Observed Signal · Mar 22, 2022 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Are Lead Generation Days Over for B2B Marketers?
B2B marketers are questioning whether traditional lead generation is over as complex buying committees and digital research reshape the purchase journey. The article examines a shift from lead-to-MQL tactics toward 'revenue marketing,' in which every marketing activity is tied to demand generation and long-term growth. A DemandSpring benchmark study cited in the piece found 82% of marketers are measured on pipeline initiated, up 12% from 2021. Experts at CONTENTgine and Refine Labs say leads are still necessary, but a lead-centric focus can waste resources and emphasize short-term metrics. Critics point to gated content, arbitrary scoring, and aggressive nurturing as outdated. Recommendations include investing in intent data, content intelligence, and customer data platforms, and aligning sales, marketing, customer success, and product around common goals.
Analytical article on B2B marketing strategy shift from lead generation to revenue marketing; no concrete company announcement, funding, or market-moving event.
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Key Takeaways & Evidence Grounding
- DemandSpring's 2022 B2B revenue marketing study found 82% of marketers are measured on pipeline initiated, up 12% from 2021.
- McKinsey research cited in the article says B2B buying committees rely on 10 or more digital sources before purchasing.
- CONTENTgine's Ben Lefkowitz said leads are still essential to building a path to revenue.
- Refine Labs' Tory Kindlick said lead-centric approaches can misallocate resources and budget.
- The article was published by CMSWire on March 22, 2022.
Connected Companies & Entities
1 Entity mapped“Tory Kindlick, VP of demand generation at B2B demand strategy specialists Refine Labs, said a lead-centric approach can lead to a misallocat...”
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