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2012 Lead Generation Marketing Effectiveness Study



A Lenskold Group Report Sponsored by:

The Pedowitz Group



Research Report

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

The 2012 Lead Generation Marketing Effectiveness Study examined how integrated marketing automation, strengths in key competencies and the use of ROI metrics influence marketing performance and key lead generation outcomes. The results were drawn from 373 B2B lead generation marketers with responsibilities to generate leads for a sales organization or external channel partner. The research study provides guidance on what is necessary to achieve highly effective and efficient lead generation marketing.

The full report includes detailed findings and recommendations.  Highlights from the findings include:

  • Marketing automation users that also use ROI metrics to assess effectiveness are much more likely to realize an increase in Total Marketing Revenue Contribution from their automation. The vast majority of marketers that use ROI metrics (69%) report an increase in Total Marketing Contribution from marketing automation. This is a huge difference from those marketers using only traditional, non-financial metrics for which just 19% report an increase.
  • The best practice group of “highly effective and efficient” marketers are more likely to attain a strategic level of marketing support from their automation, with CMO support and Sales team integration. Almost half of the best practice group are attaining a strategic level of support from marketing automation while only 19% of all others reach this level. The strategic level was defined as being “driven by the CMO and integrated with Sales.”
  • Highly effective and efficient organizations have strengths in key capabilities that support high performance marketing. Compared to all other companies, marketers in the best practice group were much more likely to report strengths in proactively managing the marketing funnel, measuring incremental sales and revenue, providing a pipeline forecast and being accountable for revenue goals. The differences were quite significant, averaging 70% for highly effective and efficient marketers vs. 30% of all other marketers.
  • Lead generation marketing effectiveness increases with marketing automation. Marketers report an increase in six key outcomes as a result of implementing marketing automation, with 6 in 10 reporting increased quantity and quality of leads and close to half reporting increases in the Percent of Leads Accepted by Sales and the Total Marketing Revenue Contribution.

Learn more about what makes lead generation marketers highly effective and efficient. Download the full 2012 Lead Generation Marketing Effectiveness Study now for all the details (registration required for free access to the report).


Research Supplement: Impact of Marketing Automation on Effectiveness
This supplement from the 2012 Lead Gen research focuses specifically on how the use of marketing automation impacts revenue, lead quality and other key outcomes. We analyze a broad range of practices and capabilities that enable marketing automation to be successful and examine the impact of integrating marketing automation with sales/CRM systems. Download this free supplement to understand how you can improve the effectiveness gained from marketing automation.


Watch a 5-minute video of Jim Lenskold and Debbie Qaqish discussing select findings from the research here.

Prior Reports

Click here to access prior research reports.

Lenskold Group Overview

For an overview of how Lenskold Group can help your organization adopt the best practices proven to drive highly effective and efficient marketing follow this link. Or contact us and we would be happy to discuss any of your questions on lead generation measurements and ROI.


Additional highlights are depicted in the charts and graphs below. To download a PowerPoint file with charts in image form that you can use in presentations, click here.