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2026: The Year Of The "Pipeline Mandate"
The 2026 State of Demand Generation Report, based on a survey of over 300 tech marketing decision makers around the world, highlights a continued shift in how B2B marketing teams are measured and how they operate. Pipeline impact, account focus, and execution efficiency now define success, while volume-driven tactics continue to decline.
52% of marketers rank driving qualified pipeline as their top priority and more than 90% include pipeline, account-based markting, or lead quality in their top goals.
Demand generation is no longer evaluated by activity or lead volume. It is evaluated by its contribution to revenue.
Account-Based Marketing Is a Core Strategy
40% of organizations prioritize scaling account-based marketing, making it the second-highest focus area after pipeline creation.
ABM is no longer a specialized otion or pilot program. It has become a foundational approach for engaging buying groups, improving sales alignment, and delivering better quality deals.
Long-form webinars are being used more selectively, while AI is increasingly embedded across demand workflows.
Together, these shifts point to a more mature approach. Marketers are narrowing their mix, scaling what works,
and using AI to increase efficiency without sacrificing strategy or alignment.