In order to demonstrate your value as a Marketeer, you are partly dependent on Sales. Not only does (Inside) Sales follow up on marketing leads in most cases, Sales also plays an important role in administering conversations and lead statuses. Because Marketing is increasingly accountable and has to report the impact of actions, we were curious whether MQLs are properly logged and tracked.
To the statement ‘In our CRM it is clear which agreements, quotes and deals have a marketing activity as a source’ 55% of the Marketeers answer wholeheartedly ‘agree’. Another 22% partially agree with this statement.
The statement ‘I know (approximately) what an MQL yields on average in turnover’ yields less unanimity: 53% (partly) agree and 47% (partly) disagree. It is therefore not always clear to Marketing lead accountability the B2B Marketer what an MLQ yields on average in turnover. The lack of these insights makes it difficult to have a fact-based discussion about the added value of Marketing in the commercial process.
Lead Generation Challenges Marketing lead accountability
Marketers at ICT companies see generating sufficient qualitative leads as the most important challenge (38%), just like last year. Now that physical events are possible again, this seems to be less problematic than in 2021, when lead generation was still a challenge for 52%.
It also remains a challenge to get the attention of the indonesia phone number library target group online (36%) and to reach/catch the target group at all (34%). How do you distinguish yourself online, now that this channel has taken off in recent years? What content do you need to b2b contentmarketing: 5 trends attract attention? How do you interact online? Content therefore remains a challenge in the context of lead generation:
- 30% find it a challenge to create converting content
- 28% find it a challenge to create relevant content
Lead Generation Trends Marketing lead accountability
Last year, a lot was expected of video content (47%), social selling (38%), online events (36%) and hybrid events (32%), but this year the top looks very different:
- As the most important lead generation trend, content marketing/creating engaging content is mentioned by 40% of respondents. In 2021, content marketing was still at 9 on the list.
- Marketing automation, which is already used in many organizations, is mentioned second (33%).
- The return of physical events is mentioned as a trend by 33% of marketers.
- Personalization rises from 7th to 4th place on the trend list (29%).
- Newcomer B2B storytelling immediately ranks high on the list at number 5 (26%).
Marketeers clearly see different developments for 2022 than they saw last year. The changing circumstances due to COVID will be an important reason for this. A good example is the importance in 2021 of (filling) online events, versus the return to physical events this year.
About the research
For the sixth year in a row, we have surveyed Marketers from ICT companies about B2B lead generation . The Lead Generation Benchmark Survey took place in the search engine optimization mails second quarter of 2022. 174 Marketers from both large and smaller ICT companies participated in the survey, including MSPs, consultants, software, hardware and SaaS vendors. Download the full lead generation benchmark report .
