Where are Businesses Investing Their 2025 Budgets?
In B2B marketing, budgets don’t just show spend – they show priorities. They reveal where businesses believe the best opportunities lie, and just as importantly, which tactics are being left behind.
As the second blog in our series that looks at B2B lead generation, we turn our focus from underperforming lead generation in the first blog, to where teams are focusing their budgets – and what that reveals about shifting priorities in lead generation.
Content marketing & SEO lead the way
The majority of respondents (83%) are investing in content and SEO – no surprise, given that today’s buyers prefer to self-educate. Businesses that fail to show up with relevant, helpful content risk being invisible.
But content isn’t just about blogs and rankings anymore. Increasingly, it’s part of account-based marketing (ABM) lead generation: highly targeted campaigns built around specific accounts, with tailored content that speaks directly to business challenges.
In addition, with SEO, brands should be ensuring that AI-driven search is in their strategy. As our Client Service Director, Rachel Staddon, put it:
“With tools like ChatGPT and Copilot changing how people find information, websites need to be optimised not just for Google but for AI-driven search too. It’s not our core area, but definitely one to raise with your digital partners as you plan for 2026.”
At TCB, we see content and ABM working best when they don’t just generate clicks, but conversations – fuelling sales teams with insights and engagement that translate into measurable pipeline.
Outbound sales still matter
While content marketing dominates, 17% of businesses are still investing in outbound tactics like calls and emails. Outbound doesn’t have the compounding effect of content, but it does provide immediacy: putting a solution in front of the right prospect at the right time.
The most effective outbound isn’t “cold” – it’s insight-led outreach that builds on existing engagement, such as a case study download or webinar, as well as ABM campaigns.
This is where TCB’s lead qualification services make a difference. We ensure outbound isn’t about “spray and pray”, but about creating meaningful conversations with prospects who are most likely to convert.
Trade shows & events on the sidelines
Not a single respondent said they were prioritising trade shows or events. Once the cornerstone of B2B lead generation, events are increasingly being scrutinised for cost versus return.
That doesn’t make them irrelevant. For many businesses, events have shifted from being “lead-gen engines” to brand and relationship-building opportunities. The real impact comes from the follow-up – ensuring scanned badges turn into structured conversations and, ultimately, qualified pipeline.
Social selling is embedded, not ignored
Interestingly, 0% reported dedicating budget directly to social selling or LinkedIn. But this doesn’t mean it’s not happening.
For most, LinkedIn is already woven into content and ABM strategies – from organic posts and thought leadership to targeted account engagement. Social selling rarely sits as a standalone budget line; it works best when integrated across campaigns and amplified by the people behind the brand.
At TCB, we see LinkedIn as an essential platform for employee advocacy and customer engagement. When aligned with wider content or ABM strategies, it becomes a force multiplier – extending reach, building trust, and driving more meaningful connections.
Final thoughts
Taken together, these poll results show how businesses are rethinking lead generation budgets. Rather than betting on a single tactic, teams are balancing tried-and-tested methods with integrated approaches that reflect how buying really works today.
The picture is one of evolution, not revolution:
Content and ABM are setting the pace, shaping long-term visibility and credibility.
Outbound remains relevant, especially when it builds on existing engagement.
Events are shifting in purpose, from lead volume to relationship depth.
Social selling is embedded, supporting wider campaigns rather than standing apart.
At TCB, we believe the most effective strategies connect these threads – turning budget allocations into meaningful conversations with the right accounts, at the right time, and in the right way.
Get in touch with TCB today to see how we can help you translate your lead generation investments into real business opportunities.
👉 Where businesses are spending is clear – but how do you know if it’s actually working? In our next post, we’ll reveal the metrics that separate activity from real pipeline growth, so you can measure success with confidence. Stay tuned!