Just over half of companies (54%) are hitting their pipe targets, with demand generation success rates significantly decreased from previous years.
Kelly Hopping highlighted that the benchmarks for conversion rates have significantly dropped, now averaging 12 to 17% compared to 20 to 30% previously.
The dominance of generative AI has complicated the landscape, making both organic and paid search less effective than before, according to Kelly Hopping.
ABM has become a standard approach in B2B marketing, but its effectiveness is now questioned due to changing market dynamics and buyer behavior.
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