Why your B2B marketing results feel...flat

And 5 quick wins to actually move the needle.

b2b marketing results

You’ve invested in digital marketing, you’ve got the website, email campaigns, webinars, social ads, and maybe even some SEO work ticking along. But the results? Stuck. Lead flow is underwhelming, sales teams aren’t seeing uplift, and ROI feels like a distant promise.

Flat performance in B2B marketing isn’t uncommon but it’s almost always a sign that something foundational needs attention. In many cases, businesses are focusing on tactics without stepping back to assess whether their message, funnel, and customer engagement approach are aligned with what buyers want.

At Switch, we work with ambitious B2B brands to break through this plateau. And we’ve seen first-hand how a few smart shifts can deliver big wins quickly.

Here are 5 quick wins that we practise that will help you gain new customers and increase revenue from existing ones:

1 - Revisit Your Value Proposition

In B2B, clarity beats cleverness every time. If your messaging doesn’t clearly answer: “Why should someone choose you over anyone else?” then you’ve lost them.

Too often, businesses lead with internal language or vague benefits. Instead, you need to speak directly to the pain points, priorities and outcomes your ideal customer is focused on. Are you sure these haven’t changes since you last created your messaging? Is quality still more important than cost? Is your current lead benefit still as strong as it was?

We’re not teaching you anything new here, but many marketers get stuck in the task wheel and don’t have time to take a step back and assess the latest situation.

Example: Slack

Slack didn’t win the workplace communication game by saying “We’re a cloud-based messaging app.” Instead, they focused on how they reduce internal email, streamline workflows, and save time. That’s a value proposition anyone in business ops can relate to.

Switch Quick Action: Run a “so what?” test on your key messaging. If you say you “deliver tailored IT solutions,” ask yourself: so what? What does that mean for your audience in practical terms?

We recently did this for Inriver, a Product Information Management (PIM) software who previously told prospects they could help them control their product data. So what?

By simply telling prospects this meant they could turn accurate product information into stronger revenue streams, you’re immediately more attractive to sales & marketing, IT and the C-Suite.

2 - Align Sales and Marketing

Marketing creates interest. Sales closes deals. But if the two aren’t aligned, you’ll get warm leads going cold and campaigns that don’t hit the mark.

Start by creating shared goals and KPIs. Hold regular alignment sessions where sales can feedback on the quality of leads, objections they’re hearing, and content they wish they had in hand. Marketing should be seen as an enabler of the sales process, not a separate function.

Example: HubSpot

HubSpot nails this by aligning their entire inbound strategy around the sales funnel. Their marketing team creates targeted content and lead nurturing journeys that match the language, timing, and tools their sales team uses to close deals.

Switch Quick Action: Build a “content gap” doc with your sales team. Ask them what customers struggle to understand or get excited about—and create content to fill those gaps.

We did this with Unify (part of Mitel) and created a series of marketing and sales assets under the position of Let’s Go Places that took exiting customers and prospects on their tech migration journey from On-prem to Hybrid to Cloud. Sales could choose the right content for their prospect and tailor it for complete personalisation for that organisation’s needs.

3 - Optimise Your Website for Conversions

Your website isn’t just your digital business card, it should be your hardest-working sales rep. Yet many B2B sites are confusing, slow, or lack strong calls to action.

Small, data-driven changes to your site can have a big impact on conversions. Think clearer CTAs, faster load times, simplified copy, social proof, and smart lead capture tools.

Example: Monday.com is a masterclass in conversion. Every page includes benefit-led messaging, trust-building visuals, clear calls to action and interactive demos that nudge users toward engagement.

Switch Quick Action: Run a mini audit of your top 3 landing pages. Are your CTAs prominent? Are you clearly showing the value your product or service delivers? Are you capturing leads in a way that feels natural, not pushy?

4 - Retarget Warm Prospects

B2B sales cycles are long, and decision-makers often sit on the fence for weeks or months. But that doesn’t mean they’re lost. They just need the right nudge.

Look into your CRM or website analytics. You’ll likely find a segment of leads who downloaded a brochure, booked a demo but didn’t convert, or visited pricing pages multiple times. These are your warmest prospects, so you mustn’t let them slip away.

Example: Salesforce

Salesforce uses retargeting to re-engage visitors with tailored content based on their behaviour. If you visit their pricing page, you might later see a case study ad from a company in your industry which is a powerful and timely way to move you closer to a decision.

Switch Quick Action: Set up email automation or retargeting ads for people who interacted with high-intent content (pricing, demos, contact forms). Offer them a piece of content, a consultation, or just a reminder of your value.

We have done this for our client Enterprise using digital channels and often see reminders and retargeting outperform the original marketing by 3x.

5 - Build a Brand That Stands Out in a Sea of Sameness

In many B2B sectors, everyone looks and sounds the same. Logos blend together, taglines are interchangeable, and marketing materials could belong to any of a dozen competitors. The result? When your sales team reaches out, prospects often respond with: “Sorry, who?”

If you want your marketing to really support sales, you need a brand that’s distinctive, memorable, and impossible to ignore. That doesn’t mean spending a fortune on flashy campaigns, it means being bold with your positioning, creative, and tone of voice, especially when budgets are tight.

Example: Gong

Revenue intelligence platform Gong has become a household name in B2B circles not because they outspent their competitors, but because they stood out. Their bold purple branding, playful tone, and straight-talking ads cut through the noise—and made their name familiar before sales ever picked up the phone.

Switch Quick Action: Audit your brand assets, website, pitch decks, LinkedIn page, and ads. Do they feel distinctive or generic? What’s one bold move you can make braver messaging, more vibrant visuals, a punchier strapline that will help you own your space?

We run regular performance audits for existing clients and offer a free performance audit for new prospects. Get in touch if you would like us to perform one for your website.

How we can help

If your B2B marketing results are flat, it doesn’t mean your product is weak or your team isn’t trying hard enough. It usually means it’s time to realign.

Get closer to your customer’s problems. Tighten the feedback loop with sales. Make your website work smarter. Follow up with warm leads. And give your existing customers more reasons to stick around.

At Switch, we help B2B businesses like yours do just that, with quick, affordable and strategy-first creative that actually drives growth.

Book a slot or say hello