{"id":1303,"date":"2026-02-10T09:04:00","date_gmt":"2026-02-10T08:04:00","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&#038;p=1303"},"modified":"2026-01-30T14:05:00","modified_gmt":"2026-01-30T13:05:00","slug":"b2b-marketing-ingredients-2026","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/marketing-b2b-ingredients-2026\/","title":{"rendered":"B2B marketing ingredients: generating leads in 2025 is a profession (and one that can no longer be improvised)"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>15% of B2B marketers say they struggle to generate qualified leads. In the food &amp; nutrition sector, this figure is probably underestimated - between endless sales cycles and over-solicited technical decision-makers. Here's what really works in B2B ingredients marketing, with the data to back it up.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>B2B ingredient marketing has changed (and not just a little)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For years, B2B marketing in the food ingredients sector boiled down to a few basics: a stand at the Food Ingredients Europe trade fair or at <a href=\"https:\/\/www.nutrimedia.info\/en\/news\/trends-seen-at-vitafoods-towards-more-connected-more-sensory-more-demanding-nutrition\/\" data-type=\"news\" data-id=\"613\">Vitafoods<\/a>, A technical brochure and a few advertisements in trade magazines. It worked. Your prospects already knew you, the circle was small, and the salesman did the rest.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S<strong>But this model is running out of steam.<\/strong> Today's ingredient buyers - R&amp;D directors, category managers, formulation managers - are making a major contribution to the success of their products. <strong>70% of their online buying journey before they even contact you.<\/strong> They compare, download and benchmark. And if you're not visible at that moment, you don't exist.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem? Most ingredient suppliers continue to invest heavily in channels that generate visibility... <strong>but no qualified leads<\/strong>. The result: substantial marketing budgets, reassuring vanity metrics, and sales people still waiting for their contacts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Channels that perform (and those that look good)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A survey of <strong>1,400 marketing professionals <\/strong>reveals a reality that many prefer to ignore: the social networks with the highest ROI are not the ones you might think. Instagram, YouTube and TikTok have the best returns on investment - but for B2C. <strong>In B2B food &amp; nutrition, LinkedIn remains the playground, with one nuance: performance depends entirely on the quality of the content, not the volume of posts.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What really works to generate qualified leads:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Technical webinars<\/strong> Gencor, for example, generated over 650 qualified leads via a targeted webinar strategy. Not passive participants - engaged prospects who asked questions and downloaded additional resources.<\/li>\n\n\n\n<li><strong>Value gated content <\/strong>technical white papers, application case studies, exclusive market data. The key word here is \u201cvalue\u201d. A 3-page PDF rehashing your website isn't gated content - it's disappointment.<\/li>\n\n\n\n<li><strong>Specialist B2B platforms<\/strong>. The advantage? You only talk to professionals in the sector, not curious onlookers.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"572\" src=\"https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2026\/01\/Marketing-B2B-1024x572.jpg\" alt=\"B2B marketing in 2026\" class=\"wp-image-1304\" srcset=\"https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2026\/01\/Marketing-B2B-980x547.jpg 980w, https:\/\/www.nutrimedia.info\/wp-content\/uploads\/2026\/01\/Marketing-B2B-480x268.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The gap between B2B marketing and sales (and how to bridge it)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">According to data from the HubSpot 2025 report on business trends, the main barrier to performance is not budget or tools - it's the business itself.<strong>\u2019It's the alignment between marketing and sales teams.<\/strong> The symptoms are classic: marketing generates leads that sales doesn't consider \u201cready\u201d, sales asks for more leads without exploiting the ones they have, and no one speaks the same language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The solution? A shared lead intelligence platform.<\/strong> Not just another CRM - a tool that centralises behavioural data in real time. Who downloaded what, who attended which webinar, who visited which product page how many times. These signals of intent transform a cold lead into a contextualised conversation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>L\u2019<a href=\"https:\/\/www.nutrimedia.info\/en\/news\/claude-vs-chatgpt-two-lia-adoption-trajectories\/\" data-type=\"news\" data-id=\"819\">IA<\/a> is also emerging as a concrete lever<\/strong>. Tools for analysing sales conversations - which transcribe and analyse exchanges in real time - make it possible to identify recurring objections, arguments that convert and purchase signals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What B2B food marketers really want to achieve<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The data speak for themselves: <strong>74% of B2B marketers want to engage millennials, 67% target Generation X<\/strong>. Baby boomers? Only 27% consider them a priority. This generational shift has direct implications for your channels and your tone.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Millennials in decision-making positions (R&amp;D directors, category managers)<strong> have grown up with digital<\/strong>. They don't want a salesperson on the phone - they want accessible, verifiable, comparable information. Your marketing must meet these expectations:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Data transparency<\/strong> comprehensive technical data sheets, accessible clinical studies, verifiable certifications<\/li>\n\n\n\n<li><strong>Consumable formats <\/strong>short videos, infographics, downloadable comparisons<\/li>\n\n\n\n<li><strong>Reactivity<\/strong> responding to requests in hours, not days<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The 5 mistakes that plague your lead generation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Creating content that engages, generates traffic AND converts is one of the top three challenges facing B2B marketers. Here are the most common mistakes in the ingredients sector:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Talk about you instead of their problems <\/strong>Your patented fermentation is of less interest to them than the answer to \u201chow can I reduce sugar without altering the taste?\u201d<\/li>\n\n\n\n<li><strong>Neglecting technical SEO <\/strong>your magnificent product sheets are useless if they don't appear when a formulator searches for \u201cclean label confectionery texturiser\u201d.\u201d<\/li>\n\n\n\n<li><strong>Under-investing in conversion <\/strong>attracting traffic without optimised landing pages is like filling a bathtub with holes<\/li>\n\n\n\n<li><strong>Ignore nurturing <\/strong>A lead who downloads a white paper is not ready to buy. They might be in 6 months - if you keep in touch.<\/li>\n\n\n\n<li><strong>Measuring the wrong KPIs<\/strong> views and likes don't pay the bills. Track MQLs, SQLs and the cost per qualified lead<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Building a B2B digital marketing plan that (really) generates leads<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For 2026, the recipe is not revolutionary - but it does require rigour:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Define your personas precisely<\/strong> Food manufacturers\u201c is not a persona. \u201dMarie, 42, R&amp;D manager in a small dairy company, under pressure to reformulate without E additives\u201c - that's a persona.<\/li>\n\n\n\n<li><strong>Mapping the buying journey<\/strong> At each stage (discovery, consideration, decision), which content answers which question? Which channel is relevant?<\/li>\n\n\n\n<li><strong>Investing in substantive content<\/strong> Less generic LinkedIn posts, more technical articles that position your expertise. Evergreen content generates leads for years.<\/li>\n\n\n\n<li><strong>Intelligent automation<\/strong> Marketing automation is not an end in itself. It's a lever for personalising at scale, nurturing leads according to their actual behaviour.<\/li>\n\n\n\n<li><strong>Measure, iterate, optimise<\/strong> A marketing plan that doesn't change during the year is a marketing plan that doesn't work. Data tells you what works - listen to it.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why it's strategic now<\/strong> <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The B2B ingredients market is becoming increasingly professional. Digital pure players are emerging, marketplaces are taking shape, and your competitors are investing in their online presence. Waiting means falling behind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Companies that master the generation of qualified leads today are building their sales pipeline for tomorrow. Those who continue to rely solely on trade shows and word-of-mouth will see their market share erode - slowly, but surely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The challenge is not to digitise everything overnight. It's about building a lead generation mechanism that continuously feeds your sales force with qualified contacts who have already shown an interest in your solutions.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>FAQ : B2B lead generation ingredients<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What marketing budget do you need to start generating leads?<\/strong> There is no absolute minimum, but count on between 5 and 15% of your target turnover in the targeted segment. The classic mistake: sprinkling in too many channels. It's better to excel on 2-3 levers than to be mediocre everywhere.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>LinkedIn Ads vs Google Ads for B2B ingredients?<\/strong> LinkedIn for brand awareness and targeting by function, Google to capture existing demand (those who are actively searching). The two are complementary - but if you have to choose, start with Google if you have high intent keywords.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How long before I see results?<\/strong> B2B content marketing is a marathon. Allow 6 to 12 months to build up a system that generates leads on a regular basis. Paid channels can speed up the start, but they are no substitute for hard work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Should you insource or outsource?<\/strong> Both have their advantages. Internalise strategy and market knowledge. Outsource technical execution (SEO, automation, content creation) if you don't have the skills in-house. The hybrid approach often works best.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Video summary<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"B2B Food Ingredients Marketing in 2026\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/3SKzRwO6Suk?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Sources<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.smartcore-digital.com\/en\/forms\/b2b-food-and-nutrition-marketing-report\/view-generate-more-leads.html\" target=\"_blank\" rel=\"noreferrer noopener\">SmartCore Digital, B2B Food and Nutrition Marketing Report 2024-2025<\/a><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/offers.hubspot.com\/sales-trends-report\" data-type=\"link\" data-id=\"https:\/\/offers.hubspot.com\/sales-trends-report\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot 2025 Sales Trends Report :<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"https:\/\/www.hubspot.com\/state-of-marketing\" data-type=\"link\" data-id=\"https:\/\/www.hubspot.com\/state-of-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot 2026 State of Marketing Report :<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Are you structuring your B2B lead generation strategy?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2192 A specific question? Our AI assistant can help you quickly: <a href=\"https:\/\/www.nutrimedia.info\/en\/nutrimedia-offers-and-packs\/#chat-avec-nutrimedia\">Talking to the assistant<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2192 Need structured support? Find out more about our intervention formats - from one-shots to editorial partnerships: <a href=\"https:\/\/www.nutrimedia.info\/en\/nutrimedia-offers-and-packs\/\">See the offers<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2192 Want to discuss it face-to-face? 30 minutes to define your needs, with no obligation: <a href=\"https:\/\/calendly.com\/nicolas-nutrimedia\/30min\" target=\"_blank\" rel=\"noopener\">Reserve a slot<\/a><\/p>","protected":false},"template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false},"class_list":["post-1303","news","type-news","status-publish","hentry"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/news\/1303","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/types\/news"}],"wp:attachment":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/media?parent=1303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}