Whistling past the graveyard | Insights from the 2012 B2B Marketing Benchmark Report

B2B Demand Generation | The Realities

If you ask a business executive how good his or her company is in B2B lead generation,Choice almost all will say “We’re experts at it.” But a big of digging reveals the truth that belies this statement.

The simple fact is that most are really bad at it. Check out the damning stats below.

Jen Doyle, MarketingSherpa Senior Research Manager and Lead Author of the 2012 B2B Marketing Benchmark Report, revealed that 1,745 marketing organizations are reporting remarkable declines in marketing effectiveness in 2011. But their other responses point to what’s causing this.

• 68 percent have not identified their sales and marketing funnels, no less optimized them.
• 61 percent send leads directly to sales.
• 79 percent don’t score leads.
• 65 percent don’t nurture leads.

Want to quickly assess your company’s approach? Take the Inflextion-Point B2B Sales and Marketing Health Check.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.


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