New Research Reveals Marketing’s Two Biggest Challenges: Lead Generation and Lead Qualification
We’ve come to depend on MarketingSherpa to provide the case studies and research to help us further refine how we market and shape our best practices. This year’s 2012 B2B Marketing Benchmark Report is no exception to the Sherpa collection.
Over 1,700 B2B marketers were surveyed for this report that includes 157 charts and analytical commentary on how to “attract and convert the modern B2B buyer.”
Within its 188 pages, MarketingSherpa reveals the two biggest B2B marketing challenges we face: lead generation (74%) and lead qualification (49%). These results, along with Sherpa’s report that the average B2B deal size declined in 2011, show us that marketing to a lengthening sales cycle has led to more promotional pricing than ever to get the deals closed.
The impact is widespread. Across all industries and sizes (and regardless of process maturity) marketers continue to struggle to achieve the proper balance of lead quality and quantity. MarketingSherpa’s research shows that smaller the organization, the more challenging this becomes.
Other top B2B marketing challenges:
· Generating a perceived value in “cutting edge” products (41%)
· Competing in lead generation across multiple media (40%)
· Generating PR “buzz” (38%)
Further, marketers indicated that an overall lack of resources (time, staff and budget) is the greatest barrier to achieving their marketing goals. This would explain why marketers are struggling to gain maturity in lead conversion processes. There simply isn’t the time, money or manpower to focus on an initiative of this magnitude.
So, how is marketing leadership planning to address these challenges? MarketingSherpa’s data on CMO’s strategic priorities for 2012 includes:
· Gaining greater insight of customers and target audience (56%)
· Optimizing lead progression through the marketing-sales funnel (55%)
· Achieving or increasing measurable ROI from lead generation programs (54%)
What provides the best insight in this most recent report is how MarketingSherpa dissects the data: by industry, by maturity, and by size. These cross-sections illuminate the why’s and how’s of B2B marketing to help us evolve our own best practices.
Download your own copy of the 2012 B2B Marketing Benchmark Report today. With a wealth of industry-specific data, marketers everywhere must have this report to better inform their marketing strategy, improve best practices, and achieve more sales conversions.
