2022 REVENUE MARKETING REPORT 2022 Revenue Marketing B2B Benchmark Report DEMANDSPRING2 2022 REVENUE MARKETING REPORT DEMAND SPRING Welcome to the fifth edition of our Revenue Marketing B2B Benchmark Report. Greetings Revenue Marketers, This year’s report shows that even after another year of uneasiness, disruptions, and challenges, marketers are still proving that they are highly resilient and adaptable. There were some surprises this year. Last year a third (31%) of respondents identi?ed that they were responsible for at least 40% of pipeline initiated. That ?gure dropped by more than half this year. This number took us by surprise as we are not seeing a lot of reduced targets in the clients we work with. But even though we are not experiencing it, it doesn’t mean it’s not happening. This is why we continue to do this annual survey; to provide you with insights from your peers. In 2018, when we ?rst conducted this survey, only 64% of respondents were familiar with the concept of Revenue Marketing. As this marketing approach becomes more common, we’re happy to report that this year the recognition percentage has jumped to 91%. This report