Budgets are shrinking. Targets aren’t. And the gap between the two is being quietly normalized.
This isn’t a performance issue, a talent issue, or a creativity issue. It’s a resourcing problem, and pretending otherwise has become convenient.
Marketing is flooded with empty talk about “more leads, more MQLs.” Most of it is smoke and mirrors, distracting B2B marketers from the only metric that matters: revenue.
Demand generation isn’t about chasing volume for its own sake; it wastes time, drains budgets, and leaves pipelines empty. It’s about building a predictable, sustainable revenue engine that drives real sales growth. And if your current strategy isn’t consistently achieving this, it’s not working, and it’s time to level up.
So, if you’re tired of launching campaigns that get thousands of clicks but zero qualified meetings, this list is for you.
These are the top demand generation courses—no fluff, no recycled marketing 101. Just sharp, actionable training built for marketers who are serious about results.
Earlier this week, Exit Five dropped a kickass B2B Marketing Salary Benchmark Report—a data-heavy and thorough look at what B2B marketers earn across different roles, regions, and functions.
And it’s seriously worth the read.
While that landed, I went deep into the other side of the equation–what the market wants. I analyzed dozens of open senior SaaS marketing roles at companies people dream about working for, to map the in-demand skills by vertical.
These insights shape course planning and content strategy and pair perfectly with Exit Five‘s salary data to help answer two burning questions about B2B marketing roles:
What skill set gives you the most negotiating power?
What skills are most likely to land interviews (or promotions) right now?
Pricing is often overlooked as a growth lever. When building growth strategies, teams typically focus on acquisition, retention, and engagement – rarely considering how pricing strategy can drive significant business growth.
In this comprehensive guide, we’ll explore how pricing fits into your growth model, uncover the many opportunities beyond simple price increases or decreases, and show you how to effectively evaluate pricing experiments as part of a complete growth strategy.
Traditional marketing fails because it’s built on assumptions rather than evidence.
A staggering 95% of product launches fail within their first year. The problem isn’t bad products or weak teams; it’s guessing instead of testing.
B2B companies that adopt experimentation-led go-to-market (GTM) strategies gain a competitive edge by systematically testing hypotheses, measuring outcomes, and scaling what works. This data-driven approach removes subjective decision-making from marketing and focuses entirely on results.
Most B2B companies abandon SEO before it has a chance to work. They invest for 2-3 months, see minimal results, and pull the plug—wasting resources and missing massive long-term opportunities.
The problem isn’t that SEO doesn’t work for B2B. It’s that most companies lack a proper framework for validating ROI and identifying early success signals. Without these, they make decisions based on gut feelings rather than data.
Most B2B marketers are wasting 60% of their content budget because their strategies fail to deliver measurable results. Marketers can’t distinguish between brand-building content and SEO-driven assets.
Traditional B2B marketing approaches often fail because they’re too siloed. Companies run ads without content support, create content without distribution strategy, or attempt outbound without proper targeting. The result? Wasted budget and missed opportunities.
All-bound marketing solves this problem by integrating multiple marketing channels into a cohesive system that generates qualified leads more efficiently. This approach combines the best of inbound, outbound, and content marketing to create a comprehensive growth engine.
The B2B buying journey has changed. Modern buyers are more informed, more independent, and more selective.
In fact, 88% will show up to sales calls already knowing what a vendor has to offer. They’ve done the research, compared features, read reviews, and already formed opinions before they’ll even take your meeting.
Would what they hear and see about you convince them you’re worth their already-limited time?
The global email marketing market continues to climb and is projected to reach nearly $17 billion by 2027.
For B2B marketers, this means bigger budgets, sharper competition for the inbox, and higher expectations from decision-makers who’ve seen it all.
But most B2B email copy still badly underperforms: average open rates hover around 20% and click rates 2–3%, despite email remaining one of the highest-ROI channels.
According to Experian, targeted emails generate roughly 58% of all email revenue, yet close to 9 in 10 marketers still send the same generic content to their entire list. The gap between mediocre and exceptional is almost entirely about execution, not knowledge.
This guide shows how to craft B2B email campaigns that actually work.