Marketers work hard to build a steady flow of leads. But then the cracks start showing: leads dismissed too quickly, follow-ups that fizzle, or efforts that never quite get recognised. Sound familiar? You’re not imagining it. Many of the biggest headaches in B2B lead generation stem from patterns that stall momentum and leave marketing carrying the weight.
Here are three classic mistakes that make marketers want to roll their eyes and how to fix them.
You’ve spent weeks building campaigns, segmenting data, and nurturing leads… only for them to be dismissed before they’ve even been worked. On the other hand, sometimes unfiltered lists sneak back into your pipeline, undoing all your careful targeting.
Why it matters: When lead quality isn’t clear, marketing’s efforts get undervalued. Campaign ROI looks weaker than it really is, and hard-won progress slips through the cracks.
The fix: Take control of the definition of a “qualified lead.” Build clear lead scoring criteria that blend fit (size, sector, role) with behaviour (downloads, sign-ups, event attendance). Share it widely, document it, and own it. So when leads come through, there’s no confusion about their value.
Few things sting more than watching a lead go cold because the follow-up never happened. You built the funnel, crafted the messaging, and got the interest. Then silence. One call and done isn’t a strategy, it’s a waste.
Why it matters: Most deals take five or more touchpoints. When follow-up fizzles, marketing’s work looks ineffective and opportunities evaporate.
The fix: Don’t just hand leads over and hope for the best. Arm your follow-up process with content designed to extend the conversation. For example: short guides, proof points, stats, case studies. Create a nurture sequence that ensures your leads keep hearing from your brand, even if the sales call doesn’t land right away.
When marketing’s work isn’t recognised, or when insights don’t make it back to your team, momentum slows. Campaigns don’t get the credit they deserve, and you’re left second-guessing what’s actually working.
Why it matters: Without alignment, budgets get wasted, sales cycles drag out, and the pipeline underperforms. And let’s be honest, there’s nothing more annoying than knowing your campaign worked but not having the numbers to prove it.
The fix: Take the lead on alignment. Set up regular sessions to showcase campaign performance and share insights on lead behaviour. Use data to keep the narrative in your hands. By owning the story, you make it harder for your efforts to go unnoticed.
Wrap-up
You don’t have to quietly accept these frustrations. Many of the roadblocks in lead generation can be smoothed out when you set the terms, own the definitions, and stay proactive about alignment.
So, call out the gaps, design the fixes, and keep steering the process. Do it with confidence and you’ll not only protect the value of your work, you’ll also keep your pipeline moving the way you know it should.
