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.