The 2012 B2B Marketing Benchmark Report is a comprehensive reference guide containing more than 150 charts with analytical commentary. More than 1,700 marketers shared thier knowledge and results in one of the most extensive studies in the industry.
Amidst the struggle to increase effectiveness, marketers align priorities accordingly for the upcoming year. It is natural for marketers to prioritize lead generation, as we learned that balancing quality and quantity of leads are top challenges. The following key finding chart examines the importance of sales conversion, and its close relation to lead generation.
While lead generation presents a greater priority, and converting qualified leads presents a greater challenge, response levels are relatively similar for the priority and challenge of both tactics. This demonstrates their interdependence.
Marketers now prioritize lead conversion over branding, reputation and awareness, despite its traditional connotation as a “sales responsibility”. Marketers are realizing the importance of supporting conversion as a marketing function by incorporating funnel optimization strategies to accelerate sales pipeline performance.