‘Brain Engine Optimization’ is the New Search Engine Optimization

Lead generation marketers have dominated the B2B marketing landscape over the last decade, in large part, by focusing on generating short-term results – sales leads —and positioning marketing as a precise science where all waste can be eliminated and all actions can be tied to a dollar outcome. By positioning brand marketers as wasteful, lead generation marketers have wrestled away control of marketing budgets and wrestled away credit for sales growth. However, we’d argue that lead generation is much less the science it claims to be and, instead, is much more the art it claims to replace. In particular, we bristle at the idea that lead generation produces more sales for companies than brand marketing. The marketing science makes clear that lead generation captures demand but doesn’t really create demand.

B-to-b creative tends to follow a set formula: product features + disembodied voice-over + generic visuals. You know what we’re talking about—stock images of professionals in gray suits sitting around a conference room table shaking hands. Text that describes your product in excruciating, quantitative detail. 111% ROI, 33% faster speeds, 77% reduction in costs. Generic attributes that could apply to any brand—“innovative,” “reliable.” And don’t forget the voice actor with the soothing baritone. And then, at the absolute last second, the big branding reveal.

Evidenza’s marketing playbook shows how AI and synthetic data help B2B teams learn faster, plan smarter, and ship on‑brand work at scale.