200+ Demand Gen leaders shared their insights, benchmarks, and trends on pipeline generation, AI adoption, and data quality.
Key Benchmarks (at a glance)
- Lean Teams
- 95% ≤ 10 people, 80% ≤ 5 → leaders forced to maximize efficiency, automation, and verified data.
- Top Pipeline Contributors
- Inbound (65%), Events (51%), Paid (41%), SDR prospecting (37%).
- AI Usage
- 70% piloting AI (content creation, transcription, personalization); < 10% embedding AI deeper.
- Data Vendor Satisfaction
- Avg only 6/10 → 71% detractors, only 6% promoters.
- Upcoming Investments:
- ABM (71%), digital campaigns (58%), AI/automation (48%), data quality & targeting (33%).
What Demand Gen Leaders Are Prioritizing (Next 6 Months)
ABM and Outbound campaigns lead the pack (75%), often paired with SDR enablement (44%) to accelerate pipeline. Inbound programs (44%) remain critical, but success hinges on verified data and clean routing.
Action: Focus resources on ABM + SDR workflows supported by verified contacts, buying signals, and accurate routing to maximize pipeline impact.
Pipeline Benchmarks: Inbound + Outbound Precision
Inbound and Events remain the strongest performers, but Outbound and SDR efforts are rising when lists are accurate and targeting is precise.
- Inbound: Speed-to-lead under 5 minutes, verified capture, clean dedupe.
- Events: Verified target attendee lists, CRM-enriched scans, 24–48h follow-up.
- SDR: Verified emails/mobiles + buying signals fuel higher connect rates.
AI in Demand Gen: Assistive Today, Embedded Tomorrow
Most teams are piloting AI for content creation, transcription, and personalization. Few are embedding AI in predictive scoring or full automation.
Data Quality & Vendor Reality
DG leaders are frustrated: 71% are detractors of their current vendors. Top pains include outdated contacts, weak intent signals, and clunky integrations.
Action: Before renewals, run vendor bake-offs on verified accuracy, direct-dial %, refresh cadence, and connect rates. Don’t default to auto-renewals.
Methodology (for the skeptics & the SERPs)
- Respondents: 200+ DG leaders (VPs, Directors, Managers of Demand Generation and Performance Marketing).
- Geography: North America, EMEA, APAC.
- Timing: June 2025 (3-week fielding period).
- Survey: 23 questions (multi-choice, open-text, etc.)
Get the Assets
- 👉 Download the Survey Results Deck – the complete benchmarks, insights, and recommendations.
FAQ
Will the percentages add up to 100%?
No – respondents could select multiple answers.
Why does this matter?
Benchmarks help you compare your DG team’s priorities, pipeline mix, and AI adoption against peers.
