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TrustRadius and AudiencePlus Announce the 2025 State of Demand Generation Report

On June 24, 2025, TrustRadius, a company under HG Insights, in collaboration with AudiencePlus, has unveiled a groundbreaking report entitled "Demand Gen Unlocked: Insights, Challenges, and Strategies for the Future." This comprehensive study is a first of its kind, showcasing insights gathered from over 1,000 verified B2B demand generation professionals. It delves into the current responsibilities of these professionals, their career expectations, and the future landscape of demand generation within organizations.

Demand generation is an ever-evolving field, strategically merging the disciplines of sales and marketing. The report highlights several surprising discoveries, stating that across various company sizes, budget constraints were deemed the most significant challenge, being indicated by 50% of the professionals surveyed. Furthermore, the most frequently used AI tools in demand generation include lead-scoring and predictive analytics platforms. Interestingly, the alignment between sales and marketing teams was scored a modest 7.6 out of 10, indicating a need for further improvement within many organizations. Social media emerged as the predominant tactic for demand generation, showcasing its vital role in modern marketing strategies.

The findings from this report signal a pivotal transformation within the field of demand generation, evolving into a multifaceted and strategic function that goes beyond traditional methods. Professionals now face heightened expectations with reduced resources, placing a greater emphasis on prioritizing tactics that can generate revenue swiftly. Jonathan Gandolf, the Co-founder and CEO of AudiencePlus, commented on the implications of the survey, noting the overwhelming diversity of job titles and responsibilities among respondents. He emphasized the importance of consolidating industry information to navigate forward effectively.

Instead of being swayed by fleeting trends, marketers are beginning to shape the demand generation landscape with tangible strategies tailored to their audiences. As highlighted by Allyson Havener, CMO of TrustRadius, the focus is shifting from merely generating leads to fostering substantial engagement with potential customers. The report presents invaluable insights and actionable strategies for demand generation practitioners, enabling them to align their efforts better with organizational goals, enhance brand trust, and ultimately achieve successful outreach.

Thus, as the demand generation arena continues to mature, it is clear that this role will no longer be confined to generating lead volume. Instead, it is evolving into a comprehensive function integral to the success of organizations that prioritize engagement and alignment with their customers’ needs. The full report can be accessed at TrustRadius.com and serves as a critical resource for B2B marketing professionals seeking to refine their strategies and enhance their overall impact in the marketplace.

About TrustRadius

TrustRadius is a leading buyer intelligence platform for B2B technology, facilitating informed decision-making through extensive product information and authentic customer insights. Their mission is to empower technology brands by capturing the genuine voice of customers, making it instrumental in improving products, boosting confidence for prospects, and enhancing the marketing approach to drive better ROI.

About HG Insights

HG Insights delivers AI-powered revenue growth intelligence solutions, offering comprehensive market, account, and buyer insights, enabling B2B tech leaders to modernize go-to-market decision-making effectively. Relying on extensive data points, HG Insights is trusted by a majority of Fortune 1000 B2B tech companies to enhance pipeline and drive revenue growth. Their analytical capabilities empower teams across various functions to improve performance and facilitate strategic engagement, ultimately assuring successful outcomes.