From Generating Leads to Driving Revenue

Focusing on lead quality over lead quantity.

Improving conversion rates/campaign performance.

Generating the right contacts within target accounts.

In a digital-first world, marketers now own the entire buyer’s journey, from lead to revenue generation. The key to becoming a successful revenue marketer in a digital world is creating engaging experiences that deliver the real-time insights you need to turn prospects into customers, and focusing on the quality of leads instead of the quantity of leads.

What is the primary metric you are measured on?

TOP 3 DEMAND GEN GOALS FOR MARKETERS

what are your demand generation priorities for 2020?

what tactics were most successful in converting and accelerating qualified leads?

How are you addressing the “quality vs. quantity” challenge for your demand initiatives?

The results of Demand Gen Report’s 2020 Demand Generation Benchmark Survey revealed that modern marketing teams strongly rely on strategies, tactics and channels that will help them achieve better pipeline performance in 2020. These priorities position marketers to reach the right, quality prospects through ABM, lead nurturing and qualification — instead of just generating as many leads as possible.

We’re A/B testing our messaging to ensure content resonates with our target audience.

We’re using intent data to better assess prospects that are actively researching a buying decision.

We’re using our BDR/SDR teams to extensively qualify prospects.

We’re practicing account-based marketing to ensure we’re targeting the right stakeholders.

We’re actively communicating with sales to ensure leads are being followed up on.

Expanding our content library to drive campaigns

Generating increased lead volume

Improving sales/marketing alignment

Improving our ability to measure and analyze marketing impact

Generating the right contacts/stakeholders within target accounts

Focusing on lead quality over lead quantity

Improving conversion rates/campaign results

Improving the depth and accuracy of our database

Revenue generated

Opportunities generated

MQLs/SALs

Total leads/inquiries

Pipeline influenced

Accounts engaged

Web traffic

Revenue generated

Opportunities generated

MQLs/SALs

Pipeline influenced

Accounts engaged

Web traffic

Total leads/inquiries

Lead nurture campaigns

Case studies

Webinars

Field events

Industry events

Hover to reveal

49%

48%

41%

39%

28%

23%

17%

72%

73%

66%

58%

77%

58%

60%

61%

73%

66%

56%

51%

45%

56%