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The New Role of B2B Marketing: From Lead Generation to Trust Building (and Sustainable Growth)

Daniela Gutierrez Carrasco

In today’s hyper-competitive B2B landscape, lead generation alone is no longer enough. Buyers are more informed, more selective, and more focused on long-term value than ever before. So how can your brand stay relevant and build meaningful relationships that lead to sustainable growth? It starts with rethinking the role of marketing—from chasing conversions to earning trust. In this post, we break down why the old playbook is outdated, what modern B2B decision-makers truly care about, and how your business can lead the way with a strategy built for today’s market.

April, 2025
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