There are many B2B iGaming operators that will typically do demand generation iGaming strategies. They spend tons of money to do them to stimulate demand to develop relationships with prospects, but they do not actually move a deal forward, and they're confusing activity with results. The following is what they are missing:
Understanding Demand Push vs Demand Pull
There are many B2B iGaming operators that will typically do demand generation iGaming strategies. They spend tons of money to do them to stimulate demand to develop relationships with prospects, but they do not actually move a deal forward, and they're confusing activity with results. The following is what they are missing: Demand Push is most of how operators operate today: Outbound cold calling, Paid Ads, Trade Shows, and Sponsorships, all types of Demand Push or Outbound Marketing. These methods push your message to operators who did not request it. In particular, they are Loud, Costly, and can be easily measured in terms of activities completed;
Out of 1,000 operators contacted, I would expect to receive responses from approximately 20 of them
Cost per lead (generated via Cold Calling, etc.)
Typically low conversion rate (typically 3% to 5%)
These methods feel productive because they generate a lot of activity; however, they do not provide results. If you look at the largest B2B Gaming Companies, you will typically find that their results were produced predominantly through Demand Pull.
Demand Pull is the opposite of Demand Push. Demand Pull is B2B iGaming Lead Generation that is initiated by operators searching for solutions. Each operator who has located your content has "found you" and is at your doorstep, rather than you interrupting them by pushing your message on to them.
50 operators would have found my company through their own search efforts.
The majority of the 50 were actively looking for a solution (higher intent than operators in Demand Push)
Higher conversion rates (many times when compared to operators in Demand Push)
Typically, a longer period from my first contact with the 50 operators to close the sale.
Why Operators Get This Wrong
Generally, iGaming companies spend around 70% of their budget on push marketing avenues such as advertising, events and cold contacts while spending only 30% on pull marketing avenues such as content generation, search engine optimisation, and thought leadership. That is backwards. Push is focused on generating volume through outreach (you contact 1,000 operators and 20 return your contact, on average), whereas pull is focused on generating intent (50 operators conduct a search and find your company because they need what you provide). The 50 from pull are your 'hotter' leads versus those you contacted through push marketing.
The mistake is that operators believe pull is too slow. It takes time for content to rank (6 months, on average), and they feel SEO is a passive method of acquiring leads, so they continue to spend their budget on pushing their presence into the market. Therefore, this keeps their cost per lead elevated while their rate of conversion continues to stagnate, leading to low metrics in their casino marketing funnel. They are chasing actions rather than results.
The Real Strategy
Best Performing Operators in 2026 (and beyond) will incorporate both methods, but flip how they allocate funds to these items. They will spend approximately 60% to pull (iGaming demand generation strategy, content and SEO coupled with their authority through the use of LinkedIn) and 40% to push (through the use of paid search, hosting of events and direct outreach). Pull is the foundation of acquiring customers, and push will amplify this foundation.
Allocate the budget to 60% towards pull marketing and 40% towards pushing the iGaming product into the marketplace.
Allow content to perform well for a minimum of 6 months.
Utilise paid search as a mechanism to amplify high-performing content.
Utilise event formats to convert warm leads.
The majority of sportsbook customer acquisition is generated through pull marketing - operators find the product that fits their needs. You do not have to chase operators for this product.
Conclusion
B2B iGaming lead generation is ineffective if you're only utilising push strategies. Rather than pushing, you should focus on sourcing leads from individuals who are already interested in your product. Once established, pull strategies generate lower costs for lead generation and enhance your operators' likelihood of turning into actual customers.
FAQs
1. What are the 4 approaches to marketing strategy?
B2B lead generation can be accomplished with three main methods: (1) outbound (push), (2) inbound (pull), (3) in a hybrid manner (combination of both methods), and (4) via retention (maintaining existing customers), but many iGaming operators fail to retain customers and, as a result, they have high sportsbook customer acquisition costs.
2. Why is B2B marketing so hard?
Long sales cycles with multiple decision-makers will yield low levels of intent from your pushed messaging. Your push messaging may have appeared in the operator's inbox, but they will not respond; rather, they will respond to a message that is relevant to them at the time they received it. Therefore, most of your B2B messaging is interruptive as opposed to relevant.
3. Do businesses prefer to use a pushing or a pulling strategy?
Some operators prefer using the pull method because it is less expensive and provides the operator with higher intent leads than push; however, operators continue to push because it is simple to execute and easier to measure. The optimal strategy is to implement a pull strategy first, as the operator generates interest via their pull; subsequently, the operator amplifies their interest via a push strategy.