Why Do B2B Businesses Struggle with CRO

Why do so many small and mid-sized B2B marketers struggle to turn traffic into leads and sales?
Despite all the focus on digital campaigns, conversion rate optimization (CRO) remains one of the biggest pain points for SMBs.

This analysis dives deep into the findings, explores what’s holding SMB B2B marketers back, and offers actionable steps to finally bridge the CRO gap in 2025.

Conversion Rate Optimization in B2B SMB Marketing

Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who complete a desired action — such as filling out a lead form, booking a demo, or signing up for a newsletter. For B2B SMBs, CRO is particularly important because:

• Budgets are limited. Unlike enterprise companies, SMBs don’t have endless ad spend. Every click needs to count.

• Sales cycles are longer. B2B buyers typically require multiple touchpoints. Optimizing each one can reduce friction.

• Competition is fierce. Many SMBs compete against larger companies with bigger resources. CRO helps level the playing field.

When done well, CRO transforms existing traffic into more qualified leads, driving growth without increasing ad spend. Yet despite recognizing its importance, most SMBs fall short in execution.

The inspiration of this article has come from the article written by Mike Pastore at Martech