‘Just hit the volume goal’: B2B marketers on resisting ‘ridiculous’ pressure to deliver leads
For many B2B marketers, their worth is measured by volume of leads rather than strategic impact. How can they break the cycle?
The twin pressures of inflation and sluggish growth continue to cast a long shadow over business. As B2B brands struggle to source new customers, in many cases marketers are being pushed to deliver larger volumes of leads, regardless of whether they will pay off with a purchase.
Marketing Week’s exclusive State of B2B Marketing research finds two-fifths (40.2%) of B2B marketers are under pressure to deliver marketing-qualified leads (MQLs) regardless of quality.
This mentality is “ridiculous”, argues CMO at social media management platform Sprout Social, Scott Morris, who describes solely focusing on lead volume as a “losing and short-sighted strategy”.
