Where B2B insight begins
Original research and AI-powered analysis revealing how modern buying groups, marketing teams, and revenue organizations actually operate.
We built Labs by Demandbase to answer a question the industry keeps getting wrong: what actually works in B2B go-to-market? Not opinions. Not best guesses. Real patterns, drawn from real data, at real scale.
The B2B AI GTM report: Benchmarks for a new era
Built on more than 24 billion buyer interactions, 429,000+ ad campaigns, and data from over 1,400 companies, this report defines what high-performing go-to-market execution looks like in a buying group era.
You’ll see how ABM maturity shapes conversion, how buying group focus influences win rates, and how integrations, predictive scoring, and advertising drive measurable lift across the funnel.
If you want to understand how your GTM motion compares to real-world benchmarks, this is where to start.
Go deeper on what the data reveals
The flagship report gives you the benchmarks. These six articles give you the breakdown—one key finding per piece, with the analysis and actions your team can use right now.
See how the right mix of sales touches, marketing activity, and buying group focus increases MQA conversion and improves revenue outcomes.
Research shows four ad tiers increase win rates by 71%. Learn how buying group–level advertising accelerates MQA conversion and pipeline.
Discover how combining first-party data, third-party intent, and predictive scoring drives larger deal sizes and smarter buying group engagement.
See how integrating CRM, MAP, predictive scoring, and ads increases MQA conversion rates, accelerates pipeline, and improves win rates.
Learn how engaging buying groups and increasing sales touches drives 2–3x higher win rates, larger deal sizes, and more predictable pipeline.
Insights from 1,452 companies reveal how ABM maturity, buying groups, integrations, and ads drive higher pipeline and win rates.
About Labs by Demandbase
What is Labs by Demandbase?
Labs by Demandbase is the dedicated research and analytics arm of Demandbase. We analyze platform data at scale to uncover the patterns that drive account-based and buying group GTM success—and turn those findings into benchmarks and guidance that revenue teams can actually use.
What’s our mission?
Our mission is to bring clarity to B2B complexity. Strategy should be grounded in data, not assumptions—and that starts with understanding how buying actually happens today.
How is the research conducted?
We combine anonymized proprietary Demandbase data, AI-driven analysis, and rigorous research frameworks to deliver credible, actionable insights for modern revenue teams. Every benchmark is drawn from real GTM behavior across thousands of companies, campaigns, and interactions—so the insights reflect what’s actually working, not what’s theoretically possible.
The benchmarks are here.
Put them to work.
Your GTM deserves better than benchmarks built on gut feel. The B2B GTM Report gives you the numbers—and the context—to know where you stand, what’s working, and what to do next.
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