Lenskold Article Series

by Jim Lenskold

2012 B2B Lead Generation Marketing ROI Study

This research archive examines how marketing ROI and measurement practices align to revenue contribution and lead generation key metrics.


  • What practices and key competencies differentiate the best practice group of Highly Effective & Efficient marketers?
  • What capabilities are most critical to help marketing automation generate an increase in key lead generation outcomes?
  • What can marketers do to influence Total Marketing Revenue Contribution as an outcome?

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 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.
  • Highly effective and efficient organizations have strengths in key capabilities that support high performance marketing.
  • Lead generation marketing effectiveness increases with marketing automation.

Here is a sample of the results in this report:

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