Survey: B-to-b marketers view sales-oriented goals as most important

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Atlanta—Business-to-business marketers feel strongly that producing qualified leads and sales conversions is their most important goal, according to a survey by online marketing automation company Silverpop.

According to Silverpop's “B2B Marketing Survey,” conducted online in May, the No. 1 concern cited by 24% of 446 respondents was ensuring qualified leads are converting into appropriate sales opportunities. Nurturing and converting initial inquiries into qualified leads was cited as most important by 22% of respondents, with 19% stressing increasing sales effectiveness and improving close rates as their primary concern.

The study also found that among those marketers focusing on the top of the pipeline, 53% don't score leads while 69% don't nurture them, which Silverpop said would hinder lead management and revenue growth.

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