The 2025 State of Demand Generation: Saying Goodbye to the Old Playbook and Hello to What’s Next
Let’s be honest—demand generation has been running on autopilot for too long. We’ve been stuck measuring MQLs, debating attribution models, and assuming that gated PDFs still move the needle. But deep down, we know something’s off. And if you’ve ever stared at a lead report wondering if your cat walking across the keyboard counts as an MQL, you’re not alone.
That’s why we created The 2025 State of Demand Generation Report—because, surprisingly, no one else was capturing the real pulse of demand generation professionals. Most of what’s out there is informal, anecdotal, and outdated. We wanted to change that. So, we surveyed over 300 demand gen leaders—from Managers to CMOs—to get the unfiltered truth about what’s working, what’s broken, and what’s next. And the results paint a clear picture: the old playbook is dead.
Key Takeaways from the Report
1. Trust Over Transactions
Marketing isn’t about pushing people through a funnel but building relationships. 42% of marketing leaders said trust-building is more important than lead generation. The brands winning today are the ones that give before they ask. Translation: Buyers don’t want another nurture email—they want value and maybe a little less aggressive remarketing.
2. AI Isn’t the Future—It’s Now
55% of CMOs said AI-driven marketing improved their campaigns, yet only 30% of Demand Gen Managers use it. AI isn’t replacing marketers—it’s making marketing more efficient. The real question isn’t whether to use AI—how fast you’ll adapt. Let’s be honest: we should probably consider whether AI can write better nurture sequences than humans.
3. Attraction-Driven Marketing is the New Demand Gen
The best brands aren’t chasing leads—they’re attracting them. Thought leadership, deep community engagement, and ungated value shift demand generation from pursuit to invitation. It’s like dating—stop swiping right on every prospect and start building a relationship worth committing to.
Who We Talked To & What They Told Us
We didn’t just look at demand gen as a whole—we broke it down into four key groups to understand what matters at every level of marketing leadership:
🔹 Demand Generation Managers – They’re in the trenches and told us loud and clear: they want better attribution, higher lead quality, and more intelligent automation. The gap between strategy and execution is accurate, and let’s just say they’re tired of hearing "Do more with less."
🔹 Directors & VPs of Demand Generation – These strategists balance campaign performance with long-term growth. Their biggest challenges? Scaling personalized marketing and proving ROI to leadership—while staying sane.
🔹 Heads of Marketing – They’re shaping brand narratives and see educational content and storytelling as their most powerful tools. But measuring their impact in a short-term-focused world? That’s like trying to explain TikTok’s algorithm to your CFO.
🔹 CMOs & VPs of Marketing – They set the vision, drive innovation, and answer to the board. Their #1 focus? Proving marketing’s business impact. They want to push boundaries but need precise data to justify big moves—and, ideally, not have sales breathing down their neck every quarter.
Each of these roles views demand generation differently, but one thing is clear: it’s time for a new approach.
Get the Full Report
This is just the beginning. The full report is packed with deep insights, industry trends, and expert takeaways to help you improve your demand gen strategy in 2025.
📥 Download The 2025 State of Demand Generation Report here: https://hubs.ly/Q035sVt-0
Need Help Implementing These Strategies?
Let's talk if you’re tired of outdated demand gen tactics and ready to build a brand that connects with buyers. Schedule a meeting with me here: https://calendly.com/themarketinggeeks.
For press inquiries, contact Ian Brown at ian@themarketinggeeks.com or Sammy Totah at sammy@ebelcomms.com
The future of demand generation isn’t about playing the numbers game—it’s about building something real. The shift is happening. The only question is, are you leading it or reacting to it?
