Every B2B marketing team starts the quarter with the same ambition: generate more pipeline,improve lead quality, prove ROI. The OKRs look great on the planning deck. Then reality hits
The leads aren't converting. Sales is pushing back. You're spending on audiences that neverhad buying intent. And the board wants attribution you can't produce.
These aren't edge cases. They're the six most common OKR gaps in B2B demand generation— and every one of them has a proven answer.
1.Generate more qualified pipeline
The gap: Low lead volume, poor MQL-to-SQL conversion, sales rejecting what marketingsends over.
The S2W answer: Content Syndication. Distribute whitepapers and thought leadership toa curated audience of verified B2B decision-makers. Every lead is first-party, fully optedin, and campaign-specific. No recycled lists. No third-party guesswork.
2.Reach in-market buyers at the right time
The gap: Budget wasted on cold audiences. No visibility into who's actually researchingyour category right now.
The S2W answer: Intent-Based Targeting. Engage prospects showing real-time buyingsignals using behavioural insights and advanced data modelling. Focus spend on theaccounts most likely to convert — not the ones who might, eventually, someday
3.Scale demand gen without scaling headcount
The gap: Team bandwidth is maxed. You can't run more campaigns, follow up fastenough, or hire fast enough to keep pace.The S2W answer: Full Campaign Management and SDR-as-a-Service. Delegate planningand execution to seasoned demand-gen experts. Add dedicated, UK-based SDR teamsfor fast, compliant outreach — scaling pipeline without the overhead.
4.Improve lead quality and sales acceptance
The gap: Leads don't meet BANT criteria. Disqualification rates are high. Sales hasstopped trusting what marketing delivers.The S2W answer: Advanced Qualification (BANT/BANT+). Every prospect is meticulouslyvetted before handoff. 98% data accuracy through rigorous collection, enrichment,validation, and QA. Sales gets leads they actually want to call.
5.Expand into new markets and regions
The gap: No infrastructure for multi-region campaigns. GDPR, CCPA, and local compliance requirements feel like a minefield.The S2W answer: Programmatic Lead Generation and Global Reach. Localised campaigns across EMEA, APAC, and North America. Content and compliance tailored to regional norms. Full adherence to GDPR, CCPA, and TCPA built in — not bolted on.
6.Prove marketing ROI and pipeline attribution
The gap: You can't tie spend to revenue. Vendor reporting is opaque. The board wants campaign-level attribution and you're stuck with black-box metrics.
The S2W answer: In-House Operations and Transparent Reporting. Zero outsourcing means full visibility. Creative, quality control, and reporting are all managed internally.Direct communication. Consistent quality. Campaign-level data from first touch to closed deal.
The Common Thread
Every one of these gaps has the same root cause: B2B teams are working with the wrong data,the wrong partners, or both.
S2W Media's methodology is built on three pillars that solve this at the foundation:
Data: 100% first-party, consent-based, 98% accuracy
Compliance: GDPR, CCPA, TCPA — built in, not bolted on
Seamless Execution: 100% in-house, zero outsourcing, full transparency
Download the full infographic See all 6 OKR gaps mapped to S2W services in one visual.
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