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B2B Demand Trends and Performance Benchmarks
Measured performance across demand generation, content activation, and engagement programs in complex B2B technology markets.
Demand Priorities & Accountability
From our 2026 State of Demand Generation research:
91% rank pipeline, ABM, or lead quality among their top three priorities
71% measure success by pipeline generated or revenue influenced
72% identify research-driven content as a top pipeline driver
Nearly 7 in 10 teams describe themselves as “somewhat mature,” while only 1 in 3 operate fully integrated demand systems
This data highlights the increasing pressure on marketing teams to connect engagement to revenue outcomes.
Engagement & Webinar Trends
52% of marketers show strong preference for short-form webinar formats
Fewer than half report high confidence in measuring webinar effectiveness
43% still prioritize longer-form formats
The gap between engagement preference and execution indicates structural opportunity for performance improvement.
ABM & Buying-Group Challenges
40% rank scaling ABM as a top priority
Limited internal resources are frequently cited as a constraint
Buying-group visibility and marketing–sales alignment remain friction points
Account-level orchestration continues to be a maturity marker for modern demand teams.