The 2024 Marketing Vision: Convergence of ABM and Demand Generation
There is an inevitable shift brewing in B2B marketing. The need to “do more with less” in 2023 has eventually taken the shape of Convergence.
The inadequacies of independent ABM and Demand Gen motions running in parallel within organizations have necessitated an integration. The future of B2B marketing is one where both these functions will come together to share people, processes and technology to boldly face the global economic, political and social headwinds impacting it.
Download our latest report to understand the major learnings from 2023 and the 2024 CMO priorities that will drive convergence.