As the landscape of B2B marketing continues to transform in the latter part of the year, companies are taking a fresh look at their strategies, budgets, and top priorities to keep pace with changing customer expectations, new technology, and the growing need for results they can measure.
The 2025 Demand Generation Benchmark Survey dives deep into this fast-paced environment, showcasing how marketing leaders are bolstering their confidence, refining their strategies, and zeroing in on business growth by making more intelligent investments and enhancing personalized customer engagement.
The findings highlight key trends shaping the future of demand generation, including:
- 35% said their budgets increased slightly;
- 28% said they are projecting a total revenue growth increase of 11% – 20%
- 57% chose case studies as their top content format; and
- 29% have a fully integrated approach to brand and demand marketing.
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.
