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Just 11% of B2B lead generation marketers describe their marketing as highly effective and efficient, finds a September 2012 report [download page] compiled by Lenskold Group and sponsored by The Pedowitz Group. These marketers are more likely than the other survey respondents to be using integrated marketing automation (68% vs. 49%), report higher growth than their competitors (33% vs. 17%), and use marketing ROI metrics to measure effectiveness (58% vs. 34%).

Despite these “best practice” marketers making up just 11% of the respondent sample, many are fairly confident in their marketing proficiency: a plurality (48%) describe their marketing as somewhat effective and efficient. Still, 31% say they are somewhat effective, but not efficient, and 6% neither effective nor efficient. The remaining 5% has no clear idea of their effectiveness or efficiency.

As expected, the majority of companies who describe their marketing as highly effective and efficient use ROI measures to assess effectiveness (58%), compared to 34% of all other companies. The report concludes that while numerous measures assess marketing effectiveness in generating outcomes, ROI measurements provide insight into both effectiveness (the financial return) and efficiency (the investment).

The percentage of B2B lead generation marketers overall that calculate return on investment (ROI) to assess their marketing effectiveness has risen sharply from 28% in 2011 to 39% in 2012, and has steadily increased from 24% in 2009.

Integrated Automation Use Aids in Analyses

Data from the “2012 Lenskold Group / Pedowitz Group Lead Generation Marketing Effectiveness Study” indicates that lead generation marketers at B2B companies that have integrated marketing automation make far greater use of metrics than companies with no automation. For example, they are more likely to report using lead metrics (91% vs. 65%), engagement metrics (88% vs. 62%) and response metrics (84% vs. 59%).

In further results, three-quarters of companies using integrated marketing automation measure sales metrics, versus 52% of companies with no automation. The former are also more likely to measure cost efficiency (64% vs. 38%), forecasts (40% vs. 21%) and perception (23% vs. 20%).

Separate findings from the report reveal that 51% of the respondents report using integrated marketing automation in their organizations, while 19% use non-integrated marketing automation and 30% have no marketing automation at all.

About The Data: The Pedowitz Group data is drawn from an online survey 373 respondents who indicated that they were in B2B companies (half or more of their revenues generated from business customers) and whose marketing group generates leads for a sales organization or channel partners.

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