Forrester finds b2b marketers lagging with demand generation


B2B Demand Generation | Companies are struggling with demand generation today

From BtoB Magazine Marketers Lagging in Demand Generation

“I find it sad how badly most companies are doing in B2B demand generation today. Instead of complaining about the poor economy, if more invested in quality demand generation programs, they’d put up vastly better results.” Jeff Ogden, President, Find New Customers.

Jeff Ernst, Principal Analyst, Forrester Research

Cambridge, Mass.—B2B marketers are doing a poor job with demand- and lead-generation programs, according to a new study from Forrester Research.

The report, “The State of B2B Demand Generation: Disjointed,”was based on an online survey of 266 marketing and sales executives conducted in May 2011.

It found that 44% of marketers said prospects view communications from their companies as “disjointed” or “hit and miss.”

(Editor’s note: Almost 1/2 cannot create customer-focused content.)

Also, only 3% of marketers think they “wow” prospects by knowing what information customers need and giving it to them.

(Editors Note: If 97% admit they cannot wow prospects, we have BIG problems!)

The study also found that only 23% of companies have a defined lead management process, and only 5% of companies follow a streamlined lead-nurturing process in which every customer contact is orchestrated.

(Editors note: Less than one in four have defined how they handle a lead and only 1 in 20 nurture those leads.)

Perhaps more of these companies should take advantage of the free Education section at Find New Customers.

What do you think? We’d love to hear from you. Please enter your comment below.

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“In my recent Dun and Bradstreet post, I shared some unexpected finds.  Jeff Ogden’s How to Find New Customers white paper is excellent!

FastCompany blogger

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio.
To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities for sales teams, they turn to lead generation companies like Find New Customers.

Find New Customers, can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.

One thought on “Forrester finds b2b marketers lagging with demand generation

  1. “Also, only 3% of marketers think they “wow” prospects by knowing what information customers need and giving it to them.”

    This statistic really surprises me. Our jobs are to get our customer’s attention…we need higher self esteam in the marketing world…much higher than 3%!

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