A majority of B2B marketers are now responsible for driving revenues, but marketing-generated leads account for most sales rejections, says a new study by 6sense, a predictive intelligence firm for B2B marketing and sales.
The reported, entitled “2015 Survey of B2B Marketers“, looked at 321 B2B marketing professionals in the U.S. with director-level or higher titles. Report authors discovered that more than two-thirds (70 percent) of B2B marketers are now measured based on the amount of revenues they generate using their marketing and lead generation programs.
The study results found that 60 percent of the survey participants are measured on quality and 70 percent are measured on quantity. This doesn’t bode well for marketing professionals since sales teams reject 80 percent of their leads.
What are some of the biggest challenges facing B2B marketers in terms of lead generators? They named lack of resources (61 percent), lack of high-quality data (42 percent) and lack of target audience insight (38 percent).
All three of those challenges are surmountable. Having said that, the name of the game is ATTRIBUTION.