Life Sciences

Demand Generation Performance and Investments Trends

Kevan Savage and Raj Sharan from Alexander Group recently discussed emerging trends in demand generation for the life sciences and analytical instruments industry. Kevan noted a significant 171% growth in investments, especially in AI for mid-funnel content and account-based marketing strategies. The Alexander Group’s research indicates marketing’s influence on the pipeline is at 38%, with an 85% increase in qualification rates and a 134% rise in closed-won revenue.

Raj highlighted the importance of attribution in demand generation with companies emphasizing the need for end-to-end tracking to evaluate campaign effectiveness and seek efficiencies during cuts. Additionally, a trend in life sciences and pharma services is the strategic use of sales development reps to target accounts likely to commercialize, optimizing opportunity identification and nurturing.

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