We just published our 2017 B2B Marketing and Lead-to-Revenue Trends Report, available for download here. At the close of each calendar year, I publish a trends report detailing what our team sees as the important topics in B2B marketing and L2R. This year, in addition to our personal analysis, we’ve included data from 1425 respondents who work in B2B marketing and sales, the majority (62%) of which are at the VP level or above. We’ve also cross-validated this information with data and opinions from noted industry analysts and thought leaders. We found remarkable similarity between survey responses, what industry leaders like Forrester, Gartner and Forbes are saying and our own experiences and data from client engagements. We are also grateful to our survey partner CustomerThink for helping us to get the word out to their large subscriber base.
So what are the big takeaways from this initiative? For one thing, a majority of companies report that they are not generating enough leads to meet their revenue targets. Probably no big surprise – I’ve worked at companies where lead flow was strong and yet, people were complaining about a “lack of leads”. What they mean is that they want their leads to be qualified and ready to purchase in the near future. This is the inevitable tension between lead quantity and lead quality. It’s fine to have plenty of lead flow, but not so fine if the vast majority of inbound inquiries are unqualified and will never buy what you are selling.
Another disconcerting result is that 62 percent of respondents report that their companies spend less than 10 percent of revenue on marketing (including personnel, technology and program expenses). There is no doubt that the strongest and most profitable companies drive growth through compelling and relentless marketing. If you truly believe (and I hope you do) that marketing has a big impact on revenue, you are doing your company a favor by helping them invest in an area that will have many positive benefits downstream.
Our survey also showed that companies will increase 2017 spending on two key areas that impact growth: marketing automation technology and content marketing. Some of us are already fully engaged in these practices and are now in optimization mode, but a surprising number of companies are still taking baby steps. Regardless, smart companies invest in what works and try to get there before the competition does.
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Finally, what are your peers and competitors most interested in measuring in 2017? Given a long list of potential KPIs, our survey respondents say they are focusing on these three, in priority order:
- Tracking sales performance (e.g. close rates) – 76.27 percent of respondents.
- Qualified lead conversions – 64 percent of respondents.
- Measuring website performance – 53 percent of respondents.
While it’s too late for you to take the survey, you can review the results by downloading the report. We designed the survey and report to provide you with actionable information and help you improve what you are doing in B2B marketing and sales. Most importantly, it is my hope and expectation that you will have a better 2017 than 2016.