7 Ways to Fix What’s Really Holding B2B Marketing Back Now

Most marketing problems aren’t what they seem. Recently on the B2B Influence Podcast, I sat down with Nikos Lemanis, Strategy Director for Luxid Group, to unpack a pattern we both see too often: teams chase symptoms while the root cause quietly burns budget.

What looks like a “conversion problem,” Nikos noted, is frequently a lead-quality or qualification problem hiding upstream. If you focus on improving nurture before first solving other critical issues, you end up perfecting the wrong process.

That’s where our conversation began, and it led to a much bigger discussion around the shifts that B2B marketers need to embrace today. Here are seven modern fixes that Nikos shared for drilling down to the real issues that get in the way of success:

1. Diagnose Before You Prescribe

Before you rework nurture sequences or overhaul your funnel, take a diagnostic approach. As Nikos explained, a "conversion problem" often starts earlier—with lead quality or scoring. When you correct those foundations, performance improves naturally. Start by mapping inputs (source, fit, stage) to outcomes (meetings, pipeline, revenue). Fix the root cause first; optimization comes second.

2. Realize That AI Has Leveled the Playing Field—for Buyers

AI has democratized discovery. Buyers now use LLMs and intelligent agents to research solutions, evaluate options, and form preferences—often before you even know they're in-market. This means the traditional vendor-controlled funnel no longer applies. Our job isn't to push prospects through a linear path. It’s to earn a recommendation not only from people but also from the models they consult.

3. Understand that Proof Beats Persuasion

As younger, more skeptical generations dominate buying committees, proof has overtaken persuasion. Millennial and Gen Z decision-makers look for verifiable outcomes, transparent methodologies, and social validation. Clever claims don't win credibility; consistency, evidence, and customer-validated results do. Proof is the new persuasion, and it must show up across every touchpoint.

4. Measure How LLMs “See” Your Brand

Nikos offered a forward-looking insight: marketers should now audit generative model results just like they once audited SEO rankings. Each month, ask leading AI systems common buyer questions and record how your brand appears in the responses. Then, release new content designed to improve those answers. The goal is to shape a model's confidence in your authority over time through quality, verifiable content that AI trusts.

5. Build Partnerships that Make Space for Smart Experimentation

Strong client–agency partnerships thrive on trust and flexibility. Nikos recommends dedicating 10–20% of campaign budgets for experimentation, including clear hypotheses, defined success criteria, and short time frames. This lets teams learn fast, iterate, and scale what works, without disrupting the core engine of performance, and enables innovation to happen sustainably.

6. Remember: Martech Failures Are Human, Not Technical

Despite endless tools and platforms, most martech initiatives falter because of cultural and incentive misalignment, not the tech itself. When teams are rewarded for lead volume instead of lead quality, misfires are inevitable. Success requires transparency, shared definitions, and trust. Roll out systems in phases, pair adoption with training, and make algorithmic recommendations explainable. This allows your teams to buy in, not burn out.

7. Choose Alignment Over Spend

The most powerful insight from Nikos might be the simplest: most companies already have the data they need—they just haven't aligned around it. The answer isn't always another platform or six-figure analytics project. Instead, get marketing, sales, IT, and even HR in the same room. Define terms, share metrics, and act on the insights you already have. Alignment is the multiplier.

Practical Next Steps from Nikos’ Playbook

• Run a root-cause diagnosis before spending on rebrands, websites, or CRM changes. Trace conversion issues back to lead quality, scoring, or qualification.
• Audit LLM perception monthly. Ask leading models category-specific questions, track results, and compare after each major content release.
• Shift KPIs from lead volume to lead quality. Align compensation and reporting to qualified pipeline and revenue influence.
• Allocate 10–20% for experimentation. Define goals, document learnings, and scale proven innovations.
• Phase martech change with transparency. Roll out updates alongside training and visible quick wins to build confidence.
• Consolidate with intent. Choose between best-of-breed tools and integrated platforms based on team readiness and use case—not trend pressure.Create a proof engine. Systematize customer outcomes, testimonials, and case studies so proof is always current, measurable, and discoverable.

In an era where AI shapes discovery and buyers expect instant, evidence-based clarity, Nikos says those who win will lead with proof, not persuasion, while making alignment, not spend, their competitive advantage. Go here to listen to the full podcast episode. You can also find it on Apple, Spotify, and other platforms.

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