B2B marketers are being advised to focus on fewer, high-impact strategies to drive pipeline growth in 2025, as data shows that a small number of channels account for the majority of results.
A new survey by Insight Onsite, based on responses from over 100 companies, highlights the increasing role of AI and predictive analytics in pipeline generation while reinforcing the need for businesses to reassess ineffective marketing efforts.
The research found that 70% of marketing-driven pipeline comes from just four channels: SEO, events, social media, and paid search. Despite this, many organisations continue to spread resources across multiple low-impact programs, with half of surveyed companies using 11 to 15 different pipeline channels, often with minimal return beyond the top performers.
Marketing consolidation: cutting what doesn’t drive results
The findings suggest that marketing leaders need to prioritise efficiency by concentrating resources on channels that generate the highest returns. While events remain the biggest driver of pipeline, SEO remains a key player despite ongoing shifts in generative search trends, with 80% of marketers actively testing new tactics to adapt.
Marketing teams are also producing large amounts of content, but not all of it contributes meaningfully to demand generation. 46% of companies create six to ten different types of content, yet many of these fail to drive significant pipeline impact. The survey found that case studies, first-party research, and third-party research reports are the most effective at proving ROI and generating leads, yet 72% of marketers say they do not have enough case studies to fuel demand effectively.
With pressure mounting to justify marketing spend, businesses are being urged to reassess long-standing strategies, cut underperforming programs, and reinvest in content that directly validates customer success.
The evolving role of AI in pipeline generation
AI adoption is increasing, with 87% of companies using AI for demand generation tactics. However, results remain inconsistent. While AI is being widely used in SEO and email marketing, its effectiveness in these areas is not yet matching the rate of adoption.
Marketing teams are being encouraged to test and measure AI’s impact carefully, focusing on areas where it can enhance productivity and efficiency rather than simply automating individual tasks. The data suggests that AI is best deployed in processes that improve scalability, such as SEO optimisation, content personalisation, and audience segmentation.
Pipeline-focused marketing: aligning teams around revenue
Despite these advancements, marketing success is still often measured using outdated metrics. The survey found that nearly 25% of companies still track marketing-qualified leads (MQLs) as their primary success metric, despite the well-documented uncertainty around down-funnel conversion rates.
Insight Onsite recommends that organisations shift towards pipeline creation as a shared goal for go-to-market (GTM) teams, aligning marketing, sales, and revenue operations around a common success metric. Businesses that optimise marketing around total pipeline rather than early-stage leads are likely to see more accurate performance tracking and improved alignment across teams.
Strategic focus for 2025
As marketing budgets face increased scrutiny, the data highlights the need for businesses to focus on high-performing channels, prioritise data-driven content strategies, and use AI where it delivers measurable impact.
Eliminating low-impact programs, aligning marketing goals with pipeline creation, and adopting AI strategically will be key for B2B marketers aiming to drive sustainable growth in 2025.
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