Generating high-quality leads remains the key challenge for B2B marketers, new research shows.
A study published by Marketing Sherpa reveals that it is not lead generation in itself that is the biggest challenge faced by marketers; rather it is generating high-quality leads and business lists.
Other challenges B2B marketers face include marketing to a lengthening sales cycle, and creating perceived value, the survey from Marketing Sherpa found.
Efforts are focused not solely on giving more leads, but on giving better leads, the survey found.
Lead generation activities are not limited to one form of media, however, and competing in these different markets is seen as a challenge by some, the research found.
The quality of leads is seen in a number of different ways, it adds, noting that some deem it to be the original state of the lead, while others see it as when the lead is ready for a sales pitch after a nurturing process.
Aside from lead generation, other systems can also help businesses create sales leads. Effectively employing a CRM system can help firms achieve business growth without having to focus on getting new customers, Darren Mercieca from the government’s Business Link service, said.