B2B marketers say the term "revenue marketing" encompasses a wide range of results-focused tactics and goals, according to recent research from Demand Spring.

The report was based on data from a survey of 100 B2B marketers from North America.

Some 97% of respondents say they are familiar with the term "revenue marketing." B2B marketers define revenue marketing as revenue generation through data-driven marketing, the alignment of Marketing with revenue goals, the integration of Sales and Marketing, and a focus on revenue as the ultimate goal.

How B2B respondents define revenue marketing

Respondents say the marketing responsibilities that fall under revenue marketing include demand generation, customer expansion, and analytics.

Marketing functions that are the responsibility of revenue marketing survey

Some 47% of B2B marketers rate their firm's revenue marketing maturity as "moderately mature."


Revenue marketing maturity level survey

B2B marketers say the top obstacle to revenue marketing success is misalignment between Marketing and Sales.

Obstacles to revenue marketing success survey

About the research: The report was based on data from a survey of 100 B2B marketers from North America.

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How B2B Marketers Define 'Revenue Marketing'

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji