2026 State of Demand Gen Report
Demand Generation is shifting — are you positioned to lead it?
Activate’s latest State of Demand Gen report reveals how top-performing B2B marketing teams are adapting to a new era of growth. Budgets are rebounding, AI is moving deeper into revenue operations, and the line between marketing strategy and sales impact has never been sharper.
From budget allocation and attribution realities to AI workflows, content ROI, and lead qualification — see what high performers are prioritizing, what’s losing ground, and where your peers are placing bets for 2027.
Inside the Report:
Budget & Expectations: Budget optimism marks its strongest outlook in five years—find out where teams across every company size are investing for growth.
Measurement & Attribution: Pipeline sourcing cements its position as the top measure of success while teams navigate a fragmented attribution landscape.
AI & Automation: AI adoption expands beyond content creation into audience segmentation, customer journey mapping, and high-confidence lead scoring.
Channel & Tactics: See why high-performing teams balance ABM with scalable digital channels and syndication rather than relying on tactical chasing.
Lead Follow-up & Qualification: Lead Follow-up & Qualification: How teams are pairing dedicated human qualification with AI screening agents to deliver the validated signals sales demands.
This report isn’t just benchmark data—it’s your operational roadmap for 2027. Packed with 43 slides of actionable data, cross-tabulated performance breakdowns, and strategic takeaways, the State of Demand Gen Report 2026 gives you the clarity you need to align your programs with today’s buyers and turn demand into predictable pipeline.
