To help marketing and sales teams hone their strategies, B2B lead generation agency Sopro have pulled together the latest statistics on the rising role of content in B2B lead generation.
Content marketing trends in 2026:
-
61% of B2B marketers expected their organisation to increase investment in video
Formats such as product explainers, customer stories, webinars, and short thought-leadership clips can all support lead generation. The difference between videos that work and videos that don’t usually comes down to usefulness. Regardless of the format, content needs to be useful, answer real buyer questions, and not just made because the format is popular.
-
Almost a third of B2B marketers increased their use of YouTube in the previous 12 months
YouTube can support buyers who want to learn visually, compare solutions, or understand complex topics before speaking with sales. Uploading videos to the platform can also extend the life of webinars, demos, and expert content, so leveraging YouTube and its massive user base is less about going viral and more about being useful to buyers during research.
-
74% of B2B marketers say content marketing helped generate demand or leads in the last 12 months
Useful content helps buyers compare approaches and decide which suppliers are worthy of their investment. The content you create shouldn’t be designed only to rank highly on Google, and you also need to support buying decisions and help prospects do their best work to showcase your expertise.
-
Nearly half of B2B marketing professionals say content marketing helped generate sales or revenue
Content can influence commercial outcomes, even when it’s not the final conversion point.
There is a real need to create content that connects to sales conversations, buyer objections, and real business problems.
-
52% of B2B marketers expected increased investment in thought leadership content
If your audience already recognises your expertise, they’re more likely to engage when outreach or conversion opportunities appear. The best content is specific, original, and opinionated, while generic industry commentary is unlikely to stand out.
Steve Harlow, Head of Sales at Sopro, shares his perspective on lead generation and how it’s changing in 2026:
“Lead generation is becoming more data-led, more personalised, and more connected across channels. Another big change is that buyers are doing more research independently. They have access to more information than ever, including reviews and social proof, and AI makes it easier to access this than ever before.
“For me, the biggest shift is from volume to relevance. The strongest teams are focusing less on generating as many leads as possible and more on reaching the right accounts with the right message at the right time.”
You can view the full report and methodology here.