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2011 B2B LeadGeneration Marketing ROI Study

A Lenskold Group Report Sponsored by:

              The Pedowitz Group

Download the full Lead Generation Marketing ROI Study (registration required for free access to the report).

The 2011 Lead Generation Marketing ROI Study investigated the use of marketing metrics and marketing automation for managing and delivering ROI and growth.  The results were drawn from 263 respondents who indicated that they were lead generation marketers in B2B companies (half or more of their revenues generated from business customers) and whose marketing group generates leads for a sales organization or channel partners.

The full report includes detailed findings and recommendations.  Select findings include:

  • Overall, most marketers (87%) report at least one marketing performance metric to senior management (average 43% per metric).  Three out of four (77%) forecast leads, opportunities, sales and/or revenue (average 41% per metric). Just 65% are reporting at least one financial metric related to marketing’s contribution to senior management (average 30% per metric).
  • Companies outgrowing their competitors are much more likely to report marketing contribution to senior management than companies with the same or slower growth, using the metrics Percent of Total Sales Contributed by Marketing (38% vs. 23%) and Percent of Total Revenue Contributed by Marketing (30% vs. 18%). These higher growth companies are also more likely to report Marketing-Generated Revenue to senior management (38% vs. 26%).
  • The top-tier of highly effective and efficient marketers calculate ROI or similar financial measures to assess their marketing effectiveness (62% vs. 23% of all other marketers) and are more likely to indicate they are experiencing much greater growth than their competitors (55% vs. 13% of all others).

Download the full Lead Generation Marketing ROI Study (registration required for free access to the report).

Click here to access prior reports.

Additional highlights are depicted in the charts and graphs below. To download a PowerPoint file with the charts below, click here.