• 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.

• AI allows marketers to repurpose single live events into extensive libraries of targeted content, significantly extending the lifespan and reach of event messaging.
• By connecting event engagement data with multi-channel ABM campaigns, B2B marketers can turn trade shows into measurable drivers of pipeline creation and revenue.

Personalized and Efficient. That is the needle B2B marketers look to thread in the age of artificial intelligence (AI). AI has become a strategic initiative for those hosting both in-person and digital event as interactive event technologies are drivers to marketers who attend and participate as trade shows are a $15 billion market where 52% of business leaders say is their highest-ROI marketing channel.

This is happening as our 2026 B2B Trends Research Report found 89% of marketers report that evolving buyer behaviors and preferences are a top challenge, forcing a departure from traditional engagement models. Buyers now expect highly personalized, seamless, and digitally-native experiences. This shift requires marketers to invest in deeper data analysis and more sophisticated personalization tools to meet customers where they are. The days of one-size-fits-all campaigns are definitively over, replaced by a need for nuanced, account-specific strategies.

The value of face-to-face meetings compared with other business initiatives is remarkably strong— more than 70 percent say that events are either somewhat or significantly more valuable than other such initiatives, according to according to Northstar Meetings Group. Interactive event technologies is seen as a key to capitalizing on these meetings.

How AI Is Impacting Interactive Events

AI transforms conferences from passive learning experiences into personalized, highly efficient events for B2B marketers by utilizing predictive analytics for attendee targeting, generative AI for content creation, and AI concierges for real-time logistics.

“Events are shifting from one-time, isolated moments to integrated, always-on experiences within a broader go-to-market strategy,” said Keith Turco, Madison Logic CEO. “Marketers are under increased pressure to prove impact beyond attendance, which is driving a shift toward measurable pipeline contribution and buying group engagement.

“At the same time, there’s a growing recognition that a single attendee doesn’t represent a deal. The most successful event strategies are focused on engaging multiple stakeholders across the buying group before, during, and after the event.”

Detailing AI Use

Events a pivotal role in B2B growth strategies, with in-person and virtual gatherings, like hybrid roundtables and small-group meetings, gaining popularity. The events are being utilized to collect valuable first-party data, which is essential in today’s privacy-first marketing environment. American Express Global Business Travel’s 2026 Global Meetings and Events Forecast found AI is being used for event planning, attendee communications, during events, and for post-event evaluation. Top uses of AI include:

• Delivering AI-powered event apps (40%)
• Sponsor and attendee matchmaking (35%)
• Generating creative concepts and themes (34%)
• Content creation with tools like AI writing assistants (31%)
• Tracking attendee engagement (31%).

“AI will soon power much of what happens behind the curtain, acting as a critical assistant that helps event organizers reduce planning friction and enable more personalized face-to-face moments at scale,” said McNeel Keenan, vice president of product development at Cvent, told AMEX. “But even as technology advances, events will continue to be decidedly human. In fact, in an AI and tech-driven world, authentic connections will likely stand out even more.”

Current AI Uses at Conferences

The human touch was amplified by a Hilton survey that found 84 percent of attendees prefer in-person work events. While attendees seek authentic human connection, technology serves as a vital support system that enhances the overall experience. Today’s events deploy AI-driven tools that streamline logistics— from frictionless check-ins and personalized schedules to real-time communication via an events app.

Notably, 67 percent found AI helps personalize their experience by delivering tailored content recommendations, connecting them with like-minded professionals, and suggesting optimized networking opportunities. Two in three attendees report that AI-powered networking tools help them make meaningful connections more easily, while 65 percent express interest in AI assistants to help them prepare for meetings and navigate complex event agendas.

But beyond the content and personalization it provides, interactive event technologies impact the bottom line. Research from the Center for Exhibition Industry Research showed that interactive exhibits are 52% more likely attract attendees compared to traditional static displays. Booths incorporating gamified elements see 40% higher foot traffic with a three-minute interactive experience converts to lead capture at roughly 85%, compared to approximately 10% for a brief booth conversation.

How Does B2B Marketers Connect Event Engagement to Revenue?  

While event success previously was measured by surface-level metrics like registrations or attendance, AI enables a much deeper understanding of who engaged, how they engaged, and what that activity signals in terms of pipeline progression and deal readiness.

“With AI-powered insights, marketers can identify which accounts and buying group members are most likely to attend and convert, while also delivering more personalized engagement before and after the event,” said Turco.

Additionally, AI allows for automation to enable coordinated, behavior-driven outreach across channels without relying on manual follow-up— orchestrating a multi-channel ABM campaigns around events for example.

“Rather than relying on manual follow-up, marketers can trigger coordinated engagement across display, social, email, and content based on attendee behavior,” added Turco. “The result is a more connected view of ROI where events aren’t just a lead source, but a measurable driver of pipeline creation, acceleration, and revenue impact.”

Detailing Content Opportunities

AI integration is enhancing event experiences by automating insights from keynote speeches and repurposing them into content such as blogs and videos. At the same time, conversational AI and chatbots are revolutionizing customer engagement by addressing complex B2B queries.

The subject of his session at B2BMX 2026 and in their The 2026 Digital Engagement Benchmarks Report, On24’s Mark Bornstein VP, Marketing and Chief Evangelist detailed how marketing professionals consume content in shifting in a large way. Audiences are showing up in record numbers, but they demand personalization, interactivity, and always-on access. AI, automation, and content hubs are focused on buyers and delivering measurable ROI.

In 2025, the average webinar attracted 239 attendees, marking an 11% increase from the previous year with attendees stayed engaged for an average of 49 minutes. Total engagement per webinar jumped by 18%, generating over 400 unique interactions per session.

Repurposing Event Content

“You can capture this level of attention by integrating live polls, Q&A features, and downloadable resources directly into your event console,” said Bornstein. For example, the average webinar now sees 150 poll responses and 14 questions per session. These interactions provide valuable first-party data. as sales team can use these precise buying signals to tailor their follow-up and close deals faster.

Marketers are heavily adopting AI to repurpose their event content, having the ability to turn a single live event into a vast library of targeted assets, instantly transcribing webinars, summarizing key takeaways, and generating promotional clips.

The creation of all derivative content grew by 37% year over year— production of key moment video clips skyrocketed by 2.5X, while AI-generated blog posts and e-books increased by 2.4X, said Bornstein.

“AI and automation allow you to scale your output without sacrificing quality,” he said. “This automated workflow ensures your best ideas reach buyers across paid, earned, and owned media channels long after the live broadcast ends.”

How to Overcome the Challenges of Virtual Events

What started as a temporary workaround during the pandemic, hybrid and virtual event formats have evolved into a strategic advantage. These events give marketers the ability to scale reach, engage broader buying groups, and extend the lifespan of event content well beyond a single moment in time.

But, as Turco notes, the introduce new challenges— fragmented attention and the difficulty of sustaining meaningful engagement in digital environments. The event itself can no longer carry the full weight of engagement.

“That’s where a multi-channel ABM approach becomes essential,” he said. “Marketers can build awareness and drive registration through targeted pre-event campaigns, reinforce key messages during the event through complementary channels, and continue the conversation afterward by re-engaging both attendees and non-attendees with personalized follow-up.”

Another advantage is hybrid formats can unlock new opportunities to engage buying groups more holistically. Different stakeholders can interact in different ways with some attending in person, others virtually, and others through post-event content. “When orchestrated effectively, this expands internal alignment within target accounts and increases the likelihood of moving deals forward,” said Turco.

Why Personalization is a Priority

B2B marketers are consistently on the search to make their content more personalized. According to On24 officials, webinars featuring personalized offers saw a 118% increase in clicks and organizations using personalization generated four times as many meeting bookings per webinar.

To maximize ROI, Bornstein urged organization to implement interactive tools that capture first-party data during every live session. That data then can be fed into their MarTech to deliver hyper-relevant content hubs.

“Stop treating your webinars as isolated activities,” said Bornstein. “Start viewing them as the foundation of an intelligent, always-on campaign.”

The Data-ABM Connection That Conferences Provide

To achieve results, data needs to be treated as the foundation of modern event strategy. The most effective marketers are using data not just to report on events, but to design them by shaping everything from who gets invited to how each interaction is experienced.

“By leveraging account-level and buying group insights, marketers can prioritize the right accounts, tailor messaging to specific roles within the buying group, and personalize event experiences based on known interests and past engagement,” said Turco. “This ensures that every touchpoint feels relevant and intentional, rather than one-size-fits-all.”

Data becomes even more powerful when paired with a multi-channel ABM approach. For example, if only one stakeholder from a target account attends an event, that engagement doesn’t have to exist in isolation. Data can inform how to extend personalized follow-up to the rest of the buying group, effectively amplifying the impact of that single interaction across the account.

“Ultimately, data-driven decision-making enables marketers to move beyond generic event experiences and toward highly relevant, account-centric engagement strategies that drive stronger pipeline outcomes,” said Madison Logic’s CEO.

What is Working on Conference Floors

Walk on any trade show floor and you will see booths incorporating virtual reality games, motion simulators, and branded interactive installations that can be deployed at scale. Interactive booth games are the primary mechanism through which exhibitors capture prospect data. The average cost per lead at a trade show is $112, compared to $259 for a traditional field sales call.

This matters because 81% of trade show attendees arrive with buying authority. Two-thirds are entirely new prospects that exhibitors have not previously reached. When trade show booth games convert those attendees into registered leads at rates approaching 95% for the most engaging formats like racing simulators, the channel starts to look less like marketing and more like a sales pipeline with better conversion rates than most digital campaigns.

The results have encouraged a wider market to follow— 61% of exhibitors now prioritize personalization in their booth experiences, and 57% use digital business cards or QR codes to streamline contact exchange-both indicators that the trade show floor has moved decisively toward technology-driven engagement.

Driving Stronger Pipeline Outcomes

Turco stressed that first-party event data is one of the most valuable assets marketers have, but its true impact depends on how effectively it’s activated after the event. The most successful marketers treat event data not as a static output, but as a catalyst for ongoing engagement. Importantly, even limited engagement can be expanded into broader influence across the buying group.

“By mapping attendee behavior back to accounts and buying groups, marketers gain a more complete view of deal context and can tailor follow-up based on engagement levels, interests, and stage in the buyer journey,” said Turco. “This allows for more relevant, personalized outreach that continues the conversation rather than restarting it.”

Using those signals to guide outreach to additional decision-makers helps amplify the event’s impact within the account. Over time, these insights inform future strategies—. understanding which accounts engaged, what content resonated, and how buying groups interacted enables marketers to continuously refine their approach. Interactive event technologies tuns events into an ongoing source of intelligence that drives stronger pipeline outcomes.

The post Why AI is the Ultimate Tool for B2B Event Marketers 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.

• The Pipeline Insights Dashboard connects multi-channel engagement signals to pipeline advancement in real-time, enabling data-driven decisions.
• It shifts focus from engagement reporting to pipeline intelligence, helping marketers achieve accelerated and predictable pipeline growth.

Madison Logic launched its Pipeline Insights Dashboard today, which officials tout as a game-changing feature designed to help marketers visualize and measure campaign impact.

With the new dashboard, B2B marketers can now connect content syndication, programmatic and social engagement signals directly to stage-by-stage pipeline advancement in real time, gaining clear visibility into how multi-channel campaigns influence opportunity movement across the buying journey.

By bridging the gap between engagement reporting and retroactive attribution, the new Pipeline Insights Dashboard empowers teams to make data-driven decisions that transform engagement into measurable pipeline acceleration.

What Madison Logic’s New Product Accomplishes

Justin Hoskins, Vice President of Product at Madison Logic, said for far too often marketers accountable for delivering measurable pipeline growth lack a clear, unified view of performance across the buying journey,

“As performance marketing becomes central to B2B growth strategies, brands need intelligence that connects signal to revenue with precision,” said Hoskins. “By providing this level of visibility, they can now not only identify optimization opportunities earlier but can achieve more accelerated and predictable pipeline outcomes.”

What the Pipeline Insights Dashboard Offers

Madison Logic’s research shows 62% of B2B leaders say the future of advertising will be defined by performance-driven strategies, while 84% report shifting away from impression-based marketing toward intelligence-led strategies. Meeting that mandate requires real-time pipeline intelligence that reveals what’s truly driving account progression and revenue impact.

The Pipeline Insights Dashboard addresses this challenge by connecting channel exposure directly to stage movement within the CRM. Instead of reporting on activity or retroactive attribution alone, the dashboard shows whether media programs are contributing to forward momentum.

Marketers can now analyze which campaigns are advancing, stalling, or regressing opportunities, understand the level of multi-channel engagement required to move an account to the next stage, and identify where pipeline movement is breaking down.

Madison Logic’s CEO Keith Turco

The new offering is part of B2B marketers moving away from impressions and eyeballs and into action and insights, said Madison Logic CEO Keith Turco. It gives data driven insights into how their marketing activity is impacting their pipeline, making it measurable so companies can quicken their pipeline and shorten their sales cycle.

“This launch marks a fundamental shift from engagement reporting to pipeline intelligence,” said Turco. “By giving marketers, a unified, progression-based view of campaign impact, we’re empowering them to move from measuring activity to intentionally engineering predictable pipeline growth. It’s about understanding how pipeline is built, not just how it’s reported.”

“It helps them visualize who they targeted, what account lists, what titles, who came into their pipeline, how they are moving through the pipeline, and what stages they’re at. We believe this provides a great component to help our clients efficiently spend and optimize their marketing dollars, as well as accelerate their sales cycle.”

The Pipeline Insights Dashboard is now available to all Madison Logic clients. Visit www.madisonlogic.com to learn more.

The post Madison Logic Launches New Dashboard to Help Marketers Engineer Faster, Predictable Growth 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.

• Target specific decision-makers and hidden stakeholders instead of relying on broad account-level outreach. 
• Eliminate sales latency by synchronizing marketing and sales efforts to deliver personalized educational content at the precise moment of need. 

Account-based marketing (ABM) requires precision, intelligence, and a deep understanding of human behavior. At B2B Marketing Exchange (B2BMX) 2026, powered by Advertising Week, LiveRamp’s Ed Vander Bush and Influ2’s Doug Madey discussed the importance of focusing  marketing efforts on the right individuals. By treating key buyers as the main characters of your outreach, B2B marketers can drive unparalleled revenue growth and foster meaningful business connections.

Understanding the buyer’s journey forms the foundation of any successful account-based marketing strategy, the two stated.. As buyers move from initial awareness into deep consideration, their needs and expectations shift dramatically. Marketers must map these stages meticulously to ensure they provide relevant information exactly when the prospect requires it.

Buyer Journey and Personas

Personas play an equally critical role in this progression. Targeting an entire account often dilutes the message, whereas focusing on specific individuals allows you to tailor your communication to the distinct pain points of the decision-makers. This contact-level approach transforms generic outreach into valuable, consultative engagement.

Reflecting on this need for precise targeting, Vander Bush noted, “It really comes down to understanding not only the account, but the person on the other side of the process.”

Challenges in the Buying Process

Modern B2B purchasing decisions rarely happen in a vacuum, presenting significant challenges for sales and marketing teams. Buyers conduct extensive independent research, meaning that by the time they finally reach out for a meeting, they have often already finalized their decision. This dynamic forces revenue teams to engage prospects much earlier in the evaluation phase.

Another major hurdle is the presence of hidden stakeholders who influence the final decision but remain invisible within your CRM. When sales representatives execute unexpected outreach without understanding the full buying group, they risk alienating these unseen decision-makers. Navigating this complexity requires gathering deeper contact-level insights.

“Having been recently on the buying side, I was surprised by hidden stakeholders within my own company ” noted Vander Bush. “Colleagues who brought real, important perspectives to the table that become completely invisible if we were to try to reduce the buying journey to the account level.”

Latency and Orchestration in Sales

Latency in the sales process occurs when representatives react to outdated signals and reach out too late. Relying solely on account-level intent data often creates a lag, causing sellers to miss the critical window of opportunity when the prospect is actively seeking solutions. Eliminating this delay is essential for maintaining momentum in the deal cycle.

Vander Bush emphasized the importance of this alignment, stating, “Too often, we align around the real problem too late, waiting for a sufficient ‘score’ rather than orchestrating marketing and sales together around the signals that reveal what real people are trying to achieve as they move through the customer journey.”

To address the latency problem, revenue teams must master the orchestration of relevant materials. Serving the right content at the precise moment requires marketing and sales to operate in total alignment, moving beyond siloed activities. This synchronized effort ensures that the buyer receives continuous value without aggressive, premature sales pitches.

Personalization and Content Strategy

A robust content strategy relies heavily on personalization to drive internal consensus within target accounts. Vander Bush highlighted a case study involving a global brand where an internal champion recognized the immense value of a data clean room. However, this champion struggled to secure the necessary buy-in from skeptical colleagues across different departments.

Instead of aggressively pushing for more sales meetings, the team deployed a highly personalized content strategy. They distributed targeted educational videos designed specifically to provide thought leadership of those hesitant internal stakeholders. This strategic distribution of content naturally multi-threaded the account, elevating the conversation and ultimately leading to increased attendance at pivotal sales meetings.

“This wasn’t a time for a traditional multithreading strategy,” stated Vander Bush. “This was the time to put really well-timed, relevant educational content in front of those contacts our champion was trying to sell internally. That effort led to those contacts leaning in and asking to join the next call, because as their knowledge grew, so did their understanding of the potential business value of a clean room.”

Attribution and Campaign Impact

Proving the impact of targeted campaigns remains a persistent attribution problem for B2B marketers. Standard dashboards often fail to capture how specific marketing touches influence individual buyers over time. Accurately measuring this engagement is vital for demonstrating how ABM moves prospects further down the sales funnel. This is where taking a contact-level approach to your ABM program helps, because you can’t tailor the next message if you don’t know who engaged with what. There’s no context on which topic landed—or whether anything changed.

Such engagement can be measured at various points of the customer journey, even while performing different functions. For example, personalized messaging can serve as a powerful tool to overcome stubborn gatekeepers who block access to decision makers. By deploying the right level of personalization, you can bypass these barriers and deliver compelling arguments directly to the people holding the budget. This level of precision transforms stalled opportunities into active deals. Engagement that speaks directly to the attribution and impact of the campaign.

Vander Bush illustrated this impact with a real-world example: “I worked with a seller trying to close an end-of-quarter deal who was being blocked from everyone who needed to sign. Coming into that conversation, we were able to show how those stakeholders were already engaging, which opened the door to collaborating. We spent 20 minutes over Slack and hammered out a plan to deliver that personalized messaging to the right people.”

Collaboration Provides Results

The synergy between marketing and sales dictates the overall success of any account-based strategy, noted Vander Bush. Delivering personalized, relevant content requires both teams to share insights seamlessly and understand the buyer’s point of view.

When revenue teams collaborate effectively, they empower internal champions to advocate for their solutions with confidence.

“Understanding the buyer’s perspective fundamentally changes how you approach content creation and sales outreach,” he said. “Showing true value and relevance to stakeholders transforms your brand from a vendor into a trusted strategic partner. Delivering with empathy and specialized knowledge drive these engagements forward.”

The post Orchestrate ABM Around Main Characters, Not Extras: Lessons from B2BMX appeared first on Demand Gen Report.

• Demandbase AI centralizes go-to-market execution by using proprietary Context Intelligence to filter out market noise and align account signals with pipeline goals.
• The launch features new tools like a conversational Site Customization Agent and an open-standard Model Context Protocol to seamlessly connect with major AI assistants like ChatGPT and Claude.

At its annual customer conference April 14, Demandbase touted the debut of Demandbase AI as setting the new standard for the artificial intelligence (AI) GTM era to help enterprises scale strategy into measurable pipeline.

The debut at GO London of this new AI-first experience presents a simplified, conversational interface for orchestrating go-to-market execution across the platform— and is anchored by several key innovations, including a Site Customization Agent, LLM integrations including ChatGPT and Claude, and new capabilities for proving Pipeline Influence.

With marketers drowning in GTM signals and struggling to turn insights into outcomes. Demandbase AI uses Context Intelligence— a proprietary layer that applies each company’s unique GTM context— to analyze account signals and patterns against pipeline goals, identifying the opportunities most likely to drive results.

What Demandbase AI Does

Instead of leaving teams to activate the strategy across every channel, Demandbase AI removes the overwhelm by coordinating programs and plays across marketing, sales, and advertising to drive pipeline, said Gabe Rogol, CEO of Demandbase.

“In the rush to adopt AI, the industry is seeing that more data and activity don’t lead to better outcomes,” said Rogol in a statement. “AI without context creates noise— it requires more oversight and misses what actually matters. Demandbase AI is moving the industry beyond insights and point solutions to a unified system that activates teams, focuses them on what matters, and helps them drive revenue more predictably.”

‘Delivering on AI’s Promise’

Demandbase AI brings together data, teams, and workflows across native and ecosystem integrations to form a continuous system that turns goals into outcomes, transforms signals into actionable insights, coordinates cross-channel activations and continuously adapts.

To bring this system into how teams work everyday, the company is introducing new capabilities that enable harmonious workflows across the entire go-to-market. From agent interoperability to a robust ecosystem that enables data and tool integrations, Demandbase is extending AI-driven intelligence directly into the solutions teams rely on:

• LLM Workflow Integration: Demandbase now delivers deep company, contact, technographic, and intent data through Model Context Protocol (MCP), an open standard that enables seamless data interoperability between Demandbase AI and major AI assistants like ChatGPT, Claude, CoPilot, and Gemini.
• Site Customization Agent: A conversational interface that enables marketers to quickly refine campaign-matched landing pages. By “reading” page and audience context, it will reduce production time from days to minutes while improving conversion and pipeline outcomes, with every recommendation grounded in account and buying group signals.
• Pipeline Influence measurement: Through Demandbase AI Chat—a chat-based interface that enables prompt-based insights—Pipeline Influence easily moves teams beyond fragmented metrics to show how programs are driving pipeline across the GTM, helping teams scale what’s working.

“Our teams are under incredible pressure to both adopt AI and deliver real pipeline results,” said Ryan Oliver, Director of Enterprise Demand Generation Marketing, SAP Concur. “Demandbase is the first platform we’ve used that actually connects those two. It creates an AI-driven experience that works across our teams, keeps everyone aligned, and measures success based on the pipeline it generates. We’re reducing wasted spend and seeing better outcomes. Demandbase is truly delivering on the promise of AI and driving real business impact.”

To help the industry keep pace with the speed of AI innovation, Demandbase also launched a new AI GTM Certification program that will empower teams with the strategic framework and technical skills needed to master the AI GTM era.

The post Demandbase AI Now Available for Modern GTM Teams 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.

• Tofu’s platform consolidates marketing tools for scalable, personalized campaigns across multiple channels.
• The $12M funding will expand product capabilities and integrations for GTM teams.

Tofu has completed a Series A funding round of $12 million to further their mission of building a unified artificial intelligence (AI) platform for GTM teams.

As budgets have poured into AI-driven initiatives, marketing teams found themselves with solutions that often overlapped in functionality and delivered little measurable impact on revenue.

Instead of relying on multiple disconnected marketing tools, Tofu officials said that have created a unified platform that supports a comprehensive range of GTM use cases, enabling marketing teams to build cohesive, on-brand, omni-channel campaigns at scale while personalizing assets for every customer segment.

EJ Cho on the Shift to Comprehensive Marketing Platforms

The need for tools like Tofu is growing as budgets tighten and marketing teams face greater scrutiny over software spend, said EJ Cho, Co-founder & CEO of Tofu.

“Marketing leaders are becoming more intentional about their purchases and are turning to comprehensive platforms like Tofu over point solutions to scale campaigns without the burden of managing numerous tools,” Cho wrote in a blog post announcing the fundraising round.

How New Platform Performs

Building a platform that replaces fragmented tools is complex, as marketing teams need support for a wide range of use cases, whether it’s demand generation, content marketing, lifecycle marketing, event marketing, digital marketing, or outbound SDR campaigns. Cho said his company is launching a new campaign platform that gives teams the flexibility to build custom workflows that connect different actions, making it easy to configure repeatable campaigns for every use case.

“Our approach to building a unified platform for GTM teams has resonated strongly with our customers as companies,” said Cho. “Over the past year, we’ve seen explosive growth, increasing our revenue by 12x and the amount of content generated by 36x.”

Tofu has been adopted by marketing teams of all sizes, from fast growing startups to enterprise organizations like Check Point, RingCentral and Bluecore where hundreds of marketers use Tofu every day. With this adoption, their platform has matured to support a growing set of GTM use cases.

List of Investors

Tofu personalize landing pages and emails for specific personas or industries and push these assets to your CMS and marketing automation tools. It can repurpose webinars and whitepapers into derivative assets such as social posts, blog articles, and emails while maintaining brand guidelines and templates.

For 1:1 ABM campaigns, the company can ingest private data from CRM and combine it with real-time public data from the web to generate hyper-personalized ads and emails.

The funding round was led by SignalFire with participation from HubSpot Ventures, Tau Ventures, Correlation Ventures, Alumni Ventures, SH Fund, Riverside Ventures, Eudemian Ventures, and Han Bridge Capital. Previous existing investors included Index Ventures, Stage 2 Capital and Liquid 2 Ventures.

‍” We’re continually expanding our integrations and content types to support even more marketing use cases,” said Cho.“Our fresh round of capital allows us to accelerate our mission by scaling our team, expanding our product capabilities, and increasing value to our customers.”

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• 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.

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