Summary
A recent survey reveals that two-thirds of B2B marketers are adapting their lead generation strategies in response to market challenges, including economic volatility and AI disruption. The 2025 State of B2B Marketing survey indicates that 69.9% of marketers are prioritizing content creation—such as thought leadership articles and podcasts—to engage prospects. Nearly half (48.9%) are increasing their focus on social media platforms like LinkedIn, Instagram, and TikTok. Additionally, over 40% are leveraging employees as influencers and deepening relationships with key accounts. These shifts reflect a broader trend toward more personalized, agile lead-generation approaches.
Marketing Week
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