수요 창출 서비스 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the demand generation services market size is projected to be USD 8.89 billion in 2025, USD 9.54 billion in 2026, and reach USD 13.51 billion by 2031, growing at a CAGR of 7.21% from 2026 to 2031.

This report is Segmented by Service Type (Content Marketing, SEO and SEM, Social Media Marketing, Email Marketing and Marketing Automation, Paid Advertising and Performance Marketing, and More), Organization Size (Large Enterprises, and Small and Medium Enterprises), End-User Industry (Retail and E-Commerce, BFSI, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Demand Generation Services Market Trends and Insights

AI-Powered Personalization and Predictive Lead Scoring Adoption

AI-powered personalization is becoming a core delivery capability for demand generation service providers. In 2026, lead-scoring tools combine behavioral, firmographic, technographic, and intent signals to identify accounts with greater purchase potential. This allows teams to focus outreach on accounts that show active buying behavior during commercially relevant purchase windows. The demand generation services market benefits from the fact that many organizations still need implementation support beyond basic content generation. The Pedowitz Group reported that 28% of B2B organizations were AI-fluent beyond basic content generation in 2025. Providers that connect scoring to CRM actions can demonstrate a closer link between marketing activity, sales follow-up, pipeline progress, and commercial outcomes.

Shift From MQL Tracking to Pipeline and Revenue Accountability

Marketing-qualified leads are becoming less useful as the primary measure of demand-generation performance. Clients increasingly want evidence that campaigns create opportunities, influence deal movement, and support closed revenue. The Pedowitz Group found that 74% of B2B organizations used pipeline or revenue as their main metric in 2025, although only 18% had reached revenue marketing maturity. This gap creates work for providers that can build full-funnel attribution, reporting, and practical coordination with sales teams. The demand generation services market is moving toward agreements that measure qualified opportunities, pipeline contribution, deal movement, and renewal value. Agencies that report only registrations or form fills are more exposed when clients reallocate budgets toward measurable commercial results.

Data Privacy, Consent, and Cookie-Less Targeting Limits

Privacy rules and cookie restrictions are narrowing the data available for cross-border targeting. Providers must adapt campaigns to comply with consent requirements under the GDPR, the CCPA, and Asia-Pacific privacy frameworks. This complicates audience building, campaign measurement, multi-touch attribution, and proof of commercial value across client teams. The demand generation services market faces higher operating requirements as clients expect privacy-compliant execution across regions. More investment is moving toward first-party and consent-based data, while contextual approaches provide only partial support for specialized B2B targeting. These conditions increase compliance costs and favor firms with established data governance processes, regional delivery experience, and formal privacy management practices.

Other drivers and restraints analyzed in the detailed report include:

1. Rising Account-Based Marketing and Buying Group Orchestration Spend
2. Growing Need for Omnichannel Automation and CRM-Connected Execution
3. Rising Cost Per Lead and Paid Media Saturation

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Content marketing held 23.67% of the demand generation services market share in 2025. Its position reflects its role in educating buyers and supplying material for AI-powered search and citation experiences. Content Marketing Institute reported that content marketing received 26% of total B2B marketing budgets in 2026. Providers are adapting content production to support both conventional search and visibility in generative engines. SEO and SEM continue to support sustained volume, as organic discovery can deliver long-term returns. Social media marketing, especially LinkedIn activity, supports account-targeted distribution and buyer engagement. Email marketing and marketing automation remain important when CRM-triggered sequences replace broad outbound messages. These tools help teams respond to engagement signals with more timely communication. The demand generation services market increasingly requires content that can serve education, discovery, nurture, and sales conversations. This broad use makes content programs central to many integrated delivery plans.

Paid advertising and performance marketing are projected to expand at a 7.68% CAGR through 2031. This growth reflects client demand for service models with clear attribution and commercial accountability. Performance-linked billing can align service fees with qualified meetings or pipeline targets. This shifts more execution risk to the service provider, which is attractive during periods of stricter financial review. Account-based display and content syndication are also gaining relevance as buying groups include more stakeholders. These channels increase the number of contacts that can be activated within a target account. The demand generation services industry is therefore placing more emphasis on measurable campaign delivery across paid channels and integrated reporting. Providers also need to balance campaign scale with precise audience selection and accountable sales follow-up. The demand generation services market favors operators that can show how paid activity supports named accounts and revenue opportunities. This requires media planning, audience management, and performance reporting to operate as one service.

Complete Report Scope:

• By Service Type
  • Content Marketing
  • SEO and SEM
  • Social Media Marketing
  • Email Marketing and Marketing Automation
  • Paid Advertising and Performance Marketing
  • Other Service Types
• By Organization Size
  • Large Enterprises
  • Small and Medium Enterprises
• By End-User Industry
  • Retail and E-commerce
  • Media and Entertainment
  • BFSI
  • IT and Telecom
  • Travel and Hospitality
  • Healthcare
  • Other End-User Industries
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 34.68% of global revenue in 2025. The region benefits from a dense base of enterprise technology firms, account-based marketing platforms, and specialist agencies. Demandbase introduced Demandbase AI in April 2026, including workflow integration and conversational measurement features. ZoomInfo made its GTM.AI platform generally available in June 2026 to connect verified commercial data with AI agents. Informa TechTarget is also repositioning its business around unified demand, combining brand, content, leads, and intent data.

Asia-Pacific is projected to grow at a 7.89% CAGR from 2026 to 2031. India is a central source of regional momentum as enterprise buyers increase investment in digital and AI-related capabilities. The India Brand Equity Foundation reported that India's B2B e-commerce sector is projected to expand significantly in the near term. China's expanding enterprise software deployment and growing digital advertising activity in Southeast Asia also support demand. Privacy rules across India, Japan, South Korea, and China increase the value of regional data governance expertise.

Europe has a distinct operating environment because GDPR encourages privacy-first and first-party data strategies. The bvik Trendbarometer found that most respondents considered generative engine optimization essential in the near term, while many prioritized AI-driven personalization. A smaller share reported cost savings from AI, which indicates that adoption is still uneven. The United Kingdom and France retain established account-based marketing ecosystems, while Spain and Italy are developing mid-market service capacity. South America, the Middle East, and Africa offer longer-term demand as digital adoption and enterprise software use increase.

1. Informa TechTarget, Inc.
2. Demand Science Group Inc.
3. Madison Logic, Inc.
4. CIENCE Technologies, Inc.
5. Transmission Agency Ltd.
6. The Marketing Practice
7. Walker Sands Communications, LLC
8. memoryBlue, LLC
9. Ironpaper, Inc.
10. Demandbase, Inc.
11. 6sense Insights, Inc.
12. ZoomInfo Technologies LLC
13. Cognism Limited
14. Belkins Inc.
15. Martal Group Inc.
16. Callbox Inc.
17. Directive Consulting LLC
18. Gripped Ltd.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 AI-Powered Personalization and Predictive Lead Scoring Adoption
  • 4.2.2 Shift From MQL Tracking to Pipeline and Revenue Accountability
  • 4.2.3 Rising Account-Based Marketing and Buying Group Orchestration Spend
  • 4.2.4 Growing Need for Omnichannel Automation and CRM-Connected Execution
  • 4.2.5 Generative Engine Optimization and AI Search Discovery Services
  • 4.2.6 Dark-Funnel Intelligence and Micro-Event Activation Strategies
• 4.3 Market Restraints
  • 4.3.1 Data Privacy, Consent, and Cookie-Less Targeting Limits
  • 4.3.2 Rising Cost Per Lead and Paid Media Saturation
  • 4.3.3 CRM-Native AI Compressing Standalone Service Differentiation
  • 4.3.4 AI Content Glut and Buyer Trust Erosion
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value Chain Analysis
• 4.6 Regulatory Landscape
• 4.7 Technological Outlook
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Bargaining Power of Buyers
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Threat of New Entrants
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Service Type
  • 5.1.1 Content Marketing
  • 5.1.2 SEO and SEM
  • 5.1.3 Social Media Marketing
  • 5.1.4 Email Marketing and Marketing Automation
  • 5.1.5 Paid Advertising and Performance Marketing
  • 5.1.6 Other Service Types
• 5.2 By Organization Size
  • 5.2.1 Large Enterprises
  • 5.2.2 Small and Medium Enterprises
• 5.3 By End-User Industry
  • 5.3.1 Retail and E-commerce
  • 5.3.2 Media and Entertainment
  • 5.3.3 BFSI
  • 5.3.4 IT and Telecom
  • 5.3.5 Travel and Hospitality
  • 5.3.6 Healthcare
  • 5.3.7 Other End-User Industries
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 United Arab Emirates
    • 5.4.5.2 Saudi Arabia
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Informa TechTarget, Inc.
  • 6.4.2 Demand Science Group Inc.
  • 6.4.3 Madison Logic, Inc.
  • 6.4.4 CIENCE Technologies, Inc.
  • 6.4.5 Transmission Agency Ltd.
  • 6.4.6 The Marketing Practice
  • 6.4.7 Walker Sands Communications, LLC
  • 6.4.8 memoryBlue, LLC
  • 6.4.9 Ironpaper, Inc.
  • 6.4.10 Demandbase, Inc.
  • 6.4.11 6sense Insights, Inc.
  • 6.4.12 ZoomInfo Technologies LLC
  • 6.4.13 Cognism Limited
  • 6.4.14 Belkins Inc.
  • 6.4.15 Martal Group Inc.
  • 6.4.16 Callbox Inc.
  • 6.4.17 Directive Consulting LLC
  • 6.4.18 Gripped Ltd.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment