“We Need More Leads” = The Most Frustrating Sentence in Marketing

You’ve done everything right, yet the leads still aren’t converting. You’re not alone. The rules have changed, and it’s time to rethink what lead generation really means.

You’ve got the content. You’ve paid for the ads. You’ve hosted the event. You’ve created the landing pages. You’ve even built the lead magnets.

And still, the sales team says that dreaded sentence: “We need more leads”.

It’s exhausting. Because you’re not just running campaigns. You’re leading strategy and shaping stories. You’re managing CRM systems, building automation flows and driving social. And let’s not get started on the time and money that goes into delivering events. You’re analysing data, nurturing leads, and juggling everything in between. Yet somehow, it’s still not enough.

That’s when the blame game kicks in. Sales blames marketing. Marketing blames budget. Everyone blames the funnel.

But here’s the truth. Lead generation has changed. And most businesses haven’t caught up.

According to Forrester, only 1% of B2B leads convert. That’s not because marketers aren’t trying. It’s because buyers are tuning out. They don’t want more noise. They want relevance. They want to feel seen. And they want that long before they’re ready to speak to sales.

So, if your lead engine isn’t working, don’t panic. But don’t keep doing the same thing louder. It’s time to start asking better questions and focus on the practices that actually work.

“The best lead generation happens when insight flows both ways. When sales and service feed marketing, and marketing shapes campaigns based on that real-time input.”

Three ways to improve lead generation now

1. Audit your value proposition

Not your product. Not your campaign. Your value. What are you really promising?

Be critical – does it reflect what your buyer is actually struggling with? Most companies talk about what they sell and the features. Great companies speak to what customers need to hear – the problems they’re trying to solve and the outcomes they care about. If you want to know more about the importance of crafting a Value Proposition I have written a blog on the subject.

2. Test more. Guess less.

A/B testing isn’t just for subject lines. It should run through your entire marketing workflow – from messaging and content formats to landing pages, sales outreach, and even pricing pages.

This isn’t about chasing marginal gains. A/B testing is about reducing guesswork, building confidence, and learning what actually resonates with your audience. Great marketing teams don’t wait for end-of-quarter performance reports. They build feedback loops into their daily rhythm – testing, learning and improving as they go.

Start small. One message, one format, one channel. Run a test. Capture the data. Share the insight. Then build from there.

Yes, it takes more time to set up. Yes, it requires planning. But it saves far more time – and budget – in the long run. And when testing becomes a habit, not a one-off, it sharpens everything. Especially when other teams are involved and the insights flow across the business.

3. Break the silos

Sales know what isn’t landing. Service hears what customers truly care about. Marketing crafts the message. Yet rarely do these teams sit down and talk.

In my experience, I’ve yet to meet a team that doesn’t benefit from cross-functional collaboration. It brings clarity, momentum and, above all, alignment.

Of course, this only works if everyone is moving toward the same outcome — and that starts with a clear, shared goal. For that, I always advise returning to the value proposition. It’s the anchor.

When each team is guided by it, they’re not just working together — they’re working towards the right thing.

“A/B testing is about reducing guesswork, building confidence, and learning what actually resonates with your audience.”

How Can I help you?

At DAMC, I help you pause the panic and reset your strategy. I get departments talking and sharing, and together we focus on the work that actually builds your pipeline.

Coming in June 2025: If this blog hit a nerve, you’re not alone. We’ve turned our experience and insight into a short, sharp guide to help you reset your approach and start generating leads that actually convert. “How to Fix Your Lead Gen Without Spending More”

Reserve your free copy now and be the first to get it when it drops in June.