Sales-marketing alignment drives B2B success
The numbers say it all: while half of B2B marketers struggle to meet their targets this year, a fully aligned sales-marketing team sees a 60% improvement, with 80% reaching their goals.
That’s the impact of a “Branded Demand” strategy that brings both content syndication and display advertising into the mix. These tools, when strategically united, create a unified message, and amplify the brand’s influence and demand generation, so that every tool on the table is driving toward a singular, powerful impact.
According to the “H2 2024 State of B2B Pipeline Growth” by Pipeline360, the alignment here is far from superficial. It creates a mutual focus on the brand and customer needs, translating directly into measurable results.
With shared goals, both sales and marketing shift from siloed efforts to a streamlined, data-backed partnership that drives the entire B2B engine forward.
Overcome budget, economy, and teamwork challenges
B2B marketers today are facing major challenges, with budget restrictions (48%), economic slowdowns (46%), and the lack of team alignment (44%) leading the pack. While these obstacles are significant, the response from forward-thinking marketers is to adapt, not retreat.
With 62% of marketers consolidating roles, and 39% each leaning into generative AI and the flexibility of contractors or agencies, they’re finding ways to keep their momentum despite these headwinds.
Rather than focusing on what’s not working, B2B leaders today are quick to recognize that resource constraints can be addressed by making sharper choices—streamlining teams, tapping into AI’s potential, and engaging specialized talent on demand. This brings agility without sacrificing the power or effectiveness of their marketing and sales efforts.
GenAI takes the spotlight in B2B marketing
Generative AI is quickly becoming a staple in B2B marketing—85% of marketers are already using it. And they’re not just using it—they’re satisfied with the results, with 76% saying that genAI tools meet or exceed their expectations.
GenAI tools are proving their worth in managing complex, multi-layered campaigns, especially in a market where resources are stretched thin and efficiency is paramount.
Integrating genAI, B2B marketers are gaining a powerful assist that raises campaign performance and precision. Widespread satisfaction speaks to genAI’s ability to keep up with—and even anticipate—the needs of modern B2B campaigns, handling nuanced tasks that were once cumbersome or resource-heavy.
The real impact of sales-marketing harmony
When sales and marketing teams are truly aligned, lead generation success becomes far more attainable and predictable.
Aligned teams report remarkable metrics: 75% meet their goals extensively (compared to the 53% average), and 91% are reaching their buying groups (versus 74% overall).
Alignment doesn’t only impact top-level numbers, it also boosts team satisfaction and lead generation confidence.
Among aligned teams, 85% express satisfaction with their lead generation processes (compared to 67% overall), while 86% are satisfied with both lead quantity and quality (compared to averages of 64% and 69%, respectively).
Content syndication and display ads for better leads
For those not using content syndication and display advertising, the numbers show an uphill battle ahead.
Only 42% of teams without these tactics reach their goals (compared to 53% overall), and just 34% hit their lead generation targets (compared to 50% overall). Satisfaction with lead generation quality also lags, with only 55% expressing satisfaction with quality and 57% with quantity.
Content syndication and display advertising, when done right, are difference-makers, not simple add-ons.
These strategies tangibly grow a team’s ability to reach buying groups, improve lead generation, and maintain quality, filling key gaps in marketing plans that rely solely on other tactics.
Top power channels for driving B2B leads
Some channels are proving their value time and again for lead generation. Here’s a quick look at the most used channels for lead generation, ranked according to the survey:
Preferred marketing channel for lead generation
Content syndication offers solid lead quality, though concerns about lead consistency keep some marketers away, with 35% citing lead quality issues as a reason to skip it. Despite this, for those who use it strategically, content syndication is proving itself to be an asset in reaching quality leads.
Amplify your pipeline with a branded demand strategy
When sales and marketing come together on a branded demand strategy, it’s a game-changer, lifting up lead quality, quantity, and overall impact. This then keeps unbranded leads from diluting your efforts, so that teams can focus on building a meaningful pipeline that consistently supports business goals.
Teams that ignore this strategy often underuse their tools and fail to reach full demand potential.
Uniting sales and marketing under a shared vision for branded demand, they create a consistent reach, bring in better-quality leads, and drive more tangible pipeline results.
The focus needs to go beyond alignment, and instead on crafting a strategy that keeps every part of the business working toward results that matter.
Final thoughts
Are your sales and marketing teams truly in sync, driving toward a unified goal, or are they running parallel but separate tracks? What untapped potential lies within your brand? The path to extraordinary results is in transforming the very approach to how your brand speaks, sells, and ultimately, succeeds.
