Many B2B companies invest in demand generation, yet struggle to see ROI. Why? Because most programs are too slow, too scattered, or misaligned with actual buying behaviour.
Here’s what’s wrong—and how to fix it.
1. The Slow Burn: Why Traditional Demand Gen Takes Too Long
B2B sales cycles are long, but that doesn’t mean demand generation should feel like watching paint dry. Too many companies rely on top-of-funnel vanity metrics (impressions, clicks, MQLs) without focusing on how those leads convert downstream.
Fix It: Move Faster Without Losing Depth
- Use intent data to target buyers already showing interest.
- Speed up lead qualification with automated scoring and fast-tracked sales outreach.
- Combine paid and organic demand gen - organic takes time, but paid ads can drive momentum quickly.
Learn how RevOps strategy helps align marketing and sales for faster conversion.
2. The Scattergun Approach: Too Many Tactics, No Cohesion
Many B2B marketers chase every shiny object—LinkedIn ads, webinars, content syndication, cold outreach—without a cohesive demand generation strategy. The result? Scattered efforts, weak messaging, and wasted budgets.
Fix It: Build an Integrated Demand Gen Engine
- Pick 2–3 primary channels that align with your audience (e.g., LinkedIn + SEO + targeted email campaigns).
- Repurpose content strategically – one high-value asset should fuel blog posts, social, email, and sales enablement.
- Ensure paid and organic efforts work together rather than running in silos.
See how B2B marketing strategy aligns tactics for better results.
3. The MQL Trap: Why Sales Doesn’t Trust Your Leads
Many B2B companies obsess over MQLs—but if those leads aren’t ready to buy, they’re just a vanity metric. When sales teams consistently ignore marketing-generated leads, it’s a sign that demand gen isn’t working.
Fix It: Focus on Pipeline, Not Just MQLs
- Align lead qualification with sales input—if sales won’t call them, they shouldn’t be MQLs.
- Implement progressive profiling to gather more buyer data before pushing leads to sales.
- Track SQLs (Sales Qualified Leads) and pipeline velocity, not just MQL volume.
Companies that prioritize sales pipeline quality are 2x more likely to exceed customer acquisition expectations (Gartner).
Learn how HubSpot CRM improves lead quality and sales alignment.
4. Boring, Generic Content That Doesn’t Resonate
Most B2B content is too broad, too safe, and too forgettable. If your content sounds like every other company’s whitepaper, it won’t generate demand; it'll just get ignored.
Fix It: Create High-Impact Content That Stands Out
- Use data, humour, or strong POVs to break through content fatigue.
- Make content hyper-relevant—specific to your industry, audience, and real-world pain points.
- Go beyond blogs—experiment with interactive tools, videos, and LinkedIn thought leadership.
Explore how original content production can elevate B2B demand gen.
5. Not Measuring What Actually Matters
Most demand gen reports focus on traffic, form fills, and MQLs, but what about pipeline impact, deal velocity, and revenue growth? If you’re not measuring true business outcomes, you’re optimizing for the wrong things.
Fix It: Shift to a Revenue-Driven Measurement Model
- Track pipeline contribution – how many MQLs turn into actual sales conversations?
- Monitor lead-to-revenue velocity – how fast are leads progressing?
- Align KPIs across marketing & sales, not just within marketing.
B2B marketers with a high level of confidence in their data strategy are three times more likely to report a substantial revenue increase over the past year than those who are less confident (Anteriad).
See how strategic reporting helps track real demand gen impact.
Final Thoughts: Fix Your Demand Gen, Fix Your Growth
B2B demand generation shouldn’t feel like guesswork. If your strategy is too slow, too scattered, or too focused on vanity metrics, it’s time for a smarter, more integrated approach.
- Focus on high-intent, high-impact activities
- Align marketing, sales, and revenue KPIs
- Create content that actually gets attention.
Next Step: A demand gen strategy that actually works. Let's talk.
