New research found that 41% of marketers plan to use AI tools this year — a sharp increase from 2021’s 18%.

Revenue marketing consultancy Demand Spring released the results of its fifth annual “Revenue Marketing B2B Benchmark Report,” which found that even after another year of uneasiness, disruptions and challenges, marketers remained highly resilient and adaptable.

This year’s report discovered that 72% of marketers are executing ABM programs, which increased 20% from 2021. This growth suggests that marketing and sales are realizing that the buyer interacts with both departments in a non-linear manner throughout the buyer journey. 

Additional findings include:

  • 82% of marketers indicated that they are primarily measured on sales pipeline initiated, an increase of 12% since last year;

  • 79% of respondents stated that they are meeting targets, an increase of 11%; and

  • 40% of respondents identified technology as being a barrier to driving pipeline and revenue, an increase of 9%.

“There were a number of surprises in the report this year, as well as a number of things that we’ve seen coming over the past five years,” said Mark Emond, Founder and President of Demand Spring, in a statement. “The execution of ABM programs is a good example — while there was a significant increase this year of marketers indicating that they are initiating ABM programs, we have seen this growing over time. It is great to see that marketing and sales teams are realizing the importance of working together to deliver highly targeted account-based messaging and content.” 

For more statistics into the state of revenue marketing, download the report now.


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