Stats

31% of B2B marketing budgets are now allocated to demand generation, with a clear shift toward content-driven approaches.

31% of B2B marketing budgets are now allocated to demand generation, with a clear shift toward content-driven approaches. This is a shift from traditional demand gen.

The #1 organic result on Google has a click-through rate (CTR) of 27.6%, while the average global CTR for paid search ads is only 1.63%

The #1 organic result on Google has a click-through rate (CTR) of 27.6%, while the average global CTR for paid search ads is only 1.63% This shows a fundamental shift in CTR from 2018 to 2024, even before AI Search Results were broadly adopted.

The biggest challenge for marketers is finding quality leads

For marketers, the main hurdle is not just to gather any leads but to attract those that have a higher likelihood of conversion. This task is at the forefront for 45% of professionals, pointing to a focus on the quality rather than the quantity of leads. Other areas posing challenges include increasing the pace of content production and accessing the right resources, brainstorming fresh content ideas, generating adequate traffic and ensuring content translates to sales and measurable returns. Additionally, a significant concern is improving content’s search engine ranking to ensure visibility where potential leads are most likely to engage. - Attracting quality leads with our content 45% - Creating more content faster (and finding resources for it) 38% - Generating content ideas 35% - Generating enough traffic with our content 35% - Generating ROI and sales with our content 34% - Ranking in search engines 29%