B2B Lead Generation Report

Lead Gen Properties

Increasing the quality of leads is the top priority for 68% of B2B professionals, followed by increasing lead volume at 55%. This reversal points to a bigger trend of quality over quantity.

• Increase lead Quality
• Improve ability to measure and analyze: 41% Marketing Impact
• Improve marketing efficiency: 38%

Lead Gen Challenges

59% of respondents identified generating high-quality leads as a challenge.

• Generating high-quality leads
• Converting leads into customers
• Delivering effective lead nurturing programs, researching new/expanded audiences, generating a high volume of leads
• Demonstrating impact on revenue/ROI and creating meaningful content

80% of respondents report that their efforts are only slightly or somewhat effective.

• Sourcing high-quality data/lists

Lead Gen Effectiveness

When it comes to gauging the effectiveness of existing lead generation programs, most marketers are not satisfied.

• 59% lack of resources (staff, budget or time)
• Almost 1/4 (24%) of marketers said ‘I Don’t Know’
• Lack of sufficient insight on target audience: 42% ‘I Don’t Know’
• Limited ability to develop content
• Lack of alignment between sales and marketing: 61%

Social Lead Gen Effectiveness

• Overall: 79% reported as effective, 15% reported as ineffective
• LinkedIn: 42% reported as effective, 29% reported as ineffective
• Twitter: 40% reported as effective, 40% reported as ineffective, 22% reported as effective, 48% reported as ineffective.