7 stories tagged #demand-generation.
Demand gen budgets are under pressure and the playbook is rebuilding. The stories below cover the operating shifts — content-led pipeline, intent-driven outbound, paid program rationalization — that are separating demand teams hitting number from teams falling behind.
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.
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.
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 This app uses managed, permissioned data from Clutch to enhance accuracy and minimize risks associated with outdated or unverifiable recommendations in B2B purchasing processes.
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.
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/).
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...