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.
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.
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