B2B marketers are in a pressure cooker. They’re being asked to do more with less—drive pipeline, improve ROI, and deliver measurable results—all while navigating an explosion of complexity. With more than 15,000 martech solutions on the market today, the sheer volume of options has overwhelmed even the most seasoned marketing teams.
Here’s the hard truth: marketers don’t want another technology platform to manage. They don’t need more dashboards, integrations, or “game-changing” tools that overpromise and under-deliver. What they want—and increasingly demand—are outcomes.
Enter Demand-as-a-Service (DaaS)
DaaS isn’t just a buzzword; it’s a transformative model poised to redefine how B2B marketers achieve their goals. Instead of cobbling together martech stacks and burning resources on platforms that will likely never realise their potential, marketers are shifting their focus to outcomes. DaaS delivers fully managed, turnkey demand generation programs that produce the one thing every marketer is accountable for: pipeline.
Why Demand-as-a-Service is Gaining Momentum
1. Marketers are resource-constrained:
According to Gartner, nearly 70% of CMOs are expected to cut budgets in 2024 while still delivering more qualified leads and sales opportunities. Meanwhile, our own research shows that the biggest challenge B2B marketers face is budget and resource constraints (48%). To adapt to these resource constraints, 40% of B2B marketers are relying on external support, such as contractors or agencies. DaaS allows them to offload complexity, save time, and focus their in-house teams on strategy, not execution.
2. The martech ecosystem is oversaturated:
With more than 15,000 tools and counting, marketers spend more time managing their technology stack than driving outcomes. For many, DaaS offers a relief valve—a simple, scalable way to generate demand without being tied to a specific platform.
3. Focus on outcomes, not tools:
B2B companies are moving toward pay-for-performance models. DaaS delivers measurable outcomes—pipeline, leads, and revenue—not just the promise of future results.
4. Scalability on demand:
Whether it’s launching a new product or penetrating a new market, marketers need to scale quickly. DaaS offers that agility, providing the ability to ramp up campaigns without the time and cost of adding internal headcount or tools.
The Future of B2B Marketing
Much like the SaaS revolution, where software shifted from an on-premise tool to a service, we’re seeing a similar market transition with demand generation. Demand-as-a-Service aligns marketing with the speed and scale of today’s B2B buyer journey.
At Pipeline360, we’ve seen firsthand how DaaS is transforming businesses. By eliminating the guesswork and delivering demand when and where it’s needed, we help marketers get back to what they do best—driving growth and building meaningful connections with their audiences.
The shift is clear: marketers want outcomes, not overhead. They need partners, not platforms. Demand-as-a-Service is how they’ll get there.
If you’re ready to unlock demand without adding complexity, it’s time to take a serious look at DaaS. Because in today’s fast-paced B2B landscape, demand waits for no one.
time to adopt AI is now. As the competition grows fiercer and buyer expectations continue to evolve, AI will be the differentiator that sets successful marketing teams apart. Whether it’s enhancing efficiency, improving lead quality, or delivering personalised experiences at scale, AI is shaping the future of B2B marketing—one campaign at a time.
