B2B marketers today face the challenge of delivering more pipeline, higher ROI, and measurable results, all while navigating stagnant or declining budgets. With over 15,000 martech solutions on the market, many teams find themselves drowning in tools, integrations, and data rather than focusing on their primary objective of generating demand that leads to revenue.
As the pressure to drive business outcomes intensifies, we’ve identified a fundamental shift in how B2B marketers view their martech stacks vis-a-vis their revenue goals. In our latest 2025 State of B2B Pipeline Growth research, we found that nearly 70% of B2B marketers favor actionable support and insights over additional tools, signaling a growing demand for outcomes-driven solutions over tech acquisitions. Instead of cobbling together disparate technologies and internal resources, more organizations are turning to a fully managed, outcome-driven approach to demand generation, otherwise known as Demand-as-a-Service.
Why Demand-as-a-Service Is Gaining Momentum
B2B marketers today are moving beyond simply seeking tools (Software-as-a-Service or SaaS) or technology-driven outcomes (Service-as-Software). Instead, they are increasingly turning to Demand-as-a-Service (DaaS) to deliver a fully managed solution that drives customer engagement and demand generation seamlessly. Rather than investing in and maintaining complex, resource-intensive marketing stacks, marketers are embracing an agile approach that provides a steady stream of qualified leads—without the burden of operational overhead.
Several factors are accelerating this shift:
- Resource Constraints Demand Smarter Strategies
Marketing budgets are tightening, and internal teams are being asked to do more with fewer resources. DaaS allows teams to focus on strategy while outsourcing execution to specialized providers who deliver demand at scale.
- The Martech Overload Is Unsustainable
Despite massive investments in marketing technology, many companies struggle to extract real value. Too much time is spent managing platforms instead of driving demand. DaaS simplifies this by providing a turnkey, scalable solution that delivers measurable pipeline growth—without adding another tool to the tech stack.
- Outcomes Matter More Than Tools
B2B marketing is increasingly moving toward pay-for-performance models where results—not software licenses—determine success. DaaS providers are structured around delivering business impact, ensuring that every dollar spent translates into tangible pipeline and revenue.
- Scalability and Agility Are Critical for Growth
Whether launching in a new market, accelerating lead generation, or responding to shifting buyer behaviors, marketers need flexible solutions that scale on demand. DaaS offers this agility, enabling businesses to ramp up demand generation efforts without the time and cost of hiring, training, or integrating new technologies.
The Future of Demand Generation
The evolution of demand generation is not just about efficiency—it’s about aligning marketing with the speed and scale of today’s B2B buyer journey. Marketers no longer have the luxury of waiting months for new tools to integrate or internal teams to ramp up. They need demand delivered when and where it matters most.
As B2B marketing leaders look ahead, one thing is clear: demand waits for no one. Just as SaaS redefined enterprise IT, Demand-as-a-Service is poised to become the next major shift in how companies generate pipeline and accelerate growth.
The companies that embrace this new model won’t just keep up with the market—they’ll set the pace for its future.
