{"id":5837,"date":"2025-09-08T08:58:19","date_gmt":"2025-09-08T06:58:19","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=5837"},"modified":"2025-09-08T09:50:25","modified_gmt":"2025-09-08T07:50:25","slug":"2025-why-your-lead-gen-strategy-is-no-longer-enough-and-how-account-based-marketing-can-restart-your-growth","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/2025-why-your-lead-gen-strategy-is-no-longer-enough-and-how-account-based-marketing-can-restart-your-growth\/","title":{"rendered":"2025: Why Your Lead Gen Strategy Is No Longer Enough (and How Account-Based Marketing Can Restart Your Growth)"},"content":{"rendered":"<p>For over a decade, B2B marketing teams have invested heavily in marketing automation platforms such as <strong>Marketo, Pardot, or Hubspot<\/strong>. They built strong <strong>lead generation<\/strong> and <strong>demand generation<\/strong> strategies: inbound campaigns, nurturing, scoring, digital events\u2026<\/p>\n<p>These efforts were essential. They structured modern marketing and created volume.<br \/>\nBut in <strong>2025<\/strong>, many organizations are hitting a <strong>growth ceiling<\/strong>:<\/p>\n<ul>\n<li>declining open and click rates,<\/li>\n<li>lower-quality leads,<\/li>\n<li>longer sales cycles,<\/li>\n<li>and stagnant advertising ROI despite rising budgets.<\/li>\n<\/ul>\n<p>\ud83d\udc49 What you\u2019ve done so far was necessary. But it\u2019s no longer sufficient to sustain growth.<\/p>\n<h2>Why Your Demand Generation Campaigns Are Flatlining in 2025<\/h2>\n<h3>The B2B Playbook Has Changed<\/h3>\n<p>The B2B marketing playbook of the 2010s no longer works. As Jon Miller, CMO of Demandbase, explains in his \u201c<strong>new B2B marketing playbook<\/strong>,\u201d buyers behave differently today \u2014 and what worked yesterday won\u2019t help you grow tomorrow <a href=\"https:\/\/merlinleonard.com\/strategie-marketing-les-regles-du-nouveau-manuel-b2b-selon-jon-miller\/\">(read the full article here)<\/a>.<\/p>\n<h3>95% of Your Market Is Not Buying Today<\/h3>\n<p>According to the <strong>95:5 Rule<\/strong> by John Dawes (Ehrenberg-Bass Institute), at any given time only <strong>5% of your market is in active buying mode<\/strong>.<br \/>\nResult: without effective targeting of those 5%, you waste 95% of your lead generation budget. And you burn out your audience\u2019s patience in the process.<\/p>\n<h3>80% of Buyers Choose a Brand They Already Know<\/h3>\n<p>Research from Bain &amp; Company on the <strong>\u201cDay One List\u201d<\/strong> shows that nearly <strong>80% of B2B buyers choose a brand they already know<\/strong> when they enter a buying cycle. In other words: if you\u2019re not visible before demand emerges, you may never even get invited to the table.<\/p>\n<h3>Consequences for Your Campaigns<\/h3>\n<ul>\n<li>Your forms capture buyers far too late \u2014 often after they\u2019ve already made up their mind.<\/li>\n<li>You target individuals, while <strong>buying groups of 6\u201310 people<\/strong> actually make the decision.<\/li>\n<li>Your ad budget funds impressions that don\u2019t reach the right accounts or the right personas.<\/li>\n<\/ul>\n<h2>Why Lead Generation Alone No Longer Works<\/h2>\n<h3>A Useful but Incomplete Approach<\/h3>\n<p><strong>Lead generation<\/strong> helped structure B2B marketing. But in 2025, it falls short for three main reasons:<\/p>\n<ol>\n<li>It <strong>only captures the very end of the journey<\/strong> \u2014 when someone finally raises their hand.<\/li>\n<li>It <strong>isolates individuals<\/strong>, while decisions are made collectively.<\/li>\n<li>It <strong>wastes budget<\/strong> by casting too wide a net without prioritizing high-potential accounts.<\/li>\n<\/ol>\n<h3>The \u201cAll Leads\u201d Trap<\/h3>\n<p>Focusing only on leads is like trying to fill a leaky bucket: lots of effort with little impact on actual pipeline or revenue.<\/p>\n<h2>The Alternative: Account-Based Advertising<\/h2>\n<h3>Target Strategic Accounts, Not the Masses<\/h3>\n<p><strong>Account-Based Advertising (ABA)<\/strong>, powered by <strong>Demandbase<\/strong>, flips the script:<\/p>\n<ul>\n<li>Target <strong>strategic accounts defined jointly with sales<\/strong>,<\/li>\n<li>Reach the <strong>right roles and personas<\/strong> within each buying group,<\/li>\n<li>Adapt messaging to the <strong>buyer journey stage<\/strong>: awareness, engagement, MQA, opportunity.<\/li>\n<\/ul>\n<h3>Optimize Every Impression<\/h3>\n<p>Unlike consumer-focused DSPs, Demandbase optimizes each ad impression based on <strong>intent signals<\/strong> and the <strong>buyer\u2019s profile<\/strong>.<\/p>\n<h3>Measure What Really Matters<\/h3>\n<p>ABA doesn\u2019t stop at clicks. It measures <strong>account progression through the buying cycle<\/strong>, <strong>opportunities created<\/strong>, and <strong>revenue influenced<\/strong>.<\/p>\n<p>\ud83d\udc49 The result: less waste, more pipeline.<\/p>\n<h2>How to Reinvent Your Advertising Budget in 2025<\/h2>\n<h3>Start Small, Scale Smart<\/h3>\n<ul>\n<li><strong>Top of Funnel<\/strong>: modest budgets, designed to test and initiate engagement.<\/li>\n<li><strong>Mid\/Bottom of Funnel<\/strong>: higher investments, as accounts are mature and closer to pipeline.<\/li>\n<\/ul>\n<h3>Prioritize by Tiers and Deal Size<\/h3>\n<ul>\n<li><strong>Tier 3<\/strong>: test campaigns.<\/li>\n<li><strong>Tier 2<\/strong>: mid-level budgets.<\/li>\n<li><strong>Tier 1<\/strong>: maximum investment in <strong>strategic accounts with high ACV<\/strong>.<\/li>\n<\/ul>\n<h3>Keep a Reserve for \u201cBurst Campaigns\u201d<\/h3>\n<ul>\n<li>Product launches, major events, end-of-quarter pushes.<\/li>\n<li>Best practice: set aside around <strong>$10,000 per burst campaign<\/strong>.<\/li>\n<\/ul>\n<h3>Measure the Right KPIs<\/h3>\n<ul>\n<li>Retire CPC and CTR as final success metrics.<\/li>\n<li>Focus on:\n<ul>\n<li>% of strategic accounts reached,<\/li>\n<li>engagement from target accounts,<\/li>\n<li>opportunities created,<\/li>\n<li>revenue influenced.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p>Your marketing automation and lead generation strategy was <strong>necessary<\/strong>. But in 2025, it\u2019s no longer <strong>sufficient<\/strong>.<\/p>\n<p>To break through the ceiling and return to growth, you need to evolve toward an <strong>Account-Based GTM strategy<\/strong> where advertising, content, sales, and marketing align on the same accounts.<\/p>\n<p><strong>Account-Based Advertising<\/strong> is the first concrete step: a lever to turn your ad budget into <strong>measurable pipeline<\/strong> and <strong>tangible revenue<\/strong>.<\/p>\n<p>\ud83d\udc49 At <strong>Merlin\/Leonard<\/strong>, we help companies shift from lead generation to an <strong>account-based approach<\/strong> that\u2019s more effective, more strategic, and aligned with their sales teams.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>For over a decade, B2B marketing teams have invested heavily in marketing automation platforms&#8230;<\/p>\n","protected":false},"author":2,"featured_media":5839,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"account-based advertising","_yoast_wpseo_linkdex":69,"_yoast_wpseo_content_score":90,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[26,44],"technology":[104],"class_list":["post-5837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-posts","tag-abm","tag-marketing-strategy","technology-demandbase"],"acf":{"rsrc_module":null,"meta_duration":10,"meta_difficulty":"dif-beginner","modules_bottom":null,"post_or_page":5447,"agenda_shortcode":"","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"","modules":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>2025: Why Your Lead Gen Strategy Is No Longer Enough (and How Account-Based Marketing Can Restart Your Growth) - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"In 2025, lead generation alone is not enough. 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