The new lead gen playbook for 2026: Sopro x The Drum

Nice to see you, to see you nice – because in B2B, if they don’t recognise you, they’re not replying to you.

In this fun filled edition of “The Lead Generation Game” Sopro and The Drum discuss why buyers are researching longer, involving more stakeholders and making decisions long before they ever fill out a form…. By the time sales gets involved, most of the decision has already been made.

In this video session, we unpack what’s really changed in B2B buying behavior – and what high-performing marketing teams are doing differently in 2026 to stay visible, relevant and trusted throughout the entire journey.

If your pipeline feels unpredictable, your outbound is underperforming, or your brand investment is constantly under scrutiny, this session will give you a clearer, more effective way forward.

What you’ll learn:

• Why most B2B teams are engaging buyers too late
• The real role of brand in driving lead generation performance
• Why “always-on” prospecting outperforms short-term campaign burst

Key takeaways:

• Lead generation is no longer about capture – it’s about early influence
• Brand familiarity dramatically improves outreach effectiveness
• Smarter targeting protects deliverability and boosts engagement