Labs by Demandbase Publishes New GTM-Centered Report

Why It Matters

The findings prove that AI‑powered, integrated GTM tactics dramatically improve pipeline efficiency, forcing B2B marketers to abandon siloed lead‑centric models in favor of account‑based, buying‑group strategies.

Key Takeaways

• Four ad product tiers lift win rates 71%
• Integrated tech stack boosts conversions 53%
• Buying groups double win rates, increase deal size
• Advanced ABM correlates with higher conversion and win rates
• Report analyzes 24B interactions, 429k campaigns, 1.4k companies

Pulse Analysis

The B2B buying landscape has shifted from individual decision‑makers to complex buying groups, prompting marketers to rethink go‑to‑market (GTM) playbooks. Labs by Demandbase leverages an unprecedented data set—over 24 billion buyer interactions—to surface patterns that traditional surveys miss. By marrying first‑party intent with third‑party signals, the report highlights how AI can surface the most receptive accounts, enabling teams to allocate spend where it matters most.

Key takeaways from the research underscore the power of integration and precision. Deploying four tiers of advertising products drove a 71% uplift in win rates, while a fully connected tech stack—linking CRM, marketing automation, predictive scoring and ad platforms—boosted conversion by 53%. Moreover, companies with mature account‑based marketing (ABM) frameworks saw 2‑3× higher win rates and larger deal sizes, confirming that buying‑group focus outperforms volume‑centric lead generation.

For revenue leaders, the report offers a data‑backed roadmap to overhaul GTM strategies. It urges a shift from “more touches” to smarter, group‑centric engagement, reducing noise and improving ROI. As Labs positions itself as a living hub for GTM intelligence, firms that adopt its benchmarks can expect more predictable pipelines, tighter sales‑marketing alignment, and a competitive edge in an increasingly AI‑driven market.