Demand Gen News

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...

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.

Gill noted that B2B buyers make deliberate choices about time attention and budget and disengage quickly when interactions lack relevance. According to Demand Gen Report more than half of respondents reported staying loyal to trusted brands for over 10 years.

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/).

Fermenta deployed Popcorn.co to scale short-form YouTube publishing across three separate brands while keeping output steady without hiring additional staff.

Fermenta operates in the health and nutrition space and manages multiple brands, each with distinct positioning and compliance requirements. The company needed to produce 15 to 20 videos per week to maintain presence on three YouTube channels.

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 adoption has surged, providing greater relevance, faster execution, and more efficient scale, but buyer confidence has not kept pace, with just 32% of U.S. respondents reporting trust in AI as per the 2025 Edelman Trust Barometer.

ABM professionals have until the final day to take Demand Gen Report’s annual survey, which allows them to influence and set industry benchmarks, according to [Demand Gen Report](https://www.demandgenreport.com/blog/final-week-take-the-abm-survey-set-industry-benchmarks/52752/).

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...

Companies invested $1.5 trillion in artificial intelligence in 2025, according to Gartner, yet 73% of enterprise data leaders identify data quality as the leading barrier to AI success, surpassing issues like model accuracy and compute costs. Additionally, 60% of companies report little to no value from their AI investments, indicating that the root problem lies in underlying data rather than the technology itself.

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...