B2B lead generation keeps companies growing. It finds the right contacts. It starts conversations. But strategies change fast. Buyers expect more. Sales teams need better tools.
Thought leaders share what works. Their views come from real experience. They spot trends early. They fix common problems.
This piece pulls from two experts. Kyle Coleman, former SVP of Marketing at Clari. Antonia Wade, Global CMO at PwC. Both talked with Cognism leaders.
Their insights touch on outdated ideas. They cover buyer shifts. They offer steps for B2B marketers.
Updated as of November 2025, these points stay fresh. Buyers still demand value. Funnels still fail if not fixed.
Let’s look at what they say.
Why Influencer Insights Matter in B2B Lead Generation
Influencer insights guide your B2B lead generation strategy. Experts like Kyle and Antonia test ideas in big companies. Clari scales revenue tech. PwC serves global clients.
Their advice cuts through noise. You avoid old traps. You build plans that fit now.
For example, 70% of B2B buyers research alone before sales talks. Insights help you meet them there.
These talks happened in 2023. But core ideas hold. In 2025, AI adds layers. Buyers use tools for quick checks. Marketers must adapt.
Kyle Coleman on the Outdated Sales Funnel
Kyle Coleman led marketing at Clari. He grew teams from small startups. Looker went from six people to 800. Acquired by Google in 2019.
Now at Copy.ai, he still shapes B2B sales. Cognism’s sales leaders asked him: Why has the sales funnel become outdated?
The funnel assumes a straight path. Awareness of interest in the decision. But real B2B sales zigzags.
Buyers jump stages. They compare options mid-way. One contact drops out. Three more join.
Kyle says focus on quality, not quantity. Sales departments chase too many leads. Low-fit ones waste time.
At Clari, they shifted. They built a revenue process. Not just a funnel. Pipeline shows risks early. AI spots stalled deals.
This means better B2B sales leads. Fewer cold calls to wrong fits. More meetings with ready buyers.
Kyle’s tip: Track the full cycle. From first touch to renewal. Use data to see gaps.
In 2025, tools like Clari’s platform predict closings. But without quality focus, numbers lie.
How Sales Departments Can Focus on Quality, Not Quantity
Sales departments often measure calls made. Emails sent. Leads generated.
Kyle pushes back. Quality, not quantity, builds trust. One good conversation beats 50 bad ones.
Start with your ICP. Ideal customer profile. Who truly needs you? Filter lists are tight.
At Clari, they used enablement. Short videos for reps. Self-guided training. Cut long sessions.
Result? Reps handle complex sales. They qualify faster.
For a B2B lead generation strategy, this shifts outbound. Personalize fewer touches. Deepen them.
Kyle notes: Pipeline is a black box for many. Open it with visibility. See where leads leak.
Sales leaders gain confidence. Forecasts improve. Teams hit quotas.
In practice, a Clari client saw 15% more closes. From better data, not more volume.
Applying Kyle’s Ideas to Your Team
Take Kyle’s words. Audit your sales funnel. Is it linear? If yes, map real paths.
Talk to reps. Where do they lose time? Fix those spots.
Add tools for quality. CRM with scoring. AI for intent signals.
Cognism sales leaders talked with Kyle Coleman in a podcast. Listen for full details. It covers RevOps, too.
This builds your B2B lead generation. Steady, not frantic.
Antonia Wade on the Changed B2B Buyer Journey
Antonia Wade leads marketing at PwC. Global CMO since 2021. Before that, Capita, Thomson Reuters, and Accenture.
She wrote Transforming the B2B Buyer Journey in 2023. It challenges old models. Won praise in 2024.
Cognism’s CMO, Alice de Courcy, interviewed her. Question: How has the B2B buyer journey changed?
Antonia says the funnel is redundant. Buyers don’t flow down. They explore in loops.
High-stakes buys involve more people. CFO checks the budget. IT reviews security. Legal scans terms.
This slows things. But it builds buy-in.
Changes? Digital first. Buyers self-educate. 60% finish research before contact.
Antonia’s framework has five parts. Not a funnel. Stages for decision types.
- Awareness: Spot need.
- Exploration: Research options.
- Evaluation: Compare fits.
- Decision: Align stakeholders.
- Post-buy: Onboard and retain.
B2B marketers must map to this. Create content for each stage.
Her book has templates. Case studies from PwC, Salesforce, and EY.
In 2025, AI speeds research. Buyers use chatbots for specs. Marketers need precise answers.
What B2B Marketers Can Do Differently
Antonia urges change. Ditch short-term leads. Build long-term value.
What can B2B marketers do differently? Focus on the journey end-to-end.
Prove ROI beyond clicks. Track loyalty. Repeat business.
At PwC, they run campaigns across channels. Consistent themes. Memorable brand.
Antonia warns: Economic gloom slows pipelines. Be cautious. Add precision.
Use data for segments. Tailor messages. Avoid generic blasts.
Her interview with Alice de Courcy covers this. From Cognism’s podcast.
Link:
Key: Align sales and marketing. Shared journey view. No handoffs in voids.
Antonia’s Framework in Action
Apply her ideas. Audit your content. Does it match buyer stages?
For exploration, share guides. “How to cut compliance costs.”
For evaluation, offer demos. Side-by-side comparisons.
Post-buy, send tips. Build loyalty.
A PwC case: Campaign for audit tools. Journey-mapped. 20% more conversions.
In 2025, add AI. Personalize at scale. But keep a human touch.
Antonia’s book updates in the 2025 edition. New AI chapter.
Connecting Insights to B2B Lead Generation Strategy
Kyle and Antonia agree: Old models fail. Funnels ignore reality.
Combine their views. Quality leads through journey awareness.
For B2B lead generation influencer insights, this duo shines. Kyle on sales ops. Antonia on marketing depth.
Thought leaders in B2B sales and marketing like them push progress.
Insights to level up B2B lead generation: Test small. Measure real impact.
Why the Sales Funnel Became Outdated
Buyers changed. They control the pace. Funnels assume push. Reality is pull.
Kyle: Black box pipelines hide issues. Open them.
Antonia: Nuances matter. Five stages fit better.
Sales departments focus on quality, not quantity. Fewer, better leads.
How has the B2B buyer journey changed? More stakeholders. Digital loops.
Fresh Takes in 2025
As of November 2025, trends build on these. AI in funnels. Predictive scoring.
Antonia was named Marketer of the Year 2024. Her ideas spread.
Kyle at Copy.ai uses them for AI copy in sales.
B2B marketers do it differently: Listen to buyers. Adapt fast.
Tools and Next Steps
Start with podcasts. Hear full talks.
Read Antonia’s book. Get templates.
Join the Cognism community. Share your journey.
Internal link: B2B Lead Generation Strategies
For images, add alt text: “Kyle Coleman discussing sales funnel at Clari event, 2023.”
This keeps content accessible.
Final Thoughts
Influencer insights like these ground your work. No fluff. Just tested paths.
B2B lead generation thrives on quality. Journey focus. Real alignment.
Try one idea. From Kyle or Antonia. Watch your pipeline clear.
Questions? Comment below.
FAQ:
How does B2B lead generation drive revenue?
It connects you to qualified prospects who close faster. One good deal can cover a year’s worth of data tools. Focus on quality, and strangers become repeat customers, fueling steady growth.
What are common mistakes in B2B lead generation?
- Buying cheap, unverified lists leads to bounces and blacklists.
- Ignoring compliance laws like GDPR risks huge fines (up to €20 million).
- Treating all leads in the same segment by role and pain points.
- Quitting after one touch, most deals need seven to ten.
- Skipping data cleanup, contacts change jobs every two to three years. Avoid these, and your efforts pay off quicker.
How do I start or improve B2B lead generation?
Follow these steps:
- Define your ICP (ideal customer profile): company size, revenue, industry, and key titles.
- Choose a data provider that matches, checking coverage and compliance.
- Set up lead scoring for fit and behavior.
- Align sales and marketing on what a qualified lead looks like.
- Track metrics like cost per lead and revenue generated.
- Review everything monthly and tweak what isn’t working. Start small; one change at a time.
What stats show B2B lead generation?
- Verified data gives 3x higher reply rates on cold outreach.
- Aligned sales and marketing teams close 36% more deals.
- Accurate mobile numbers boost connect rates by 400%.
- Compliant lists dodge average GDPR fines of €1.2 million per breach. These come from real teams using clean processes.
What resources are good for B2B lead generation?
Check these: B2B contact databases for comparisons, data sourcing tips for legal builds, lead enrichment guides for CRM fixes, TAM calculators for quick estimates, compliant checklists for safety, top platforms to buy leads with pros/cons, and case studies on scaling from 50 to 500 leads a month. Most are free downloads.
What’s the difference between a sales lead and a prospect?
A sales lead has shown some interest, like filling out a form. A prospect fits your profile and engages more actively. Qualified B2B prospects then become SQLs ready for deeper talks.
How does pipeline management fit into B2B lead generation?
It keeps your funnel moving—watching stages to spot stalls and push leads forward. Good management cuts customer acquisition costs and boosts revenue generation through a consistent flow.
What is sales enablement in B2B?
It’s giving your team the right tools, like scripts, decks, or case studies, to sell faster. This supports closing deals by making reps more confident and prepared.
