Lead generation is B2B marketing's top challenge. In fact, MarketingSherpa research for the 2012 B2B Benchmark Report found 74% of surveyed marketers reported generating high-quality leads as their key marketing challenge.
This excerpt also includes eight charts from this exclusive research, including what CMOs prioritize with lead generation. More than 50% of CMOs reported achieving, or increasing, measurable ROI, optimizing the Marketing-Sales funnel and gaining insight into the target audience as lead gen goals.
Even given these ambitious priorities, 36% of surveyed marketers reported spending less than $20 per qualified lead, and 16%, the next highest percentage, spent between $21 and $50 per qualified lead.
Another chart found in the free excerpt illustrates the value of lead nurturing. Organizations that report engaging in lead nurturing realize a 45% increase in lead generation ROI over companies that do not nurture leads.
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