can be summarized in one word: quality.
But first, a quick backstory: In 2023, when marketers were asked if they felt their organization had enough content to meet their current demand generation goals, more than half (56%) of marketers said, “No, not enough.” Meanwhile, in 2024, research shows that more than half of B2B buyers (54%) say they’re overwhelmed by the amount of content available.
While these two stats might sound contradictory, they send a clear message: to generate demand in 2024, it’ll all be about quality over quantity.
We’ve narrowed down five critical stats and paired them with actionable insights to help demand-generation marketers like you improve your quality assurance.
🗺️ Related Reading: 2024 Demand Gen Field Guide: Everything Marketers Need to Know
1. 83% of marketers view content marketing as the #1 most effective marketing strategy for their demand generation efforts.
Source: Content Marketing Institute (CMI)
studioID says:
If your content marketing strategy and demand generation strategy are not best friends yet, they should be. Our research backs up what CMI found: when demand gen marketers were asked to predict the most effective channel for demand generation in 2024, content marketing ranked at the top (50%). To craft quality content, we see brands prioritizing telling more engaging stories, playing with AI to brainstorm content concepts, outsourcing content, and leaning into personalization. So, no, content marketing isn’t going anywhere (but it certainly can take your marketing far when done well).
🎨 Related Reading: 4 Brands Upping the Ante on Creativity + Storytelling in 2024
3. Account-based marketing boosts sales metrics, including a 28% increase in overall account engagement and a 25% rise in conversion rates.
Source: Gartner
studioID says:
Demand generation is in its account-based marketing (ABM) era. Numerous recent trend pieces and surveys have highlighted the benefits of ABM. studioID’s own Content Marketing and Demand Generation Predictions survey revealed that more than four in ten demand generation marketers (42%) chose ABM as the No. 2 channel they predict to be most successful in generating demand in 2024.
What’s the appeal? ABM is a method for demand marketers to improve their relationship with high-value accounts instead of diluting their time with a broader market. And in turn allows more personalized messaging, quality connections with quality leads, and higher engagement in the buying journey.
3. 65% of buyers favor webinars/digital events as the most valuable content formats for decision-making.
Source: Demand Gen Report
studioID says:
Not only that, but the value placed on webinars surged between 2023 and 2024, rising by 13%. Our survey supports this insight, showing webinars as the second most selected answer (44%) behind video (49%) when demand-gen marketers were asked which campaign types were most likely to generate demand in 2024.
But here’s the thing: there’s a high chance we’ve all felt duped by a webinar in the past. Whether a webinar was far too sales-y, didn’t deliver on the description, or, well, could’ve been an email, losing that hour never feels good (and often results in losing a potential lead.)
To avoid this, remember: it’s about quality, quality, quality. Turn listeners into leads by bringing in insights viewers couldn’t get anywhere else, tapping speakers that prospects would jump at the opportunity to learn from again, delivering on your promise, and keeping the conversation human rather than a hard sell.
🎟️ Related Reading: After the Event: 4 Tactics to Convert Event Leads into Clients
4. 50% of companies who use AI to create content measure performance through conversions and leads.
Source: Semrush
studioID says:
As intrigue and budgets for AI increase, so do the questions. Like what should you really use AI for? Our tip for demand marketers to get the most ROI out of AI — without getting totally overwhelmed — is to focus on the essentials like speeding up creativity, scaling analysis, editing efficiently, automating tedious tasks, and dialing in distribution while avoiding using it to replace all your content. (Quality, remember.) You can also use it to boost personalization. (But hold your horses; more on that in the following insight.)
🦾 Related Reading: Is Gen AI Marketing Delivering on Expectations?
5. 60% of demand marketers say optimizing audience targeting to reach the right leads is their organization’s top priority.
Source: studioID
studioID says:
Creating more personalized campaigns came in second at 34%. Personalization is yet another way to focus on quality vs. quantity, and it pays off.
According to Hubspot, 96% of marketers say personalization leads to repeat business.
And the power of personalization is something we see brands increasingly leaning into. One way to improve your personalization tactics is to tailor messaging to your audience’s specific needs and preferences at different stages, using insights from interaction behaviors to continuously refine and enhance your approach. Consider also sharpening your ideal customer profile or even playing with Gen AI, which our survey shows that 41% of demand-gen marketers plan to use to enhance targeting and personalization.
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