Your Comprehensive Guide To Lead Generation In 2025 and Bey…

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