AI has now become a core part of marketing technology (MarTech), changing how companies connect with their customers. The development of generative AI has strengthened this relationship, allowing marketers to automate content creation, improve personalisation, and gain insights from data faster than before. For businesses aiming to make their MarTech and demand generation as effective as possible, using AI is no longer just a good idea, it's essential.
The latest "2025 State of Demand Generation Report" from The Marketing Geeks highlights the increasing significance of MarTech in shaping marketing and demand generation strategies. Businesses across industries are prioritising the adoption of new MarTech, but the level of importance seems to vary by role:
These figures indicate that nearly 60% of senior leaders place a higher emphasis on technology adoption compared to mid-level managers.
Companies like Hubspot and Salesforce introduced AI tools and agents that can enhance productivity, automate tasks, and provide intelligent insights. They were quick to recognise that AI would transform marketing operations. The report by Marketing Geeks confirms that 55% of respondents improved campaign performance due to AI-powered tools. The report identifies key benefits of AI adoption:
While CMOs and VPs of Marketing see strong potential in AI-driven insights (55% cited predictive analytics and personalisation as key advantages), adoption among Demand Generation Managers remains low at just 30%, revealing an opportunity for further integration.
The report provides recommendations for AI-powered tools that enhance marketing performance. By leveraging these solutions, marketing teams can improve targeting, automate workflows, and drive more effective campaigns.
The report suggests that many marketing professionals believe the classic "Demand Generation Waterfall" (MQL, SQL, etc.) no longer aligns with modern MarTech capabilities. Here’s the breakdown of those who view this model as outdated:
A key issue cited is the disconnect between traditional demand models and contemporary MarTech solutions. This misalignment often leads to inefficiencies in lead qualification and nurturing processes. Modern MarTech and AI are pushing towards more fluid, personalised, and data-driven strategies, which challenges the traditional structured approach.
Senior marketing leaders place significant weight on MarTech as a driver of demand generation, with 41.18% of CMOs and VPs of Marketing citing it as the most important factor. However, this perception is not as widely shared by execution teams—only 18.18% of Demand Generation Managers, 6.38% of Directors/VPs of Demand Generation, and 2.38% of Heads of Marketing ranked it as their top priority. This divide suggests that while MarTech is seen as essential at the strategic level, those managing campaigns and pipeline execution may not view it as the primary engine of demand.
At the same time, many professionals across all levels indicate that improved MarTech tools would make them reconsider their current demand approach—including 31.82% of Demand Generation Managers, 21.74% of Directors/VPs of Demand Generation, 30.95% of Heads of Marketing, and 29.41% of CMOs/VPs of Marketing.
This signals both an opportunity and a challenge: while marketing leaders are investing in MarTech, its perceived impact isn’t fully realised at the execution level. To bridge this gap, organisations must focus not only on selecting the right technology but also on ensuring its adoption, integration, and measurable impact across teams.
Those who succeed in aligning strategic vision with operational effectiveness will be best positioned to drive sustained marketing performance through effective B2B demand generation.
A major hurdle in maximising MarTech potential is data integration. Many organisations struggle with fragmented MarTech stacks, which means they do not have a unified customer view. The report highlights that 50% of respondents face data integration challenges, limiting their ability to make informed marketing decisions.
To overcome these challenges, businesses should prioritise integrating marketing automation solutions to establish a single customer view. Investing in tools that consolidate data from multiple sources allows organisations to centralise information, offering a more holistic perspective on customer interactions and marketing performance.
Also, developing a clear data management strategy can enhance the accessibility and usability of marketing data, ensuring teams can leverage insights effectively.
As a MarTech services provider, we understand the complexities of integrating and optimising marketing technologies. Whether you're looking to enhance AI adoption, align MarTech with B2B demand generation, or solve data integration challenges, we can help you build a technology-driven marketing strategy that delivers results.
From selecting the right AI tools to ensuring seamless data connectivity across platforms, our expertise ensures that your marketing efforts are backed by the right technology. As a HubSpot Platinum Partner, we can also help you maximise your investment in HubSpot, from implementation to advanced customisation, ensuring it works in sync with your broader MarTech and demand generation ecosystem.
Get in touch with us to discover how we can support your demand generation goals with cutting-edge MarTech solutions.
You can download the ‘2025 State of Demand Generation Report’ here.