If your sales team has more free time than they should lately, you’ve likely got a serious problem: you're missing leads. But not just any leads. We mean those contacts that can actually turn into customers. The decision-makers. The ones with budget. The ones who need what you offer.
For far too long, B2B marketing has focused on generating leads, neglecting what truly matters: business impact.
In 2025, businesses face a complex landscape: consumers are saturated with messages and increasingly demand brand authenticity. In this context, two key marketing goals — lead generation and brand awareness — not only coexist, but must be integrated into a single strategy to maximise results.
The current B2B marketing landscape has shifted dramatically. In a setting where the sales cycle can last between 1 and 5 months (and even longer in industrial or tech sectors), generating quality leads is no longer just a competitive advantage—it’s a strategic necessity to maintain a steady pipeline of opportunities.
If you thought Google was the undisputed king of organic traffic online, get ready for a revolution just around the corner. Generative artificial intelligence is advancing rapidly and, according to a recent study by Semrush, could surpass traditional search engines in generating website traffic by early 2028. Want to know why this is a unique opportunity for your business?
