Bigger budgets aren’t translating into better results for UK B2B marketers, according to new research.
Pipeline360’s 2025 State of B2B Pipeline Growth Report found that despite 42% of UK and European marketers increasing their budgets this year, only 12% consider their strategies “exceptional,” and more than half (52%) say they’re falling short of pipeline goals.
The research also reveals a growing late-funnel performance gap. Closing deals and qualifying leads were cited as the biggest challenges by 38% of UK marketers, with 34% also struggling with lead nurturing – right at the point where sales and marketing should be seamlessly aligned.
New Digital Age spoke with Elizabeth D’Arcy-Potts, Managing Director – Commercial, EMEA and APJ at Pipeline360, to find out more…
Why does Pipeline360 invest in this research?
We’ve been doing the B2B Pipeline Growth Report for a few years now, but this year was particularly exciting because we included APAC findings for the first time. We invest in this research because it uncovers the core topics that are top of mind for B2B marketers at a particular moment. It’s incredibly useful for our clients and non-clients alike – to help benchmark priority issues, justify budget allocations, understand evolving buyer behavior, and guide resource allocation across different regions.
What, for you, were the standout findings of the research?
What really stood out to me was the scale of the gap between high-performing marketing teams and underperformers. In some areas, there’s up to a 65-point gap – for example, in how well teams are handling data for effective marketing. It’s never been more critical to be in that high-performing camp, especially given the economic headwinds marketers are facing globally. The report doesn’t just highlight the gaps – it defines the actions that separate the best from the rest, which is so valuable.
Why is ‘lower-funnel’ friction a particular issue to be addressed?
The final stages of the buyer journey are where trust, complexity, and risk all collide. Buyers get cautious just before the finish line and that’s when friction ramps up. More stakeholders are involved, approvals are slow, and everyone’s priorities might not align. Plus, if your sales and marketing handoff isn’t seamless, you risk losing well-nurtured leads right at the critical moment. Buyers are looking for deep, personalised information – pricing details, ROI calculators, competitive comparisons. If you’re missing that, or if the experience feels generic, they stall or go elsewhere. It’s where deals are won or lost.
Did any of the survey findings surprise you?
One thing that surprised me was the resurgence of direct mail. It really took me back to the early 2000s before digital marketing exploded. But thinking about it, it makes perfect sense. People are overwhelmed with digital noise. A well-executed piece of direct mail stands out; it feels personal, it feels intentional, and it cuts through crowded inboxes and LinkedIn feeds. Direct mail can be the door-opener, especially in ABM and enterprise sales, and it reignites creativity in a way that digital alone sometimes can’t.
What do the research findings mean for under-pressure marketers trying to decide where to allocate their precious marketing budget?
Personalisation is absolutely critical. We’re moving firmly away from generic messaging, especially with the rise of AI-generated content. The research shows marketers need to develop a richer understanding of customers—by industry, by role, by individual buyer behaviour. It’s about combining smart data with real human insights.
Budgets should be focused on building layered buyer personas, creating industry-specific and role-specific content journeys, and aligning closely with sales teams to refine those personas in real-time. Content remains king in B2B, but it’s wearing a different crown now—it’s about driving the buyer journey at every stage, building trust, and acting like your silent 24/7 salesperson. Good content wins; bad content drives people away faster than ever.
