B2B marketers gear up inbound strategies for growthby
New research from the B2B Demand Generation Benchmark Survey has revealed that social media and inbound marketing surveys are top of the agenda for B2B marketers.
One thing marketers need to be careful about, however, is the quality of leads from these channels. Even if the cost is low, it's important that your return on investment translates over into the kinds of leads your getting from each channel. Lead scoring is one good way to measure this quality. This usually includes gauging factors such as the decision-making power of the contact, their purchase timeline, budget, industry, or what kinds of content they've interacted with or downloaded.
We also asked marketers whether they use a marketing automation program for demand generation, and then filtered the results by those who answered yes or no to that question. The chart below compares marketing automation users and non-users for demand generation performance relative to their expectations for the program.