#Japan #Minato-ku #Lead Generation #IDEATECH #BtoB

Introduction

In 2025, a survey targeting CEO's of BtoB companies shed light on the ongoing challenges in lead generation. Conducted by IDEATECH, known for its research data marketing tool "Risapi®", this study surveyed 107 executives on the effectiveness of their current lead generation strategies. The findings highlight a growing concern regarding the quality and quantity of leads, indicating a critical area for improvement in the BtoB landscape.

Overview of the Survey

The survey was conducted from May 23 to May 24, 2025, reflecting a pressing need for BtoB companies to adapt their marketing approaches. The results were compared to the previous year's data to examine shifts in trends and challenges faced by these organizations in lead acquisition.

Key Findings

Social Media Dominance

The survey revealed that 36.4% of BtoB executives regarded social media as their primary tool for lead generation, a slight increase compared to last year. In addition, social media also ranked first in perceived effectiveness among current strategies, with 33.3% of respondents acknowledging it as their most effective method—an increase of 11.9 points from 2024.

Quality of Leads

A staggering 48.6% of respondents expressed dissatisfaction with lead quality, marking a 7.6-point increase from 2024. This data reveals a significant trend where organizations realize that generating leads is no longer enough and that the focus must shift toward attracting high-quality leads.

The Impact of AI

Interestingly, the integration of generative AI in lead generation strategies is gaining traction, with 66.7% of respondents utilizing AI tools to enhance their efforts. The most common application of AI lies in content creation, with 27.1% opting to automate the development of whitepapers, blogs, and videos, showcasing a clear investment in technology to drive better results.

Challenges in Lead Acquisition

Despite current practices, many BtoB leaders identified persistent challenges in acquiring and nurturing leads. Notably, 29.9% reported difficulties in lead nurturing, and 25.2% encountered challenges in transitioning leads to purchases or contracts, suggesting a disconnect in the sales funnel.

Root Causes of Quality Concerns

When queried about the reasons behind inadequate lead quality, executives listed several root causes:

• - Targeting Issues: 38.5% indicated that their marketing strategies aren't resonating effectively with their intended audience.
• - Low-Quality Content: 28.8% pointed to the inadequacy of content, stressing the need for improved material to engage potential leads.

Moving Forward

To address these issues, many companies are reassessing their targeting methodologies, with 36.6% of executives stating they are revising their target audience. The need for robust data analysis and revising content strategies also emerged, emphasizing the need for a more analytical approach to marketing.

Conclusion

The landscape for BtoB marketing continues to evolve, with a greater emphasis on quality over quantity in lead generation. As companies grapple with the challenges of attracting and nurturing leads, the strategic use of digital tools, particularly social media and AI, will likely become increasingly important. BtoB companies must adapt to these changes to ensure sustainable growth and enhanced sales conversion rates moving forward. The upward trend in lead quality concerns dictates a revised focus that balances innovative technology with a human-centered approach in engagement practices.

For those in the BtoB sector facing similar challenges, the findings of this 2025 study by IDEATECH shed light on practical ways to improve lead strategies. Download the full report here.