According to recent research from HIPB2B and Ascend2, B2B marketers are facing challenges with demand generation such as generating high-quality leads and collecting high-quality data.
Email is the most used channel for demand generation, and 60% of B2B marketers have seen an increase in the number of leads generated over the past 12 months. 75% of B2B marketers need to increase the number of leads in the next 12 months to reach their goals.
The report was based on a survey conducted in November 2021 among 183 B2B marketers.
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B2B Marketers' Biggest Demand Generation Challenges
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When potential customers see and interact with your brand multiple times, they become more likely to become interested in what you're offering. And when sales and marketing teams work together to make multitouch lead gen even more effective, the inevitable result is a boost in conversions.
Most salespeople are required to learn sales scripts before contacting prospects. And to ensure all the information is conveyed exactly as the company prefers, they're discouraged from adding anything to the script. Basically, they're hired to be human commercials. No wonder it doesn't work.
Sales enablement can feel worse than untangling a giant knot of half-burned-out Christmas tree lights. Luckily, a series of MarketingProfs articles undertook that metaphorical untangling. The lessons now unwound from that effort shine brightly as guiding principles of sales enablement.