This first-of-its-kind report highlights the varied responsibilities of demand generation professionals and where the function is headed.

In partnership with AudiencePlus, a content experience platform for B2B SaaS, TrustRadius, an HG Insights company, the most credible buyer intelligence platform, published a new report. Demand Gen Unlocked: Insights, Challenges, and Strategies for the Future reveals industry insights from over 1,000 verified B2B demand generation professionals, including their career expectations, future outlook, and current responsibilities.

Demand generation is a rapidly growing field that blurs the lines between sales and marketing. Some surprising findings from the report include:

• Across company sizes, budget (50%) is the biggest obstacle for demand gen professionals
• The top AI-powered tools used in demand gen are lead-scoring and predictive analytics platforms
• Sales and marketing team alignment was given an average score of 7.6 out of 10
• Social media is the most commonly used demand generation tactic

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These findings mark a pivotal moment for demand generation, as it has evolved into a more strategic and cross-functional discipline. While teams face higher expectations with leaner resources, the ability to prioritize tactics that drive revenue faster has never been more critical.

“This report brought to light just how much is being added to the demand gen professional’s plate, while their resources are disappearing,” said Jonathan Gandolf, Co-founder and CEO of AudiencePlus. “When over 1,000 respondents for a demand gen survey have over 500 unique job titles and countless responsibilities, the importance of bringing industry information together in one place is clear. I hope this report will help guide the industry forward.”

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Marketers have spoken—real trends are shaping the function of demand generation, not just buzzwords. Demand Gen Unlocked offers insights and playbooks for what’s working now and what’s coming next.

“As demand gen matures, it’s no longer just about lead volume—it’s about how driving demand is a ubiquitous function within an organization,” said Allyson Havener, CMO of TrustRadius. “Effective teams are shifting focus from vanity metrics to meaningful engagement, leaning into tools and tactics that meet buyers where they are to build brand preference and trust.”