Most of us marketers feel like we’re pretty much on top of things …most of the time. So this survey result (of 231 B2B marketers …significantly large) may seem astounding:
- 44% said that if asked by their C-suite, they would have no idea of the impact on profit of a 10% increase in their budget
- only 32% said such an increase would improve profits by at least 10%
This result and more come from The Lenskold Group’s 2010 B2B Lead Generation Marketing ROI Study, sponsored by eMedia. That teaser page actually includes six nifty result charts, plus a link to download the full report (free, behind registration).
And it’s also summarized in a brief post by Matthew Schwartz over at Follow the Lead / ZoomInfo. Some of the conclusions Matthew draws out include…
ROI metrics boost confidence – Of the subset of marketers that customarily use ROI metrics, 42% said they could improve profits by more than 10% …compared with just 23% of marketers that only use traditional, non-financial metrics.
Nurturing is key to profit – 58% of lead generation marketers said that their highest profit potential lies with nurturing stalled leads. That was followed by conditioning leads to improve the average value per closed customer, and reducing the time from new lead to closed sale.
B2B marketers owe it to themselves – and their companies – to download and apply the numerous insights in this outstanding study.
