70% of Pipeline from Marketing Comes From Just 4 Things
SaaStr
MARCH 13, 2025
So leading SaaS growth stage VC fund Insight Partners surveyed 100+ of its top later-stage B2B companies to see how they did marketing and demand gen and pipeline creation in particular. What they learned: Marketing drives 48% of pipeline across B2B companies. Many leads and most pipeline in the end comes from 2-4 or more touches.
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