B2B marketers rank demand generation as their leading priority. Personalization lifts revenue for 61 percent of them. Data quality still blocks progress for 57 percent of teams.
Key Takeaways
- 61% of marketers say personalization increases revenue (2024).
- 52% of B2B marketers say their top priority is generating demand (2023).
- 73% of B2B buyers expect vendor interactions to be personalized (2017, widely cited benchmark from Gartner).
- $31.0 billion in U.S. revenue for marketing automation software in 2024 (forecast).
- $6.4 billion global spend on demand generation software in 2024 (forecast).
- The U.S. B2B digital ad market is projected to reach $123.4 billion in 2026 (forecast).
- B2B marketers reported that improving lead-to-MQL conversion was a top performance metric (48% selected) (2023 survey).
- The average cost of generating a lead via paid channels in B2B is $97 (2023).
- On average, B2B companies waste 70.1% of their marketing spend through inefficient targeting (2013 benchmark).
- 93% of organizations report they have at least one tool overlap and/or redundancy driving extra cost (2023).
- 51% of B2B marketers use marketing attribution tools to measure ROI (2023).
- 62% of marketers use CRM data for segmentation/personalization (2023).
- 47% of B2B marketers use ABM software/platforms (2024 survey).
Personalization and high quality demand are the priority, but data challenges and budgets limit smarter scaling.
Related reading
01 · Category
Industry Trends6 stats
01
61% of marketers say personalization increases revenue (2024).
02
52% of B2B marketers say their top priority is generating demand (2023).
03
73% of B2B buyers expect vendor interactions to be personalized (2017, widely cited benchmark from Gartner).
04
B2B marketing leaders (51%) reported that their companies prioritize improving lead quality over lead quantity (2023).
05
56% of B2B marketers use account-based marketing (ABM) (2024).
06
57% of marketers say data quality is a major challenge for achieving their goals (2024).
Interpretation
Industry Trends Interpretation
Across current Industry Trends data, B2B demand generation is increasingly driven by personalization and better targeting, with 73% of B2B buyers expecting personalized vendor interactions and 61% of marketers saying personalization boosts revenue.
02 · Category
Market Size7 stats
01
$31.0 billion in U.S. revenue for marketing automation software in 2024 (forecast).
02
$6.4 billion global spend on demand generation software in 2024 (forecast).
03
The U.S. B2B digital ad market is projected to reach $123.4 billion in 2026 (forecast).
04
The global marketing software market is forecast to reach $74.6 billion in 2024 (forecast).
05
The U.S. marketing technology (MarTech) market is projected to grow to $1.7 trillion by 2030 (forecast).
06
$7.5 billion U.S. spend on marketing data platforms in 2024 (forecast).
07
$3.9 billion global spend on event technology in 2024 (forecast).
Interpretation
Market Size Interpretation
For the Market Size view of B2B demand generation, the sector is clearly expanding rapidly with forecasts like $6.4 billion in global demand generation software spend in 2024 and the broader marketing technology landscape reaching $1.7 trillion in the U.S. by 2030.
03 · Category
Performance Metrics1 stats
01
B2B marketers reported that improving lead-to-MQL conversion was a top performance metric (48% selected) (2023 survey).
Interpretation
Performance Metrics Interpretation
In performance metrics for B2B demand generation, 48% of marketers in 2023 identified improving lead-to-MQL conversion as a top priority, showing that conversion efficiency remains a key benchmark for demand generation success.
More related reading
04 · Category
Cost Analysis5 stats
01
The average cost of generating a lead via paid channels in B2B is $97(2023).
02
On average, B2B companies waste 70.1% of their marketing spend through inefficient targeting (2013 benchmark).
03
93% of organizations report they have at least one tool overlap and/or redundancy driving extra cost (2023).
04
The global marketing data platform market is forecast to reach $10.5 billion by 2026 (forecast, spend).
05
B2B marketing leaders (34%) cited “budget constraints” as a key barrier to scaling demand generation (2024).
Interpretation
Cost Analysis Interpretation
Cost analysis in B2B demand generation shows that the average paid lead costs $97 while companies lose 70.1% of their marketing spend to inefficient targeting and 93% report tool overlap, making budgeting constraints (a barrier cited by 34% of leaders) a major driver of wasted spend.
05 · Category
User Adoption6 stats
01
51% of B2B marketers use marketing attribution tools to measure ROI (2023).
02
62% of marketers use CRM data for segmentation/personalization (2023).
03
47% of B2B marketers use ABM software/platforms (2024 survey).
04
74% of B2B marketers are increasing their investment in first-party data (2024).
05
67% of B2B marketers say they use webinars for demand generation (2023).
06
41% of B2B organizations use a dedicated sales enablement platform to support demand generation (2023).
Interpretation
User Adoption Interpretation
As user adoption of core demand generation capabilities rises, 74% of B2B marketers are increasing investment in first-party data, signaling that teams are actively adopting more ownable data practices to drive smarter targeting and engagement.
report visual · Key figures
Demand Gen Focus: Personalization, Demand Creation & ABM Adoption
Most B2B demand generation priorities and tactics center on personalization and demand creation, with a majority also adopting ABM approaches.
73%
73% of B2B buyers expect vendor interactions to be personalized (2017, widely cited benchmark from Gartner).
52%
52% of B2B marketers say their top priority is generating demand (2023).
56%
56% of B2B marketers use account-based marketing (ABM) (2024).
source-verifiedgartner.com · cmo.com · forrester.com2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Felix Zimmermann. (2026, February 13). B2B Demand Generation Industry Statistics. Gitnux. https://gitnux.org/b2b-demand-generation-industry-statistics
MLA
Felix Zimmermann. "B2B Demand Generation Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/b2b-demand-generation-industry-statistics.
Chicago
Felix Zimmermann. 2026. "B2B Demand Generation Industry Statistics." Gitnux. https://gitnux.org/b2b-demand-generation-industry-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+12 additional datasets cited (not shown individually)