The "2025 State of B2B Pipeline Growth" survey from Pipeline360 reveals critical insights into the obstacles B2B marketers face today and the strategies employed by high-performing teams to overcome them. With economic uncertainty, shrinking budgets, and lengthening sales cycles on the rise, marketers must adapt and evolve to thrive. This report identifies six key areas where top performers excel and highlights how data utilization, streamlined tech stacks, and smarter strategies can drive pipeline growth and revenue generation.

Challenges Facing B2B Marketers:

1. Economic Uncertainty

   • 45% of marketers cite economic uncertainty as their top concern.

   • Unrealistic leadership expectations and declining buyer engagement also rank high.

2. Shrinking Marketing Budgets

   • 63% of organizations report stagnant or decreasing marketing budgets.

   • This financial strain makes it difficult to scale marketing programs and drive growth.

3. Longer Sales Cycles

   • 74% of marketers report longer sales cycles, with 41% seeing increases of 2 to 6 months.

   • This shift demands sustained engagement across longer periods.

4. Declining Buyer Engagement

   • Challenges like declining email open rates and form fills are further complicating efforts.

Areas Where High-Performing Teams Excel:

1. Data Utilization

   • 79% of high performers excel in data handling versus only 14% of low performers.

   • Effective data utilization helps optimize marketing efforts and leads to better targeting.

2. Streamlined Tech Stacks

   • 72% of high performers have optimized tech stacks, compared to just 12% of low performers.

   • A streamlined tech stack is vital for efficiency and enhanced marketing performance.

3. Buyer Engagement

   • 72% of high performers effectively engage target audiences, while only 12% of low performers do the same.

   • Consistent and impactful engagement is essential for building lasting customer relationships.

4. Lead Nurturing

   • 69% of high performers excel in lead nurturing, significantly outperforming the 10% of low performers.

   • Nurturing leads is critical for maintaining momentum and driving conversions.

5. Content Quality

   • 85% of high performers produce exceptional content versus 27% of low performers.

   • High-quality content is a cornerstone for building trust and engagement.

6. Sales-Marketing Alignment

   • 75% of high performers align their marketing and sales teams closely, compared to just 24% of low performers.

   • Strong sales-marketing collaboration is essential for driving revenue growth.

How AI and Personalization Are Shaping Marketing:

1. Data-Driven Personalization

   • 52% of marketers see data-driven personalization as the top factor in improving lead nurturing.

2. Generative AI

   • 36% find generative AI valuable for content creation and optimizing email campaigns.

3. AI’s Role in Bridging Data Gaps

   • AI helps connect fragmented data to deliver personalized buyer experiences that boost engagement.

The Importance of Revenue Metrics:

1. Top KPIs for Marketing Teams

   • Website traffic (43%), revenue generated (42%), and SQLs (39%) are the top KPIs.

   • High-performing teams prioritize revenue metrics, with 50% using revenue generated as their main KPI.

2. Revenue as the Key Driver

   • The shift toward revenue-driven metrics is essential for a more integrated approach to pipeline growth.

The 2025 State of B2B Pipeline Growth survey underscores the need for a smarter, more integrated marketing approach. With challenges such as economic uncertainty, shrinking budgets, and longer sales cycles, B2B marketers must focus on high-impact strategies like data utilization, AI, and sales-marketing alignment. By prioritizing actionable insights, personalizing experiences, and focusing on revenue generation, marketers can optimize their efforts and achieve sustainable success.