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At Demand 2024, Godard Abel, Co-Founder and CEO of G2, shared that in 2023, G2 marketplace expanded with over 19,000 new software products, marking a 12% year-over-year increase and intensifying competition among vendors with innovative AI-powered solutions. AI led as the fastest-growing SaaS segment with a 44% year-over-year growth rate—more than double that of the next segment. High-growth categories included Design (19%), Office Tools (17%), IT Management (15%), Marketing (15%), and Human Resources (14%), reflecting AI’s transformative influence.

Godard highlighted the rapid growth in AI-driven categories like AI writing assistants, which surged 170% year-over-year with 353 new products. Subcategories such as text-to-speech, chatbots, voice recognition, MLOps, and virtual assistants showcased AI’s broad applications, from language processing to image recognition. Generative AI investments surged, with one in five new unicorns in 2023 focused on AI, totaling $25 billion, including $3 billion in Q1 2024.

He emphasized the increasing global nature of software leadership, with EMEA and APAC regions comprising 25% of global leaders. Buyer behavior is evolving, with 98% of enterprise purchases starting with a Google search, 69% of buyers engaging sales teams post-decision, and 79% favoring self-serve buying journeys. These trends highlight the importance of CloudTask’s seamless, consumer-like experiences connecting buyers with remote candidates, sales agencies, and software providers.

Quick ROI remains critical, with 44% of buyers achieving it within six months and 78% expecting it within that timeframe. AI has become a key productivity driver, with 56% of buyers adopting AI platforms for sales/CRM, customer support, marketing, and content generation.

Godard predicted that conversational AI will continue reshaping software transactions, enhancing buyer-seller interactions through greater efficiency and personalization.

Demand 2024 Sessions Recap

Godard Abel’s presentation was a standout, but Demand 2024 offered a wealth of insights for RevOps leaders seeking actionable strategies and tangible outcomes:

• Rand Fishkin, Co-Founder & CEO of SparkToro: Urged marketers to shift from traffic metrics to platform-native engagement in his presentation, “Why Zero-Click Marketing is the Future,” emphasizing adaptation to evolving algorithms.

• Eden Bidani, Head of Strategy & Copy at CAPE Agency: Delivered practical strategies for creating high-converting B2B ads using genuine customer testimonials to craft authentic, emotionally resonant copy.

• Brendan Hufford, Founder of Growth Sprints: Presented “Lead Gen That Works,” demonstrating how a new framework, Content IP, can enhance content resonance and generate measurable engagement.

• Founder-Led Marketing Panel: Featuring Adam Robinson (RB2B), Allison Whalen (Parentaly), Kait Stephens (Brij), Gil Allouche (metadata.io), and Dave Gerhardt (ExitFive). This panel explored tactical strategies for leveraging founder influence to build authentic engagement and market differentiation.

• Trinity Nguyen, CMO at UserGems: Showed how signals-based GTM programs generated 25% of the pipeline and 37% of revenue through precise targeting, sharing practical playbooks and messaging tips.

• Liam Moroney, CEO at Storybook Marketing: Highlighted the pivotal role of brand marketing in B2B growth, emphasizing its impact on demand generation and pipeline activation.

• Jason Douglas, Senior Solutions Architect at metadata.io: Provided actionable insights on optimizing landing pages to boost lead generation and drive higher-quality sales conversions.

• Adam Robinson, CEO of RB2B and retention.com: Revealed how he grew his LinkedIn following from 1,000 to 80,000, 75% within his ICP, and used this audience for product co-creation and GTM strategy.

• Jason Widup, Advisor & Consultant at Peak B2B: Discussed low-cost strategies to drive SaaS growth despite constrained budgets, focusing on innovative demand-generation tactics.

• Silvio Perez, Founder of Ad Conversion: Outlined a multichannel remarketing strategy to keep B2B brands top-of-mind, enhancing performance across LinkedIn, Meta, YouTube, and X.

• Eryn Lueders, Head of Marketing at Basis Theory: Shared how small marketing teams can leverage agility and creativity for sustainable growth, offering a roadmap to build scalable content engines and prioritize marketing efforts.

• Dani Woolf, Founder & CEO of Audience 1st: Discussed community-driven marketing strategies that build trust with skeptical IT buyers through in-depth customer research and engagement.

• Neil Patel, Co-Founder of NP Digital: Provided smart spending strategies for 2024, focusing marketing efforts on channels that yield the highest ROI.

• Leon Capaldo, Head of Commercial at Snitcher: Showcased how leveraging intent signals led to a 500% increase in signups, demonstrating targeted engagement's power.

• Marcel Santilli, CMO at Deepgram: Illustrated how AI workflows drove exponential traffic growth, multiplying website visits 24x in just 30 days.

• Avishai Sharon, CEO at Trendemon: Unveiled data-driven insights into B2B buyer trends, emphasizing first-party data use to refine GTM strategies and boost engagement.

• Joseph Barringhaus, VP of Marketing at Sonrai Security: Offered guidance on building strong, authentic partnerships with content creators to enhance brand engagement.

• Dave Savoy, Head of Marketing at Internet Brands: Shared how aligning marketing and sales efforts propelled revenue growth from $1M to $30M, detailing key coordinated tactics.

• Sharon McClintic, Senior Content Marketing Lead at Lumar: Explained how she reduced LinkedIn CPL by 53% through hyper-targeted audiences, ad optimization, and data-driven strategies.

• Tara Robertson & Brandon Redlinger, Chili Piper: Delivered a blueprint for demand conversion, bridging the gap between marketing and sales through proven tactics.

• Jessica Kezia & Ana Marturet, metadata.io: Examined key B2B marketing trends and provided data-backed strategies to stay ahead in 2025.

• Ari Goldstein, Head of Growth & RevOps at Siteline: Highlighted how RevOps can enhance customer engagement through tech alignment and human-first approaches.

• Clark Barron, CEO at Ronin: Addressed the ethical implications of unmasking website visitors, advocating for respectful data use in marketing.

• Tim Davidson, VP of Marketing at B2B Rizz: Shared how an account-based paid social approach doubled revenue by targeting ideal customer profiles.

• Alicia Grant & Heidi Vandermeer, Resolver: Discussed blending digital and physical demand strategies to boost pipeline growth by $10M.

• Adi Hagag, Head of Growth Initiatives at metadata.io: Provided tactics for engaging B2B audiences through B2C channels, leveraging personalized ads.

• Henry Mann & Tagg Bozied: Demonstrated how real-time engagement insights increased contract value through metadata’s Spotlight tool.

• Lindsay McGuire, Associate Director of Content & Campaigns at Goldcast: Showed how strategic video use on LinkedIn drove a 35% conversion rate for event invites.

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