by Jen Doyle, Senior Research AnalystB2B marketing challenges becoming more pertinent to organizationsClick here to see a larger, printable version of this chart
This chart represents the growing marketing challenges B2B organizations have faced from 2009 to 2010. Nearly every challenge has been elevated in pertinence to organizations in 2010.
Year after year, the greatest marketing challenge that B2B organizations face is generating high-quality leads. Organizations are combating this by defining sales funnel processes that include a lead nurturing stage for non-sales-ready leads and lead scoring methodologies to determine when a lead is ready to be contacted by a salesperson so that only high-quality, sales-ready leads are delivered to the sales team.
Generating a high volume of leads became a greater challenge for B2B organizations in 2010, and this is likely a result of the need to produce more leads with limited resources of budgeting and/or staffing. As B2B organizations begin to increase marketing budgets for various tactics in 2011, the process of generating a high volume of leads will be facilitated.
For additional research data and insights about B2B marketing, download and read the free Executive Summary
from MarketingSherpa�s 2011 B2B Marketing Benchmark Report