There are several factors influencing the B2B marketing climate throughout 2023: Economic uncertainty, widespread tech layoffs and the impending demise of third-party cookies. With those three challenges creating the perfect storm for disruption, Demand Gen Report's "2023 Demand Generation Benchmark Survey" found that marketers are responding in-kind by looking to strengthen the tools and strategies already at their disposal to remain within their conservative budgets.

While 42% organizations are still planning to increase their budgets throughout 2023, that number pales considerably to the 72% of companies that anticipated an increase in 2022. Despite the comparative lack of budget, expectations are still high: More than 75% of companies are striving to meet aggressive growth goals.

With an eye on retargeting campaigns and keeping leads warm, this survey report will uncover how marketers are striving to do "more with less." As marketing departments work harder to get better results, the report will discuss:

• How organizations are refining their current strategies to warm leads and create retargeting campaigns;
• The increased focus on intent and signal data in the face of third-party cookie depreciation;
• The key demand generation areas marketers plan to invest in throughout 2023;
• The most successful strategies utilized across each stage of the buyer's journey; and
• Why marketers are embracing multichannel campaigns and strategies.

By 2026, Gartner forecasts that 65% of B2B sales organizations will transition from intuition-based decision making to data-driven decision making, deploying technology that unites workflow, data and analytics. As such, many companies are turning toward revenue operations (RevOps) to unite data across teams and better operationalize revenue strategies. In fact, nearly half (48%) of companies currently leverage a RevOps approach, and an additional 11% plan to adopt a RevOps strategy throughout 2023.

With that in mind, it's essential to ensure that all teams involved in RevOps can access actionable pipeline data to accurately determine where key accounts are in the funnel. To that end, practitioners are knocking down the silos that currently separate departments to promote collaboration and better measure the success of RevOps processes.

As B2B sales and marketing leaders work to tighten the lens on valuable customer insights across all stages of the buyer's journey, this report outlines how organizations are working to achieve full-funnel accountability across RevOps. Specific topics of discussion include:

• The more technical focus marketers are putting on their internal RevOps teams;
• How to ensure RevOps stakeholders have access to the data needed to execute their responsibilities efficiently;
• The new metrics and benchmarks practitioners are leveraging to measure the success of their strategies;
• The technologies practitioners are implementing to aid RevOps efforts and how companies are increasing their reliance on automation; and
• First-hand accounts and case studies from companies successfully enabling cross-departmental RevOps strategies.

The CMO role continues to evolve as marketing leaders face constant pressure to generate revenue and drive growth in a post-pandemic world, while keeping their head above water to thrive in the age of the customer. In this report, eight heads of marketing from different industries and various stages of growth will sound off on their top challenges and priorities for 2023 and beyond. To gain greater perspective on the B2B CMO role, Demand Gen Report queried these leaders to better understand:

• How the CMO role has evolved and expanded among various organizations;
• Key lessons fueling GTM strategies for the new digital age;
• Top channels, tactics and programs showing positive results;
• The tools and solutions shaping their strategies; and
• Their plans for building and guiding a modern and diverse marketing organization.

Read on to hear from:

• Jaimie Punishill, CMO at nCino, Inc
• Lydia Flocchini, CMO at SurePoint Technologies
• Megan Heuer, CMO at Aite-Novarica Group
• Jim D'Arcangelo, CMO at AWeber
• Bryan Law, CMO at ZoomInfo
• Lisa Ames, CMO at Norwest Venture Partners
• Leslie Alore, Global VP of Growth Marketing at Ivanti
• Deb Wolf, CMO at Lookout

In a world tainted with spammy, impersonal outreach, B2B practitioners are recognizing the importance of 1:1 connections and building the foundation needed to generate and fuel account- and contact-level insights. According to the "2023 Database Strategies & Contact Acquisition Benchmark Survey," 69% of practitioners plan to increase their investment in their database strategies as they look ahead into 2023. And even more promising? They're allocating a higher percentage of their overall budget to refining database information, too.

While last year's survey found that more than half (51%) of respondents were only increasing investment by up to 10% in 2022, more than two-thirds indicated that they're slightly or greatly increasing the budget in 2023. With a plan in place, the specific areas of growth practitioners are targeting include:

• Growing their database to add as many new contacts as possible (65%);
• Targeting specific segments for better engagement (56%);
• Collecting prospective buyer behavior data to boost engagement and messaging (45%);
• Reaching total addressable market in defined sectors (41%); and
• Identifying key stakeholders within target accounts (35%).

The projections for 2023 represent a marked shift from a purely retention-focused mindset to a balance of retention and acquisition, as practitioner's No. 1 priority in 2022 was generating better engagement. With 69% of marketers planning to increase their investment in database strategies, the 2023 survey report will further highlight the emphasis on improving and refining first-party data collection processes, with a focus on the strategies and guidelines practitioners are putting into place.