Over a third of B2B marketers under pressure to deliver leads regardless of quality
As the pressure ramps up to drive customer pipeline, more than half of B2B marketers also believe leaders don’t see marketing’s potential beyond lead gen.
More than a third (40.2%) of B2B marketers are under pressure to deliver marketing qualified leads regardless of quality, according to exclusive Marketing Week research.
The State of B2B Marketing survey finds respondents working within SMEs (250 employees and under) are under greater pressure to deliver leads regardless of quality (42.3%) than their peers in large organisations (38.1%).
These statistics are even more concerning given almost seven in 10 (69.3%) of the 600 B2B marketers surveyed say lead generation is becoming a bigger focus in their business than it was three years ago. Only just over a quarter (27.2%) claim lead gen is less of a focus than in 2021.
