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?
Predictive analytics in marketing is one of the most relevant trends in today's marketing landscape, as it enables anticipating future consumer behaviour based on data. Although marketing has traditionally lagged behind other fields in using data to inform decisions, it now benefits from vast amounts of information thanks to the digital environment.
