"A good portion of form fill leads weren't ready to buy - rather, they were in the research phase. Leads that were ready to buy weren't always qualified or a fit for the purchase."
"Sales teams began to lose confidence in their marketing teams, as the high volume of leads didn't translate into a high volume of wins."
"In B2B, the idea of a singular funnel - where a lead enters via a form fill, gets handed off to a salesperson, and becomes a client - doesn't match how buyers actually make decisions."
"Simple lead generation models aren't built to support a non-linear buyer journey. They need to evolve to reflect how buyers actually engage."
Traditional B2B lead generation relied on high volume and straightforward processes, but many leads were unqualified or spam. Sales teams lost confidence as high lead volumes did not translate to wins. The buying cycle is non-linear, with prospects often lacking budget or needing broader approval. Simple lead generation models fail to support this reality. To adapt, marketing strategies should incorporate tactics like AI search to better align with how buyers engage and make decisions.
Read at MarTech
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