With many businesses wanting to track where each and every dollar goes, a recent survey from Pardot leads to some surprising news.
According to the report, nearly 37 percent of marketers state they do not track revenue that is generated through their campaigns. As close to 40 percent of them report, they do not have time and/or necessary resources available to make and study reports.
While the majority of those in B2B marketing find themselves responsible for putting together and implementing productive lead management programs, it turns out this rather large percentage that are not fail to show their real value to their companies.
Among the notable findings from the survey:
- One-fifth of marketers report not measuring marketing-sourced leads in the first place;
- Nearly one-third state they do not track advanced metrics like marketing-sourced opportunities, while the same figure report they do not have the proper tools necessary to follow leads from start to finish in the sales cycle;
- Thirty-five percent claim not to be utilizing lead nurturing when it comes to less qualified leads;
- Approximately 33 percent of marketers responding were in agreement that MQLs (marketing qualified leads) are the key metric to measure, with marketing-contributed opportunities coming in second; less revenue-focused metrics, including Web site traffic and page views, were viewed as lowest on the importance list.
While some of those numbers may seem troubling to many that run businesses, the survey also notes that the message of necessary action is registering with many B2B marketers.
The survey goes on to point out that 80 percent of those polled state they plan to devote additional time to marketing metrics this year as opposed to prior years.
Close to 85 percent of marketers stated that they are requiring that leads meet a noted set of criteria, including job title and/or industry, prior to passing the leads along to the sales department. Meantime, more than half commented that they used a complex group of qualifiers that brought together both demographic factors and lead activity.
According to Pardot COO and co-founder Adam Blitzer, "In today's lean-and-mean small business environment, it's crucial that marketers understand what's working and what's not, so programs can be improved and forecasts refined."
As a B2B marketer, how are you going about tracking campaign-generated revenue?
Are you doing something differently through the first quarter of 2012 that you did not do in 2011?
Lastly, what is the biggest challenge you find your marketing department facing through the first quarter of this year?
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