55+ Impressive Demand Generation Statistics in 2026!
Demand gen is one of those things that looks simple on a dashboard, then gets messy in real life.
These demand generation statistics help you sanity-check what’s normal, what’s broken, and what usually drives pipeline.
The demand generation stats below cover conversion, channels, content, budgets, and measurement. You won’t match every number, but you’ll probably spot a few that sound painfully familiar.
Key Demand Gen Statistics
- For demand gen content, blogs are used by 95% of marketers, videos by 95%, and case studies by 90%.
- 45% of the content marketers create is aimed at the earliest stages of the buying journey.
- If you respond to web leads within 5 minutes, you’re 9 times more likely to convert them.
- “Revenue generated” is now a top KPI for B2B marketing teams, according to 42% of marketers.
- 56% of organizations say they don’t have enough content to hit demand gen goals.
- Teams say they most need: better customer understanding (67%), stronger sales-marketing alignment (57%), and more writer resources (51%).
Table of Contents
Pipeline and Conversion Impact
1. In a ClickZ survey, 59% said their top lead nurturing goal is creating more sales opportunities. [Salesgenie]
2. If you respond to web leads within 5 minutes, you’re 9 times more likely to convert them.
3. Forrester found the strongest lead nurturing programs can drive a 50% lift in sales-ready leads and 33% lower costs. [Salesgenie]
4. 73% of Chief Sales Officers say their main growth priority is increasing revenue from existing customers.
5. “Revenue generated” is now a top KPI for B2B marketing teams, according to 42% of marketers. [Pipeline360]
6. In the decision phase, 77% of decision-makers prioritize demos. [The Insight Collective]
7. In that same phase, 60% prioritize ROI calculators. [The Insight Collective]
8. Only 0.75% of Marketing Qualified Leads (MQLs) convert to revenue [Brighttail]
9. The average sales win rate is around 47%. [Factors]
10. The average sales cycle length can be over two months.
Let’s review more demand generation statistics.
Common Demand Gen Hurdles
11. 68% of B2B businesses say they’re struggling with lead generation.
12. Almost 50% of the average marketing database is considered useless due to outdated info.
13. Less than 30% of marketers are happy with their ability to engage customers across channels at scale. [Salesgenie]
14. 31% of marketers say tracking offline conversions is one of their top challenges.
15. 24% of marketers say their biggest challenge is creating content that generates leads. 47% say building targeted content by buyer stage or interest is a major lead nurturing challenge. [The Insight Collective]
16. 41% say measuring results is one of the toughest parts of using data to drive demand.
17. 61% of marketers say generating high-quality leads is their biggest challenge. [Bloggingwizzard]
18. 16% of marketers say their biggest challenge is increasing competition from other brands.
19. 19% of marketers struggle with keeping up with trends.
20. Over 80% of marketers say their lead-gen initiatives are “somewhat” or “slightly” effective. [Brighttail]
The next demand generation statistics will focus on channels and tactics.
Channels and Tactics that Drive Leads
21. 73% of B2B marketers say webinars are the best way to generate high-quality leads.
22. 45% of B2B practitioners call webinars the most effective top-of-funnel demand gen tactic. [The Insight Collective]
23. Just under 80% of B2B marketers say email is their most effective demand gen distribution channel.
24. 84% of marketers use form submissions (like “contact us” forms) to capture new leads. [Salesgenie]
25. Organic search is the biggest lead source for 27% of marketers.
26. 39% of marketers point to marketing automation as a way to speed up demand gen.
27. 32% of marketers say account-based marketing is the key to accelerating demand generation.
28. Lead gen via social is common: 64% use LinkedIn, 49% use Facebook, and 36% use Twitter.
29. LinkedIn alone drives 80% of B2B leads. [The Insight Collective]
Let’s talk about demand generation statistics related to content.
Content that Moves Buyers Forward
30. 56% of organizations say they don’t have enough content to hit demand gen goals. [MX]
31. 73% of organizations say content is a very or extremely important part of demand gen efforts.
32. For demand gen content, blogs are used by 95% of marketers, videos by 95%, and case studies by 90%. [Content Marketing Institute and DemandJump]
33. 45% of the content marketers create is aimed at the earliest stages of the buying journey.
34. 52% of marketers say the early stage is where their org gets the most from demand gen content marketing. [Content Marketing Institute and DemandJump]
35. 81% of buyers say content has a significant influence on buying decisions.
36. Decision-makers typically consume 3 – 13 pieces of content before they talk to sales and purchase.
37. Buyers are leaning into snackable formats: 67% prefer short-form content, and 65% prefer webinars or digital events.
38. In early research, 72% say blogs/news articles help most, followed by webinars (60%), research reports (59%), and infographics (58%).
39. Educational B2B blogs generate 52% more organic traffic. [Backlinko]
40. Only 2% of B2B organizations have implemented awareness-oriented content strategies.
41. Content marketing generates over three times as many leads as outbound marketing and costs 62% less.
Let’s now review demand generation statistics on marketing budget.
Budgets, Investment, and Resourcing
42. Marketing budgets are holding steady at 7.7% of company revenue. [Pipeline360]
43. B2B organizations are putting 31% of their budgets toward demand gen.
44. Only 28% of B2B marketers say brand and demand are fully integrated, while 14% say they run completely independently.
45. Teams say they most need: better customer understanding (67%), stronger sales-marketing alignment (57%), and more writer resources (51%).
46. 26% of marketing budgets are wasted on strategies that don’t produce the outcomes teams want.
47. 42% of organizations planned to increase budgets throughout 2023 (even with challenges).
48. 85% of CMOs say investing in brand drives business results. [Pipeline360]
49. 70% of marketers say their demand gen budgets will increase. [Brighttail]
50. 34% say their demand gen spending will grow by more than 20%.
51. 56% of marketers say they would cut awareness campaign spending if they had to.
Data-driven Demand and AI Signals
52. 33% of B2B marketers say identifying target audiences or accounts is a major data-driven demand challenge.
53. 23% say allocating resources or budget to execute is a major challenge. 21% say leadership buy-in is a major challenge. [Primostats]
54. 73% of B2B marketers say they’re only somewhat successful with data-driven marketing when it comes to meeting and exceeding demand gen goals.
55. 20% report best-in-class success from their data-driven marketing for meeting and exceeding demand gen goals. [Primostats]
56. 46% of buyers use generative AI tools like ChatGPT for preliminary research.
The next demand gen statistics will focus on demand capture.
Demand Capture vs Demand Creation
57. Demand generation typically captures about 5% of the total addressable market (the “aware” buyers). That means roughly 95% of the market is still “unaware” and not actively searching yet. [Brighttail]
58. 84% of customers begin their journey only after they realize they need a solution.
Google Demand Gen Campaign Stats
59. Demand Gen campaigns can reach up to 3 billion monthly active users. [Embryo]
60. One in three consumers say they bought something they discovered in Google feeds that they weren’t shopping for.
61. 67% of users are more likely to buy after seeing a YouTube ad.
62. Demand Gen campaigns can drive a CTR that’s three times higher than paid social campaigns.
63. 63% of consumers say they discovered new brands and products on Google feeds.
64. 91% of those discoveries resulted in conversions.
Embryo
65. In 2024, YouTube Shorts were viewed more than 70 billion times every day. [Grin]
66. Demand Gen CPA is 61% lower than paid social campaigns.
67. 59% of consumers say YouTube ads are more relevant and effective than TV ads.
Let’s review demand generation statistics on social media.
Social Media Demand Gen Benchmarks
68. 49% of marketers say generating more leads is their top priority. [Wittington Consulting]
69. B2B marketers use an average of 13 marketing techniques, with social media used most often.
70. 83% of B2B marketers put effort into social media.
71. 51% of B2B marketers said social media resulted in lead gen and sales growth (in 2020). That 51% was up from 6% two years earlier.
72. 70% of B2B marketers invested in content creation for social media during the pandemic.
73. 91% of consumers visit a brand website after following and engaging with the brand on social.
74. 57% of consumers follow companies on social to stay updated on products and services. [Wittington Consulting]
75. 80% of marketers using social media use metrics to track progress.
ABM, Personalization, and Social Selling
76. Gartner predicts 75% of B2B organizations will use ABM as their primary go-to-market strategy by 2025. [Only B2B]
77. McKinsey’s findings show that companies strong in personalization generate 40% more revenue than their peers.
78. LinkedIn reports 78% of social sellers outsell peers who don’t use social as part of their sales strategy.
Top Demand Generation Statistics
These demand generation statistics point to a clear pattern: teams win when they measure the right things and stay consistent.
Teams lose when they chase tactics without tightening the funnel.
Use these demand generation stats as benchmarks. Grab a handful that match your bottleneck, then use them to guide what you fix next.
More Stats Resources
