A look at shifting strategies and new trends in demand gen as investment and returns increase. This and more in Bython’s Demand Generation Digest.

Demand Generation Digest

At Bython our foundation rests on our global customer-centric approach, emphasizing key values such as quality, transparency, accountability, and creativity. Aligned with this philosophy, our focus is on providing exceptional support for your organization’s demand generation needs.

In an industry marked by constant change and growth, Bython is committed to keeping you abreast of the industry’s best practices, latest marketing innovations, and upcoming trends within the demand generation space through a monthly “Demand Generation Digest” from an impartial source. As always, I welcome your feedback on ways we can be of service to your demand generation efforts.

Demand generation strategies shifting as investment and returns increase

Organizations that developed the most efficient demand generation programs increased their marketing revenue generation and returns by 35% in 2023, with overall investment in demand generation up by 55%, according to a new report from Alexander Group,. The majority of these organizations shifted from last touch to first touch, linear, position-based or decay-based attribution models. Looking forward to 2024, the report finds that cross-functional collaboration is driving marketing success, with alignment of segmentation and ideal customer profile now a top priority for driving growth. The top demand generation strategies include leveraging artificial intelligence and search engine optimization for mid-funnel demand-focused educational content, as well as introducing programmatic personalization and account-based marketing. Contributing to all these trends: Organizations are increasingly intent on value creation from deeper and stickier cross-functional relationships, with a particular focus on qualified demand — meaning quality over quantity.

Best source: Alexander Group

Generative AI can help address demand generation challenges

The potential for generative AI to support demand generation programs is increasing. The fast-developing technology can help overcome some of the main challenges of demand generation relating to long sales funnels, complicated data analytics, prospect relationship-building and lengthy A/B testing. Some of the key ways AI can help: by optimizing marketing strategies, enhancing personalization in marketing campaigns, predicting trends and improving comprehension of consumer preferences. Crucially. however, AI still requires careful supervision to complement and enhance human creativity rather than entirely replace it. Read the full article to learn more.

Best source: Forbes

2024 demand gen trends: AI, account-based experience, programmatic marketing, dark social, privacy-compliant strategies and automation

The rise of AI, machine learning and marketing automation has transformed demand generation for SaaS companies. Brands are increasingly focused on creating a holistic experience for customers and prospects, and engaging them across their customer journey. There is a shift in prioritization towards engagement over monetization, and creating authentic connections that nurture audience trust. Hence, account-based experience strategies, programmatic marketing, Dark Social, and privacy-compliant strategies are predicted to dominate in 2024. Automation balanced with human oversight will also likely take center stage for successful demand generation next year. ABX focuses on personalized B2B customer experiences, while programmatic marketing offers consistent engagement, and Dark Social presents new, untapped opportunities for demand generation. Privacy-compliant strategies are essential due to changes in user data tracking.

Best source: A88Lab

Account-based marketing to surge among B2B demand gen marketers

A new study points to a potential surge in the use of account-based marketing among B2B demand generation marketers. The global survey of 320 ABM practitioners reveals that 51% of respondents report higher ROI from ABM compared to traditional marketing efforts. Though ABM produces nuanced impact on revenue metrics like account satisfaction and cross-sell/upsell, it significantly drives engagement, pipeline growth and sales team satisfaction. With a focus on financial outcomes, ABM incorporating AI could reshape B2B marketing strategies.

Best source: BNN Breaking

Intent data crucial for B2B success, says Forrester Research

Regarding demand generation, using intent data early in the marketing process can supercharge sales. According to a new report from Forrester Research, more than 85% of companies using intent data experienced major benefits, including increased response rates for outbound marketing efforts and improved identification of potential customer churn. Yet, fewer than a quarter of companies using intent data have increased their usage. Forrester recommends organizations prioritize cross-selling and develop more advanced retention modeling by understanding the correlation between intent signals and actual churn in order to improve retention. For instance, firms can leverage current customer intent data to track product-specific signals such as keywords that can reveal whether existing customers are at risk when contract renewal dates are looming.

Best source: DestinationCRM.com

Soci launches beta version of Genius Social for AI-powered localized marketing and customer engagement

Soci has introduced the beta version of Genius Social, an AI automation layer integrated into its core Social product. The service is designed to support multi-location marketers in producing localized content that better targets their varied customers, helping them produce consistent branding and customer experience across all their locations. The tool combines AI and human touch to create customized engagements that resonate with brand audiences and drive more meaningful interactions. The new product provides AI-crafted, on-brand responses and authentic, hyper-local content creation, thereby freeing up local managers’ time. Genius Social is scheduled to be available to multi-location enterprises from January 2024, offering a solution for local businesses with limited time and resources.

Best source: CX Scoop

For B2B Saas, demand gen should supercharge pipeline velocity

Pipeline velocity, (a.k.a. sales pipeline velocity), is a crucial metric for SaaS companies. It measures the speed at which leads progress through the sales pipeline and plays a vital role in optimizing sales processes, reducing costs and ensuring business scalability. Factors influencing pipeline velocity encompass lead quality, intent data, lead tracking, sales cycle length, deal value and win rate. While providing guided demos and refining pricing strategies are essential tactics for accelerating pipeline velocity, enhancing lead quality is arguably the most crucial factor to improving the value of your pipeline velocity. By identifying and generating the right leads, who have actual demand for your service or product, you can streamline your sales funnel.

Best source: A88Lab

Upcoming webinar to explore AI impact on sales and marketing

An upcoming webinar from On24, a webinar software and virtual events platform, will dive into key AI trends that will impact sales and marketing teams. Among the topics covered, keynote speakers will discuss AI’s impact on go-to-market strategies, as well as how intelligence engagement can support better business outcomes. Among its aims, the January 24 webinar seeks to help attendees reimagine the customer experience by leveraging AI.

Best source: Demand Gen Report

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