Source: Shutterstock
It might be a hazy memory, if a memory at all, but not too long ago B2B lead generation was defined by cold calling, fax machines and trade shows. The arrival of the internet in the 90s was a revolution, giving rise to email marketing, CRM and SEO, paving the way for the tactics in today’s modern marketing toolkit.
Many of those traditional methods still have a role to play, but in 2025 lead generation is fast becoming more sophisticated and personal, with marketers placing greater importance on data-driven insights, creating value and building deeper relationships with clients.
According to Marketing Week’s 2025 State of B2B Marketing research, lead generation has become a bigger priority for seven in 10 B2B marketers over the past three years. That change is happening across organisations both big and small, with 73% of marketers in SMEs (250 employees and under) and 70% at larger businesses registering a change in gear.
Canva is one such brand which has evolved how it identifies and nurtures B2B leads. Since launching its enterprise offering last year, head of B2B marketing, Emma Robinson, says lead generation has “grown up” into a much more sophisticated data-driven engine.
“It is no longer about chasing volume at the top of the funnel, it’s about creating value at every step of the customer journey,” she says. “That shift has turned B2B demand generation into a true growth engine – one that creates pull, not just push. Today, we’re connecting product signals, intent data and content themes to engage organisations.”
Lead generation is evolving from conversion to influence. We operate in long-cycle industries where buying decisions can take years.
Joanne Woo, ABB Global
Practically speaking, Canva has moved beyond static campaigns to “dynamic, visually personalised experiences” that speak to each audience – whether it is a CMO, creative director or sales leader.
As the appetite for ‘how-to’ and product education content continues to grow, Canva has been doubling down on channels that blend credibility with creativity, from LinkedIn thought leadership, to user generated content and community-led experiences like annual event Canva Create.
The biggest shift, however, has been the rise of data storytelling and AI. Predictive insights are helping to pinpoint high-value accounts earlier in the journey, while AI enables personalised outreach at scale.
“It’s about meeting decision-makers where they are,” says Robinson.
Marketing Week’s data reveals tactics for generating leads are changing for two-thirds of the 450 marketers surveyed. Irrespective of business size, some 70% are placing a greater focus on using content to drive engagement, followed by a bigger focus on social media (49%).
Global professional services firm EY has been taking a “multimodal” approach to content, which means considering the different personas and consumption habits of its clients.
“It is less about the channels and more about making sure that personalisation works for individuals,” explains global marketing lead, Kate Mackie.
While LinkedIn works particularly well for long-form thought leadership and network building, EY is increasingly considering how TikTok and influencers can engage younger clients.
“It is about how we take that long-form content and make it into fragments that are consumable and composable,” says Mackie.
She has implemented an internal AI video creation tool that allows account teams to make personalised videos for clients.
“It means they can respond to regulatory topics with timely, engaging video assets that resonate with clients and prospects,” Mackie explains.
Marketing Week’s data shows other B2B marketers are taking a similar approach, with 45% using employees as influencers to raise brand awareness. Firms are finding this approach an effective way to make marketing feel more personal and build trust with clients, which aligns with the growing focus on developing deeper relationships with key accounts.
‘Brand gravity’
Developing deeper relationships with key accounts was highlighted as another priority area for 44% of marketers, including global vice-president, division head of marketing and communications at electrification and automation business ABB Global, Joanne Woo. Her attention is shifting from generating leads to generating trust.
“Lead generation is evolving from conversion to influence. We operate in long-cycle industries where buying decisions can take years, so success isn’t measured by downloads or clicks – it’s about being on the customer’s ‘First call list’ when they’re ready to act,” she explains.
As such, ABB has been making a concerted effort to use content that creates “genuine value and emotional connection.” Campaigns are increasingly being designed to resonate with the experiences of customers, featuring ABB employees and customers.
Robinson, meanwhile, highlights how B2B customers are placing greater importance on finding the right partners.
“They are looking for alignment in shared values, ways of working and a culture that sets the foundation for a lasting partnership,” she says.
While 35% of survey respondents are placing a greater focus on performance marketing to drive leads, Mackie is increasingly considering the importance of ‘brand’ in the overall picture.
Two-thirds of B2B marketers say lead gen tactics changing
At EY, where sales cycles can take up to 18 months, the strategy has evolved from a “narrow” focus on lead generation to a more holistic approach that balances long-term brand building with short-term growth.
“Separating the two is where the race-to-the-bottom of performance marketing can happen,” she says.
Whereas, opening the aperture at a brand level and bringing conversations in at that point provides EY with a bigger pool to play in.
“For us, it is not necessarily about individual leads, but nurturing the buying demand unit as they get closer to a sale. It’s about brand gravity – how we ensure the brand is on the longlist and becomes part of the shortlist that turns into the lead,” Mackie explains.
The majority of marketers might be looking to drive engagement via content and social media, but other methods are still in the mix. Over a third (35%) are ramping up their presence at events, while 23% are leaning into direct marketing. Just 17% say sponsorships are becoming more of a priority.
The enduring importance of networking
Where direct mail and telemarketing once played a key role for Northstar Travel Group’s The Meetings Show, the team have been shifting investment towards partnerships and networking.
“Post-Covid, we’ve recognised some channels don’t require the same investment as before, now that many people work primarily from home,” says senior marketing manager Emily Roberts. “We’re investing more strategically in event attendance, ensuring the right team members are at the right events and sponsoring initiatives that align with our values to keep The Meetings Show brand front-of-mind.”
This type of lead generation lends itself better to some industries than others, such as the hospitality industry. Attending exhibitions, industry events and networking opportunities continues to be essential for The Belfry Hotel and Resort’s marketing director, Gail Aldridge, as does providing the sales team with “high-impact, visually engaging marketing materials”.
“What has evolved is how we deliver that support,” says Aldridge. “We’re now using more dynamic and digitally advanced tools – from CGIs and fly-throughs to dedicated video content – all complemented by strong traditional marketing.”
For us, it is not necessarily about individual leads, but nurturing the buying demand unit as they get closer to a sale. It’s about brand gravity.
Kate Mackie, EY
The Belfry has also strengthened its relationships with “market experts” to raise awareness of the brand and business offering. Alongside having a stronger presence at events, the business has been increasing it visibility in the press with more thought leadership.
“This approach ensures we reach the right audience at the right time with content that truly resonates,” says Aldridge. “It drives higher-quality leads, stronger engagement and growth for our expanded business offering.”
Of course, the inherently long nature of sales cycles presents several challenges for B2B marketers. Notably, it can be tricky to demonstrate the effectiveness of lead generation strategies compared with B2C. The numbers might be there, but lengthier decision-making processes makes it difficult to attribute conversion directly to specific lead generation tactics.
Measurement strategies that take into account the full spectrum of B2B lead generation are fundamental.
“We measure success across the full funnel, and ensure marketing and sales work hand-in-hand from first touch through conversion,” says Roberts. “To bring the rest of the organisation along, we focus on transparency and collaboration. We share results quickly, celebrate quick wins and involve teams early when refining our approach.”
‘Massive superpower’: What do we mean by financial fluency?
The brand has also been investing in tools and training so everyone understands their role in delivering and nurturing quality leads.
“As the process evolves, this shared ownership keeps us aligned and moving forward,” Roberts adds.
It is a sentiment echoed by Robinson, for whom ‘good’ lead generation means “more than pipeline”.
“It is about the quality of engagement, cross-functional alignment, and operating with discipline and accountability while delivering meaningful and measurable customer impact,” she says.
According to Robinson, B2B lead gen is seen as a company-wide function and not just a marketing motion.
“Product signals fuel marketing intelligence, customer success insights shape our content strategy and AI helps us scale efficiently, without losing the human touch. Sharing dashboards, creative excellence and customer stories helps us all feel connected to our mission,” she adds.
AI and automation
From content generation to automated nurture sequences, AI is playing an increasingly important role for many B2B marketers, who are harnessing opportunities to improve the efficiency and personalisation of lead generation tactics.
There remains, however, a disconnect between use and skills. While 76% of marketers say the focus on AI has ramped up in their business over the past 12 months, half are still grappling with the skills gap.
If large language models are only set to become more intelligent, how can marketers keep up? It is a challenge both Woo and Mackie have been working to address as they incorporate AI and automation into their lead generation strategies.
“As formal education and training in AI skills still lag, it results in a shortage of AI talent than can effectively manage these technologies and demands,” says Mackie. “We’ve made it a priority to equip our people with AI tools that empower them to plan more creative executions for lead generation.”
Woo has been investing in training to ensure her team can build AI capability effectively.
“Successful adoption of AI in lead generation depends on data intelligence – combining behavioural and engagement data, such as website activity or content interaction, with historical and intent data to uncover real-time buying signals,” she says.
For ABB, this has meant shifting from SEO to ‘GEO’ – generative engine optimisation – to understand how generative AI algorithms create and surface content. Then it is about adapting the strategy so ABB’s expertise and thought leadership is discoverable on AI platforms.
However, while technology can scale reach, but “it’s authenticity that builds relationships”, says Woo: “That’s what drives influence.”