BtoB study examines marketers deploying lead-gen programs

摘要

Lead generation is the goal of any direct-marketing campaign. Personalization, offers, calls to action-all are pathways to conversion, qualified leads and ultimately sales.BtoB's "Lead Generation: A Fundamental Flourishes in the Digital Age" survey sheds light on how b-to-b marketers are using lead-gen practices, how the most effective marketers differ from low-achieving and average lead-gen marketers, and those obstacles that block effective lead-gen practices.Respondents were well along in their adoption of lead-gen practices: 74% are at least moderate participants in some form of lead-generation efforts, while 48% were "very" or "fully" involved. Further, 67% of marketers overall were working relatively closely with sales in the lead-gen process. Only 33% of marketers were, on average, not closely aligned or working together with sales.