The online survey of 273 b-to-b marketers conducted this month also found that of those planning to increase spending, the majority (39.4%) plan an increase of between 11% and 20%.
While the survey found that budgets for lead gen programs are rising, it also reported on the biggest obstacles for increasing spend on such programs. The majority of respondents (47.2%) reported that their biggest obstacle is not having reports to show the ROI for what they are spending; 41.8% cited sales management lack of follow-up impeding their ability to show ROI; and 11% cited their biggest obstacle as their agency not knowing how to prove ROI.The complete results of this survey are reported in BtoB's Guide to Lead Gen Management, released today. Please click here for the results.
BtoB, the magazine for marketing strategists, is the only publication dedicated to all disciplines of business-to-business marketing. In print and electronically, BtoB delivers the latest trends, best practice case studies, research, and analysis senior marketers need to develop a winning integrated marketing strategy.