Forrester finds b-to-b marketers lagging with demand-gen

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Cambridge, Mass.—B-to-b 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. It found that 44% of marketers said prospects view communications from their companies as “disjointed” or “hit and miss.” Also, only 3% of marketers think they “wow” prospects by knowing what information customers need and giving it to them. 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.
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