March 17, 2026 — Despite widespread confidence in content maturity, B2B marketing organizations are struggling to connect activity to predictable pipeline outcomes, according to new research from Pipeline360, a leading B2B demand generation company. 

The 2026 State of B2B Marketing Content report, based on a survey of 555 B2B marketing professionals across six countries, identifies a growing “confidence gap” — a disconnect between how marketing teams perceive their capabilities and their ability to explain how content drives buying group movement, pipeline progression, and revenue. 

While 54% of respondents describe their content strategy as advanced, the research reveals significant friction beneath that confidence. Nearly half (48.3%) say attribution gaps moderately limit their ability to optimize content. Three-quarters report that poor data quality negatively impacts campaign performance on a regular basis. And the most common KPIs used to measure content performance — page views (40.4%), social media followers (39.3%), and click-through rates (38.7%) — remain focused on visibility rather than pipeline outcomes. Pipeline contribution is tracked by just 19.1% of respondents. 

“A lot of teams mistake motion for maturity,” said Matt Hummel, Chief Marketing Officer of Pipeline360. “They are producing more content, using more tools, and moving faster. That does not necessarily mean they have a better understanding of what content is actually responsible for.” 

AI Adoption Widespread, But Weighted Toward Production 

The research also found that while 93.7% of B2B marketers are using AI in their content operations, adoption remains concentrated in production-oriented tasks. Content creation (43.8%), performance analysis (36.0%), and editing (35.7%) lead current use cases. More advanced applications — including account-level targeting (29.4%), personalization (29.0%), and lead nurturing optimization (25.2%) — are less common. 

At the same time, the rise of low-quality content was cited as the top concern related to AI adoption (59.2%), highlighting a tension between speed and precision. 

“AI amplifies whatever operating model is already in place,” Hummel said. “Without clear accountability, trusted data, and defined outcomes, it scales noise. With them, it becomes a force multiplier for clarity and performance.” 

Data Quality Emerges as Leading Indicator of Pipeline Performance 

The study found a strong relationship between data confidence and pipeline results. Top pipeline performers are significantly more likely to express very high confidence in the quality of their marketing data than average or low performers. Organizations with high data confidence are also more likely to expect future budget growth. 

Yet 75.6% of respondents acknowledge that poor data quality negatively affects campaign performance occasionally or frequently — suggesting that data readiness remains a critical gap for most marketing organizations. 

What High-Performing Teams Do Differently 

The research identified several patterns among more confident, higher-performing organizations. These teams are more likely to define content accountability in terms of pipeline progression and buying group engagement rather than activity metrics. They invest more heavily in authority-building content formats — including research-driven content, long-form analysis, and interactive experiences. And they prioritize a narrower, more trusted set of measurement signals over comprehensive reporting. 

“These are not tactical differences,” Hummel said. “They are leadership choices. Content just happens to be where the consequences show up first.” 

About the Research 

The 2026 State of B2B Marketing Content report was commissioned by Pipeline360 and fielded by Centiment. Analysis, writing, editing, and design were performed by The Expert Network. Respondents represented a broad mix of marketing and revenue roles across the United States, United Kingdom, Germany, France, Australia, and Singapore, spanning company sizes from under $10 million to over $1 billion in annual revenue. 

The full report is available for download at https://www.pipeline-360.com/resources/reports/the-2026-state-of-b2b-marketing-content.  

Boston, MA | February 19, 2026 — Pipeline360, Inc., today announced the appointment of Mike Lawlor as President, marking the company’s next phase of operational focus and disciplined growth.

Lawlor brings more than two decades of leadership experience across media, SaaS, and advertising technology. As Chief Operations and Services Officer at FreeWheel, he led a global organization of more than 300 and helped build the operating foundation behind one of the leading premium video marketplaces, driving revenue predictability, margin discipline, and scalable growth. He has also held leadership roles at The Trade Desk, Univision, and NBCUniversal.

“Pipeline360 has strong fundamentals, including durable client relationships, experienced teams, and significant market opportunity,” said Lawlor. “My focus is clear: listen, assess quickly, and align the organization around disciplined execution that drives measurable client impact.”

Tony Uphoff will transition into an advisory role to the Board, where he will continue to support the company’s long-term strategic direction.

Pipeline360 remains committed to delivering differentiated demand marketing solutions across its marketplace and technology offerings while strengthening long-term relationships across enterprise, mid-market, and growth-focused brands, as well as media organizations and strategic partners.

Over the coming weeks, Lawlor will engage with employees, customers, and partners to refine priorities and strengthen the company’s position in the market.

About Pipeline360

Pipeline360 is a trusted partner for B2B marketers seeking predictable, scalable pipeline growth. Through its Demand-as-a-Service model and B2B marketplace, the company streamlines pipeline generation across Branded Demand, content syndication, digital advertising, and creative services. Leading global brands, including Adobe, Red Hat, and Splunk, trust Pipeline360 to fuel revenue and growth. Learn more at pipeline-360.com.

Boulder, CO | January 13, 2026 — Pipeline360, Inc., a leading B2B marketing services partner, today announced the launch of Ads360, its next-generation advertising solution to turn B2B media investment into measurable demand and pipeline impact.

Powered by Pipeline360’s intelligence layer, Ads360, unites audience intelligence, cross-channel activation, and full-funnel measurement into a single, fully managed service. Ads360 enables B2B marketers to move beyond siloed awareness tactics and better understand how advertising contributes to sustained demand momentum across the buyer journey.

As B2B buying cycles lengthen, buying groups expand, and AI-driven discovery reshapes how buyers research and evaluate solutions, CMOs and demand leaders are under pressure to prove that advertising drives business outcomes, not just impressions. Ads360 was built to meet that moment.

“For too long, B2B advertising has been measured by reach and clicks rather than real impact,” said Tony Uphoff, Chief Executive Officer of Pipeline360. “Ads360 represents a shift toward accountability, showing how advertising supports demand, from early awareness and engagement through opportunity creation and pipeline progression.”

Advertising That Finally Acts Like Demand

Unlike legacy B2B display programs that operate in isolation or within closed ecosystems, Ads360 activates verified B2B audiences across premium digital media channels. Through Navi360, Pipeline360’s intelligence engine, Ads360 applies AI-assisted optimization, audience building, and sequencing to ensure advertising efforts remain aligned with demand outcomes across the buying journey.

Navi360 brings together compliant first-party data, identity signals, engagement insights, performance indicators to support ongoing optimization and transparent reporting. Operating within Pipeline360’s Demand-as-a-Service (DaaS) model, Ads360 delivers enterprise-grade sophistication without requiring marketers to adopt new platforms or manage complex advertising infrastructure.

“Our customers don’t want more tools – they want clarity and confidence,” said Matt Hummel, Chief Marketing Officer at Pipeline360. “Ads360 builds on what’s already working, including our Branded Demand programs, and extends that impact across the broader digital media landscape so marketers can sustain engagement and accelerate pipeline.”

A Step Change From Legacy B2B Advertising

Ads360 represents a meaningful advancement in how B2B advertising is planned, executed, and measured. Key capabilities include:

Together, these capabilities enable advertising to function as a connected demand engine rather than a standalone awareness tactic.

Part of Pipeline360’s Demand-as-a-Service Model

Ads360 is a core component of Pipeline360’s broader Demand-as-a-Service model, which brings together lead generation, advertising, content creation, lead nurture and qualification into one outcome-based managed system.

By integrating Ads360 with its existing demand solutions, Pipeline360 helps marketers reduce vendor sprawl and invest in a unified approach where brand visibility, demand capture, and pipeline acceleration work together.

“Our customers are asking for fewer vendors, clearer outcomes, and more confidence in their investments,” added Uphoff. “With Ads360, we’re giving marketers a more connected, measurable way to understand how advertising contributes to growth.”

With Ads360, Pipeline360 is setting a new standard for B2B advertising. One where brand visibility, engagement, and pipeline advancement work together as a measurable demand engine.

For more information, visit www.pipeline-360.com.

About Pipeline360

Pipeline360 helps B2B marketers turn complexity into growth. Through our Demand-as-a-Service model, we deliver predictable pipeline with precision and scale, empowering marketing teams to reach the right buyers, accelerate revenue, and prove impact with confidence. By uniting trusted partners, compliant first-party data, advanced orchestration, and proven expertise, Pipeline360 ensures marketers can keep pace with today’s evolving buying journey and build measurable growth for their organizations. Visit us at pipeline-360.com.

Press Contact:
media@pipeline-360.com

Boulder, Colo., October 14, 2025 — Pipeline360, Inc., the leading provider of Demand-as-a-Service solutions for B2B marketers, today announced the appointment of Andy Luckman as Chief Financial Officer. His addition further strengthens the company’s executive leadership team as Pipeline360 accelerates its transformation as a stand-alone business following its separation from Integrate.

Luckman joins Pipeline360 from PRN, a $100 million private equity (PE)-backed healthcare staffing company, where he served as CFO. Prior to that, he was head of finance for SnapCare, a PE-backed healthcare technology firm that scaled from $50 million to $1.1 billion under his financial leadership. Throughout his career, Luckman has led transformational growth through strategic finance, data-driven insights, and disciplined execution across finance, accounting, analytics, and commercial operations.

“Andy is joining Pipeline360 at a pivotal time in our journey,” said Tony Uphoff, CEO at Pipeline360. “As we continue to build our C-Team and accelerate our growth as an independent company, Andy’s depth of experience leading high-growth, PE-backed businesses will be invaluable. He brings a powerful combination of financial discipline and strategic insight that will help us scale our Demand-as-a-Service strategy with efficiency and precision.”

“I am thrilled to join the Pipeline360 team at such a pivotal moment in the company’s development,” Luckman said. “Pipeline360’s position as a leader in B2B demand generation, combined with the strategic backing of our partners at Audax, presents a powerful opportunity to deliver best-in-class service to our customers and partners. I look forward to working with this impressive leadership team to build on momentum and drive the next phase of growth.”

Luckman succeeds David Tomizuka, who has served as CFO of Integrate and acting CFO for Pipeline360 during the companies’ separation. Tomizuka will depart at the end of October after a remarkable 12-year tenure that included guiding Integrate through growth, acquisitions, and ultimately the successful spin-off of Pipeline360 as a profitable, independent entity. He will remain a close advisor to the organization.

“Dave’s steady leadership and partnership have been foundational to our success,” added Uphoff. “We would not be where we are today without his commitment, financial acumen, and dedication to the teams across both companies. We thank him and wish him continued success in his next chapter.”

Luckman’s appointment marks the latest in a series of strategic leadership additions as Pipeline360 continues to build out its C-Team. He joins Chief Operating Officer Dan Waggenheim and Senior Vice President of Technology Chris Monnat, both appointed earlier this year, to further advance the company’s mission to deliver outcomes for B2B marketers through compliant, performance-driven digital demand solutions.

About Pipeline360

Pipeline360 helps B2B marketers turn complexity into growth. Through our Demand-as-a-Service model, we deliver predictable pipeline with precision and scale, empowering marketing teams to reach the right buyers, accelerate revenue, and prove impact with confidence. By uniting trusted partners, compliant first-party data, advanced orchestration, and proven expertise, Pipeline360 ensures marketers can keep pace with today’s evolving buying journey and build measurable growth for their organizations. Visit us at pipeline-360.com.

Press Contact:
media@pipeline-360.com