Demand Gen News

The B2B marketing sector faces accelerating expectations that outpace available resources and budgets. According to POM Marketing’s research cited in Demand Gen Report, 81% of marketers say pressure to deliver results is higher than two to three years ago. Gartner research found marketing budgets holding steady at 7.7% of total company revenue.

Only 29% of marketers report being very confident in demonstrating ROI to the C-suite.

DemandWorks, a provider of artificial intelligence-powered demand generation solutions, announced a strategic integration with Demandbase, the pipeline engine for AI GTM. The integration combines Demandbase’s AI-powered buying signals, account intelligence, and go-to-market orchestration with DemandWorks’ managed multi-channel activation engine.

According to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/demandworks-demandbase-launch-strategic-integration/54142/),...

B2BMX will anchor a dedicated pavilion inside Advertising Week New York 2026 according to [Demand Gen Report](https://www.demandgenreport.com/blog/b2bmx-is-coming-to-advertising-week-new-york-2025/50141-2/). The event runs October 5-8 2026 at the Penn District in Midtown Manhattan.

Advertising Week New York 2026 features 1,300 speakers and more than 500 sessions.

Epoch is expanding into external marketing events with EpochX, a platform designed to connect registrations, attendance and engagement directly to CRM data so marketers can measure event-sourced pipeline, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/epoch-launches-epochx-to-help-marketers-measure-event-driven-pipeline/54184/).

WordPress’s survey found 74% of enterprise decision-makers say AI discoverability is a priority, yet only 17% name their owned website as their top investment. The survey was conducted by Talker Research in April 2026 across 2,000 respondents, including 800 enterprise decision-makers and 1,200 U.S. adults.

Consumers do not just want visibility, they want proof. 86% seek out the original source after an AI summary.

Generative AI has changed what users expect from digital experiences, with consumers now anticipating systems that understand intent and respond conversationally. This shift has begun the reset of content management systems, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-cms-reset-has-begun-and-ai-is-the-catalyst/54059/).

Generative CMS evolves content management from static publishing systems into intelligent AI-powered experience platforms.

Informa TechTarget has launched the B2B AI Authority Index, a self-assessment tool for B2B marketers. The index evaluates how brands can influence AI-mediated buying journeys.

The B2B AI Authority Index addresses how AI search is reshaping B2B buyer journeys and digital marketing strategies. According to Demand Gen Report, 94% of B2B buyers currently use AI tools in their research process.

Registration is now open for B2BMX 2027, the event for B2B marketing and sales leaders according to [Demand Gen Report](https://www.demandgenreport.com/blog/registration-has-opened-for-b2bmx-2027/54109/).

B2BMX 2027 is scheduled for Feb. 22-24, 2027, at the Omni La Costa Resort & Spa in Carlsbad, CA. The three-day conference is powered by Advertising Week. Super Early Bird Rates are available for All-Access passes.

Wunderkind recently announced a collaboration with Cordial to pair Wunderkind’s proprietary identity graph and AI-powered decisioning with Cordial’s orchestration and AI predictive models. The integration enables marketers to recognize more website visitors, activate high-intent behavioral signals, and autonomously trigger personalized experiences across email, text, and other channels through the Cordial platform.

The integration turns anonymous traffic into revenue by pairing Wunderkind’s...

Marketers continue to value search for its intent signals, yet the source shows persistent difficulty distinguishing paid conversions from organic ones that would occur anyway. According to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/stop-buying-your-own-traffic-protecting-search-roi-in-the-ai-era/53910/), paid costs are rising while overlap grows and journeys compress, making incremental revenue harder to isolate.

Brands still manage SEO and paid search in separate...

GetWhys has launched a platform that lets product marketing and go-to-market teams validate messaging, positioning, and content against real buyer intelligence before it reaches the market, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/getwhys-grounds-ai-gtm-content-in-buyer-intelligence/54003/).

The platform supplies relevant evidence from its database of thousands of B2B buyer interviews at the moment content is created.

Brooks Running used Adora’s AI platform to generate more than 1,500 on-brand ad variations across 40 products. The company had previously relied on a single photograph of one shoe in one colorway to serve every audience and channel. According to Demand Gen Report, the new output allowed testing across multiple colorways, angles, and settings while matching the look and feel of in-house creative.

The platform enabled Brooks to place products in varied environments and test specific variables at...

Monthly visits to Demandbase-tracked B2B websites from ChatGPT reached 2.6 million in June 2026, up 303% from roughly 645,000 visits in June 2025. The data come from Demandbase customer platform records and show a sharp increase beginning in May 2026.

according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/demandbase-chatgpt-referrals-to-b2b-websites-nearly-quadrupled-in-a-year/54113/).

Labs by Demandbase tracked the rise of AI assistants as referral sources.

Popl announced a data collaboration with Apollo.io that designates Apollo as a primary data source for Popl’s enrichment engine. The engine converts scanned badges and other in-person interactions into complete contact and company records for direct import into Salesforce and HubSpot.

Popl combines data from more than 20 partners, including Apollo, with its own AI agents. These agents perform web discovery, email prediction, and real-time validation to fill gaps in captured records.

Today's buying journey involves movement between ChatGPT, Google, TikTok, Reddit, YouTube, LinkedIn, and influencer recommendations rather than starting with a single Google search. Buyers collect information from multiple sources until reaching a decision.

OpenAI’s recent addition of ads in ChatGPT signals a major shift for platforms and advertisers. Advertising in AI chatbots is moving from future possibility to present reality according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/ads-are-coming-to-ai-chatbots-can-the-industry-verify-them/53906/).

For years digital advertising relied on clear definitions of content adjacency.

The American Marketing Association’s 2026 Future Trends in Marketing Report identified “building brand trust in a fragmented world” as one of the key challenges for CMOs this year, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/how-a-permission-based-presence-can-help-marketers-win-brand-trust-in-a-fragmented-digital-world/53818/).

Artificial intelligence has transformed campaign creation and delivery while creating new trust issues through “AI slop” and...

The 2026 Demand Generation Benchmark Survey is now open to collect data on where artificial intelligence delivers value in B2B demand generation. The survey focuses on AI use across content drafting and scaling, predictive scoring, campaign optimization and workflow orchestration.

The 2026 Demand Generation Benchmark Survey aims to reveal where AI is delivering value across content, scoring, optimization and workflow orchestration according to Demand Gen Report.

Mississippi State Athletics and the Dallas Stars adopted Satisfi Labs agentic AI to handle fan questions and route ticket purchases through integrations with Ticketmaster and FEVO.

Mississippi State found that 60% of ticketing conversations occurred after hours. The AI agent remained available 24/7 and allowed fans to complete purchases directly in chat.

Demand Gen Report’s B2BMX Summer Camp brought together B2B marketing practitioners to present frameworks for applying artificial intelligence to ABM, demand generation, go-to-market execution and data integrity.

The event featured sessions from Stephanie McArthur of Demandbase, Josh Baez of NetLine, Hans Fischmann of AdRoll and Jason Gladu of Convertr. Each session delivered practical frameworks for AI use across ABM, demand generation, go-to-market execution and data integrity.

Nine in 10 B2B marketing leaders report that AI visibility is an investment-level priority or higher. Two-thirds of surveyed B2B buyers use GenAI as much or more than search when researching vendors. Brands that fail to appear in AI citations become invisible to these buyers.

According to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/three-signals-that-make-your-brand-impossible-for-ai-to-ignore/53827/), many organizations continue to apply the classic SEO playbook of...

Howl Louder Marketing launched a Generative Engine Optimization service that helps B2B companies earn citations in AI-powered search tools including ChatGPT, Gemini, and Perplexity.

The new service integrates with SEO and outbound lead generation under one offering.

Adwave has introduced Wavemaker, a standalone AI video generation platform that converts text prompts, URLs, files or topics into scripted, voiced and scored videos. The tool runs on the same infrastructure as Adwave’s CTV advertising platform and produces finished videos in two to five minutes without editing experience or a production crew.

according to [Demand Gen...

TrustRadius’s 2026 B2B Buying Disconnect Report found that 63% of buyers used AI during their purchase journey. The survey of nearly 2,500 technology buyers and vendors showed that 94% of those buyers fact-check AI responses at least some of the time.

AI tools or tools with AI features made up 59% of the purchases buyers made in the past year.

Demand Gen Report examines how AI is changing demand generation by requiring teams to emphasize strategic judgment, trusted content, and sales-marketing alignment instead of content volume.

The modern CMO position has shifted from five years ago as AI prompts questions about which marketing tasks can be automated and which require human oversight.

Marketbridge and Meltwater announced a strategic partnership to drive innovation across the brand intelligence stack. The agreement gives go-to-market teams extended access to brand and narrative intelligence along with visibility into channels that support GTM activity and Generative Engine Optimization.

Marketbridge will integrate Meltwater narrative and GEO intelligence into its GTM intelligence, strategy, and content workflow.

Demand Gen Report published an article titled The Five Critical Pitfalls of MDF Programs. The article states that channel companies must rethink program structures and measurement methods to unlock the full potential of Marketing Development Funds.

According to Demand Gen Report, treating MDF as a basic requirement rather than a strategic advantage is one pitfall.

6sense will release its AI-Recommended Leads feature in August 2026. The feature surfaces high-confidence, CRM-ready contacts for qualified accounts that engage with 6sense advertising campaigns. It converts engaged account lists into named contacts that sales teams can act on directly.

AI-Recommended Leads draws on 6sense people intelligence, persona targeting logic, and campaign engagement signals. It identifies a short list of high-confidence contacts per qualified account.

AI has made content creation one of the fastest parts of campaign production, yet approvals, compliance reviews and cross-functional handoffs stretch timelines because workflows were never redesigned for AI scale, according to Demand Gen Report.

Content creation has become one of the fastest parts of the process. In findings referenced in the Demand Gen Report Q&A, 88% of marketing teams generate ideas and content quickly, but approvals hold up progress.

In March 2025, AI-referred traffic to U.S. retail sites converted 38% worse than everything else. By March 2026, the same channel converted 42% better according to Adobe Digital Insights data covering more than a trillion site visits. Microsoft Clarity analysis of more than 1,200 websites in December 2025 recorded AI referral sign-up conversion at 1.66% versus 0.15% from organic search.

Semrush data placed the conversion lift for LLM visitors at 4.4x compared with traditional organic.

Vidmob launched Vidmob360, a composable intelligence layer that embeds creative data into the AI systems, enterprise tools and media workflows brands already use.

The platform delivers Model Context Protocol (MCP) services, APIs and AI agents, with over a dozen connectors covering 95% of potential North American media buys. Vidmob360 makes creative data accessible across enterprise tools, AI systems, agents and media workflows where advertising decisions occur.

Informa TechTarget and The Sherpa Group launched Partner Demand Assurance, a solution that addresses the gap in partner marketing regarding what happens to leads after they reach partners. The offering combines Informa TechTarget’s permissioned audience data and demand generation with Sherpa’s EdisonAI platform to deliver visibility into lead follow-up, MDF returns, and partner conversion.

Partner Demand Assurance includes three core services.

A researcher researching software opened ChatGPT instead of Google and received recommendations for four vendors with explanations of differences and a suggested best fit. The process occurred without visits to most vendor websites, comparison pages, white papers, or paid ads.

B2BMX Summer Camp 2026 Week 2 examines B2B buyers who finalize vendor shortlists before sales involvement begins. The sessions occur on Wednesday, July 22, and center on influencing preference during the research phase rather than lead volume metrics.

According to Demand Gen Report, 92% of B2B buyers build their vendor shortlists before they ever speak to sales. NetLine’s Josh Baez presents the session How to Influence B2B Buyers Before They Build Their Shortlist at 12:00 PM ET.

AI reduces the time required to generate insights from mobility and location datasets from days to seconds.

Teams previously waited days or weeks for analysts to extract, normalize, and analyze mobility data before producing reports. Natural language interaction now lets marketers, strategists, and operations leaders query complex datasets directly without SQL or BI tools.

Marketers have long treated branded search as a practical proxy for brand demand. According to MarTech, that assumption appears less reliable. Across the client portfolio referenced in the reporting, branded customer acquisition costs are on average 76.6% lower than non-branded acquisition costs.

Arketi Group added Massachusetts-based digital agency Sperling to its platform. The addition deepens capabilities in website development, UX/UI, paid digital campaigns, and social strategy. It also expands Arketi’s AI services to include intelligent chatbots, workflow automation, AI agents, custom GPTs, and generative search optimization (AEO and GEO).

Sperling was founded in 2008.

The 2026 Demand Gen Benchmark Survey is open for B2B marketing teams to document how they are adjusting budgets, measurement practices and workflows.

According to [Demand Gen Report](https://www.demandgenreport.com/blog/take-the-2026-demand-gen-benchmark-survey-help-shape-what-comes-next/53760/), the survey captures strategies on AI adoption, attribution, sales alignment and pipeline performance so participants can compare their priorities with peers.

The survey examines where teams are...

Multiply has rolled out 10 Min ABM, an offering that enables B2B marketing teams to launch personalized account-based advertising in minutes and continuously optimize campaigns. The new product automates personalized campaign creation, launch, and optimization at scale according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/multiply-bring-self-learning-advertising-to-abm/53690/).

One of the most effective ways to reach enterprise buyers, executing ABM at scale...

The 2022 World Cup final drew 1.4 billion viewers globally, with an average of 175 million people watching each match. These synchronized surges exposed weaknesses in digital infrastructure designed for average demand.

Every four years billions of users attempt identical actions at the same moment: watching goals, buying jerseys, checking scores, and sharing highlights. The 2024 Super Bowl LVIII on Paramount+ produced crashes, buffering, and error codes.

Smartly has partnered with Roku to connect directly to Roku Ads Manager through the Roku Ads API. The integration allows performance marketers to apply the same social advertising workflows to connected TV inventory on the top streaming platform in the United States, Canada, and Mexico.

according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/smartly-brings-social-advertising-speed-with-new-roku-partnership/53587/).

The partnership removes the separate build...

Wistia data shows videos 30 to 60 minutes long achieve click-through rates near 23%, compared with roughly 1% for videos under one minute, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/feature/wistias-chris-savage-on-why-long-form-b2b-video-is-winning-the-demandgenreport-com-qa/53634/). The company's 2026 State of Video Report documents this gap for business buyers.

Buyers expect increasingly personalized experiences, yet many marketing teams continue to rely on static segmentation models built around company size, industry, or job title, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/personalization-still-isnt-personal-enough-in-b2b-marketing/53529/).

Yes& has acquired Modo Modo, a B2B-focused agency. The transaction expands Yes& capabilities in branding, omnichannel media, sales enablement and strategic growth for enterprise clients according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/yes-acquires-modo-modo-expanding-b2b-marketing-presence/53539/).

Modo Modo serves clients in healthcare, fintech, manufacturing, energy and technology sectors.

Patriot Auto Group added AI-generated connected TV ads from Adwave and recorded a 34% increase in showroom visits across four months according to [Demand Gen Report](https://www.demandgenreport.com/case-studies/how-adwave-enabled-patriot-auto-group-to-expand-its-reach-grow-sales-with-ctv-demand-gen-report-case-study/53534/).

The dealership operated two Tampa locations selling new and pre-owned vehicles.

Anteriad released its fifth annual B2B marketing report titled The 2026 B2B Marketing Edge: Control Is the Competitive Advantage, conducted in partnership with Ascend2. The survey reached 631 marketing decision-makers across the United States, United Kingdom, and APAC.

Convertr’s Jason Gladu will host a B2BMX Summer Camp 2026 webinar on July 29 at 2:00 PM ET titled “The Data Integrity Playbook for the AI Era.” The session details how AI scales data problems by baking bad records into downstream decisions unless integrity measures are applied first.

The webinar examines why AI-ready requires data-ready conditions.

G2 announced new product capabilities that bring buyer behavior data directly into AI agents, CRMs, and enterprise analytics environments used by go-to-market teams. The updates include MCP integrations with six platforms, expanded Buyer Intent signals from Capterra, Software Advice, and GetApp, a new Intent Studio, and AI Blueprints.

According to Demand Gen Report, these tools give teams faster paths to turn buyer signals into action.

G2 now offers MCP integrations for ChatGPT, Claude,...

A buyer types “Best solutions for…” into a browser and an AI panel summarizes the market and lists a handful of vendors before traditional search results appear. Evaluation in 2025 moves faster and through algorithmic mediation. According to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-demand-gen-engine-why-evaluation-is-being-curated-by-ai/53531/), AI Overviews appeared in 13.14% of U.S.

DemandView has launched EngageSMS, described as the industry’s first automated text message nurture engine built for B2B buyers. The platform is included at no additional charge with every content syndication program according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/demandview-launches-first-text-message-lead-nurture-engine-engagesms/53572/).

Over the past 12 months, B2B email open rates, click-through rates, and lead-scoring signals have declined...

A Harris Poll survey of more than 300 U.S. marketing, advertising, communications, and social media decision-makers found that 48% admit they often feel they are guessing which marketing activities drive consumer purchasing decisions, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/madison-logic-harris-poll-half-of-marketers-are-guessing-on-what-drives-purchasing-decisions-today/53624/).

The poll shows proving ROI as the top concern for marketers.

Circana LLC released The Value of Influence report that benchmarks influencer return on investment directly against other media channels. The analysis uses sales impact and incrementality rather than engagement metrics alone.

Circana applied advanced marketing mix modeling and proprietary retail data to quantify short-term sales impact and long-term brand contribution of influencer campaigns.

The 2026 B2BMX Summer Camp begins July 15 and runs through July 29 with a new multi-week webinar format focused on practical B2B marketing execution. Sessions occur every Wednesday, and attendees can join live or watch on demand. The program carries the message Build Once, Multiply Impact.

According to Demand Gen Report, the series brings together B2B marketing practitioners and technology leaders for sessions on pipeline strategy, AI, account-based marketing and buyer engagement.

On July 15...

Google, Meta, and TikTok are expanding automated audience options through Performance Max, Advantage+ campaigns, and TikTok automated audience expansion. These changes reduce advertiser control over who sees ads and move audience identification into the creative itself, according to [MarTech](https://martech.org/ai-is-making-creative-the-new-targeting/).

Performance marketers previously used education interests, demographics, health behaviors, age, life stage, and consumer interests to narrow...

Programmatic CTV Pause Ads outperformed traditional 60-second CTV spots across all 13 verticals studied according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/wunderkind-ads-releases-first-benchmarks-for-programmatic-ctv-pause-ads/53476/). The WunderKIND Ads analysis of millions of impressions found Pause Ads delivered nearly 2X higher attention time.

At B2BMX 2026, Pam Didner presented a session titled Building an Actionable Go-To-Market Plan Executives Actually Approve. According to [Demand Gen Report](https://www.demandgenreport.com/industry-news/feature/pam-didner-shows-how-to-build-a-gtm-plan-executives-can-actually-approve-lesson-learned-ar-b2bmx/53239/), she stated that GTM plans rarely fail because the product is weak and instead fail when product strategy, sales priorities and marketing execution do not connect.

Didner opened by...

B2B marketers can use browser and OEM advertising to reach decision-makers in high-intent moments during the 2026 World Cup before they search according to [Demand Gen Report](https://www.demandgenreport.com/blog/winning-b2b-attention-during-the-2026-world-cup/53110/). The 2026 FIFA World Cup will feature 48 nations across 16 host cities in North America with expected global engagement of 6 billion people.

Traditional search and social channels become crowded during mega-events.

LinkedIn accounted for 0.53% of citations across 9.5 million AI-generated answers analyzed by Meltwater, placing it second behind YouTube at 1.52%. The study examined citations from six platforms: ChatGPT 5, Google AI Mode, Google AI Overviews, Gemini 3.5 Pro, Copilot, and Claude Sonnet 4.

LinkedIn ranked among the top five cited domains in B2B categories including AI and data science, marketing and advertising, leadership and strategy, sales and revenue, consulting and professional services,...

Demandbase will present the webinar “AI in ABM: What Actually Works (And What’s Just Hype)” on Wednesday, July 15, 2026, at 12:00 p.m. as part of B2BMX Summer Camp 2026 according to [Demand Gen Report](https://www.demandgenreport.com/blog/demandbase-to-cut-through-ai-hype-in-b2bmx-summer-camp-abm-session/53225/).

The session positions AI in ABM as a practical discipline.

The 2026 Account Based Marketing Benchmark Survey found that 84% of respondents use ABM to drive revenue. Of those, 56% prioritize new account acquisition while 28% focus on account expansion, according to [Demand Gen Report](https://www.demandgenreport.com/blog/what-the-2026-abm-benchmark-survey-reveals-about-b2b-growth-strategy/53290/).

56% of respondents identified new account acquisition as the primary goal of their ABM strategy. Another 28% named account expansion as the main focus.

On May 13, creative intelligence platform DAIVID published data ranking the most emotionally engaging World Cup ads released so far. Fox Sports promo Miracle led the field.

DAIVID tested 31 World Cup ads released online and ranked them by the intensity of positive emotions they generated.

B2B CMOs are adapting messaging and content to serve both human buyers and AI agents that now filter vendor research and recommendations, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/feature/how-cmos-must-rethink-b2b-content-strategy-in-the-age-of-ai-the-dgr-interview-with-cmo-councils-tom-kaneshige/53092/).

Employee advocacy programs combine trust, subject-matter expertise, and organic reach for technical B2B organizations according to [MarTech](https://martech.org/employee-advocacy-is-a-growth-engine-for-technical-b2b/).

Corporate social media accounts generate relatively limited organic engagement in technical industries. A technical B2B company with 300 employees who average 1,000 professional connections each creates a potential visibility ecosystem larger than the corporate brand alone.

Insider One acquired Bluecore, a retail MarTech serving more than 400 U.S. enterprise brands.

Insider One acquired Bluecore to strengthen its data infrastructure and expand autonomous customer engagement for enterprise retail brands. Bluecore’s Transparent ID Network adds retail identity coverage and shopper event data to support Insider One’s AI-driven engagement platform.

Wurl's CTV Trends Report finds that broad genre and channel exclusions cause advertisers to miss FAST news audiences. The report states that scene-level contextual targeting evaluates content immediately before ad breaks.

News accounts for 8.6% of all FAST viewing hours according to the report. Devices that spend more than 90% of time on news represent 7.4% of viewing hours across all FAST genres.

Nectar Social raised a $30 million Series A round led by Menlo Ventures and its Anthology Fund. The company simultaneously rebranded as Nectar Agent according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/nectar-social-raises-30m-rebrands-itself-as-nectar-agent/53121/).

10Fold surveyed 400 B2B technology marketing decision makers and found that 52% now rank AI-generated search and answer engines as their top content distribution channel.

The Visibility Reset: How AI Search Is Changing B2B Content Strategy report stated that AI-generated search and answer engines took the top slot from SEO. Search is no longer limited to traditional search engine results pages.

Sixty-five percent of Americans used AI search in the past six months, yet only 15% said they trust it a lot, according to research from Yelp cited in [MarTech](https://martech.org/can-marketers-navigate-ai-searchs-trust-cliff/). Consumers apply AI tools to compare products, research vendors, and narrow options despite the trust shortfall.

The 2026 B2BMX Summer Camp will run July 15 through July 30 as a multi-week virtual series instead of a single-day event. The program focuses on practical B2B marketing execution with sessions covering AI, ABM, buyer influence, trust in marketing and AI-native go-to-market workflows.

B2BMX Summer Camp will release new sessions every Wednesday. Attendees can participate live or access recordings on demand.

Amazon Ads and LinkedIn have launched a collaboration that allows advertisers to activate LinkedIn CTV Ads through Amazon DSP.

Advertisers can now reach professional audiences with LinkedIn’s Connected TV Ads through Amazon DSP, bringing LinkedIn’s first-party audience signals from more than one billion members to streaming TV inventory.

Google is adding new AI performance insights to Merchant Center. The reports give retailers visibility data on how products appear across AI-powered shopping experiences on Search, Gemini, and AI Overviews.

The reports include share of voice insights, shopping funnel performance, product term insights, and product attribute gaps. Retailers can compare visibility against similar brands and identify the conversational queries that drive discovery.

Parsnipp has launched an AI Search and GEO platform that models full buyer research journeys to measure brand visibility inside generative AI systems.

The Seattle-based company uses persona-based agents and multi-turn interactions rather than single-prompt testing. The platform covers brand analytics across ChatGPT, Gemini, Claude, Grok, and Perplexity, plus competitor tracking, prompt and citation analysis, GEO content optimization, search personas, and AI readiness recommendations.

Nearly 80% of surveyed organizations are actively executing an ABM strategy, according to the 2026 Account Based Marketing Benchmark Survey from Demand Gen Report. The remaining organizations plan to add one soon. The findings indicate ABM has moved beyond the pilot stage into the established B2B go-to-market mix.

52% of respondents said their ABM efforts are meeting expectations. Another 23% said programs are exceeding expectations, and 10% said they are greatly exceeding expectations.

Iterable CMO Priya Gill stated that B2B customer engagement depends on consistent, connected experiences that build trust over time rather than additional campaigns or surface-level personalization, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/feature/iterable-cmo-priya-gill-provides-b2b-customer-engagement-insights-demand-gen-report-qa/53009/).

Gill noted that B2B buyers make more intentional decisions about time, attention, and budget and disengage faster...

Vereigen Media introduced Revenue-First Demand Generation Programs to help B2B marketers move beyond MQL-focused strategies and prioritize verified engagement, first-party data, and measurable pipeline impact, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/vereigen-media-launches-revenue-first-demand-generation-programs/52931/).

The offering combines verified content engagement, programmatic display, ABM campaigns, and event registration supported by...

DesignRush and Originality.ai analyzed 100 published articles and determined that content optimization was the only measured quality signal correlated with traffic. Articles scoring 70 percent or higher on optimization produced 5.4 times more monthly traffic than articles scoring in the 40 to 49 percent range, according to [Demand Gen...

Early-stage B2B teams often treat marketing like a volume knob by turning it up, buying tools, or hiring senior staff, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-one-sentence-rule-why-most-b2b-startups-scale-marketing-too-early/52918/).

Small businesses surveyed for Constant Contact’s Small Business Now report expect to raise both marketing budgets and time spent on marketing in 2026. More than 1,500 small business owners were polled on their plans amid current economic conditions.

68% of small business owners expect their marketing budgets to increase in 2026. 74% expect the time they spend on marketing to increase this year.

NetLine’s Josh Baez will present a webinar on May 20, 2026, at 2 PM ET that examines why immediate sales pitches often fail after content downloads. The session is organized with Demand Gen Report.

A newly acquired lead is rarely ready to sign a contract. The source material states that even prospects matching an ideal customer profile need education rather than a sales call at the moment of download.

A new Idea Grove survey shows that AI tools surface brands for consumers but rarely drive purchases without further verification. According to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/idea-grove-ai-sparks-discovery-but-trust-signals-drive-decisions/52849/), only 2% of respondents said they would buy from an unfamiliar brand based solely on an AI recommendation, while 98% take additional steps.

The Idea Grove 2026 Study: How Consumers Verify AI-Recommended...

Circana's latest research indicates that Connected TV (CTV) delivers 15% higher return on ad spend (ROAS) than linear TV and 21% higher than short-form video, with 75% of U.S. households now using ad-supported streaming services. This evolution positions CTV as a commerce-enabled channel that integrates discovery, storytelling, and purchasing, according to the Demand Gen Report.

Circana's study reveals that CTV is shifting from a reach-focused vehicle to a full-funnel platform, enabling brands...

At B2BMX 2026, LinkedIn’s Ty Heath, Global Director of Thought Leadership GTM Strategy and co-founder of The B2B Institute, focused on why B2B deals stall due to buying groups lacking collective confidence rather than losing to competitors, emphasizing that marketers must solve buyability by reducing hidden friction.

G2 has released new product capabilities to help MarTech software companies build trust in the era of AI-driven buying, including tools like the Model Context Protocol (MCP) powered by Claude, according to Demand Gen Report. These features aim to enhance AI-driven buying with trusted data signals, as B2B buyers increasingly rely on AI search for software evaluation.

Clutch, a platform for B2B services, launched its first ChatGPT app that incorporates verified data on service providers into AI conversations, enabling buyers to compare firms, reviews, pricing signals, and client feedback more quickly, according to Demand Gen Report. This app uses managed, permissioned data from Clutch to enhance accuracy and minimize risks associated with outdated or unverifiable recommendations in B2B purchasing processes.

ABM professionals have a unique opportunity to participate in Demand Gen Report’s annual survey and help set industry benchmarks, as highlighted in the report. The survey addresses critical topics such as AI integration, ROI measurement challenges, and predictive analytics, which are essential for advancing ABM strategies, according to [Demand Gen Report](https://www.demandgenreport.com/blog/final-week-take-the-abm-survey-set-industry-benchmarks/52752/).

The survey gathers insights on the...

Artificial intelligence sits at the center of modern demand generation, touching nearly every buyer interaction through targeting, personalization, content creation, and journey orchestration, according to Demand Gen Report. This technology promises greater relevance, faster execution, and more efficient scale, with AI adoption having surged in recent years. However, buyer confidence hasn’t kept pace, as just 32% of U.S. respondents say they trust AI, based on the 2025 Edelman Trust Barometer.

Matthew Shay, Director of Media at Blue Bite, highlighted in a recent interview that B2B buyers now engage across channels, devices, and real-world moments before contacting sales, necessitating contextual, connected, and measurable omnichannel strategies for marketers. According to the interview, this evolution means campaigns must combine location-aware targeting, cross-device activation, AI-driven optimization, and outcome-based measurement to achieve stronger B2B media performance.

According to Demand Gen Report, B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but this overlooks the broader evaluation process where buyers abandon deals due to issues like unclear pricing, slow pages, mandatory account creation, limited payment options, and procurement friction. Today’s buyers abandon transactions when these elements undermine confidence, as detailed in the report.

Demand Gen Report is hosting a webinar titled 'The Moment After the Lead: How Follow-Up Makes or Breaks Your Demand Gen Campaigns' on May 20 at 2 p.m., featuring NetLine’s Josh Baez, who will provide effective follow-up strategies to build trust and guide prospects naturally, according to [Demand Gen Report](https://www.demandgenreport.com/blog/may-webinar-focuses-on-why-lead-follow-up-strategies-make-or-break-demand-gen/52750-2/).

Companies spent $1.5 trillion on artificial intelligence in 2025, according to Gartner, yet 73% of enterprise data leaders rank data quality as the primary barrier to AI success, surpassing issues like model accuracy, compute costs, and talent. Additionally, 60% of companies report little to no value from their AI investments, indicating that poor data underlies these challenges.

Enterprise marketing teams manage stacks involving multiple systems, where leads flow from sources such as paid...

Conductor, a provider of SEO and digital marketing software, announced AgentStack, a platform that enables brands to scale AI-driven search visibility using turnkey agents and custom workflows, as detailed in a recent report. This introduction includes a new enterprise suite of native Large Language Models (LLM) apps, developer infrastructure, and turnkey agents designed to help brands build, manage, and scale their presence across AI-driven search experiences.

AgentStack supports Answer...

B2B event marketers are leveraging AI to repurpose single live events into extensive libraries of targeted content, thereby extending the lifespan and reach of event messaging, as detailed in a recent Demand Gen Report feature. This approach connects event engagement data with multi-channel account-based marketing (ABM) campaigns, enabling marketers to convert trade shows into drivers of pipeline creation and revenue.

In the rush to implement artificial intelligence for marketing and operations, organizations often neglect the importance of clean, accessible, and connected data, according to Demand Gen Report. The article highlights that AI systems may launch on time with sophisticated models and impressive dashboards, but marketing teams frequently abandon them within weeks due to untrustworthy recommendations stemming from weak data foundations.

On April 27, tvScientific by Pinterest announced that advertisers can target Pinterest’s exclusive high-intent audiences on Connected TV through its platform, marking the first major milestone since Pinterest acquired tvScientific in February 2026. This launch allows advertisers to reach these audiences off Pinterest and on TV, as part of a broader vision for a unified cross-screen advertising experience.

ABM professionals can participate in Demand Gen Report's annual survey to contribute expertise and gain early access to actionable insights, according to [Demand Gen Report](https://www.demandgenreport.com/blog/help-define-the-future-of-abm-take-the-survey-today/52654/).

B2B marketing leaders have optimized for search engines using keywords, backlinks, technical SEO, and content production for more than a decade, but this approach is now being disrupted by AI-powered answer engines that summarize, interpret, and recommend suppliers before buyers click links, according to Demand Gen Report.

RTIC Outdoors, a brand specializing in high-performance coolers and insulated drinkware, focused on growing its B2B custom shop for branded gear aimed at businesses and institutions, as direct-to-consumer sales plateaued. The company partnered with Anteriad to address challenges in identifying prospects and measuring marketing impact beyond clicks and impressions, according to [Demand Gen...

Iterable, an AI customer engagement platform, announced the launch of Nova Agent, which uses real-time AI to adapt campaigns and ensure precise personalization at scale, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/iterable-launches-ai-agent-to-scale-personalization/52538/).

The global marketing technology market is projected to reach $2.4 trillion by 2033, growing at a compound annual growth rate (CAGR) of 20.1% from 2026, according to a report by Grand View Research as cited in Demand Gen Report. This expansion reflects the increasing reliance on digital tools for B2B marketing, with the internet, mobile devices, social media, and customer relationship management programs identified as key drivers for business growth.

The marketing technology market size is...