As the B2B marketing industry moves into the second half of the year, organizations are reevaluating their strategies, budgets, and priorities to align with shifting customer expectations, technological advancements, and heightened demands for measurable impact.
This year’s “Demand Generation Benchmark Survey” offers an in- depth look at how marketing leaders are navigating this dynamic, ever-evolving environment — revealing increased confidence, strategic clarity, and a sharpened focus on driving business growth through smarter investments and more personalized engagement.
The findings highlight key trends shaping the future of demand generation, including:
- Expanding budgets;
- Renewed emphasis on account-based and content marketing;
- A growing commitment to marketing operations; and
- An industry-wide push for stronger revenue attribution.
The data not only reflects how marketing teams are allocating resources but how they are redefining success— linking marketing activities more directly to tangible business outcomes.
The report distills the most important insights from the survey, providing a snapshot of where marketing is headed in 2025 and the priorities that will define high-performing organizations in the coming year.
