Lead-gen adoption strong but nurturing remains a challenge


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When respondents were asked about factors that contribute the most to lead-gen success, return on investment was ranked No. 1 by 57% of respondents. Closing rate (45%), qualified lead volume (42%), cost-per-lead (38%) and a variety of other internally important criteria were also noted. Shortening the sales cycle was valued least as an assessment of strong lead-gen practices. Marketers were generally optimistic about their sales growth over the next 12 months, with 51% saying that sales would be “more” or “significantly more” next year compared with this year. However, in the context of lead generation, the level of confidence in the future showed quite a bit of variability: 68% of highly effective lead-gen marketers said sales would be up in the next year, while just 40% of respondents who described themselves as ineffective at lead generation expressed confidence in rising sales. BtoB's study was based on an online poll conducted in August and September of 605 b-to-b marketing professionals. For information about downloading the full study, visit
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