Marketers Contributing More to Sales Pipeline

Posted on by Beth Negus Viveiros

Lead_Generation595Marketers are becoming increasingly more responsible for contributing to their company’s sales pipeline, with nearly 60% of marketers polled in a recent survey by Bizo and Oracle Marketing Cloud saying they are delivering at least 20% of their B2B company revenues.

“Mastering the Demand Cycle: Targeting and Nurturing for the New Buyer’s Journey” will be the topic of a Chief Marketer webinar sponsored by Bizo on Tuesday, Sept. 9 at 2 pm ET. Speakers will include David Karel, CMO at Bizo and Lauren Delgado of Hortonworks.

B2B companies are making significant investments in lead nurturing programs. Email is widely used, according to the Bizo/Oracle research, but it doesn’t have a wide enough reach to known contacts. On average, 79% of marketers reported that their open rates don’t top 20%. As for over the transom website registrations, only 5% reported anonymous website visitors filling out contact forms on B2B sites.

Not surprisingly, marketers are expanding their use of marketing automation platforms. Nearly three-quarters of respondents reported that they currently use such solutions, and 82% plan to maintain or increase their automation investments this year.

The survey reached 505 marketing professionals last May.

For more on this topic, join our live webinar sponsored by Bizo, “Mastering the Demand Cycle: Targeting and Nurturing for the New Buyer’s Journey” on Tuesday, Sept. 9 at 2 pm ET.




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