Demand Gen's Next Move: What B2B Marketers Are Betting On for 2027

Activate Releases 10th Annual State of Demand Gen Report, Revealing Shifts in Budgets, AI, Buyer Signals and Pipeline

SAN FRANCISCO, Sept. 16, 2026 /PRNewswire/ -- B2B demand generation is entering a new phase. Budget confidence is returning, AI is moving deeper into the marketing and revenue engine and growing buying groups are changing the signals marketers and sellers need to understand.

Activate Marketing Services' 10th annual State of Demand Gen Report examines how B2B marketers are responding to that shift—and where they are placing their bets for 2027.

Based on insights from 212 qualified demand gen and technology marketers, this year's research explores how the role of demand generation is evolving as teams face continued pressure to create pipeline, prove impact and keep pace with changing buyer behavior.

"The market has moved, and demand generation is moving with it," said Chris Rooke, CEO of Activate Marketing Services. "What stood out in this year's research is that marketers aren't simply looking for more activity. They're getting sharper about where they invest, which buyer signals matter and where AI can actually improve the path to pipeline. There's a lot in the data for teams planning for 2027."

Among the themes explored in the 2026 report:

• Where demand gen budgets and priorities are heading
• How AI is moving beyond content into the broader buyer and revenue journey
• Which strategies, channels and content marketers are betting on next
• What Sales increasingly wants to know before engaging an account

The complete report goes deeper into budget expectations, measurement, content performance, AI adoption, lead qualification and the buyer signals shaping sales engagement.

Activate will also bring the research into the room at its upcoming Marketer Meet-Ups in the Bay Area, Colorado and Seattle areas, where B2B marketing leaders will compare the findings with what they are seeing in their own organizations.

See What's Shaping Demand Gen in 2027

Download the 2026 State of Demand Gen Report

About Activate

Activate Marketing Services ( www.activatems.com ) provides content-powered lead and marketing services for business technology marketers, based on a unique combination of buyer insights and high-performance content. Activate develops detailed buyer personas, creates multi-platform content to engage prospects at every stage of the decision-making process, then nurtures the resulting relationships across live, mobile and digital platforms to convert prospects into customers. Founded by a team of high-tech media executives with deep expertise in editorial, marketing, and technology, Activate's formula for high-performance marketing connects messaging, marketing, and measurement to deliver bottom-line results.

A Next 15 Company

For more information, visit www.activatems.com.

For more information, please contact: 
Alana Fares
VP of Marketing
Activate Marketing Services
[email protected]
(888) 500-9689

SOURCE Activate Marketing Services