Just 44% of B2B marketers report being satisfied with how sales follow up on the leads they generate, according to Green Hat’s B2B Marketing Research Report 2017, carried out in association with the Association for Data-driven Marketing and Advertising (ADMA) in Australia.
However, with only a quarter of respondents reporting to have a documented sales enablement plan in place, perhaps marketers should be looking closer to home to identify the root of their dissatisfaction.
The report also unearthed concerning stats surrounding ROI measurement: as little as 20% of marketers said they measure and communicate marketing ROI – unsurprisingly, this group is 35% more likely to see budgets increased.
Customer experience continues to be of huge significance in 2017, with an enormous 95% of respondents describing it as a priority for the year ahead.
Jodie Sangster, CEO of ADMA, commented on the findings: “In 2017, B2B marketers need to place emphasis on generating, nurturing and progressing leads in order to optimise customer experience.
“This research finds that customer experience remained the most challenging activity for B2B marketers in 2016, and will continue to be so as marketing strategies develop in include automation.”
