17 Demand Generation Stats Every CMO Needs to See in 2024

As a CMO in 2024, you know that staying ahead of the curve with demand generation is non-negotiable. But with so many metrics to track and levers to pull, it‘s easy to get lost in the noise.

That‘s why we‘ve done the heavy lifting for you and compiled the 17 most important demand generation statistics you need to know this year. Armed with this data, you‘ll be able to benchmark your performance, identify areas for improvement, and make smart investments to drive more leads, pipeline, and revenue.

The State of Demand Generation in 2024

First, let‘s take a high-level look at how demand generation is evolving and where it stands today.

Stat Value
Percentage of CMOs who say demand gen is their top priority 67%
Expected increase in demand gen budgets from 2023 to 2024 8.1%
Percentage of demand gen budgets allocated to technology 26%
Average number of demand gen channels used 6

Sources: CMO Survey, Gartner, TOPO

As these figures show, demand generation has become a major focus and investment area for B2B organizations. With budgets on the rise and CMOs prioritizing demand gen over other initiatives, the stakes are high to get it right.

But what separates the winners from the losers in this race? Let‘s find out.

Website & Content Benchmarks

Your website and content are the foundation of your demand generation machine. Here‘s how leading companies are leveraging these assets to drive results:

Stat Value
Average monthly website traffic for B2B companies 15,000
Average monthly website traffic for demand gen leaders 37,500
Average conversion rate from visitor to lead 3.5%
Conversion rate for demand gen leaders 5.8%
Most effective types of lead gen content eBooks, webinars, white papers, case studies

Sources: Ruler Analytics, Growth Natives, Content Marketing Institute

The data tells a clear story: Companies that excel at demand generation tend to have much higher website traffic and conversion rates than their peers. They also focus on creating high-value, gated content assets that incentivize prospects to provide their contact information.

To reach these benchmarks, you‘ll need to invest in SEO, paid media, and content creation to build your website‘s authority and attract more qualified visitors. You‘ll also want to optimize your site for conversions with compelling calls-to-action, landing pages, and lead capture forms.

Lead Generation Channel Mix

Next, let‘s look at which channels and tactics are driving the most leads and revenue in 2024. While the optimal mix will vary by company, these statistics provide a helpful starting point:

Channel Percentage of Leads Percentage of Revenue
Content Marketing 28% 24%
Email Marketing 19% 17%
Paid Search 16% 18%
Organic Search 14% 15%
Events & Webinars 8% 12%
Social Media 7% 5%
Other 8% 9%

Source: Demand Gen Report

As this breakdown illustrates, content marketing has emerged as the top channel for lead generation, followed closely by email marketing and paid search. However, when it comes to driving revenue, there are some notable differences.

Events and webinars, for example, account for a higher percentage of revenue compared to their share of leads, likely because they tend to attract more qualified, sales-ready buyers. Organic search and social media, on the other hand, contribute a smaller portion of revenue relative to their lead volume.

The takeaway? A successful demand gen program requires a diversified, full-funnel approach. You can‘t just focus on top-of-funnel lead generation and hope the rest will take care of itself. You need to nurture leads with targeted content and engage them across multiple touchpoints to turn them into customers and revenue.

Lead-to-Revenue Conversion Rates

Of course, generating leads is just the first step. To realize the full value of your demand gen efforts, you also need to efficiently convert those leads into sales pipeline and closed/won deals.

Stat Conversion Rate Length of Sales Cycle
MQL to SQL 13% 11 days
SQL to Opportunity 40% 18 days
Opportunity to Win 36% 47 days
Lead to Revenue 6.1% (B2B average) 76 days (B2B median)

Sources: Go2Market Pros, Implisit, FirstPage, CSO Insights

These funnel conversion metrics show there‘s significant room for improvement for most B2B companies when it comes to lead qualification and revenue generation. On average, only 6.1% of leads turn into closed revenue, and the sales cycle from lead to revenue is over 2 months long.

Best-in-class companies, however, are able to achieve much higher conversion rates and faster sales cycles through a combination of lead scoring, sales-marketing alignment, and personalized nurturing. By focusing on generating higher-quality leads and engaging buyers with relevant content throughout their journey, these organizations can increase their overall marketing ROI.

Demand Gen Tech & Trends

To operate a best-in-class demand generation program today, you need the right tech stack and strategies in place. These statistics highlight some of the key trends and tools reshaping the industry:

Trend Adoption Rate Impact
Artificial Intelligence (AI) 60% 50%+ increase in leads & conversions
Account-Based Marketing (ABM) 55% 208% higher revenue than traditional marketing
Conversational Marketing 40% Drives 70% more qualified leads
Predictive Analytics 35% 10%+ increase in close rates & revenue
Video Marketing 84% Generates 66% more qualified leads

Sources: McKinsey, Demandbase, Marketo, Salesforce, Vidyard

As this data shows, AI and machine learning have quickly become mainstream in demand generation, with a majority of companies leveraging these technologies to automate and optimize their programs. AI can be used for everything from lead scoring and segmentation to personalized content recommendations and campaign optimization.

ABM has also firmly taken hold as a critical strategy for B2B revenue growth. By aligning sales and marketing around target accounts and delivering highly relevant, personalized experiences across channels, organizations can significantly boost their pipeline and revenue compared to traditional demand gen approaches.

Other notable trends include the rise of conversational marketing (e.g. chatbots), predictive analytics for improved sales forecasting and targeting, and video marketing across the funnel. Forward-thinking CMOs are embracing these innovations to engage buyers more effectively and accelerate revenue growth.

Budgets, Metrics & Challenges

Finally, let‘s examine some high-level findings around demand generation budgets, measurement, and priorities moving forward:

  • Demand gen budgets are expected to grow by 8.1% in 2024, but 58% of CMOs still say their budget isn‘t enough to meet their goals
  • 61% of organizations measure demand gen success based on lead volume, while only 35% gauge it based on pipeline and revenue generation
  • The top challenges cited by demand gen marketers are generating high-quality leads (44%), proving ROI (37%), and aligning with sales (32%)
  • Demand generation is the #1 skill gap and hiring priority for CMOs, with 64% planning to add headcount in this area over the next year

Sources: Gartner, HubSpot, LinkedIn

These statistics paint a picture of rising investments and expectations, but also ongoing struggles with measurement, sales alignment, and talent. To succeed with demand generation in 2024, you‘ll need to secure sufficient budget and resources, while also leveling up your data, processes, and people.

Some key initiatives to prioritize:

  • Shifting from lead-centric to revenue-centric KPIs and building full-funnel dashboards to track demand gen performance
  • Partnering with sales to define your ICP, lead scoring criteria, and SLAs and orchestrate a seamless lead management process
  • Conducting a skills assessment and investing in training and hiring to build a high-performing demand gen team
  • Implementing a robust marketing automation and CRM system to streamline lead generation, qualification, and nurturing
  • Developing a culture of experimentation and agility to quickly adapt to changing buyer needs and market conditions

Moving Forward with Confidence

We‘ve covered a lot of ground in this analysis of demand generation benchmarks and trends. But remember, every company‘s demand gen journey is unique. The most important thing is to focus on continuous improvement – not perfection.

Use this data to get a sense of where you stand today and where you need to go next. But don‘t get paralyzed by comparison. The best demand generators are always testing, learning, and evolving their approach based on their own unique buyers, markets, and goals.

If you commit to making demand generation a strategic priority, leverage the right mix of channels and tactics, and invest in the necessary skills and technology, you‘ll be well-positioned to drive repeatable, scalable pipeline and revenue in 2024 and beyond.

The future of demand generation is bright – and with these insights at your fingertips, you‘re ready to lead the way.