From ad waste to ROI

Many B2B marketers are increasing their advertising budgets, yet inefficiencies persist: 58% say ad waste is a major issue, with more than half estimating 16% to 45% of spend is going toward irrelevant accounts.

This research report from Demandbase and eMarketer breaks down the latest data and insights you need to understand where ad waste is happening — and how to fix it to drive better results across your campaigns.

In this report, you’ll learn:

• Why reaching the right buying groups is now the biggest obstacle to ROI

• How longer B2B sales cycles demand more strategic nurturing approaches

• How AI and audience segmentation are reshaping marketing effectiveness

• Practical insights to fine-tune your strategy and get more from every ad dollar

In a landscape where digital ad budgets continue to grow, simply spending more isn’t enough — marketers must spend smarter. This research gives you the data and direction to cut waste, improve targeting, and drive measurable ROI from your advertising investments.