B2B Lead Gen Needs Improvement: Report

Posted on by Beth Negus Viveiros

Lead GenerationMarketers aren’t overly confident about their B2B lead gen initiatives, according to a new report.

An overwhelming 82% of respondents to the “Campaign Confidence Gap” survey said they were only “somewhat” or “not very” confident in the effectiveness of their B2B lead gen campaigns.

Nearly half of respondents (41%) to the survey, sponsored by SnapApp, cited identifying new sources of leads as a top demand gen challenge, and 33% said developing compelling calls-to-action was a concern.

“Traditional B2B marketing strategies have become stale for buyers, reflecting a seller-centric approach to marketing,” said Aaron Dun, senior vice president of marketing, SnapApp in a statement. “It’s evident that organizations that fail to incorporate dynamic buyer-centric content into their 2017 marketing campaigns will struggle to achieve their demand gen goals.”

The use of interactive content in B2B marketing is expected to rise significantly, with 87% of respondents saying at least 10% of their content will be interactive in the next year to 24 months.

The top five interactive content formats B2B marketers are using or plan to use were video (95%), surveys (92%), interactive infographics (85%), ROI calculators (84%) and assessments (82%).

The top of the sales funnel seems to benefit the most from interactivity, as 66% noted these tactics help a greater response to B2B lead gen efforts. More than half (54%) who were using interactive content saw open rates improve at least 20%, and 66% saw a five percent increase in clickthrough rates.

The survey was conducted online by Demand Gen Report during Q2 and Q3 of 2016. The respondents included more than 100 B2B marketers. The full report can be downloaded here.

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