Insights from 107 B2B marketing leaders at midsize and large organizations operating in U.S. and/or global markets. The report examines growth, demand generation, brand and AI.
Brand-First companies exceeded marketing goals vs. other companies.
High-Growth companies are actively repositioning around AI.
AI-Mature companies use AI for personalization.
The report reflects responses from 107 B2B marketing leaders at midsize and large organizations operating in U.S. and/or global markets.
It examines how B2B marketing leaders are navigating growth, demand generation, brand and AI.
It also examines differences across High-Growth, AI-Mature, Brand-First and Global cohorts, company size and customer focus.
50% name marketing efficiency as a top marketing priority, while 59% expect marketing budgets to increase.
There is no dominant B2B pipeline channel.
70% say brand investment improves demand generation; 51% report higher conversion rates, 42% higher win rates and 40% better inbound lead quality.
The report examines growth, demand generation, brand and AI across midsize and large organizations operating in U.S. and/or global markets.
How B2B marketing leaders are navigating growth across midsize and large organizations.
There is no dominant B2B pipeline channel.
Brand is associated with commercial outcomes, and 70% say brand investment improves demand generation.
AI is changing corporate positioning faster than marketing operations.
Differences across High-Growth, AI-Mature, Brand-First and Global companies.
How the marketing model changes as companies scale and move upmarket.
B2B marketing leaders at midsize and large organizations operating in U.S. and/or global markets.
The research reflects responses from 107 B2B marketing leaders at midsize and large organizations operating in U.S. and/or global markets.
The New Architecture of B2B Growth — based on a survey of 107 B2B marketing leaders in the United States.
By Olga Noha, B2B Marketing Executive
n = 107
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