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"Which B2B Demand Generation Strategies Actually Generate Revenue?"

What demand gen strategies actually drive pipeline? We dug into the data and case studies to separate what works from what doesn’t. Here's what we found.

B2B marketers face growing pressure to prove that demand gen efforts translate into real revenue. This white paper from Signal Lab draws on research spanning 2021–2024 to separate the proven from the promising. Inside, you'll find data-backed insights on the strategies that consistently drive pipeline:

• Content Marketing & SEO — The top strategy for 83% of marketers, with educational content boosting organic traffic by up to 17%
• Webinars — One firm achieved a 178% lift in lead conversion rates through educational events
• Account-Based Marketing — 81% of ABM users report higher ROI than traditional approaches
• Email Nurturing — Delivers $36 for every dollar spent, with nurtured leads producing 20% more sales opportunities
• Content Syndication — Underutilized by 77% of marketers, yet users report significantly higher goal attainment
• Sales-Marketing Alignment — Integrated teams achieve up to 32% higher YoY revenue growth

The paper also examines trending tactics like generative AI, where productivity gains are clear but direct revenue impact remains unproven. Essential reading for anyone building a data-driven demand gen playbook.

Offered Free by: Signal Lab
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