Demandbase Report Highlights AI’s Impact on B2B GTM

Demandbase has released a new research report highlighting how artificial intelligence (AI), account-based marketing (ABM), and better data integration are transforming modern B2B marketing and sales strategies.

The report, titled “The B2B AI GTM Report: Benchmarks for a New Era,” was developed by Labs by Demandbase, the company’s newly launched research division focused on understanding what actually drives revenue in B2B go-to-market (GTM) programs.

According to the company, the report analyzes a large dataset of more than 24 billion buyer interactions, 429,000 advertising campaigns, and insights from over 1,400 companies. The goal is to provide real-world benchmarks for revenue teams navigating today’s complex buying environment.

One of the key findings is the growing importance of account-based marketing. Companies that have developed advanced ABM strategies are seeing higher conversion rates and stronger deal success compared to organizations that rely mainly on traditional lead-based marketing.

The research also highlights the impact of engaging buying groups, the multiple stakeholders involved in modern B2B purchasing decisions. Organizations that successfully reach and influence these groups can achieve two to three times higher win rates, larger deal sizes, and more predictable sales pipelines.

Another major insight from the report is the role of data integration in improving marketing and sales outcomes. Companies that connect systems such as customer relationship management (CRM), marketing automation platforms (MAP), predictive scoring tools, and advertising platforms see conversion rates increase by 53 percent.

The report also shows that using multiple advertising solutions together can improve results significantly. Demandbase says organizations that use four tiers of advertising products see win rates rise by as much as 71 percent, demonstrating the value of a coordinated advertising strategy.

Demandbase Chief Marketing Officer Rachel Truair said the company created Labs by Demandbase to answer a critical question facing revenue teams today: what strategies truly work in modern B2B go-to-market programs.

By applying AI-driven analysis to large volumes of real-world marketing and sales data, the research team aims to replace guesswork with measurable insights.

Another key takeaway from the report is the importance of sales and marketing alignment. When both teams coordinate their activities and focus on the same target accounts and buying groups, companies can improve revenue performance and pipeline growth.

Demandbase says the new research initiative is designed to help businesses better understand the evolving B2B buying process, where decisions are increasingly influenced by groups of stakeholders and supported by data-driven marketing strategies.

Through ongoing research and analysis, Labs by Demandbase plans to provide benchmarks and guidance that help companies build more effective AI-powered GTM strategies and improve overall revenue outcomes.