Published: 03 June 2024
Successful tech providers are using diverse channels, content and CTAs to align with buyer readiness. This research helps product marketers with demand generation by sharing insights from successful organizations that optimize their marketing mix to increase the sales pipeline.
The 2024 Gartner Technology Marketing Benchmarks Survey shows that technology marketers with $100 million or more in annual revenue now use an average of16 marketing channels. Both digital and nondigital approaches must be utilized to reach buyers throughout the marketing mix.
High-growth organizations (those that reported a revenue increase of 10% or more in the past year) with $100 million or more in annual revenue generated the largest volume of marketing-qualified leads (MQLs) from search engine optimization (SEO) and in-person events. Sixteen percent of respondents indicated that SEO (organic website traffic) was the best-performing channel for MQLs, followed by
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Analysts:
Alan Antin, Viharika Peddi
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