B2B Marketers Share Demand Generation Strategies for 2027
Activate Marketing Services has released its 10th annual State of Demand Gen Report, highlighting how B2B marketers are adapting to evolving buyer behavior and increasing budget confidence. The report is based on insights from over 200 demand generation professionals and explores the role of AI in marketing strategies, shifts in content performance, lead qualification, and key buyer signals that influence sales engagement. Marketers are placing greater emphasis on strategic investments rather than sheer volume of activity. They're leveraging AI beyond basic tasks to enhance pipeline development and improve decision-making processes. The report also outlines expectations for 2027, including budget allocations, measurement techniques, and the most effective channels and strategies that marketers plan to adopt. Activate will present these findings at upcoming Marketer Meet-Ups in key U.S. regions where marketing leaders can compare insights with their own experiences.
Topics: AI adoption B2B marketing budget trends demand generation