By Kim Lawton, Co-Founder of Enthuse
Buyers are exhausted. Cold calls, impersonal LinkedIn pitches, and automated email blasts are relentless. Plus, the numbers show they’re no longer effective. The average B2B cold email response rate has dropped to 5.1%, down from 7% last year, while open rates have fallen from 36% to 27.7%. Traditional outreach is fading fast, and buyers are tuning out.
Yet, many brands keep spamming inboxes, dialing at scale, and pushing leads through the funnel whether they’re qualified or not. The “numbers game” approach has turned marketing into background noise, making it harder than ever to build real connections. Sales automation was supposed to create efficiency, but instead, it has stripped away the personal touch that buyers expect.
People aren’t interested in hearing another generic pitch. They want real insights and expertise delivered in a clear and concise format. That’s where education-led marketing comes into play. Education-led marketing changes the focus from closing a sale to becoming a trusted source of information. Instead of pushing a product, it gives buyers the knowledge they need to make smarter decisions for their business.
The brands that recognize this shift are standing out, while those that cling to outdated tactics are getting ignored. Buyers respond when brands help them solve real problems instead of bombarding them with sales-heavy messaging. Trust builds faster, loyalty deepens, and deals close more efficiently when marketing adds genuine value instead of noise.
How B2B Brands Can Make the Shift to An Education-Led Marketing Approach
For companies still stuck in transactional selling, this change requires a reset. However, many of the brands that have adopted this strategy are already seeing results. Here’s how to make the shift:
- Train sales teams to be trusted advisors.
Sales professionals shouldn’t just pitch products—they should be industry experts who offer meaningful insights and tailored solutions. Buyers don’t just want to be pushed features and benefits; they need to understand how a solution directly addresses their challenges, how it compares to the competition, the backstory of how the product/brand/solution came to fruition, and so on. A well-equipped sales team that is trained to educate on the entire ecosystem becomes a powerful asset in strengthening relationships and, ultimately, driving conversions. - Upgrade sales content to be educational and engaging.
The days of generic brochures and one-size-fits-all sales decks are over. Today’s buyers expect tailored, insightful content that speaks directly to their business objectives. This means creating materials designed for real learning—content developed not just by marketers but by experts and educators. Whether through interactive digital experiences, hands-on workshops, or first-hand thought leadership content, brands must shift from static sales materials to dynamic, immersive learning environments. - Shift the focus from selling to solving.
Too often, sales and marketing content focuses on what a brand offers rather than what a buyer needs. By crafting messaging that prioritizes empathy, authenticity, and a deep understanding of buyer pain points, brands can create far more meaningful connections. When buyers feel understood and supported, they are significantly more open to engaging with a brand, even in highly competitive markets. - Redefine how success is measured.
Traditionally, sales success has been judged primarily by conversions. While revenue remains a crucial metric, education-led marketing encourages brands to look beyond immediate transactions and instead evaluate engagement depth, trust-building, and buyer advocacy. Long-term brand preference, word-of-mouth referrals, and the time spent interacting with content are all valuable indicators of success in this model.
By implementing these strategies, brands can enhance their sales efforts, build stronger buyer relationships, and stand out in competitive markets.
Education as a Competitive Advantage
In industries where products are complex and competition is fierce, education-led marketing is a necessity. Take B2B tech and pharma, for example. Companies have the opportunity to provide in-depth training, technical resources, and expert-led workshops to help buyers navigate the complexity of their products, making buyers more informed and purchasing decisions easier. Trade show exhibitors who prioritize education—through live demos, interactive sessions, and thought leadership—equip buyers with the knowledge they need to advocate for a solution within their organization.
This strategy is also effective in competitive industries like CPG, where market saturation is extremely high. Brands that educate buyers through category insights, sourcing transparency, or hands-on training position themselves as trusted partners rather than just vendors. Instead of focusing solely on promotions, companies that prioritize education establish long-term credibility and drive stronger brand loyalty.
Cutting Through the Noise and Into the Future of Marketing
High-volume, impersonal outreach isn’t going away overnight, but it’s becoming less effective every year. The brands that invest in meaningful engagement through product and category expertise will be the ones to break through. Those that stick with spammy sales tactics will struggle to stay relevant.
Education-led marketing is a smarter way to connect with buyers, build lasting relationships, and drive real results. Ultimately, brands that make this shift don’t have to fight for attention. They stand out because buyers seek them out.
About the Author
Kim Lawton, co-founder of Enthuse—a New York City-based marketing agency that teaches the world to love your brand—advocates for B2B marketers to shift from traditional sales and marketing tactics to an education-led marketing approach. Kim has 25 years of proven experiential operations and marketing experience spanning branded consumer products, and she has cross-functional expertise in both creative development and marketing campaign activation, measurement, and management.
