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B2B Marketers Waste a Lot of Time and Resources

Customer relationship management (Malibu, Calif.), 2024-03, Vol.28 (2), p.10-11

Copyright Information Today, Inc. Mar 2024 ;ISSN: 1529-8728 ;EISSN: 2169-043X

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  • Title:
    B2B Marketers Waste a Lot of Time and Resources
  • Author: Britt, Phillip
  • Subjects: Councils ; Intelligence ; Marketing ; Purchase intention
  • Is Part Of: Customer relationship management (Malibu, Calif.), 2024-03, Vol.28 (2), p.10-11
  • Description: B2B marketers are wasting mil lions of dollars every year on misguided spray-and-pray campaigns, the CMO Council pointed out in a new report. And while most B2B marketers say they should be driving the customer-acquisition machine, including identifying, prioritizing, nurturing, converting, recovering, and requalifying leads, more than half are failing at it, the research found. Among marketing and revenue leaders, 62 percent say their lead generation and engagement strategy underperforms. The differences are very evident when comparing highly evolved and lesser evolved marketers. More than three-quarters (76 percent) of highly evolved marketers say they're satisfied with their accelerated pipeline, com pared to 21 percent of lesser evolved marketers, and 44 percent of highly evolved marketers say they're very satisfied with ABM, compared to only 3 percent of lesser evolved marketers.
  • Publisher: Medford: Information Today, Inc
  • Language: English
  • Identifier: ISSN: 1529-8728
    EISSN: 2169-043X
  • Source: ProQuest Central
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