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OVERVIEW

It’s no secret that B2B marketing is undergoing dramatic change, putting B2B marketing professionals under increasing pressure to deliver results and justify program and headcount investments.

Crowd Research Partners, in cooperation with the B2B Technology Marketing Community on LinkedIn, conducted a comprehensive survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices. We received over 600 responses and this unique report shares the critical data points and trends for busy B2B marketing professionals to inform your marketing plans, campaigns and budget allocations.

Key Findings
  • Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing lead volume (55%). This reversal in priorities points to a bigger trend toward quality over quantity.
  • 59% of respondents said generating high quality leads is their biggest B2B lead generation challenge, matching the increased focus on lead quality.
  • Lack of resources such as staff, funding and time remains the biggest obstacle to successful B2B lead generation for 61% of respondents.
  • Help is on the way for 58% of marketers who say their lead generation budget will increase.
  • Despite the hype around mobile marketing, most respondents are not sure what role mobile marketing will play in their strategies (45%).
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