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REPORT

2024 State of Lead Gen

What are the lead generation strategies B2B marketers are successfully using today, and what trends and technology will impact lead generation in the future? The 2024 State of Lead Generation Report, created by Demand Gen Report in partnership with TechnologyAdvice, explores how marketers can improve and future-proof their lead generation programs.

Notably, the report includes quotes and a Q&A with TA’s Chief Revenue Officer, Zach Jones. Download the report to explore his thoughts on:

  • Full-funnel, multichannel buyer journey orchestration
  • How AI is transforming lead generation
  • Leveraging intent data to assess if target accounts are moving through the funnel
  • The importance of training the revenue department on data privacy compliance
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Introduction

A marketing strategy that operates on a jerry-rigged lead generation program is akin to a house of cards — it’s not a matter of if it falls apart; it’s a matter of when. After all, the success of both marketing and sales hinges upon the quality of the leads delivered. Yet research from Demand Gen Report (DGR) revealed that 82% of marketers are finding it somewhat or very challenging to generate responses from their lead nurturing programs.

This report will explore current gaps and areas of improvement in lead generation programs, as well as how privacy laws and the demise of third-party cookies are further complicating the process.