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SBT Signal Digest — July 2025: AI-Powered Demand Gen Is Splitting the Market in Two

This month we're watching a sharp divergence in B2B demand generation performance — between teams that have operationalized AI across their funnel and those still running AI as a pilot. The gap is no longer theoretical. We cover three signa

SBT RESEARCH Precision demand-gen · Content Library
Resource · 3 min read · August 2026 Updated 2026

SBT Signal Digest — July 2025: AI-Powered Demand Gen Is Splitting the Market in Two

SBT Research Editorial Reviewed by our editorial team

About the guide:

This month we're watching a sharp divergence in B2B demand generation performance — between teams that have operationalized AI across their funnel and those still running AI as a pilot. The gap is no longer theoretical…

This month we're watching a sharp divergence in B2B demand generation performance — between teams that have operationalized AI across their funnel and those still running AI as a pilot. The gap is no longer theoretical. We cover three signals shaping pipeline strategy right now: intent-data saturation, AI-native content at scale, and the collapse of MQL as a primary handoff metric. Analyst-graded. Actionable throughout.

In this guide, you'll learn:

  • Why intent-data saturation is causing platform churn — and what first-party signals should replace it.
  • How to run a hybrid AI-human editorial model that scales content without sacrificing buyer trust.
  • Why the MQL handoff metric is being retired by top-quartile teams and what replaces it in your SLA.