The end of the form-fill: How will B2B marketing prove value when the lead is gone? | Letter for CMOs in complex B2B vol 5, 2026
We’re seeing more and more uncertainty in our conversations with marketing leaders about lead generation. Typically it starts with a question: “What do you think about lead generation?”. Our instant response is “Why do you ask?”.
The reasons are typically that they see a decline in how form-fill-centered lead generation performs. Some see a decline in quantity or quality. Some see a decline in both.
Based on these conversations, we have started to believe that traditional, form-based lead generation is coming to an end. We’ve put the potential decline of lead gen right in the threat category of our SWOT analysis earlier this year.
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