There are several factors influencing the B2B marketing climate throughout 2023: Economic uncertainty, widespread tech layoffs and the impending demise of third-party cookies. With those three challenges creating the perfect storm for disruption, Demand Gen Report's "2023 Demand Generation Benchmark Survey" found that marketers are responding in-kind by looking to strengthen the tools and strategies already at their disposal to remain within their conservative budgets.
While 42% organizations are still planning to increase their budgets throughout 2023, that number pales considerably to the 72% of companies that anticipated an increase in 2022. Despite the comparative lack of budget, expectations are still high: More than 75% of companies are striving to meet aggressive growth goals.
With an eye on retargeting campaigns and keeping leads warm, this survey report will uncover how marketers are striving to do "more with less." As marketing departments work harder to get better results, the report will discuss:
How organizations are refining their current strategies to warm leads and create retargeting campaigns;
The increased focus on intent and signal data in the face of third-party cookie depreciation;
The key demand generation areas marketers plan to invest in throughout 2023;
The most successful strategies utilized across each stage of the buyer's journey; and
Why marketers are embracing multichannel campaigns and strategies.