UK SMEs shift B2B lead generation focus from email to LinkedIn
UK small and medium-sized enterprises (SMEs) are shifting to LinkedIn as their primary source of B2B leads, replacing traditional email outreach methods.
Insights from The Marketing Centre, based on input from over 100 Fractional Chief Marketing Officers (CMOs) working with SMEs across the UK, highlight an ongoing transformation in lead generation strategies. The data indicate that SMEs are increasingly leveraging LinkedIn for organic content, direct messaging, and targeted advertising, responding to the changing landscape in buyer engagement.
Among the main findings, LinkedIn was identified as the leading B2B lead generation tool, ranking highest in both organic and paid categories. Usage of email outreach for lead generation has seen a substantial decline, dropping from 72% to just 30% in the past two years. At the same time, there is an uptick in pay-per-click (PPC) advertising and content marketing efforts, underlining a strategic shift towards inbound attraction methods.
Declining impact of email
Email has long been a cornerstone of B2B marketing campaigns due to its scalability and cost-effectiveness. However, the report points to diminishing returns from email-based outreach, attributed largely to crowded inboxes and falling response rates.
Ian Webb, Chief Marketing Officer for The Marketing Centre, commented on the significance of the findings. He said:
"The results are significant because they point to a fundamental shift in B2B marketing priorities. For many years, email was the cornerstone of outreach strategies, valued for its cost-effectiveness and scalability."
He continued:
"But as buyers become more selective about who they engage with - and as digital noise increases - marketers are realising that personalised, platform-based engagement can deliver stronger relationships and higher-quality leads. This is forcing professionals to rethink their mix of channels and to invest in approaches that foster genuine dialogue."
Integrated campaigns take centre stage
The research notes a pronounced move away from single-channel approaches. SMEs are increasingly adopting integrated campaign strategies that blend both inbound and outbound methods. Techniques such as Account-Based Marketing (ABM), layered campaigns, and content-led outreach are becoming standard practice. These approaches enable marketers to reach prospects at multiple points throughout the buyer journey and focus on building trust and delivering value rather than simply increasing the volume of contacts.
This multi-channel shift is mirrored in changing budget allocations and strategy planning, with marketing teams prioritising platforms that facilitate direct, real-time engagement. The trends identified by The Marketing Centre suggest organisations are looking to create ongoing conversations rather than transactional connections.
Broader implications across B2B
The realignment in lead generation tactics has implications beyond marketing itself. Sales departments are being required to work more closely with marketing teams to ensure consistency in messaging across various touchpoints. At the same time, content creators are being encouraged to focus on the types of material and narratives that perform best in social media environments, particularly on LinkedIn.
According to the report, SMEs can expect budget reallocations towards digital engagements channels, as these platforms provide greater opportunities for measurable, relationship-driven interactions.
Ian Webb offered further insight on what will define marketing success over the coming years, stating:
"The most successful marketers in the next five years will be those who embrace adaptability and understand where their audience actually spends time."
