Demand Gen News

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 This app uses managed, permissioned data from Clutch to enhance accuracy and minimize risks associated with outdated or unverifiable recommendations in B2B purchasing processes.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.

At the B2B Marketing Exchange (B2BMX) 2026 powered by Advertising Week, a panel discussed how B2B decisions increasingly involve committees rather than individual champions, leading to stalled deals despite strong initial engagement. The session, titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion," featured experts who examined myths about buying group engagement and offered strategies for better conversion, according to [Demand Gen...

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...

At the B2B Marketing Exchange (B2BMX) 2026, a panel of industry leaders addressed how B2B buying decisions increasingly involve committees rather than individual champions, leading to stalled deals despite strong initial engagement. The session, titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion," featured experts who explained that strategies relying on a single engaged contact often fail because two-thirds of B2B buying committees consist of six or more...

Conductor has introduced AgentStack, a platform that enables brands to scale AI-driven search visibility using turnkey agents and custom workflows, according to Demand Gen Report. The tool supports Answer Engine Optimization (AEO), a practice aimed at ensuring brands appear in AI-generated answers on platforms like ChatGPT and Claude.

At the B2B Marketing Exchange (B2BMX) 2026 powered by Advertising Week, a panel of experts addressed how B2B decisions increasingly involve committees rather than individual champions, as explored in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel, moderated by Demand.com’s Rick Robinson and featuring Terry Arnold, Whitney Goldstein, and John Johansen, examined strategies to adapt to this shift by redefining account coverage metrics...

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.

On April 27, tvScientific by Pinterest launched a feature allowing advertisers to target Pinterest’s exclusive high-intent audiences on Connected TV through its platform. This marks the first major milestone since Pinterest completed its acquisition of tvScientific in February 2026, enabling the combination of Pinterest’s first-party audiences with tvScientific’s performance advertising technology.

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.

Demand Gen Report is inviting ABM professionals to participate in its annual B2B Marketing Benchmark Survey, which gathers insights to create a comprehensive report on the state of the industry and provides early access to actionable insights for optimizing campaigns, according to [Demand Gen Report](https://www.demandgenreport.com/blog/help-define-the-future-of-abm-take-the-survey-today/52654/).

The survey allows contributors to shape the future of B2B marketing by addressing key topics such...

Demand Gen Report is conducting its annual B2B Marketing Benchmark Survey, which allows participants to contribute their expertise on evolving ABM practices, according to [Demand Gen Report](https://www.demandgenreport.com/blog/help-define-the-future-of-abm-take-the-survey-today/52654/).

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.

For more than a decade, B2B marketing leaders have optimized for search engines using keywords, backlinks, technical SEO, and steady content production to determine visibility, according to Demand Gen Report. That model is now being disrupted by AI-powered answer engines that summarize, interpret, and recommend suppliers before a buyer clicks a link, with Gartner research showing that roughly half of B2B buyers already use independent generative AI tools such as ChatGPT, Gemini, and Claude...

B2B marketing leaders who optimized for search engines using keywords, backlinks, technical SEO, and content production for over a decade now face disruption from AI-powered answer engines that summarize, interpret, and recommend suppliers before buyers click links, according to Demand Gen Report.

B2B marketing leaders who optimized for search engines using keywords, backlinks, technical SEO, and content production for more than a decade are now seeing that model disrupted by AI-powered answer engines that summarize, interpret, and recommend suppliers before a buyer clicks a link, according to Demand Gen Report.

For more than a decade, B2B marketing leaders optimized for search engines using keywords, backlinks, technical SEO and steady content production to determine visibility, but this model is now being disrupted by AI-powered answer engines that summarize, interpret and recommend suppliers before a buyer clicks a link, according to Demand Gen Report.

B2B marketing leaders have optimized for search engines using keywords, backlinks, technical SEO, and steady content production for more than a decade, according to Demand Gen Report. That model is now being disrupted by AI-powered answer engines that summarize, interpret, and recommend suppliers before a buyer clicks a link.

B2B marketing leaders have optimized for search engines using keywords, backlinks, technical SEO, and steady 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.

B2B marketing leaders who optimized for search engines using keywords, backlinks, technical SEO, and content production for over a decade must now adapt as AI-powered answer engines summarize, interpret, and recommend suppliers before buyers click links, according to Demand Gen Report.

Iterable, an AI customer engagement platform, has launched Nova Agent, which uses real-time AI to adapt campaigns and ensure precise personalization as programs scale, according to Demand Gen Report. The agent evaluates customer behavior in real time, determines relevant factors, and adjusts messages to reflect current intent, helping maintain deep personalization amid growing complexity.

Artificial intelligence is reshaping how customers discover and engage with brands, but many marketing...

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...

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 cited in Demand Gen Report. This expansion highlights the increasing reliance on digital tools for B2B marketing, with social media tools and AI-powered solutions dominating the market landscape.

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...

Iterable, an AI customer engagement platform, has launched Nova Agent, which uses real-time AI to adapt campaigns and ensure precise personalization at scale, according to Demand Gen Report. This tool addresses the gap between customer expectations and brand delivery by evaluating customer behavior as it happens and adjusting messages to reflect current intent, helping marketing teams maintain deep personalization amid growing complexity.

Artificial intelligence is reshaping how customers...

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 to 2033, according to a report by Grand View Research as cited in Demand Gen Report. This expansion reflects the increasing reliance on digital tools for business growth, with the internet, mobile devices, social media, and customer relationship management programs transforming B2B marketing strategies.

The marketing technology market is...

Iterable, an AI customer engagement platform, has launched Nova Agent, which uses real-time AI to adapt campaigns and ensure precise personalization as programs scale, according to Demand Gen Report. The agent evaluates customer behavior in real time, determines relevant factors, and adjusts messages to reflect current intent, helping teams maintain deep personalization amid growing complexity.

Artificial intelligence is reshaping how customers discover, evaluate, and engage with brands, but...