• ABM professionals have a unique opportunity to influence and set industry benchmarks by participating in the Demand Gen Report’s annual survey. 
• The survey emphasizes the power of shared knowledge within the ABM community, addressing critical topics like AI integration, ROI measurement challenges, and predictive analytics, which are pivotal for advancing ABM strategies.

As an ABM professional, you’re not just part of the industry—you’re shaping it. Your expertise drives innovation, and now you have the opportunity to make an even greater impact. The Demand Gen Report’s annual survey is your chance to contribute to the benchmarks that guide our field.

This survey gathers insights from professionals like you to create a comprehensive report on the state of ABM. By participating, you’ll help ensure that the benchmarks reflect the real-world challenges and successes of today’s marketers.

Why Your Voice Matters

The ABM community is built on collaboration and shared knowledge. By participating in the survey, you’ll join a network of professionals dedicated to advancing the craft of ABM. Your input will help identify key trends, challenges, and opportunities in the industry. This year’s survey covers critical topics like:

• The integration of AI in ABM strategies.
• Challenges in measuring ROI and proving attribution.
• The role of predictive analytics in identifying high-value accounts.

Your insights are invaluable. By taking just a few minutes to complete the survey, you’ll help shape the future of ABM and gain access to exclusive insights that can refine your strategies. Take the survey now and be part of the change.

The post Final Week: Take the ABM Survey & Set Industry Benchmarks appeared first on Demand Gen Report.

• Participate in the B2B Marketing Benchmark Survey to gain early access to actionable insights and data-driven strategies that can optimize your campaigns and keep you ahead in the competitive landscape.
• Contribute your expertise to shape the future of B2B marketing by addressing key topics like artificial intelligence (AI) integration, predictive analytics, and intent data for high-value account targeting.

Account-based marketing (ABM) is evolving at a rapid pace, and staying ahead requires more than just keeping up with trends— it means helping to shape them. That’s why the Demand Gen Report’s annual survey is so important. It’s your chance to contribute to the future of ABM and ensure that the benchmarks guiding our industry are as relevant and actionable as possible.

This survey gathers insights from ABM professionals like you to create a comprehensive report on the state of the industry. By participating, you’ll not only help shape the future of ABM but gain access to valuable insights to refine your own strategies.

Why Your Input Matters

The ABM landscape is constantly changing, with new technologies and strategies emerging every day. Your input ensures that the survey reflects the real-world challenges and successes of today’s marketers. By participating, you’ll help identify key trends and provide actionable data that benefits the entire B2B community.

This year’s survey covers critical topics like:

• The role of AI in optimizing ABM campaigns.
• Challenges in scaling personalization across target accounts.
• Metrics that matter most for measuring ABM success.

Take Action Now

Participating is quick and easy. By taking just a few minutes to complete the survey, you’ll join a community of professionals dedicated to advancing the craft of ABM. Don’t miss this opportunity to make an impact. Take the survey today and help define the future of account-based marketing.

The post Help Define the Future of ABM: Take the Survey Today appeared first on Demand Gen Report.

• Participate in the B2B Marketing Benchmark Survey to gain early access to actionable insights and data-driven strategies that can optimize your campaigns and keep you ahead in the competitive landscape.
• Contribute your expertise to shape the future of B2B marketing by addressing key topics like AI integration, predictive analytics, and intent data for high-value account targeting.

Account-based marketing (ABM) is more than a strategy—it’s a movement. As an ABM professional, you’re at the forefront of this transformation, driving personalized engagement and measurable results. Now, you have the opportunity to share your expertise and help shape the future of ABM by participating in the Demand Gen Report’s annual survey.

This survey is designed to capture the insights of industry leaders like you. Your input will contribute to a benchmark report that highlights the latest trends, challenges, and innovations in ABM. It’s a chance to influence the tools and strategies that define our field.

The Importance of Data-Driven Insights

In today’s fast-paced marketing environment, data is king. The survey explores critical topics like AI integration, ROI measurement, and content personalization. By participating, you’ll help ensure that the report reflects the real-world challenges and successes of ABM professionals.

Your input doesn’t just benefit the industry— it benefits you. The final report will provide actionable insights to help you refine your strategies and stay ahead of the competition.

Key Questions We’re Exploring

This year’s survey covers a wide range of topics, including:

• How artificial intelligence (AI) is streamlining account selection and profiling.
• The biggest challenges in scaling personalization across target accounts.
• Metrics that matter most for measuring ABM success.

Join the Conversation

Your voice matters. By taking the survey, you’ll join a community of professionals dedicated to advancing the craft of ABM. Plus, you’ll gain early access to the final report, giving you a competitive edge in your marketing efforts. Take the survey now and help shape the future of account-based marketing.

The post Calling All ABM Experts: Share Your Insights in the Demand Gen Report Annual Survey appeared first on Demand Gen Report.

• Participate in the B2B Marketing Benchmark Survey to gain early access to actionable insights and data-driven strategies that can optimize your campaigns and keep you ahead in the competitive landscape.
• Contribute your expertise to shape the future of B2B marketing by addressing key topics like AI integration, predictive analytics, and intent data for high-value account targeting.

The B2B marketing landscape is evolving faster than ever. With new technologies, shifting buyer behaviors, and increasing pressure to prove ROI, staying ahead requires more than just intuition— it demands data-driven insights.

That’s why taking Demand Gen Report’s annual ABM benchmark survey is so important. It’s your chance to contribute to the future of B2B marketing.

This survey gathers insights from professionals like you to create a comprehensive report that highlights key trends, challenges, and opportunities in the industry. By participating, you’ll not only help shape the benchmarks that guide our field but also gain access to valuable insights to refine your own strategies.

Why Participate in the Survey?

Your expertise is critical. The survey explores essential topics like account engagement, pipeline velocity, and the integration of AI in marketing. By sharing your experiences, you’ll help create a resource that benefits the entire B2B community.

Participation also comes with perks. Respondents gain early access to the final report, which is packed with actionable data to help you optimize your campaigns and stay ahead of the competition.

This year’s survey dives into some of the most pressing issues in B2B marketing, including:

• How predictive analytics is transforming account selection and campaign timing.
• The role of intent data in identifying high-value accounts.
• Challenges in integrating AI with existing marketing tech stacks.

Get Started Now

Taking the survey is quick and easy. By contributing your insights, you’ll join a community of forward-thinking professionals dedicated to advancing the craft of B2B marketing. Don’t miss this opportunity to make an impact. Take the survey today and help define the future of our industry.

The post Shape the Future of ABM B2B Marketing: Join the Benchmark Survey appeared first on Demand Gen Report.

• Demand Gen Report’s 2026 Campaign Optimization Series focused on marketing strategy that build trust across external channels, as B2B buyers now conduct extensive independent research well before contacting vendors.
• Speakers discussed getting on buyers shortlists, why company websites are often not the first stop in the buying funnel and what an Agent Qualified Lead is

B2B marketing professionals continuously seek proven strategies to drive revenue generation and optimize their campaign life cycles.

During Demand Gen Report’s 2026 Campaign Optimization Series (#COSeries), industry leaders from Demandbase, NetLine, and Docket shared their expertise on navigating shifting buyer behaviors. Across three comprehensive webinars, these experts detailed how marketers can build dynamic campaigns, capture true intent, and leverage artificial intelligence to foster meaningful connections.

Here are five essential lessons learned from the series.

Influence Starts Long Before the Shortlist

B2B buyers now conduct extensive independent research well before they ever contact a vendor. They review peer insights, explore trusted third-party content, and define their exact requirements in private channels. This independent approach means marketing teams can no longer wait for buyers to raise their hands.

Instead, marketing professionals must focus heavily on shaping demand during these early research phases. Building influence requires a consistent presence across the broader digital landscape, delivering credible perspectives that help buyers validate their thinking. By the time a buyer forms a shortlist, their core decisions are largely finalized.

Josh Baez from NetLine highlighted this massive shift in buying behavior and the urgent need for marketers to adapt.

“The most important buying decisions are happening well before vendors even know that a deal exists,” said Baez. “Buyers are doing more research on their own. They’re involving more stakeholders, and they are delaying vendor interaction until much later in the process. In fact, 83% of buyers define their requirements before ever speaking to sales.”

To succeed, marketing content must do more than answer basic questions. Content must actively shape the questions buyers ask themselves, positioning your brand as a trusted authority. This proactive influence secures your place on the shortlist before the buyer even realizes they are ready to purchase.

Aligning Campaign Spend with Sales Priorities

Resource allocation remains a critical challenge for marketing teams striving to maximize their return on investment. Treating all target accounts equally drains budgets and dilutes the impact of personalized messaging. Marketers need a structured methodology to determine which prospects deserve the highest level of investment.

Hannah Jordan from Demandbase stressed that implementing a rigorous account scoring model provides the necessary framework to categorize accounts into specific tiers. This tiering system allows marketing operations to dictate exactly how much budget and effort goes toward engaging each prospect. High-value accounts receive premium, highly personalized outreach, while lower-tier accounts receive more automated, scalable communications.

Jordan emphasized the importance of using these tiers to synchronize marketing and sales efforts, stating “the tier is really going to determine the spend per account…we want to align our spend and our resources and make sure that we’re prioritizing the accounts that sales is also prioritizing.”

This deliberate alignment prevents wasted spend and ensures both departments work toward shared revenue goals. When marketing invests heavily in the exact accounts that sales wants to close, the entire campaign life cycle accelerates, resulting in stronger pipeline quality and demonstrable revenue growth.

Shifting to a Coverage-Centric Strategy

Relying solely on driving inbound traffic to a corporate website is an outdated approach to demand generation. Buyers spend the majority of their time consuming information on external platforms, industry publications, and peer networks. Marketers must expand their focus beyond their own digital properties to capture attention effectively.

A coverage-centric strategy solves this problem by ensuring your brand maintains a consistent presence wherever your buyers naturally gather. This means showing up across various channels, environments, and buying groups to build familiarity and trust over time. Coverage focuses on visibility in the places where actual buying decisions form.

Baez explained the fundamental difference between these two marketing philosophies during his session. “We move from a website centric model to a coverage centric instead of asking, how do we get buyers to come to us, we ask, how do we show up where buyers already are?” Baez said.

By prioritizing market coverage, brands integrate themselves into the buyer’s daily research habits. This consistent, multi-channel exposure ensures that when buyers finally decide to visit your website, they already view your company as a credible and familiar solution provider.

The Demise of the Traditional MQL

For over a decade, the Marketing Qualified Lead served as the ultimate metric for measuring campaign success and pipeline health. However, static forms and basic website click data fail to capture true buyer intent accurately. A massive gap now exists between raw website traffic and genuinely qualified sales pipeline.

Modern buyers utilize sophisticated tools, including large language models, to gather information before they ever navigate to a vendor’s site. Because they gather basic facts elsewhere, their visits to your website serve a much different purpose than they did years ago. Traditional lead scoring models simply cannot interpret this new pattern of behavior.

Lauren McHugh from Docket pointed out that marketing teams must abandon outdated measurement frameworks. McHugh explained, “The erosion of our traditional conversion signals like the MQL that metric has really been defined for B2B marketing over the past decade, and it really is no longer built for how buyers are behaving today.”

Marketers must rethink how they measure website conversion altogether. Instead of tracking passive clicks or document downloads, the focus must shift to capturing substantive engagement and measuring the depth of a prospect’s actual questions.

The Rise of Agent Qualified Leads

Because buyers do their preliminary research elsewhere, the corporate website now functions as the endpoint of the buyer journey rather than the starting line. When buyers finally arrive at your site, they want immediate, specific answers to complex questions. Forcing these highly educated buyers to fill out static forms creates unnecessary friction.

Artificial intelligence provides a powerful solution through conversational engagement. AI-powered agents can conduct real-time discovery, answer sensitive questions, and provide personalized support without requiring human intervention. This interactive approach captures a much deeper level of intent than any traditional web form.

McHugh highlighted how this technological shift fundamentally changes the quality of leads passed to sales teams. Agent Qualified Leads (AQL) supply sales representatives with rich, contextual information about the buyer’s specific challenges and requirements. This intelligence allows sales teams to bypass generic introductory calls, moving directly into meaningful, solution-oriented discussions that drive faster revenue growth.

“AQL or an agent qualified lead really is substantive. In the context behind that conversation, the AQLs are moving through the pipeline faster and actually converting at higher rates because they’re arriving to those sales people,” McHugh said.

The post 5 Key Insights from the 2026 Campaign Optimization Series (#COSeries) appeared first on Demand Gen Report.

Starting at 12 p.m., join NetLine’s Josh Baez to discover a framework for B2B campaign success titled Shaping Demand Before the Shortlist: A 3-Part Framework for B2B Campaign Optimization in 2026. Baez will offer tips to shape demand before the shortlist is made, focused on expanding reach, building trust, and driving pipeline growth. This webinar is focused on helping you influence early and convert with purpose.

That will be followed by a discussion with Docket’s Lauren McHugh. From MQL to AQL: Rethinking Website Conversion When Intent Moves from Clicks to Conversations is a webinar to help B2B marketers discover how to transform anonymous website engagement into real pipeline with Docket’s AQL framework. McHugh, Head of Marketing at Docket, will dive into how to replace outdated MQL models, optimize campaigns, and report revenue impact.

#COSeries Focus

In an era defined by signal loss and AI maturity, driving efficient B2B growth requires a new playbook. The traditional tools for targeting and measurement are breaking down. These factors are forcing marketers to find innovative ways to prove impact.

By attending the #COSeries, B2B marketers will discover actionable frameworks that transform these challenges into opportunities. Attendees will learn how to turn your first-party data into a powerful tool for precision targeting as well as how to safely embed GenAI across the entire campaign lifecycle for rapid creative iteration and hyper-personalization.

On-demand Webinars

This is the second day of providing insights from industry leaders that explored advanced measurement models that connect marketing activities to revenue, equipping you with the analytics to orchestrate a predictable pipeline and deliver results that resonate with the CFO. We have available on-demand two webinars that aired yesterday:

The New Campaign Optimization Playbook: AI, Personalization, CTV & Measurement Beyond the Click. Join Demandbase’s Hannah Jordan, Director of Digital Marketing, and Anthony Yee, Digital Marketing Specialist to discover how to turn first-party data into personalized, cross-channel journeys with AI, CTV, and CFO-focused measurement. Learn actionable strategies to optimize campaigns and drive revenue impact in 2026.

Building a Sexy Brand in an Unsexy Industry. This B2BMX 2026 Keynote Address is from Elfried Samba, Co-Founder and CEO of Butterfly Effect, a community-centric marketing agency helping brands grow through community-driven marketing, culture, and creativity. Samba took to the stage for presentation titled, which focused on human-to-human brand building as the most powerful growth lever in modern B2B today. As paid media becomes more expensive and less reliable, he sees the brands pulling ahead are those that turn attention into trust, trust into community, and community into revenue.

Click here to sign up for the Campaign Optimization Series 2026: Performance in a Privacy-First, AI-Mature Era

The post Netline, Docket Headline Day 2 of the 2026 Campaign Optimization Series (#COSeries) appeared first on Demand Gen Report.

That’s where you come in. The Demand Gen Report’s annual survey is now live, providing you the  chance to share your expertise and help shape the future of ABM.

Your insights as a B2B marketing professional are invaluable. By participating in this survey, you’ll contribute to a comprehensive benchmark report that highlights the latest trends, challenges, and innovations in ABM. This is more than just a survey— it’s an opportunity to influence the tools, strategies, and benchmarks that define our industry.

Why Your Voice Matters

The ABM landscape is constantly shifting, with new technologies like artificial intelligence (AI) and predictive analytics transforming how account selection, personalization, and ROI measurement is approched. Your input ensures that the survey reflects the real-world challenges and successes of today’s marketers.

By participating, you’ll help identify key trends, such as how AI is streamlining account profiling or how intent data is being leveraged to discover high-value accounts. These insights don’t just benefit the industry—t hey benefit you, too. The final report will provide actionable data to refine your own strategies and stay ahead of the curve.

How Your Input Drives Change

The Demand Gen Report’s survey covers critical topics like pipeline velocity, customer retention, and the integration of ABM with demand generation. Your responses will help create a roadmap for marketers navigating these complexities. Whether you’re a seasoned ABM expert or just starting to implement your strategy, your perspective is crucial.

Participating is quick and easy. By taking just a few minutes to complete the survey, you’ll join a community of professionals dedicated to advancing the craft of ABM. Don’t miss this chance to make your voice heard. Take the survey now and help shape the future of account-based marketing.

The post Why Your ABM Insights Matter: Take the Demand Gen Report Survey appeared first on Demand Gen Report.

At 12 p.m. EST, join Demandbase’s Hannah Jordan, Director of Digital Marketing, and Anthony Yee, Digital Marketing Specialist, for the webinar titled The New Campaign Optimization Playbook: AI, Personalization, CTV & Measurement Beyond the Click. Jordan and Yee will help B2B marketers discover how to turn first-party data into personalized, cross-channel journeys with AI, CTV, and CFO-focused measurement. The duo will offer actionable strategies to optimize campaigns and drive revenue impact in 2026.

Then at 2 p.m. Building a Sexy Brand in an Unsexy Industry is an encore presentation of the B2BMX 2026 Keynote Address from Elfried Samba, Co-Founder and CEO of Butterfly Effect, a community-centric marketing agency helping brands grow through community-driven marketing, culture, and creativity. Samba took to the stage for presentation focused on human-to-human brand building as the most powerful growth lever in modern B2B today. As paid media becomes more expensive and less reliable, Samba sees the brands pulling ahead are those that turn attention into trust, trust into community, and community into revenue.

#COSeries Focus

The #COSeries is being offered for B2B marketers working In an era defined by signal loss and AI maturity that requires a new playbook. The traditional tools for targeting and measurement are breaking down. These factors are forcing marketers to find innovative ways to prove impact.

By attending this multi-day digital event, attendees will gain actionable frameworks that transform these challenges into opportunities. The webinars will detail how to turn your first-party data into a powerful tool for precision targeting as well as how to safely embed GenAI across the entire campaign lifecycle for rapid creative iteration and hyper-personalization.

Tuesday Lineup

Insights from industry leaders will include exploring advanced measurement models that connect marketing activities to revenue, equipping you with the analytics to orchestrate a predictable pipeline and deliver results that resonate with the CFO. On Tuesday, we feature two more webinars to gain insights to improve your campaign optimization

Shaping Demand Before the Shortlist: A 3-Part Framework for B2B Campaign Optimization in 2026 is set for 12 p.m. April 7, as NetLine’s Josh Baez will focus on shaping demand before the shortlist. Baze will provide a three-part framework for B2B campaign success in 2026 that will expand reach, build trust, and drive pipeline growth.

That will be followed by a discussion Lauren McHugh, Head of Marketing, Docket. Titled  From MQL to AQL: Rethinking Website Conversion When Intent Moves from Clicks to Conversations, McHugh will explain how to transform anonymous website engagement into real pipeline with Docket’s AQL framework that  replaces outdated MQL models, optimize campaigns, and report revenue impact.

Click here to sign up for the Campaign Optimization Series 2026: Performance in a Privacy-First, AI-Mature Era

The post Day 1 of the 8th Annual Campaign Optimization Series (#COSeries) appeared first on Demand Gen Report.

The 2026 B2B Trends Research Report reveals that static, one-dimensional assets are no longer sufficient to engage sophisticated buyers. To capture attention and drive conversions, marketers must embrace dynamic, interactive, and platform-native formats that meet audiences where they are.

This requires a strategic pivot from high-volume production to high-value, experience-driven content.

New Consumption Habits

The shift in content consumption habits is clear. Our research shows that 82% of B2B marketers are now prioritizing short-form video content to engage prospects. Platforms like TikTok, Instagram Reels, and YouTube Shorts have conditioned buyers to expect concise, visually compelling, and easily digestible information. B2B brands are successfully leveraging this trend to showcase product demos, share expert insights, and humanize their brand, proving that brevity and depth are not mutually exclusive.

Beyond video, the demand for more engaging digital experiences is surging. The report finds that 68% of marketing leaders are increasing their investment in interactive content, such as quizzes, assessments, ROI calculators, and immersive digital experiences. These formats are effective because they transform passive consumption into active participation. They not only hold the user’s attention but also provide valuable data and personalized feedback, creating a more memorable and impactful brand interaction that helps qualify and nurture leads.

Cornerstone Content Key

However, the rise of new formats does not mean the demise of traditional ones; it means they must work harder. With 55% of B2B professionals reporting that their buyers are overwhelmed by the sheer volume of content available, differentiation is crucial. The most successful content strategies are now built on a “hub-and-spoke” model.

A substantial piece of cornerstone content, like a research report or in-depth webinar, serves as the hub. This is then atomized into various spokes— short videos, infographics, social media posts, and articles —that drive traffic back to the core asset from multiple channels.

To stay ahead, the report offers that B2B marketers adopt a more agile and audience-centric approach to content. The first step is to deeply analyze your audience’s behavior to understand which platforms they frequent and what content formats they prefer. This insight should guide your creation and distribution strategy.

Second, invest in the tools and skills needed to produce interactive and video content efficiently. Finally, measure the performance of different formats rigorously. By focusing on engagement metrics over volume, you can refine your strategy to deliver content that not only informs but also captivates, ensuring your message cuts through the noise.

The post How to Adapt Your Content for the Modern B2B Buyer appeared first on Demand Gen Report.

To help marketers navigate this new reality, NetLine’s Josh Baez will offer a three-part framework for B2B campaign success in 2026 that focuses on expanding reach, building trust, and driving pipeline growth. Titled Shaping Demand Before the Shortlist: A 3-Part Framework for B2B Campaign Optimization in 2026, this webinar will help marketers shape demand before the shortlist.

Baez’s webinar is part of our #COSeries that features insights from industry leaders exploring advanced measurement models that connect marketing activities to revenue, equipping you with the analytics to orchestrate a predictable pipeline and deliver results that resonate with the CFO.

Meet Josh Baez

Baez is a B2B marketing leader with over 10 years of experience based in Seattle. He specializes in demand gen, ABM, and content strategy, helping brands transform buyer insights into pipeline growth that actually moves the business.

A trademark of his webinars is blending creativity with data-driven decisions, and bringing his passion and fresh perspectives to everything he works on. At the core of his work is a simple belief: the best marketing isn’t about leads. It’s about understanding what buyers truly care about. Baez’s work has helped brands elevate positioning, strengthen customer relationships, and move beyond reporting metrics to delivering real business outcomes.

#COSeries Lineup

By attending this multi-day digital event, you’ll gain actionable frameworks that transform these challenges into opportunities. You will learn how to turn your first-party data into a powerful tool for precision targeting as well as how to safely embed GenAI across the entire campaign lifecycle for rapid creative iteration and hyper-personalization.

The New Campaign Optimization Playbook: AI, Personalization, CTV & Measurement Beyond the Click. Join Demandbase’s Hannah Jordan, Director of Digital Marketing, and Anthony Yee, Digital Marketing Specialist to discover how to turn first-party data into personalized, cross-channel journeys with AI, CTV, and CFO-focused measurement. Learn actionable strategies to optimize campaigns and drive revenue impact in 2026.

From MQL to AQL: Rethinking Website Conversion When Intent Moves from Clicks to Conversations. Discover how to transform anonymous website engagement into real pipeline with Docket‘s AQL framework. Learn from Lauren McHugh, Head of Marketing, Docket, to replace outdated MQL models, optimize campaigns, and report revenue impact.

Building a Sexy Brand in an Unsexy Industry This is an encore of the B2BMX 2026 Keynote Address from Elfried Samba. Samba, Co-Founder and CEO Butterfly Effect, made the case for human-to-human brand building as the most powerful growth lever in modern B2B. As paid media becomes more expensive and less reliable, the brands pulling ahead are those that turn attention into trust, trust into community, and community into revenue.

Don’t miss this chance to influence early and convert with purpose!

Click here to sign up for the Campaign Optimization Series 2026: Performance in a Privacy-First, AI-Mature Era

The post NetLine’s Josh Baez on Shaping B2B Demand Before the Shortlist: 2026 #COSeries appeared first on Demand Gen Report.