2025 State of Demand Gen Report
Demand Generation is evolving — are you ready for it?
Activate’s latest State of Demand Gen report reveals how top-performing B2B marketers are adapting strategies in a year of flat budgets, shifting KPIs, and AI-powered change.
From budgets and measurements to MQAs, content, and BDRs — see what’s working now, what’s fading fast, and where your peers are placing bets for 2026.
Inside the Report:
- 📈 Budget & Expectations: Flat budgets, but results still rising—how teams are doing more with less.
- 🎯 Measurement & KPIs: The MQL-to-MQA shift continues—and who’s getting it right.
- 🤖 AI & Automation: Early adopters are finding quick wins in content creation, while others are still testing the waters.
- 📢 Channel & Tactics: Precision and quality are replacing volume—find out which tactics are turning the dial.
- 💬 BDRS & Qualifications: Why more teams are empowering BDRs to personalize outreach and drive conversion.
This report isn’t just data—it’s your playbook for success in 2026. Packed with 34 slides of actionable insights, charts, and data-driven strategies, the State of Demand Gen Report 2025 provides a clear roadmap to transform your demand gen efforts into a powerful revenue-driving engine.
