6 stories tagged #demand-gen.
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.
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.
B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but buyers often abandon deals earlier when experiences like unclear pricing and slow pages erode confidence, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-demand-engine-why-checkout-friction-is-killing-b2b-deals/52684/).
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.
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.
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.