Improving lead quality both biggest challenge and priority for marketers

Improving lead quality is the most important goal for B2B marketers, but also their biggest pain point, according to research from Ascend2.

More than three-quarters (77 per cent) of respondents cited better lead quality as one of the most important aspects of a lead gen strategy, while over half (53 per cent) also viewed it as their most significant barrier.

The fact only 41 per cent of respondents chose increasing the quantity of leads as a significant goal reinforces the pervasive concept of quality over quantity in the B2B marketing landscape.

Acquiring new customers was another top priority, with half of marketers selecting it as an important goal, while other lead gen challenges included converting website visitors to leads (37 per cent), increasing quality of leads (36 per cent) and acquiring new customers (34 per cent).