Key Takeaways
- The 2026 Demand Gen Benchmark Survey highlights how B2B teams are shifting budget, measurement and workflow strategy as AI, lead quality and revenue accountability reshape demand generation.
- The survey is designed to help marketers benchmark their own priorities against peers on issues including AI adoption, attribution, sales alignment and pipeline performance.
The rules of demand generation are changing faster than any playbook can keep up. Budgets are shifting. AI is rewriting workflows. And the definition of a “good lead” looks nothing like it did two years ago.
There is the contact scramble to figure out where AI actually delivers, and where it’s just noise. You’re not alone in navigating it, and that’s exactly why your voice matters right now.
The 2026 Demand Generation Benchmark Survey gives you a front-row look at how B2B marketing teams like yours are adapting. It captures the strategies, tactics and hard trade-offs shaping pipeline this year. And it turns the collective experience of hundreds of marketers into a clear picture of where the industry is headed. Click here to take part in the survey now.
What Answers Are the 2026 Demand Gen Benchmark Survey Seeking
This year’s survey digs into the shifts defining high-performing teams:
- Budget priorities. Where are dollars flowing? ABM/ABX, content, personalization, intent data and AI-powered platforms are all competing for the same finite spend.
- The lead quality reset. Teams are moving away from raw MQL volume and toward qualified, sales-ready opportunities that actually convert.
- AI across the workflow. From drafting and scaling content to predictive scoring, campaign optimization and workflow orchestration, AI is moving from pilot to production.
- Revenue attribution. Marketers are linking their work directly to sourced revenue, influenced pipeline and customer expansion, not just web traffic and inquiries.
- Sales and marketing alignment. Shared goals, shared metrics and go-to-market coordination are separating the leaders from everyone else.
Here’s what makes this benchmark different: it doesn’t just tell you what’s trending. It shows you how your peers are allocating budget, ranking priorities and measuring success, so you can pressure-test your own strategy against the market.
How to Take the 2026 Benchmark Survey
Think about the questions you’re wrestling with as you plan the year ahead. Is your budget growing or getting squeezed? Are you building an intent data strategy or still evaluating vendors? Have your brand and demand teams finally started working from the same playbook? Are you reallocating spend toward AI tools, and can you actually measure the return?
The insights that come out of this survey will help you make sharper decisions. Where to invest. What to cut. How to reach the right stakeholders inside target accounts. How to strengthen the metrics your leadership actually cares about. The more marketers who participate, the more useful the findings become for everyone.
So take a few minutes. Share how your team is building pipeline, measuring impact and adapting to a market that won’t sit still. Add your perspective. Take the 2026 Demand Generation Benchmark Survey and help shape the insights that define the year ahead.
