B2B Marketers: Success Begins with Better Leads, Not More of Them
It’s official. When it comes to leads, the vast majority of you prefer quality over quantity.
That’s one of the first things I learned at Marketing Sherpa’s B2B Marketing Summit in Boston. Sergio Balergno, Director of Research for MarketingSherpa, took the stage during the opening session where he previewed insights from 935 B2B marketers compiled in Marketing Sherpa’s B2BMarketing Benchmark Report.
It reveals that 78 percent of these marketers considered generating high-quality leads the most important challenge to B2B marketing success, while merely 44 percent thought generating a high volume of leads most important.
The contrast doesn’t surprise me. After all, we’re all being charged with producing more revenue with tighter budgets, so we have to look for every opportunity to make more sales in less time. Of course, better leads accelerate the sales process and result in more closed deals. Poor leads do just the opposite.
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