If your marketing efforts feel like a grind but you’re not seeing the results? This edition of the “B2B Marketing Simplified” newsletter is for you.
Have a listen to what I think about this topic. Tap below to listen to my thoughts on this important topic for B2B businesses (6-minute listen).
Chatting to B2B founders and CEOs, here’s what I keep seeing and hearing from them…
They’ve hit a growth plateau and leads have slowed down to a crawl or worse still, zero.
And the instinct from everyone in marketing and the senior leadership team?
It feels like progress, but it’s often the opposite. You’re not fixing the problem. You’re multiplying it.
- More channels.
- More campaigns.
- More content.
Your buyers aren’t on more channels. They’re just overwhelmed with work and life.
Be honest… How many channels is your team trying to manage right now? Which ones are actually working vs. just making noise? Let me know in the comments, I’m interested in what you’re struggling with right now.
More channels, more problems
Here’s a couple stats to stop you in your tracks…
- “56% of buyers say they’re overwhelmed by content when researching options, up from 38% in 2023,”
B2B Demand Gen. - “61% of consumers feel swamped by content and 44% are actively ignoring it.”
Marketing Dive.
So while your team’s juggling channels, your audience is zoning out through fatigue from overwhelm.
Diluted messaging = diluted impact.
Scattered presence = forgettable brand.
ViB Tech’s latest report confirms what we’re all feeling…
AI has made content easier to produce, but it’s also flooded the market. The result? A wall of noise that’s deafening for B2B buyers.
Why doing less is your growth advantage
Most B2B brands are simply spinning too many plates when it comes to their marketing, I see it all the time, they’re desperate for results so end up throwing mud at the wall to see what sticks.
But the winners in 2025?
- They simplify.
- They focus.
- They become known for one thing.
Here’s what we’re helping clients do differently in 2025:
Instead of doing more, we help them focus. When budgets are tight and team bandwidth is even tighter, then getting lean and focused becomes even more important.
Because the brands that cut through? They don’t do it all. They do a few things really well.
The takeaway from all of this is… Do less, but do it better.
Here’s what all this means in practice…
1. Pick a channel to test. Stick with it for a sustained period of time, enough to test and get results to see if it’s working.
“Generic content is a big no-no. To stand out, B2B brands must focus on value-added and data-driven consumer insights”
The Escape, The state of B2B content marketing 2025 report.
- Don’t ditch it after 3 weeks.
- Give it 3–6 months. Tweak weekly. Test. Improve.
- Then decide whether to pivot or scale this channel.
This is how we’ve helped B2B clients double their qualified leads by mastering one channel at a time.
2. Nail one clear message and don’t deviate from this.
“60% of marketers in 2025 say testimonials and case studies are their most effective assets. Not big ideas.”
Norvell Jefferson, 2025 B2B Marketing Trends Report.
Stop shouting about 15 things that benefits your customer. If your audience remembers just one thing about you… You win. Just make sure it’s something that separates you from your competitors.
3. Use the 80/20 rule like a pro
HBR and McKinsey both say the same thing: your biggest growth comes from your core strengths.
“Grow where you know.”
McKinsey, Cracking the Growth Code.
Focus there. Ditch the rest.
4. Be the antidote to overwhelm
Your buyers are swamped and overwhelmed with information.
The brand that feels clearer, calmer, and relevant? They win.
If you could only pick one channel to focus on for the next 6 months, which would it be, and why? (And how confident are you that it’s the right one?) Let me know in the comments.
Steve’s final thoughts:
If your growth is stalling, maybe it’s not a volume issue. Maybe it’s a focus issue.
This isn’t about being minimalist for the sake of it. It’s about doing less of what’s not working and doubling down on what does. So your marketing works harder without burning out your team or your budget.
- Clearer messaging
- Stronger channels
- Less waste
- More traction
Are you making marketing decisions based on buyer insight or internal pressure? (And how often do you actually hear what your customers are saying?) Let me know.
???? Not sure what to keep and what to cut?
Let’s talk. I’ll show you how less can drive more.
→ Book a Strategy Day with me.
We’ll pinpoint what’s working, ditch what’s not, and build a sharper, simpler marketing plan that drives growth.
