For years, the B2B rested on a triptych that has become canonical: a well -established dirty team, a lead generation strategy via content or PAID, and a CRM machine optimized with playbooks. This model worked, until it stopped doing it.
In 2025, the cycles lengthen, buyers were saturated with requests, and the CAC exploded in almost all sectors. The pipeline is no longer built with downloaded ebooks. The prospect no longer wants “Discovery Call” on Calendly. The modern Buyer B2B behaves like a B2C user: he compares, tests, reads, listens to his peers, and advances alone to the last straight line.
Faced with this discrepancy, the traditional Go-to-Market collapses. But some models resist – even impose themselves. It is still necessary to understand them and execute them consistently.
The “Product-Led Growth” model: priority for use
PLG is obvious in SaaS tools. The idea is simple: the product is the first commercial force. No need to wait for a demo or a call. The user between alone, tests, and converts if he quickly perceives the value.
But the PLG only works if certain conditions are met: rapid activation (value perceived in less than 5 minutes), a UX without friction, a freemium logic or a well -marked free trial. This model promotes short cycles, virality, and organic retention.
He does not remove the dirty – he repositions them. They intervene in support, on accounts with high potential, once proof of use established.
The “Community-LED” model: influence by peers
In a world saturated with Outbound, the influence no longer comes from marketing teams, but from users themselves. The “Community-LED” model is based on the construction of a network of ambassadors, contributors, strategic partners who recommend the product before it is sold.
Communities are not a channel, they are living ecosystems. They operate on transparency, value provided, recognition. They do not generate immediate volume, but they anchor a confidence that goes beyond paid campaigns.
This model is long to build, but formidably effective. It transforms each customer into a prescriber, each use into organic content.
The “Expertise-LED” model: competence before the sale
Some B2B companies choose to not sell first. They teach. The content becomes a credibility lever, not a pretext for capturing email. The approach is radically different: it is not a question of “generating leads”, but transfer knowledge that the customer recognizes as legitimate.
This strategy requires a high level of specialization. Trade profiles are replaced – or completed – by experts capable of speaking the client’s language. This model works particularly well in complex environments: SaaS Technique, Legaltech, Fintech, Deeptech.
The return of “Sales-Led”… but rethought
The Sales-Led model has not disappeared. It remains relevant as soon as it is suitable. The customer is no longer waiting for a simple product presentation. He expects a Structured purchasing experience : Personalized onboarding, sectoral case study, business support, King’s piloting.
The new Sales is a consultant. He knows the product, but especially the customer context. It operates with precision, based on concrete intention signals (contact, use, route on the site). This model works provided you avoid “spray and pray”. Cold prospecting has lived. What works is the perfect synchronization between marketing, use data, and targeted human intervention.
A method issue, no fashion
There is no unique model. But all those who operate today share a common logic: end the dissonance between the real purchasing experience and the inherited methods. The B2B customer wants to decide alone, understand quickly, try before buying, and interact with a competent interlocutor, not a script.
Building an effective Go-to-Market in 2025 is first of all Accept that confidence precedes conversion. It is to invest in the product, the useful content, the communities, the expertise. And structure a coherent approach, where marketing, product and Sales work together, instead of passing the ball.
In conclusion, stop recycled playbook!
The Go-to-Market B2B is not dead. It has become more demanding. He no longer tolerates methodological laziness, mechanical approaches, recycled playbooks. He asks to finely understand his user, to build an experience that respects his intelligence, and to deploy models where the value precedes pitch.
