Demand Gen Report

Arketi Group added Massachusetts-based digital agency Sperling to its platform, deepening capabilities across website development, UX/UI, paid digital and social strategy. The move expands Arketi’s AI services to include intelligent chatbots, workflow automation, AI agents, custom GPTs and generative search optimization (AEO and GEO).

The 2026 Demand Gen Benchmark Survey highlights how B2B teams are shifting budget, measurement and workflow strategy as AI, lead quality and revenue accountability reshape demand generation. The survey is designed to help marketers benchmark their own priorities against peers on issues including AI adoption, attribution, sales alignment and pipeline performance. The rules of demand generation are changing faster than any playbook can keep up. Budgets are shifting. AI is rewriting workflows.

Stephanie McArthur’s session focuses on separating proven AI use cases in ABM from overhyped promises. Attendees will get a framework to assess team readiness and identify practical starting points for AI adoption. B2BMX Summer Camp kicks off today, our multi-week virtual series that  brings together some of the sharpest minds in B2B marketing for sessions built around one goal: programs that drive real pipeline results.

tvScientific by Pinterest launched a Certified Measurement Partner Program to give advertisers more transparent and interoperable ways to measure CTV and Performance TV outcomes. The program strengthens the company’s measurement ecosystem by integrating trusted partners across attribution, incrementality, media mix modeling, and optimization.

Multiply’s 10 Min ABM aims to remove the execution bottleneck in account-based advertising by automating personalized campaign creation, launch, and optimization at scale. The offering positions AI as the engine behind continuous learning in ABM, helping marketers improve account-level messaging and performance over time without manual rebuilds.

Every four years, billions of people try to do the same thing at the same moment: watch a goal, buy a jersey, check a score, share a highlight. The 2022 World Cup final drew 1.4 billion viewers globally, with an average of 175 million people watching each match. These are not isolated requests distributed over time. They are synchronized surges and they expose a core weakness in the digital infrastructure behind them.

Smartly’s new Roku partnership, Wpromote x Giant Spoon pilot and Horizon Media tie-up  collectively bring the precision of social advertising to CTV and every screen beyond it. Smartly Synapse, the new AI orchestration and memory layer, turns campaign data, business context, and user input into coordinated action across Smartly’s AI agents, creating a continuous loop from planning through execution to optimization.

Alta closed a $25 million Series A led by IN Venture, less than a year after launch, to expand its coordinated AI agent platform for revenue teams. The company hit a $15 million annual run rate with clients like Snowflake, Deel and Atlassian, and expects to reach $30 million by the end of 2026. Alta recently completed a $25 million in Series A funding round with plans to use the capital to accelerate growth by expanding its team globally, growing its customer base, and enhancing the platform.

Long-form video is outperforming short clips for business buyers, with 30- to 60-minute videos seeing roughly 23% click-through rates compared with about 1% for videos under a minute. AI tools have pushed in-house video production from 35% to 55% year over year, letting teams raise quality while proving they’re authentic and real. The rise of TikTok, Reels, and Shorts created a widely accepted belief that audiences no longer have the patience for long-form content. Everything got shorter. Faster.

In an ever-changing marketing landscape, buyers expect increasingly personalized experiences and landing them is a penultimate priority for marketers to drive engagement and conversion. A key barrier to the prioritization of personalization is that historically, it has been treated as a nice-to-have element of a campaign rather than as the core driver to sales cycle success that it really is.