Demand Generation in an Uncertain World: The Playbook for Driving Pipeline in 2025

Uncertainty isn’t a crisis - it’s a chance to lead. While markets shift and budgets tighten, demand gen leaders have an opportunity to step up, reshape strategy, and drive growth. 

Our latest research asked 100 in-house marketing and communications professionals how they are adapting. We found that buyers are hesitating, leadership is looking for direction, and comms and marketing teams are having to adapt at a pace never seen before.  

But the brands that win in 2025 won’t be the ones waiting for stability - they’ll be the ones creating it. 

The best demand gen leaders are already turning market uncertainty into an advantage. How? By leaning into trust-building, sharpening their demand creation playbook, and aligning brand and sales strategy for long-term growth. 

Uncertainty creates opportunity, for those who know where to look. Demand generation leaders are at a fork in the road: 

• Keep running the same lead-gen playbook and see diminishing returns. 

• Pivot strategies, shift messaging, and turn volatility into a competitive advantage. 

Customers Need Certainty - Your Messaging Should Provide It 

When budgets shrink, decision-making slows down. 66% of comms leaders report market hesitation delaying deals - which means demand gen teams need to work harder to build trust, urgency, and confidence. 

The Opportunity: 

• Shift from lead gen to demand creation: You have less people actively looking to buy, but they’re researching and forming opinions. Invest in content that educates, nurtures, and positions your brand as a must-have in 12 months, not just now. 

• Make financial stability part of the story: If your company is growing, expanding, or investing in innovation, shout about it. B2B buyers want reassurance that your business is strong enough to support them long-term. 

Thought Leadership > Hard Selling 

Sales cycles are getting longer, and buyers are hesitant. Hard sales tactics won’t work in this climate - authority and trust will. 

Opportunity: 

• PR and demand generation need to align. If your comms team is securing wins with influencers, turn that into pipeline fuel. Syndicate thought leadership content, turn PR hits into LinkedIn ads, and use high-authority content to warm up leads before they hit sales. 
• Owned content is your long-term play. Webinars, expert-led reports, and high-value insights will keep your audience engaged even if they’re not ready to buy. You’re playing the long game. 

Speed Wins, But Precision Matters 

59% of marketing and comms leaders say they’re constantly adjusting strategy. That means demand gen teams need to be more agile than ever. 

Opportunity: 

• Test messaging faster. Launch micro-campaigns, a/b test different content approaches, and then double down on what’s working. The brands that win in uncertainty aren’t the ones that overthink - they’re the ones that iterate and optimise in real-time. 

• Be first to frame the conversation. Your buyers are looking for expert guidance. Position your brand as the one defining the industry narrative - before your competitors do. 

The Data-Led Marketer is the Future 

Demand gen used to be all about volume. As we emerged into 2025, more leaders are realising that volume does not equal results. It’s about precision. 41% say proving measurable ROI is their biggest challenge. 

Opportunity: 

• Deepen your intent data strategy. With buyers taking longer to commit, understanding who is in-market and when is critical.  

• Track content-to-pipeline movement. Know exactly which touchpoints are influencing deals - and prioritise the ones that convert. If a LinkedIn ad is driving high-value leads, scale it. If a webinar isn’t converting, rethink the format. 

Final Thought: This is a Defining Moment for Marketing and Demand Generation 

Yes, markets are tough. Yes, decision-makers are cautious. But demand gen leaders who adapt fast, focus on trust, and embrace a long-term demand creation strategy will outperform their competitors. 

Now’s the time to step up, own the narrative, and turn uncertainty into pipeline.