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More than a third of marketers work to demand gen targets that aren’t supported across wider business

A worrying 36% of B2B marketers work in organisations where demand generation targets aren't aligned with other departmental objectives, according to a new report published by B2B Marketing and ON24.

This is echoed by another key finding, which revealed that while 63% of respondents describe demand gen as ‘highly important’ to themselves as marketers, the same can only be said for 51% when it comes to their wider organisations.

Despite the widely agreed upon importance of demand gen as a marketing tactic, only 6% describe their approach as ‘highly effective’, and less than half (49%) describe it as ‘effective’ or better.

Jess Pike, editor of B2B Marketing, said: “This sense of disconnect between marketing and the wider organisation can only lead to unrealistic expectations over ‘easy to hit’ targets or, alternatively, sky-high targets that simply aren’t achievable.”

The key to successful demand generation

Generating demand is what every B2B marketer is tasked with on an almost daily basis. But without the demand gen tools to be relied upon, how can they expect to hit and exceed targets? 

In this report, produced in conjunction with ON24, we explore what happens when you take demand generation to the next level, highlighting which tools best enable you to gain the truest and most comprehensive picture of your often hard-to-reach prospects.

Download now