Demand Gen Report

With 51% of B2B software buyers now starting their research in an AI chatbot rather than Google, G2 is putting its first-party data directly where GTM teams work through MCP integrations G2 expanded its signal coverage and action tools with more Buyer Intent data across Capterra, GetApp, and Software Advice, a new Intent Studio for in-platform audience building G2 has announced new product capabilities that bring buyer behavior data directly into the artificial intelligence (AI) agents, CRMs,...

Most GTM teams moving fast on AI are building on a broken foundation— prompts running on incomplete data across 15 or more disconnected tools— and Agent Builder fixes that by letting any operator design agentic workflows in natural language without writing a line of code.

A buyer opens a browser tab and types, “Best solutions for…” Before a single traditional search result appears, an AI panel summarizes the market and highlights a handful of vendors. In that moment, the shortlist is already forming. Evaluation in 2025 is faster, algorithmically mediated, and far less forgiving than in the past. According to Semrush, AI Overviews appeared in 13.14% of U.S. desktop Google searches in March 2025, up from 6.49% in January.

Nearly half of marketers (48%) admit they’re guessing which activities actually drive purchasing decisions, even as proving ROI tops their list of concerns. The industry is pivoting from creativity-first campaigns to performance-driven strategies, with 90% of marketers agreeing that anyone who can’t show business impact will struggle to defend their budget.

B2B email engagement is in freefall as AI-powered “spam cannons” flood inboxes, dragging down open rates, click-throughs, and the lead-scoring signals demand gen teams depend on. DemandView’s EngageSMS reaches opt-in buyers on the one screen with near-100% deliverability, delivers sequenced behavior-timed content, tracks every click as an intent signal, and ships free with every content syndication program.

LinkedIn’s influence now climbs deeper into the funnel, according to Dreamdata’s Steffan Hedebrandt, driving 30% of SQL sessions and 28% of new business sessions, so pausing campaigns once a lead is captured may be the wrong call. Folding LinkedIn engagement data into B2B marketing models deliver a 7.7x improvement in measured ROI accuracy, exposing how click-only attribution The math on B2B paid media changed, and your old playbook can’t keep up.

LinkedIn’s influence now climbs deeper into the funnel, according to Dreamdata’s Steffan Hedebrandt, driving 30% of SQL sessions and 28% of new business sessions, so pausing campaigns once a lead is captured may be the wrong call. Folding LinkedIn engagement data into B2B marketing models deliver a 7.7x improvement in measured ROI accuracy, exposing how click-only attribution The math on B2B paid media changed, and your old playbook can’t keep up.

On April 1, 2026, something quiet happened inside the Ford dealer portal that most of the auto industry missed. A new line item appeared in the Tier III co op claim dropdown. It read: inride – Trade Agent AI. That is not a piece of software. That is a coworker. For the first time, one of the Big Three has formally treated an autonomous AI agent the way it treats a billboard or a radio spot. As a recognized, reimbursable line item in a dealer’s marketing budget.

Circana’s research shows influencer marketing can be measured against other media channels using sales impact and incrementality, not just engagement metrics. The report also found that 75% of brands still have room to scale influencer investment and unlock additional growth. Small and mid-sized brands often see stronger returns from creator campaigns, according a recent report from  Circana LLC.

Seismic expanded its Aura Agents portfolio to support more revenue-team workflows across enablement, customer conversations and connected execution. The launch addresses persistent GTM challenges like disconnected systems, manual reporting and inconsistent execution by embedding AI into daily work. Seismic has expanded its suite of Aura Agents to bring content, business context and connected workflows into more of revenue teams’ daily work.