Marketers will be asked to drive engagement with in-market prospects against fierce competition. B2B purchasers will extend decision-making cycles as their own budgets are scrutinized. And revenue will continue to be the benchmark that your marketing demand generation campaigns are expected to meet, and sometimes exceed.

Uncertainty and Its Impact on Demand Generation Strategies:

Projections for 2024 suggest austerity, if not penny-pinching, for B2B companies. Most marketers won’t see major budget cuts, but they will face high expectations for results during a period of continued economic uncertainty.

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