For an in-depth on the trends, channels, B2B Marketers tactics, and tools are prioritizing to drive pipeline performance in 2017 and beyond, read the below insights:

• The number of respondents who indicated their demand budget would decline increased from 8% last year to 13% this year.
• More than two-thirds of respondents indicated their demand Budgets would increase in 2017.
• 89% of marketers ranked improving the ability to measure and analyze marketing impact as a top priority.
• 46% are actively measuring campaign attribution and influence, while an equal rate (46%) are planning to use in the next year.
• Multichannel lead nurturing plans increased to 50% this year (up from 41% in 2016).
• Content planning/content syndication plans climbed to 42% this year (up from 35%).

A Graph Shows How The Demand Generation Budget Will Change in 2017.

Methodology:

This Survey was conducted from December 2016 through early January 2017, and the report is based on responses from 105 marketing executives from companies ranging in size from under $10 million in revenue (34%) to $1 billion-plus (10%). The highest percentage of respondents (39%) were midmarket from organizations in the $100 million range, The respondents represent a range of different industries; the largest sector is software/technology (53%), followed by business services/consulting (19%).