B2B demand generation has undergone a radical transformation in 2025. Gone are the days of pumping out generic blog posts and hoping for the best. Today’s B2B marketers operate in a world driven by hyper-personalization, AI, video content, and first-party data.

With 85% of business applications now SaaS-based, competition is at an all-time high. Marketers are laser-focused on building predictable, high-quality pipelines. But how exactly has demand generation evolved, and where is it headed? Let’s break it down.

Key Shifts in B2B Demand Gen from 2023 to 2025

1. From Quantity to Quality:

   • The era of mass content production is over. B2B companies are shifting toward in-depth, high-value content that nurtures buyers throughout the funnel. Case studies, product comparisons, and interactive tools are the new standard.

2. AI is Everywhere:

   • AI-driven personalization tailors content in real time based on a visitor’s role, industry, and intent.

   • AI-powered chatbots don’t just answer questions—they guide prospects through the buyer journey.

   • AI-assisted content creation helps scale video, blogs, and ad creatives.

3. The Video Takeover:

   • 91% of businesses now use video in their marketing, with short-form video outperforming traditional blogs.

   • Video marketing isn’t just a “nice to have” anymore—it’s a demand-gen workhorse.

   • Personalized video messages are increasing email engagement by 35%.

4. A Cookieless Future & First-Party Data Strategy:

   • With third-party cookies being phased out, companies are doubling down on email lists, first-party intent data, and CRM integrations.

   • Marketers are incentivizing newsletter signups, webinar registrations, and gated content downloads to build owned audiences.

5. The Return of In-Person Events & Communities:

   • Virtual fatigue has set in. Marketers are returning to in-person events to foster real relationships and build trust.

   • Branded communities (LinkedIn groups, Slack channels, niche forums) are playing a massive role in B2B buying decisions.

The Future of Demand Gen: What’s Next?

As demand gen continues to evolve, expect even deeper personalization, more reliance on AI, and a growing emphasis on owned media. Companies that fail to adapt will struggle to compete in an increasingly sophisticated buyer landscape.

Stay ahead by embracing the next-gen demand gen playbook: Invest in AI, create quality over quantity, build first-party data strategies, and make video your top content priority.