Using Marketing Analytics to Accurately Microtarget B2B Leads

Karla Blalock

In an ideal world, all marketing teams would apply proven business-to-business lead-generation best practices to help sales close the highest number of the highest value deals possible.

But the real world is quite different. B2B lead generation performance is continually grouped—based on processes and results—into three categories: best-in-class, average and laggard. The results gap across this spectrum is stunning. SiriusDecisions, for example, reports best-in-class B2B lead generation organizations outperform average ones by a ratio of five to one. That is, the top group closes 14 deals per 1,000 prospects, while those using average processes close fewer than three deals per 1,000.

Given that many self-educating buyers aren't...

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