The B2B marketing landscape is constantly evolving, and staying ahead of the curve is no longer just an advantage— it’s a necessity. This year, Demand Gen Report has released a collection of in-depth analyses that map out the future of the industry.
These reports were a resource for marketers navigating the complexities of today’s buyer-centric world. The overarching themes are clear: innovation is essential, artificial intelligence (AI) is a powerful partner, and the very definition of B2B marketing strategy is being rewritten.
These insights that were offered to us by experts in the field are critical for any marketer looking to thrive in a competitive environment. The reports offer actionable playbooks on building a winning ABM strategy from the ground up, rethinking buyer engagement for a self-service era, guiding CMOs on how to take ownership of the pipeline and break down departmental silos for greater success.
Performance Marketing: Unifying Brand and Demand for Pipeline Growth
Brand and demand marketing work best when they’re part of the same strategy. This report explores how B2B marketers are using performance marketing to connect with buyers, build trust, and drive real business growth — all by combining brand awareness with lead generation.
Learn how top teams are using smart tools, strong messaging, and high-quality content to reach the right audience and turn interest into action. Branded demand is helping marketers do more with less and prove impact at every stage.
In this report, we detailed how to align brand and demand for maximum pipeline impact, what tools and tactics top performers use to drive measurable growth, and why shared ownership across marketing and sales is the key to success
AI Meets ABM: The Marketer’s Playbook for Smarter, Faster Growth
AI is no longer just a buzzword — it’s a game-changer for B2B marketers looking to scale smarter and grow faster. This playbook from Demandbase and Demand Gen Report, “AI Meets ABM,” cut through the hype to deliver actionable insights on how AI can supercharge your ABM strategy. Learn how top marketers are using AI to personalize campaigns, prioritize high-value accounts, and optimize performance in real time.
In this guide, you’ll learn:
- How to identify high-impact AI use cases for ABM success
- Ways to personalize content at scale without sacrificing authenticity
- Strategies to optimize campaigns in real time and boost ROI
Whether you’re just starting your AI journey or looking to refine your approach, this playbook offers a clear roadmap to success. Discover proven use cases, expert advice, and practical steps to integrate AI into your go-to-market strategy — without losing the human touch.
Rethinking Buyer Engagement in Modern B2B Marketing
B2B buyer engagement is entering a new era — one that caters to self-service research and defined by digital-first experiences, hyper-personalization, and data-driven decision-making. With B2B buyers being more informed and independent than ever, the traditional, linear sales playbook is now emphasized by dynamic, buyer-led journeys shaped by peer validation and multichannel interactions.
“In the next one to two years, B2B buyer engagement will undergo a shift toward hyper-relevance, driven by sophisticated real-time signals and AI-powered orchestration,” said Anna Eliot, CMO of pharosIQ. “Buyers no longer just seek out content, they expect experiences calibrated to their unique context, challenges, and stage in their journey.”
This report explored how B2B marketing teams can adapt and thrive by rethinking engagement strategies across channels, teams, and technologies. Topics of discussion include key trends shaping B2B buyer engagement strategies in 2025 and beyond; making personalization the new baseline with AI-driven insights and intent data; and how modern teams are leveraging behavioral signals, content consumption patterns and more to keep up with modern buyers.
How Advanced B2B Teams Break Through Departmental Silos & Use AI, Hyper-Personalization to Drive Results
In today’s competitive B2B landscape, marketing teams face increasing pressure to deliver qualified leads and drive revenue despite limited resources. Account-based marketing (ABM) has emerged as the strategic solution, allowing organizations to focus their efforts on accounts that matter most and have the highest likelihood of conversion.
According to recent research, a growing number of companies have implemented ABM strategies and report superior ROI compared to traditional marketing approaches. This report explores how your organization can leverage AI, hyper-personalization, and cross-functional alignment to maximize ABM success.
The key trends shaping ABM in 2025;
- How to use AI to generate insights to help you engage clients more effectively and improve customer experience;
- How to use new channels and formats to deliver personalized messages; and
- The importance of metric and cross-functional alignment to guarantee success
CMO’s Guide to Pipeline Ownership
There’s a common misconception in B2B that marketing sends junk leads that are highly unlikely to convert. This creates a vicious cycle of wasted spend and mistrust between teams. It’s up to CMOs and marketing teams to create a quality, revenue-boosting pipeline strategy.
This guide reveals how to pivot from a lead-centric demand gen model by taking ownership of opportunity-based marketing. Among the topics discussed are the common failures of MQL-based marketing; how the B2B buying journey has moved on from gated content; the importance of buying groups; and why marketing leaders, it’s up to you to own pipeline.
7 Steps to Building a Winning Account-Based Marketing Strategy
This report explored for those looking to take a more personalized approach to marketing, an account-based marketing strategy can help you target accounts that fit your company’s ideal customer profile.
This new guide dives into the benefits of ABM marketing as a go-to-market strategy that will establish trust between your company and potential clients, improve customer experience and lead to higher ROI.
You’ll learn how to:
- Identify target accounts;
- Create content for your target audience; and
- Measure and analyze campaigns to understand performance
The Database Strategy Playbook: Mastering Data Hygiene For Higher-Impact Campaigns
The B2B marketing landscape is evolving in so many ways — from the emergence of new tech to the rise of new campaign best practices. Despite this positive momentum, B2B marketers continue to wrestle with an age-old problem: How to structure and manage their databases for maximum effectiveness.
B2B organizations that want to implement high-value ABM campaigns and deliver personalized, 1:1 buyer experiences need to tackle data fragmentation head-on.
In this special report, actionable strategies marketers can use to end data fragmentation by that are detailed include finding fresh, time-saving approaches to strengthen data quality and governance; embracing modern, AI-powered tools to streamline data validation and verification; and identifying the right intent signals to effectively target specific personas within buying groups.
The 2025 CMO Guide
The pace of innovation in B2B marketing is showing no signs of slowing down. To help marketers prepare for the road ahead, we turned to industry leaders who are shaping the future of B2B marketing. They’ve shared their predictions, priorities and plans for tackling the challenges and seizing the opportunities that lie ahead.
In this collection of Q&As, we’ve spoken to several B2B marketing trailblazers to get their perspective on what’s next, whether it’s redefining demand gen strategies or fostering deeper customer connections which include the top challenges and opportunities that B2B marketers can expect throughout 2025; the emerging trends that are poised to have the biggest impact on strategies; how to address the rising demand for authenticity and transparency in B2B communications; how the buyer’s journey will evolve and what practitioners can do to keep up; and the steps leaders are taking to build and promote diverse and inclusive workforces.
