Written by: Vickie Sullivan  |  February 20, 2025

Struggling With B2B Lead Generation Challenges? You Aren’t Alone

Are you having trouble generating new business? You’re not alone. Pipeline360 found that several companies struggled with B2B lead generation challenges. In fact, 47% of B2B marketers didn’t reach last year’s goals. The reasons: lower budgets and economic slowdowns.

These findings apply statistics to our real-world experiences, confirming our instincts:

• New buyers are harder to find. One of today’s biggest B2B lead generation challenges is identifying the right buyers. Budget cuts have forced teams to consolidate roles, which means buyers often take on multiple responsibilities. As a result, our buyers do not hold traditional job titles. Informal buyers remain hidden from public view, potentially explaining why 26% of participants report difficulties in reaching individuals within buying groups.

• Short sales cycles are no longer the norm. Remember the good old days when you could talk to a buyer and, bam, the deal was done? Not anymore. The study finds that 49% report average sales cycles between three and eight months, and almost 20% say their cycles last longer than a year.

The bottom line is that B2B lead generation challenges aren’t going away, and high-quality leads are not falling out of the sky for anyone. You aren’t doing anything wrong. However, strategies like content syndication (posting the same article on different websites) can make a difference, according to 79% of respondents.

Perhaps it’s time to adjust your expectations for the marketplace and stop playing the “what am I doing wrong?” game. It’s a waste of time and energy. Instead, consider different ideas that can be effective right now.

Now Read This:

• From Panic to Power: How to Turn a Tough Task into a Learning Opportunity
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road

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