Challenges of Demand Generation in 2023

This guide discusses the challenges of demand generation in 2023 and outlines four methods to drive growth. It begins by analyzing the economic factors that contributed to a slow Q1 2023, including a revenue decline among top tech vendors and the impact of rising interest rates. The document details how these economic conditions have created uncertainty in the B2B sector, affecting businesses' willingness to invest in demand generation strategies. It emphasizes the need for companies to adapt to the changing landscape by focusing on digital transformation initiatives and enhancing customer experience. The guide presents four key strategies: investing in competitive displacement, implementing Revenue Operations (RevOps) for client retention, adopting Account Based Marketing (ABM) for targeted outreach, and leveraging intent data to improve engagement. Each method is explained in terms of its relevance and potential impact on driving demand performance amidst current market challenges.