For as long as I can remember, B2B marketers have considered lead generation as their primary focus. Organizations are spending considerable amounts of time and money on tracking and measuring lead generation metrics.
However, the role of B2B marketers is changing and evolving more into revenue generation. The recently released B2B Marketing Skills Survey jointly done by Genius and BtoB Magazine reveals some new trends and contradicts certain popular beliefs.
Here are some of the key findings from the study:
Emerging Trends:
- 61% of the respondents (500 total) cited Driving Revenue as the most important success metric as compared to Sales Accepted Opportunities (40%), Qualified Leads (39%) with website visits and click-through rates trailing way at the back at 12% each.
- In order to meet new revenue and ROI goals, marketers need to improve their strategic skills (50%) and sales skills (40%). (more…)