B2B Demand Gen: Lead Qualifying Teams Are Common at Larger Enterprises

October 14, 2022

Almost two-thirds of B2B demand gen marketers report currently having a lead qualifying team that screens leads and sets appointments for sales, according to the latest annual State of Demand Gen report [download page] from Activate, produced in partnership with Marketing Charts.

The survey finds that a professional approach to lead follow-up and LQR teams is standard at larger companies: 78% of respondents from companies with at least 5,000 employees reported such a team. However, fewer than half (48%) of respondents at smaller companies said the same, almost matched by the share (46%) who said that leads go straight to sales.

The results also indicate that demand gen marketers who met or exceeded their KPIs (69%) were more likely than those who failed to meet their KPIs (51%) to have a lead qualifying team.

Asked which of various attributes a lead must display before being sent to a SDR/LQR, respondents pointed first to the provision of a valid email (70%), followed by the lead having the right job title/job function (64%), being based in a certain country/region (56%) and working for a company with the right revenue/headcount (53%).

Meanwhile, two-thirds look to drive additional engagement beyond the first-touch before sending leads to SDRs/LQRs, and half associate them with an existing named account (where present).

Looking forward, the need for marketers to engage leads more often is likely to increase, as 84% agree that successful demand gen will require more touch points before qualification.

Other Findings:

  • Currently, sales development representatives (SDRs) and lead qualification representatives (LQRs) are most commonly part of the sales team, as indicated by 64% of respondents. However, for almost one-sixth (16%), SDRs/LQRs are part of the marketing and/or demand gen team, while for an additional 11%, all sales and marketing staff are part of a single revenue team. Separate research [download page] from Demand Gen Report and Demandbase suggests that sales development reports to marketing for about one-quarter of B2B marketers with SDRs or BDRs in their company.
  • Marketing-generated pipeline and marketing-generated revenue are the top metrics planned for use in the coming 12 months. Marketing-generated revenue is a bigger focus for larger than smaller companies, and will be more commonly used by respondents who met or exceeded their KPIs than those who did not meet them.
  • A slight majority (54%) agree that leads that don’t convert quickly are not valued by the business.
  • Collaborating with sales to convert leads effectively is the second most-commonly cited demand gen challenge.

For more, download the study here.

About the Data: Findings are based on a July 2022 survey of 172 B2B tech marketers and demand gen decision-makers and influencers, 6 in 10 of whom work at companies with at least 1,000 employees.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This