B2B Marketing Benchmarks in 2025

B2B marketing benchmarks in 2025 are more important than ever. Most marketers today are operating without a clear sense of how their compensation, KPIs, and tech stacks compare to others in the industry. That lack of visibility makes it difficult to know whether your strategy is ahead of the curve or falling behind.

The truth is, many B2B marketers are flying blind. They do not know how their results stack up against peers. They are unsure if they are using the right tools. They guess at what “normal” compensation looks like for their role or seniority. And they are making decisions without context — which leads to missed opportunities, wasted spend, and frustration across departments.

This is exactly why a standardized source of truth is needed. Not from vendors pushing their platform or consultants spinning results. But from real marketers working inside B2B organizations every day.

Why Benchmarking Matters in B2B

Without benchmarks, it is difficult to measure progress or know what “good” looks like. Many marketing teams spend too much time debating KPIs internally because there is no external reference point. Others may accept subpar compensation or bloated tech stacks simply because they do not have better data.

B2B marketing benchmarks give teams the ability to:

• Compare compensation by role and seniority
• Evaluate performance expectations like MQLs, SQLs, and pipeline targets
• Understand what tech tools others are using — and why
• See how AI is being adopted in real marketing orgs
• Define success across teams and industries

Good benchmarking provides context. It removes guesswork. It helps both in-house teams and leadership align on what matters.

What the 2025 Demand Gen Report Covers

The 2025 State of Demand Gen Report is designed to answer the benchmarking questions most marketers are asking — but can’t find answers to.

This report focuses on real data, collected anonymously from real B2B marketers. It’s not just a glossy PDF from a MarTech vendor. It is a ground-up effort to collect and share insights from the people actually doing the work.

Here is what the report includes:

• Role and Compensation: What do B2B marketers get paid in 2025 based on title, experience, and company size? Are bonuses common? What benefits are included?
• KPIs and Performance Metrics: What is being measured across demand gen teams? Are marketers responsible for pipeline, revenue, MQLs, or something else entirely?
• Tech Stack Insights: Which tools are being used most frequently? Are companies consolidating or expanding their MarTech ecosystems? Are legacy platforms being replaced?
• AI Usage in Marketing: How are teams actually using AI in their day-to-day work? Is it more common in content creation, campaign optimization, or analytics?
• Defining Success: What does success look like from the perspective of practitioners, not just executives? How are marketers judged internally?

This level of detail is rare. Most industry reports are either shallow surveys from vendors or broad executive roundups. This project is different — it aims to surface insights that marketers can act on.

Why Real Marketers Are Needed

Too many reports rely on curated data from tools or surface-level stats from C-suites. This report flips the script. It starts with actual marketers — the people setting up campaigns, analyzing leads, managing tech platforms, and pushing performance forward.

By gathering input from across roles and industries, the report will build a more accurate view of what is actually happening on the ground in B2B marketing. Whether you are a director of demand gen, a performance marketing lead, or a solo marketer inside a small B2B startup, your input helps shape the conversation.

And because it is anonymous, contributors can answer honestly — without worrying about politics or positioning.

Contribute and Get the Full Report

Participating in the report takes less than 15 minutes. There are no sales pitches or long registration forms. You will be asked to share basic details about your role, your KPIs, the tools you use, and how your company defines success.

Once the responses are collected, contributors will receive the full report. You will get a chance to compare your compensation, KPIs, and stack to others in similar roles or industries.

If you choose to leave your name, you will be entered into a drawing for a $200 gift card. But that part is totally optional. The real value is in the insights you’ll receive.

There are no gimmicks or gatekeeping. The goal is clean, accurate benchmarking data to help marketers make better decisions and have better conversations with leadership.

Why This Matters for the Future of Marketing

B2B marketing has changed rapidly over the past few years. AI is transforming workflows. Attribution is harder than ever. Sales cycles are evolving. And the pressure to prove ROI is growing.

In this kind of environment, clarity matters. Benchmarks matter. And real insights from working marketers matter.

The more visibility we have into what others are doing, the better we can adjust our strategies, advocate for our value, and collaborate across functions. That is what this report is all about — equipping B2B marketers with the context they need to make informed decisions.

Whether you’re trying to build a business case for a new platform, negotiate your compensation, or better understand where you stand compared to others in your industry, this report can help.