January 17, 2025
According to the “H2 2024 State of B2B Pipeline Growth” report from Pipeline360, B2B content syndication has proven crucial, as 50% of B2B marketers struggled to reach their goals this year. However, when sales and marketing teams are fully aligned and adopt a Branded Demand approach using B2B content syndication and display advertising, 80% of them hit their goals—a 60% improvement. This research, conducted in partnership with Demand Metric, offers insights into the challenges and strategies B2B marketers use to succeed in a challenging market.
The survey examined several areas critical to B2B marketing success, including channel usage, alignment between sales and marketing, generative AI (genAI) role, and data privacy concerns. It also identified the top three challenges marketers face: limited budgets and resources (48%), economic uncertainty (46%), and poor sales and marketing alignment (44%).
With fewer resources available, 62% of marketers are consolidating roles and responsibilities within their teams. To compensate, 39% rely on AI tools, and another 39% outsource work to contractors or agencies. Interestingly, 85% of B2B marketers already use genAI, with 76% reporting satisfaction with the results. These AI tools help marketers overcome challenges related to resources, enhancing both their efficiency and effectiveness.
One of the most critical factors influencing success is how well sales and marketing teams work together. For teams that are fully aligned, the results speak for themselves:
When sales and marketing teams work in sync, they generate better leads and, ultimately, more revenue. This close alignment ensures that both teams share a clear understanding of what constitutes a good lead, leading to higher satisfaction and performance.
Content syndication is a powerful tool in B2B lead generation. You can reach a larger and more targeted audience by sharing your content across different platforms. The survey found that marketers who use B2B content syndication and display advertising as part of a Branded Demand approach outperform those who don’t.
For example, marketers who use content syndication B2B strategies report a higher ability to reach their goals, with 80% hitting their targets compared to only 42% of those who don’t use these tactics. Additionally, 91% of these marketers can effectively connect with their target buying groups, while only 65% of marketers not using these strategies can say the same.
The quality and quantity of leads are also significantly higher among marketers who utilize B2B content syndication services. Those using content syndication are 86% satisfied with their lead quality, compared to 55% who don’t use it. Moreover, marketers who invest in these strategies are 34% more likely to achieve their lead-generation goals than those who rely on other methods.
Despite the benefits, some marketers still need to work on fully embracing B2B content syndication. One reason is the concern about lead quality—35% of marketers cite poor lead quality as the main reason for not using B2B content syndication vendors. However, those who do use these services are overwhelmingly satisfied, with 78% reporting they are happy with the quality of their syndicated leads.
Marketers also face challenges related to alignment between sales and marketing. Lack of alignment can lead to disjointed strategies, where sales and marketing teams pull in different directions. This misalignment creates silos between brand-building efforts and demand generation, failing to capitalize on the tools and tactics available fully.
According to Tony Uphoff, president of Pipeline360, the B2B market is more challenging than ever, making it essential for marketers to evolve. He emphasizes that marketers must embrace new solutions like B2B content syndication platforms and closely align with their sales teams. This ensures they generate high-quality leads that have a meaningful impact on the sales pipeline.
To succeed, Uphoff suggests moving away from unbranded lead generation efforts, which may need more focus to attract high-quality leads. Instead, marketers should adopt a Branded Demand approach that focuses on creating a cohesive strategy, where sales and marketing teams work together and utilize both B2B content syndication and display advertising to maximize results.
The survey also highlighted which channels B2B marketers are using most effectively. Email marketing continues to dominate, with 63% of marketers relying on it for lead generation. Social media comes second at 61%, followed by influencer marketing at 49%. Digital display advertising ranks fourth, used by 47% of marketers. Although lower on the list, content syndication is still used by 34% of marketers.
Even though B2B content syndication ranks lower in usage, the high satisfaction rates among those who use it show that it’s a valuable tool when used strategically. With 78% of marketers satisfied with the quality of leads generated through syndication, it’s clear that more B2B marketers could benefit from incorporating it into their strategy.
