A New Way Forward for B2B Demand

(Estimated read time 6 mins)

Modern buying is complex, multi-stakeholder and non-linear. It advocates sustained, account-led, multi-touch engagement focused on relevance, intent signals and pipeline impact over lead volume.Contents

The Interlink view

Rethinking how demand works

Thank you for reading A New Way Forward for B2B Demand (Estimated read time 6 mins)

Why the one-and-done approach doesn't work anymore – and what to do instead

Generally, B2B lead generation doesn't fail because of a shortage of activity. Content gets created, campaigns go live and leads are passed across, often in high volumes. But increasingly, when you look at what's actually moving through the pipeline, the impact isn't there.

The problem isn't effort; teams are working harder than ever. It's that most demand generation still follows an outdated model - the one-and-done approach.

Based on the idea of pushing a single asset to a broad audience and generating volume, it makes the assumption that if you get enough names on the list, at least some will convert.

But it's a system that's fundamentally misaligned with how modern B2B buying actually happens.

The problem with one-and-done demand

The one-and-done, or spray-and-pray, model relies on a single interaction generating enough interest to move a prospect forward. It's volume-first: cast a wide net, deliver one piece of content, and measure success by how many leads come back.

That works when buying is simple and transactional. But in complex B2B sales, it falls apart for the following reasons:

It ignores timing. A single touchpoint targets buyers wherever they happen to be in their journey, even if they are nowhere near a purchasing decision.
It prioritises reach over relevance. When the goal is volume, campaigns optimise for numbers, pushing generic messaging rather than creating genuine engagement with the right accounts.
It optimises for activity instead of outcomes. Similarly, if success is measured in the number of leads generated or forms filled - the action taken rather than the end result – quantity becomes the priority, leaving lead quality lacking.
It can widen the gap between marketing and sales. If marketing simply passes leads over, then moves on to the next campaign, sales are left chasing poor-quality contacts who weren't ready, didn't fit, or never had real intent in the first place.

What is the biggest flaw of single-touchpoint marketing?

It ignores where buyers are in their journey
It prioritises reach over relevance
It optimises for activity, not outcomes

What modern B2B buying needs instead

The reality is that today's buying journeys don't follow a neat, linear path. As well as extended research phases (data from 6sense shows that 61% of the buying journey happens in the ‘dark funnel’ before prospects ever engage with sales or marketing – or their content), up to 11 decision makers are involved, each with different objectives, concerns, and levels of influence. And there are stops, starts, and re-entries into the market as priorities shift or budgets change.

So, what does a better model look like?

Ongoing engagement, not one-off campaigns. Buyers need to see you consistently over weeks or months, not just once.
Account-level relevance. You're trying to reach a buying group, not an individual. That means tailored messaging for everyone involved.
Signals and context that reflect real buying behaviour. Not just details of who downloaded a whitepaper, but which accounts are showing intent, experiencing trigger events, or entering the market.
Alignment with pipeline and revenue goals. The quantity of leads isn't important; it's relevance that matters.

The new way forward for B2B demand

Finding an alternative to one-and-done isn't as simple as just 'do more'. Demand generation in today's market requires a totally different approach.

Buyers engage when they're ready, not when your campaign happens to be running - and expectations have shifted too. As generic HTML emails and one-size-fits-all content are increasingly filtered out by both spam filters and buyers themselves, deliverability has declined sharply, making it harder for clients to penetrate their target account list and connect with prospects.

At the same time, newer generations entering buying groups have grown up with brands recognising their context, preferences and timing - and they're bringing those same expectations regarding value and personalisation into B2B. This points to the need for sustained activity that builds over time rather than short bursts, with messaging that's adapted to where buyers are in their journey, what events are triggering their interest, and how likely they are to convert.

Broadcasting to job titles or industries isn't enough. Interactions need to be highly targeted, designed to create familiarity and trust with specific companies long before a lead form is introduced. It means fewer people are reached – but those that actually move through the pipeline and influence revenue.

None of these ideas are new; they're strategies we've been talking about for years. Most teams recognise this is how demand should work. Yet all too often, they're still running content syndication models built for the past.

What's your biggest B2B demand generation challenge?

Reaching buyers at the right time
Declining email deliverability
Personalising content at scale