The Center For Media Research reports that marketers want leads from thier digital marketing efforts and that tops the list for 2017 goals...
"According to a new study of U.S. B2B, from marketing managers to C-level executives, by DemandWave, B2B marketers chose lead quality over quantity. This year’s survey solidifies the trend with a 26% YoY increase in marketers choosing “deliver quality leads” as their top marketing goal for 2017.
Despite representation from a diverse group of industries, including software, manufacturing, telecommunications, healthcare and more, for the second year running the #1 objective of B2B management surveyed is digital marketing efforts to deliver quality leads.
2017 Marketing Objectives | |
Objectives | % of Respondents |
Deliver Quality Leads | 48% |
Drive More Leads | 23 |
Increase Marketing ROI | 12 |
Improve Brand Awareness | 9 |
Increase Website Traffic | 5 |
Source: DemandWave, February 2017 |
“Delivering quality leads” emerges as B2B marketers’ top challenge, bumping “Measuring and proving ROI” down from its two-year streak at the top. And, as seen in the chart, B2B marketers are showing the first signs of improvement for measuring marketing ROI, a struggle that has long plagued B2B due to the revolution of digital, says the report.
Biggest Digital Marketing Challenge | |
Challenge | % of Respondents |
Deliver Quality Leads | 32% |
Measuring and Proving ROI | 24 |
Generating Enough Leads | 16 |
Producing Quality Content | 14 |
Securing Staff and Budget | 8 |
Source: DemandWave, February 2017 |
63% of B2B marketers say organic search drives revenue, tying email at the top spot for the first time. The report suggests a couple factors playing a role in the rise of SEO-driven revenue.
Also of note is the disparity between how many marketers use social media (95%) versus paid search (71%), and how many marketers find resulting revenue for each channel, 37% and 44%, respectively, says the report. Considering paid search is the top channel for which marketers outsource agency help, the report opines that B2B marketers are less comfortable managing paid search campaigns.
Concluding, the report summarizes the 2017 Survey highlights:
For more information from DemandWave, please visit here."
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