Your Comprehensive Guide To Lead Generation In 2025 and Bey…

Built for marketers under pressure to perform, this guide tackles lead gen in 2025. Discover sharper strategies, smarter targeting, and ways to turn insight into action.

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Your Comprehensive Guide To Lead Generation In 2025 and Beyond

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Your Comprehensive Guide to Lead Generation in 2025 and beyond

Introduction: Rising Challenges for Today’s Marketers

Contents

Introduction: Rising Challenges for Today’s Marketers Your Guide to Lead Generation Quality Above All Else Documenting Your Strategy Personalization and Remarketing Strategic Outsourcing and Partnerships Channel Usage Flagship Activations and Outbound Campaigns Mixing Markets Client Case Study: Turning Challenges into Conversions Aviatrix Challenge Solution Result

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From cold calls to digital campaigns, lead generation has changed a lot over the past 50 years. And it’s still changing. Stricter data rules, disappearing cookies, and more cautious buyers mean the old ways of targeting just don’t work like they used to. Add in tighter budgets and longer decision cycles, and marketers are facing a very different playing field compared to even a few years ago.

That’s why it’s time to move past vanity metrics and focus on lead generation that actually delivers—high quality, consistent, and built to drive results. We have outlined the fundamentals of generating leads today. Read on to learn more and discover new growth opportunities using scalable marketing tactics to generate high-quality leads.

Key Takeaways About TI Marketing Solutions

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Your Comprehensive Guide to Lead Generation in 2025 and beyond

Your Guide to Lead Generation

Documenting Your Strategy

Only around 40% of B2B marketers have a documented content strategy—and even fewer have a clear lead generation plan in place. That means most teams are still guessing what works, instead of building on what does. Documenting your approach helps you track performance, plan budgets, and test new ideas with purpose. It’s not just admin— it’s how top marketers stay focused and scale what works. To build a solid lead generation strategy, budgeting needs to be part of the process from the start. That means getting clear on what you can realistically invest—and what returns you expect. Without this, it’s hard to prioritize channels, test new ideas, or scale what works. According to the Content Marketing Institute’s 2024 report, 45% of B2B marketers expect their content marketing budgets to increase this year—showing a clear shift toward greater investment in long-term growth and lead quality. Whether you’re spending $1,000 or $10,000 a month, the key is to tie that spend to performance and revisit your approach regularly. Auditing your campaigns at least twice a year gives you the insight to refine your messaging, focus your spend, and make confident decisions.

40%

of B2B Marketers have a documented content strategy

45%

of B2B Marketers expect their content marketing budgets to increase in 2025

Quality Above All Else

78%

Recent changes to Google’s search engine algorithm mean marketers must re-evaluate their lead generation strategy. More specifically, Google’s 2025 Helpful Content Update prioritized informative, quality content. While this has always been Google’s goal in many ways, more of users’ time is spent on Google’s platform via featured snippets and knowledge panels that provide direct answers to users. Crucially, these are often generated from one of the top hits, meaning top-ranking SERP positions aren’t the leading SEM metric anymore. Rather, marketers need to focus on creating quality content that performs well online and effectively retains users who visit their website(s).

An effective content marketing strategy hinges on optimizing for higher click- through rates and lower bounce rates, which is a great place to start. The goal is to publish high-quality content consistently. It’s about crafting unique, well-structured content with strong internal links, offering original insights through research, engaging articles, videos, webinars, and case studies. Furthermore, it’s cost-effective to repurpose existing marketing assets, saving time and maintaining a high standard of communication with your audience.

of content marketers conduct content audits at least once a year

84%

of B2B marketers say that LinkedIn delivers the best value for content distribution

63%

of marketers say that social media drives the highest ROI of all marketing channels

Your Comprehensive Guide to Lead Generation in 2025 and beyond

Strategic Outsourcing and Partnerships

In fact, 65% of B2B marketers say they outsource at least one content marketing activity , most often content creation itself. This model works particularly well for niche skills (like UX or SEO strategy), or time-heavy tasks (like social engagement, design, and research). It also allows teams to move faster and tap into specialized expertise when they need it most.

Lead generation is a multi-stage process, and marketing teams are often stretched thin trying to cover every part of it. In many cases, one person or a small team is still handling everything from content creation to performance tracking—which isn’t sustainable as demands grow. Instead of hiring in-house, more marketers are turning to outsourcing and partnerships. Working with agencies, freelancers, and AI-powered platforms offers a smarter, more flexible way to scale content without the overhead of new hires—especially in an economy where budgets remain under pressure.

Personalization and Remarketing

Personalization continues to play a key role in lead generation—helping marketers build stronger relationships with prospects and cut through the volume of information buyers are exposed to online. Yet many teams still aren’t set up to deliver it effectively. According to recent research, only 26% of B2B marketers feel their organization has the right technology in place to manage content across the business. While most are using standard platforms like social media schedulers and web/email analytics tools, fewer have adopted automation, AI, or localization tools to improve user experience and scale personalization. That’s changing—64% of marketers now use some form of AI or automation in their work , and more are investing in

CRM platforms to better capture and act on customer data. There’s still a big opportunity here for marketers willing to get ahead. Scalable personalization—using audience insights, automation tools, and dynamic content—can drive more meaningful engagement and better lead quality. AI-enabled chatbots and analysis tools also help guide users through your site and flag high-intent prospects earlier in the journey. A good place to start is remarketing to existing or lapsed customers. You already know their needs and behaviors—so it’s a smart way to personalize at scale and generate quick wins.

Your Comprehensive Guide to Lead Generation in 2025 and beyond

Modern lead generation is still driven by inbound strategies—but outbound channels, especially in-person events, are making a strong return. After years of uncertainty, in-person activations have become one of the most effective ways to build relationships and drive high-quality leads. In fact, 60% of B2B marketers say in-person events deliver the best results for their content marketing efforts —more than any other tactic. Of course, virtual and physical experiences can (and should) co-exist. Smart marketers are blending both— using webinars, online sessions, and gated replays alongside live attendance to maximize reach. It’s not always about the type of activation—it’s often about the timing. Starting with a webinar or virtual session can help warm up your audience before moving into a live event. That way, by the time you’re hosting something in person, you’ve already built interest and engagement— rather than launching cold. Live events also come with higher costs, so it’s worth making sure you have the audience and momentum in place to make the most of them. Flagship Activations and Outbound Campaigns

There’s also value in stretching each event further. Repurpose recordings into articles, podcasts, video snippets, or case studies to keep the conversation going long after the day itself. It’s a great way to drive engagement, land sponsorships, and keep your message front of mind across channels like email and newsletters.

Channel Usage Generating leads relies just as much on how content is delivered as it does on what’s being said. Social media remains one of the most popular channels for B2B marketers, especially for paid campaigns—LinkedIn still leads the way, used by over 95% of B2B marketers . That said, more businesses are shifting budget away from paid distribution and focusing on owned channels like email and websites. These platforms give marketers more control, especially in a time of constant algorithm changes and increasing privacy restrictions.

In fact, 76% of B2B marketers say email newsletters are critical to their content marketing success—making it one of the top lead-gen tools heading into 2025. There’s also steady growth in native advertising and direct sponsorships, with more marketers prioritizing formats that ensure visibility and avoid click fraud. These channels help brands deliver content that blends into the user experience—without relying on unpredictable social platforms.

60%

of B2B Marketers say in-person events deliver the best results for their content marketing efforts

65%

of B2B Marketers repurpose in person event content into other formats like articles, videos, or webinars

Top B2B Marketing Channels for Lead Generation in 2025

Email Newsletters

76%

95%

of B2B marketers say email newsletters are critical to their content marketing success

of B2B marketers use LinkedIn, especially for paid campaigns.

Your Comprehensive Guide to Lead Generation in 2025 and beyond

Client Case Study: Turning Challenges into Conversions

Mixing Markets

Expanding into new markets is an exciting step for any business—but it comes with challenges, especially when your audience speaks a different language or operates in a different regulatory or cultural environment. More marketers are localizing content to address regional needs—from shifting market trends to country-specific regulations. But translation alone isn’t enough. To connect meaningfully, content needs to reflect local priorities, tone, and buying behaviors. While localization efforts have increased in recent years, many B2B brands still don’t fully adapt their content for each market —missing out on leads as a result. Using external partners or native-speaking

freelancers can help bridge the gap and create content that resonates. The payoff? Better engagement, more qualified leads, and prospects who understand exactly how your solution fits their world.

Challenge

Aviatrix wanted to scale its presence and connect with more enterprise tech buyers —specifically senior IT decision-makers, but visibility alone wasn’t enough. They needed leads that were not just plentiful, but relevant and ready to engage. With an ambitious growth plan in motion, the pressure was on to drive quality conversations that could support pipeline development across new markets.

Solution

TI Marketing Solutions launched a highly targeted campaign using our Double Registration and High-Quality Lead (HQL) services. We activated content across TechInformed and top-performing partner platforms to maximize reach and relevance. Using a combination of intent data and firmographic filters , we identified and engaged the right enterprise contacts.

Leads were then qualified through a two-step process — form validation followed by manual review — to confirm quality and readiness.

Your Comprehensive Guide to Lead Generation in 2025 and beyond

Key Takeaways Modern lead generation is a dynamic and complex process. CMOs and marketing leads need to rethink their approach and use a mix of tools and tactics to improve both lead volume and quality. For example, marketing leads must adopt strategic outsourcing solutions and external partnerships to create quality content reliably and at scale, as well as document and audit their lead generation strategy to identify the highest- performing creative themes, elements and channels. What’s more, personalizing content via localization, translation, and targeted communications can help enhance customer engagement and enrich brand awareness. About TI Marketing Solutions

Result

2,187 64% 45%

qualified leads delivered in just 8 weeks

of leads matched Aviatrix’s target account list (TAL)

Reaching the right tech audience isn’t easy—especially when internal teams are stretched, and performance needs to be proven fast. That’s where TechInformed Marketing Solutions comes in. Built for marketers who need results, TI Marketing Solutions offers end-to- end support across content creation, distribution, and lead generation. Whether you’re trying to raise brand visibility, fill the pipeline with quality leads, or do both at once, every campaign is built to fit your goals, timeline, and audience. With access to a proprietary database of 131M+ tech and business decision-

makers and thousands of campaigns delivered to date, you’ll benefit from scale, speed, and precision targeting— without sacrificing quality. Content isn’t just content here. Backed by an editorial and research team from TechInformed, our work is rooted in real reporting, real insights, and tech stories in action. That means messaging that resonates, formats that convert, and audiences that are ready to engage. Be part of the conversations where technology meets action. To learn more, speak to our team today.

conversion rate from initial lead to marketing-qualified lead (MQL)

Strong performance across North America, EMEA, and APAC, with high engagement from senior tech decision-makers

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