Compensation trends for Demand Generation Managers in the tech industry are following much of the same patterns as seen in 2024, with some stagnancy juxtaposed against the continued search for a small number of select unicorns. However, 2025 is shaping up to be a transformative year for SaaS and other technology sectors, which is heavily influencing salaries for marketing roles in the space.
The latest Betts Compensation Guide reveals that while salary ranges remain consistent, the expectations and strategic importance of demand gen professionals are continuously evolving. In this blog, we will explore how Demand Generation Managers are taking on new responsibilities in data collection, AI adoption and more, and how these are impacting how these positions are compensated:
Demand Generation Marketing in 2025
Demand gen is slowly transforming as a function in 2025 with the major shifts in the technology industry. SaaS companies are increasingly going after bigger accounts at the midmarket and enterprise levels, generative artificial intelligence is granting new opportunities for automation in offices everywhere, and data is becoming both more valuable yet more voluminous.
However, these trends are also solidifying others, which have contributed to a general ongoing average salary compression for some roles. Higher rates are generally reserved for unicorns and newer hires, with the former often commanding up to 20% more than the standard pay band.
Demand Generation Manager Compensation Trends for 2025
Average base salaries for Demand Generation Managers in tech range from $120,000 – $150,000 across the United States, maintaining consistency with 2024 rates while reflecting subtle regional variations. The highest rates continue to concentrate in coastal tech hubs, with New York and San Francisco accounting for the largest ranges again. On-target earnings (OTE) remain highly dependent on experience (DOE).
| Position | NY/SF | Pacific | Mountain | Central | Eastern | Remote |
| Content Marketing | 110-160 | 110-150 | 100-140 | 100-140 | 100-140 | 100-140 |
| Demand Generation | 140-180 | DOE | 130-180 | DOE | 120-155 | DOE | 110-145 | DOE | 130-180 | DOE | 110-150 | DOE |
| Product Marketing | 150-200 | 160-230 | 150-200 | 160-220 | 150-190 | 160-220 | 140-190 | 150-200 | 140-200 | 150-200 | 140-190 | 150-200 |
| Event Marketing | 80-160 | 10% | 80-160 | 10% | 80-160 | 10% | 80-160 | 10% | 80-160 | 10% | 80-160 | 10% |
All compensation figures in thousands USD, with Base | OTE where applicable. DOE = Depends on Experience
Top Demand Gen Marketing Trends for 2025
Here are the key developments shaping demand generation compensation and hiring in the technology sector:
AI in Demand Gen Processes
AI has made its mark in tech marketing, with a majority of professionals adapting to leveraging the technology in everyday activities. However, while artificial intelligence tools can automate many traditional demand generation tasks, they have simultaneously elevated the importance of professionals who can strategically direct these capabilities and interpret their outputs. The key differentiator is practical application: candidates who can demonstrate the ability to successfully capitalize on AI-powered attribution models, automated campaign optimization or scaled personalization efforts will typically command higher compensation.
Data Orchestration
Modern demand generation measurement incorporates intent data integration for understanding prospect research behavior and buying signals, insights for measuring engagement at the account level and revenue attribution models connecting marketing touchpoints to closed revenue. This shift toward data-driven operations has elevated analytical capabilities from a nice-to-have to mission-critical, creating more demand (no pun intended) for marketers that can build reliable workflows for leveraging actionable insights.
Unicorn talent is defined here by the ability to demonstrate proven data architecture experience, commanding a higher range for compensation. When evaluating candidates, focus less on their ability to read reports and more on their experience building the systems that generate those insights.
Mid-Market Demand Generation
Mid-market tech companies are experiencing a sharp resurgence in 2025, with double the hiring activity compared to last year. After periods of restructuring and recalibration, these organizations have reset and are now gearing up to meet their growth goals.
This is creating an interesting dynamic for marketers that are able to effectively scale demand generation campaigns with less resources. You will want to search for candidates who have proven they can deliver enterprise-level results with a mid-sized budget, and that understand how to stand out in this competitive space in the SaaS market.
Account-Based Marketing Techniques
Account-based marketing (ABM) remains crucial in tech, particularly for targeting high-value accounts, combining demand gen with targeted sales efforts to focus on prospects that are more likely to convert. As technology companies seek to secure more reliable revenue streams, including outside of the enterprise market, ABM will become even more integral of an outreach strategy. What is key for Demand Generation Managers is being able to ensure alignment between account-based marketing efforts and sales operations, focusing on collaboration to achieve the best results.
Transform Your Demand Gen Hiring Strategy with Live Comp Data
Navigate the complexities of demand generation talent acquisition with confidence using Comp Engine, our real-time compensation intelligence platform. Access current market data based on actual placements to ensure your offers align with the evolving expectations of top Demand Generation Managers who combine strategic thinking, technical expertise, and revenue-driving capabilities.
Access Comp Engine here to leverage data-driven insights that help you secure the demand generation leadership your organization needs to capitalize on 2025’s growth opportunities.