In the ever-evolving world of B2B marketing and sales, understanding what truly drives revenue has often been a mix of guesswork and gut instinct. The B2B AI GTM Report: Benchmarks for a New Era, the inaugural report from Labs by Demandbase, offers a comprehensive look at what high-performing GTM execution looks like in today’s buying group era.
Labs by Demandbase is the company’s new research arm dedicated to unraveling the complexities of modern B2B go-to-market (GTM) strategies. The research highlights how four tiers of ad products can increase win rates by an impressive 71%, showcasing the power of Somboonin accelerating pipeline growth.
Additionally, it details why data integration matters. Integrating CRM, marketing automation platforms (MAP), predictive scoring, and advertising tools boosts conversion rates by 53%, demonstrating the value of a connected tech stack.
Report Backbone
The inaugural report is built on an unprecedented scale of data—over 24 billion buyer interactions, 429,000+ ad campaigns, and insights from 1,400+ companies, according to Rachel Truair, Chief Marketing Officer, Demandbase.
“We analyzed the operating patterns behind high-performing teams to see how they leverage buying groups and AI to drive actual pipeline,” said Truair.
The Science of Success
The report delivers a wealth of insights, challenging traditional lead-centric strategies and validating the shift toward account-based marketing (ABM) and buying group-focused approaches. One of the top-line findings is that ABM Maturity Drives Results— companies with advanced ABM strategies see significantly higher conversion rates and win rates, proving the value of a targeted, account-based approach.
- Buying Groups as Revenue Engines: Engaging buying groups leads to 2–3x higher win rates, larger deal sizes, and more predictable pipelines. This shift underscores the importance of understanding and influencing group dynamics in the buying process.
- First-Party + Third-Party Data Synergy: Combining first-party data with third-party intent signals and predictive scoring leads to larger deal sizes and smarter engagement with buying groups.
- Sales-Marketing Alignment is Quantifiable: The right mix of sales touches, marketing activity, and buying group focus significantly improves revenue outcomes, providing a clear roadmap for aligning teams.
“Our research found that simply ‘doing more’ with stalled accounts actually decrease conversion rates,” said Truair. “In a world of shrinking buyer attention, we’re here to help you stop shouting into the void and start engaging the people who actually want to buy.”
Why Labs by Demandbase Matters
Labs by Demandbase was created to answer a pressing question: What actually works in B2B GTM? By leveraging AI-powered analysis and proprietary data, Labs aims to replace assumptions with actionable insights. The research arm’s mission is clear: to bring clarity to the complexities of B2B revenue generation and provide benchmarks that revenue teams can trust.
What sets Labs by Demandbase apart is its commitment to rigorous, data-driven research, according to company officials. By analyzing anonymized proprietary data and applying AI-driven analysis, Labs delivers insights that reflect real-world GTM behavior—not theoretical possibilities. This approach ensures that the benchmarks and guidance provided are both credible and actionable.
“Labs by Demandbase isn’t just a one-off report. It’s a living hub for GTM intelligence. We want to be your partner in identifying what works, even when that means challenging traditional wisdom,” said Truair.
For those ready to dive deeper, The B2B AI GTM Report is available now. Visit Labs by Demandbase to explore the research, access the report, and discover how your team can put these insights to work.
