In 2024, Insight Onsite advised hundreds of companies across our portfolio to uncover key trends and pipeline generation strategies. To augment these qualitative observations, we fielded, collected, and analyzed survey results from more than 100 companies to share the most effective pipeline generation strategies and tactics. These results drove much of the commentary in our 2025 predictions for GTM leaders and founders.
From surveying our portfolio companies, we discovered that most of the impact is driven by just a few activities. If there is a theme for 2025, it is: focus on what moves the needle and drop the rest. All GTM leaders and CEOs need visibility into what’s driving impact and get comfortable with reducing what’s not. In this post, we share some of the key takeaways from this survey. Insight portfolio companies can access the full report below.
Key insights
- Marketing remains a primary driver of pipeline, contributing nearly 50% across most companies.
- We see significant concentration in four programs generating pipeline – but one of these (SEO) is experiencing a seismic shift.
- 87% of companies are using AI in demand gen tactics. Impact varies, with 65% reporting a positive impact from using AI for at least one tactic.
Most pipeline comes from just a few channels
The data show four programs drive the bulk of pipeline results.
- 70% of marketing-sourced pipeline comes from just four channels: SEO, events, social media, and paid search. This was true regardless of stage of growth and deal size.
- SEO continues to be an important channel as the second highest driver of pipeline after events. Search is changing, and 80% of marketers are testing new tactics to adapt to the rise of generative search.
Takeaways:
- To optimize marketing spend and increase ROI, reduce the number of channels you’re working across. Focus resources on channels that are relevant for your target personas, yielding the highest return, and driving scalable growth.
- Continue to dedicate focus and test tactics optimizing for both SEO and generative search.
Low-impact programs are ripe for removal
Despite the concentrated impact of four channels, many teams continue to deploy a wide array of tactics. CEOs and marketing leaders must understand the role of each program in the marketing mix and sunset efforts that don’t drive value.
- 50% of companies are using 11-15 different pipeline-generating channels, with minimal impact beyond the top four big marketing channels.
- 46% of companies create 6–10 types of content, many of which don’t contribute significantly to pipeline.
Takeaway: Regularly evaluate your marketing programs and cut those that don’t drive brand uplift or measurable pipeline growth.
Have an honest conversation: What unchallenged “business as usual” programs exist? Reallocate resources to the initiatives that truly impact business outcomes, and/or testing promising new ideas.
Prioritize data-driven content that validates customer benefits
Content that demonstrates clear ROI to prospects and customers — such as case studies and third-party research — continues to generate the highest demand gen impact. This is particularly important for bottom-line results.
- Case studies, first-party research, and third-party research reports are the top-performing content types for driving pipeline.
- 72% of marketers report that they do not have enough case studies to fuel demand gen effectively.
Takeaway: Encourage your marketing teams to prioritize content that showcases customer success and measurable outcomes. Case studies are essential in proving value and convincing prospects.
Use AI strategically to streamline GTM operations
AI adoption is growing in marketing, but its impact is still evolving. Ensure AI is being used strategically to enhance productivity and tackle processes rather than just single-task efficiency.
- 87% of companies are using AI in demand gen tactics. Impact varies, with 65% reporting a positive impact from using AI for at least one tactic.
- Specifically, over 80% of companies are using AI in SEO and email marketing, but its effectiveness is far less than the adoption rate.
Takeaway: Ensure your marketing teams are testing and measuring AI’s impact, focusing on areas where it can drive efficiency, such as SEO optimization or personalized content creation. Avoid implementing AI just for the sake of it.
A 2025 to-do list for marketers
1. Goal marketing on pipeline
In almost 50% of our portfolio, marketing’s performance is evaluated based on the total company pipeline. Insight advocates that a shared GTM goal like the Total Company Pipeline helps to create alignment among GTM teams.
Yet, 25% of portfolio respondents indicated that they are evaluated on MQLs generated. We all know there’s too much uncertainty in down-funnel conversion rates to declare victory with MQLs. This is why Insight recommends a down-funnel goal of pipeline creation for marketing leaders and teams.
Takeaway: Pipeline creation is a better indication of success than MQL creation. Consider creating a common goal for GTM teams to focus alignment.
2. Focus, test, and regularly assess ROI
Focus on the key activities that are truly moving the needle in pipeline generation or driving brand uplift, with an emphasis on staying abreast of the ever-evolving SEO landscape and generative search. Regularly conduct tests in all channels, measure impact, and adjust accordingly. While this data shows a clear top four channels, it’s important to evaluate yours given target personas and ICPs.
Takeaway: Eliminate programs that aren’t contributing to pipeline, bookings, or driving brand uplift. Reallocate resources to high-impact activities that deliver scalable results.
3. Leverage AI for impact
Use AI for SEO, content creation, and personalized outreach. Avoid blanket implementation without clear ROI testing. Cross the scalability gap by piloting AI in a process that drives your business objectives. Think about how to cut through the generative AI noise with Modern Word of Mouth.
Further reading
If you are an Insight portfolio company, you may access the full report here.
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