Your Comprehensive Guide To Lead Generation In 2025 and Bey…

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.