The leading driver of marketing-sourced pipeline for companies: events. That’s according to Insight Partners’ February 2025 survey that analyzed more than 100 companies in the venture capital and private equity firm’s portfolio to determine the most effective pipeline generation strategies and tactics.
In all, 70% of marketing-sourced pipeline was driven by just four programs: events, of course (30%); then search engine optimization (19%); paid search, like utilizing Google Ads (13%) and social media (8%), according to Insight Partners. This was true regardless of stage of growth and deal size.
The data serves as proof that “organizations should aim to balance AI and automation with human touch,” according to Insight Partners director David Madding. “Maintaining a human element in interactions is crucial to ensure customer satisfaction and foster trust,” he added in a commentary Insight Partners posted on 2025 predictions for GTM leaders and founders.
“I expect the value of in-person events to increase as people seek genuine human connections in response to the proliferation of AI-generated content and digital interactions,” Madding said, noting that “large, in-person events drive 18% and were ranked the second most effective tactic in driving pipeline.”
Event marketing expert and Cast Influence founder Justin Kraft’s response to the report was simply: “In-person relationships matter. Events matter.”
It’s a positive outlook to report on around the latest Global Meetings Industry Day (GMID) on April 3, which highlights the powerful social and economic impact meetings, trade shows, conferences and other business events have on people, corporations and communities. That impact is surely more powerful than ever, with the event and exhibition market size anticipated to surge to $50.66 billion in 2025—a 6.3% year-over-year increase from 2024’s $47.66 billion, according to The Business Research Company.
For companies to also achieve YoY similar growth as well as “optimize marketing spend and increase ROI, reduce the number of channels you’re working across,” according to Insight Partners. The obvious focus: events, SEO, paid search and social media.
That optimization is largely coming in the form of generative search—which uses AI to get a better grasp on user intent and thus generate more insightful content in response to prompts— Insight Partners noticed among its clients. The firm said that 87% of the companies involved in its survey are using AI in demand gen tactics. However, just 65% of them are reporting a direct positive impact from AI in at least one pipeline-driving. (Still, that’s more than half.)
The takeaway: Don’t implement AI just for the sake of it—or even ditch it altogether simply because there are companies out there reporting no improvement from implementing AI. Rather, “ensure your marketing teams are testing and measuring AI’s impact, focusing on areas where it can drive efficiency,” Insight Partners suggested.
Here’s a to-do list for marketers, courtesy of the VC and PE firm, and paraphrased by Vendelux:
- Create a common goal that creates alignment across teams, because “pipeline creation is a better indication of success than MQL (Marketing Qualified Lead) creation.”
- Focus, test and regularly assess ROI—especially important on “staying abreast of the ever-evolving SEO landscape and generative search,” per Insight Partners.
Bonus tip: Reallocate resources spent on programs not contributing to pipeline “to high-impact activities that deliver scalable results.”
- Leverage AI for impact by using it on SEO, content creation and personalized outreach rather than blanket implementation.
