In this episode of The Engine Room, Laura Pearsall and Christine Clancy tackle a topic that continues to dominate conversations with B2B marketers in 2026: lead generation. While the industry has spent years debating brand versus performance, businesses are still asking the same question – how do we generate more leads and build pipeline?  

Laura and Christine explore why lead generation remains a commercial priority, why buyers are actively searching for suppliers in trusted industry environments, and why traditional digital lead generation tactics are becoming less effective. They also discuss the role trust, credibility and trade media play in generating higher-quality leads that convert. 

If you're under pressure to deliver pipeline, this episode provides a practical perspective on what actually works in modern B2B marketing. 

Episode Outline 

  • Lead generation remains central in B2B marketing because pipeline growth is still a core business need

  • The best opportunities come from reaching buyers who are already in research mode, not interrupting disengaged audiences

  • Generic digital channels are getting harder for quality lead gen – specialist media environments are key

  • Lead quality is more important than volume and is tied to buyer intent, trust, and context  

  • Brand-building improves lead-generation performance rather than competing with it

  • The most effective campaigns educate first, establish credibility, and then capture demand

Campaign of the week 

Our Campaign of the Week comes from Datascape, who run an annual marketing campaign in Council, which includes lead generation 

The campaign featured:  

  • Premium print placements, including inside front cover advertising 

  • High-impact digital placements, including website leaderboards 

  • Enewsletter banner advertising 

  • Insight-led content designed to position the brand as a trusted expert 

  • Culminating in a lead generation asset focused on residents' attitudes to digitisation in local government which generated strong results from Council's audience of local government decision makers 

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