Beyond lead gen: Building a lasting B2B brand

In B2B marketing, lead generation has long been the darling of marketing strategies, promising quick wins, immediate ROI, and the ever-coveted MQLs (Marketing Qualified Leads). But as the business landscape evolves, so too must our approach to B2B marketing. 

While lead generation (lead gen) still holds value, there’s an undeniable shift taking place — from simply generating leads to building long-term, resilient brands.

Let’s explore why B2B branding is becoming increasingly important, how the overreliance on lead gen is limiting business growth, and why forward-thinking brands are finding success by balancing lead gen with brand-building strategies.

The evolution of B2B marketing: From leads to brands

For years, B2B marketing has largely focused on immediate, quantifiable outcomes. Sales departments wanted leads, and marketing teams delivered through a systematic, often formulaic, lead gen model. It was a model that worked, especially in industries where long buying cycles were the norm (looking at you, SaaS). By driving leads into a sales funnel, businesses could monitor progress, track engagement, and measure success in real-time.

But here’s the flip: B2B marketing has always been about the long game. A lead gen-first approach, while useful in short-term bursts, is a one-dimensional solution that neglects the true power of building a brand. Today’s B2B buyers are savvier than ever. They’re no longer simply browsing through lead magnets or content funnels—they’re actively seeking out brands they know, trust, and respect.

As renowned GTM strategist and B2B growth guru Chris Walker points out, the problem with the traditional B2B lead gen model is that it’s increasingly broken. Overemphasis on short-term metrics and low-intent leads has created a vicious cycle, with marketers pouring ad spend into attribution models that overlook long-term value. This evolving B2B buyer behaviour has brought brand-building to the forefront of modern marketing strategies.

Lead generation: The once-dominant model

For a long time, lead generation was king in B2B marketing. It’s easy to see why. Lead gen offers measurable ROI and a clear pathway for marketers to align their efforts with sales targets. The transactional nature of lead gen, particularly through tactics like gated content, PPC advertising, and email campaigns, provides almost immediate gratification.

Lead gen models have always been especially attractive because of their predictability. Marketing teams can track where leads came from, calculate the cost per acquisition, and report back to the C-suite with solid numbers. It’s a performance-driven, numbers game. 

But this focus on immediate results overlooks the long game. Buying decisions in B2B are not impulsive—they require time, trust, and multiple touchpoints. By focusing too much on lead gen, businesses risk creating a revolving door of low-intent leads while neglecting the bigger picture: brand perception and customer loyalty.

The limitations of lead gen

This lead gen obsession comes with its own problems: 

1. Too much focus on short-term wins: Marketing teams often optimise for lead volume rather than quality, which leads to bloated pipelines full of low-intent leads. 

2. Wrong channel prioritisation: Some attribution models frequently prioritise channels that drive immediate actions (clicks, downloads) over those that nurture long-term relationships. This results in a cycle of continually chasing leads, without investing in the deeper work required to build a strong, sustainable brand.

3. Struggles associated with B2B buying cycles: In a world where decision-making is rarely linear and involves multiple stakeholders, the quick lead isn’t always the best lead. More often than not, B2B buyers are engaging with your brand in ways that don’t immediately translate into a lead but are critical to their overall decision-making journey. 

Moreover, lead gen models are often broken because they prioritise attribution over actual buyer intent. Many marketers spend heavily on ads that generate leads but don’t necessarily drive conversions or foster long-term relationships. This disconnect between marketing and actual business outcomes is one of the reasons why more B2B companies are beginning to re-evaluate their lead gen-heavy strategies.

The reality is that modern B2B buying cycles don’t always align with lead gen tactics. Buyers may interact with your brand across multiple channels over an extended period before making a decision. If all you’re focused on is capturing leads through gated content or PPC, you’re likely missing out on these valuable, long-term engagements.

As a result, these shifts contribute to one of the key reasons why branding is becoming more important in B2B marketing today.

Why branding matters in B2B

Let’s get one thing straight: branding has always mattered in B2B. The difference today is that its importance has skyrocketed as buyer behaviour has changed.

Branding in B2B marketing builds trust, credibility, and customer loyalty. These are all factors that lead gen models, by design, can’t fully capture. Today’s B2B buyers have access to more information, more options, and more ways to compare products and services than ever before. 

They’re more likely to choose a brand they’re already familiar with or one they’ve come to trust over time. This trend shows that brand awareness is now considered the most critical factor for future business growth, even surpassing demand generation in importance.

In this landscape, the power of branding is about pre-empting the buying decision. When a business already has brand recognition, prospects are more inclined to skip the discovery phase entirely. This means they’re not merely entering your sales funnel because of a single lead gen touchpoint—they’re already in your orbit, drawn in by the strength of your brand.

Branding allows businesses to build lasting relationships with potential customers before they even enter the sales pipeline. It provides a framework for trust and credibility that lead gen alone can’t deliver. It ensures that when buyers are ready to make a decision, your brand is at the top of their minds.

Balancing branding and lead gen

Here’s the thing: it’s not about abandoning lead generation altogether. It’s about balance. Lead gen still plays a crucial role in any B2B marketing strategy, but it needs to be complemented by robust brand-building efforts.

In a balanced approach, branding should work hand-in-hand with lead gen to create a holistic marketing strategy. Lead gen helps capture immediate leads, while branding builds the long-term trust needed for sustained customer relationships. Together, they ensure that your business isn’t just focusing on short-term wins but is also laying the groundwork for future success.

This balanced approach also requires a re-evaluation of the metrics used to measure success. Traditional lead gen KPIs like MQLs and cost per lead are still important, but they should be considered alongside brand perception, customer loyalty, and engagement metrics. For instance, metrics like Net Promoter Score (NPS), brand recall, and customer lifetime value (CLV) are all essential indicators of long-term brand health.

Case studies: Who got it right

SAP

SAP, the enterprise software giant, is a prime example of a brand that has successfully balanced lead gen with branding. One standout initiative is their podcast series, Searching for Salai. Rather than pushing products directly, the podcast takes a narrative approach, weaving engaging stories that subtly highlight SAP’s expertise and values. This kind of content doesn’t aim for immediate conversions but instead fosters deeper brand engagement and trust.

Xero

Another great example is Xero, the cloud-based accounting software company. Xero has made significant strides in differentiating itself in a crowded market through strategic branding efforts. One of their key successes has been simplifying their messaging, avoiding complicated financial jargon in favour of a more user-centric approach. Their consistent, approachable brand identity has helped them build trust with their target audience, and they’ve successfully leveraged social media and educational YouTube content to further engage with potential customers.

The future of B2B marketing is balanced

The age of lead gen dominance is coming to an end. While lead gen still plays a vital role in B2B marketing, it’s no longer enough to rely on short-term tactics alone. Building a strong, sustainable B2B brand requires a more balanced approach—one that prioritises long-term value, customer trust, and brand awareness.

By investing in branding alongside lead gen, businesses can not only capture immediate leads but also lay the foundation for future growth. The key takeaway? It’s time for B2B marketers to think beyond the next lead and start building brands that will stand the test of time.

Now’s the time to make the shift.

Paula Ferrai

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