Key Takeaways
- Take 2026 Demand Generation Benchmark Survey to show how B2B marketing teams are spliting finite budget across ABM/ABX, content, personalization, intent data and AI-powered platforms, and which bets are paying off.
- Marketers who participate get a clearer picture of how peers rank priorities and defend spend to leadership, helping them decide what to grow and what to cut.
Your budget is under a microscope. Leadership wants proof that every dollar drives pipeline, and the channels competing for that dollar have never been more crowded. ABM/ABX. Content. Personalization. Intent data. AI-powered platforms. Each one promises impact. None of them can all win the same finite spend.
So how do you decide what stays, what grows and what gets cut?
That’s exactly why your voice matters right now. The 2026 Demand Generation Benchmark Survey captures how B2B marketing teams like yours are allocating budget this year, the trade-offs they’re making and the bets that are paying off. It turns the collective experience of hundreds of demand gen leaders into a clear picture of where the money is really moving.
What the Survey Reveals About Budget Priorities
This year’s benchmark digs into the spending decisions defining high-performing teams:
- ABM/ABX investment. Are dollars shifting toward targeted account engagement, or is broad-reach demand still holding its share?
- Content and personalization. How much are teams spending to make campaigns relevant at scale, and where does it stop delivering returns?
- Intent data. Are your peers building an intent strategy, still evaluating vendors or pulling back?
- AI-powered platforms. How fast is spend flowing toward AI tools, and can teams actually measure the return?
Here’s what makes this benchmark different. It doesn’t just tell you what’s trending. It shows you how your peers rank priorities, split their budgets and justify their choices to leadership, so you can pressure-test your own plan against the market.
Why Your Input Sharpens the Picture
Think about the questions you’re wrestling with as you plan the year ahead. Is your budget growing or getting squeezed? Are you doubling down on intent data or waiting for proof? Have you reallocated spend toward AI, and can you defend that decision when the CFO asks?
The insights from this survey help you make sharper calls. Where to invest. What to cut. How to strengthen the metrics your leadership actually cares about. The more marketers who participate, the more useful the findings become for everyone.
So take a few minutes. Share how your team is building pipeline, splitting spend and adapting to a market that won’t sit still. Add your perspective.