The top three challenges for marketers this year would be new business development, lead quality, and demand and lead generation.
This is from the 2015 State of B2B Marketing, a report published by Salesforce that recognizes the important things companies care the most. And with these challenges in mind, they care a whole lot about solving them.
For Salesforce contributor Jena Hanington, these challenges can easily be overcome through marketing automation:
Challenge 1: New Business Development
First and foremost on our list of challenges is “new business development.” At many organizations, generating new business is primarily associated with sales, but the reality is that marketing has a huge role in generating revenue as well. By running integrated campaigns that fill the funnel with high-quality leads (more on this in the next section), marketing can contribute its own source of revenue to the company’s bottom line.
Marketing automation gives marketers the ability to track these revenue sources and attribute closed deals back to the campaigns that created them. Not only can marketers run campaigns that help bring in new business, they can also get credit for their work — and track the overall impact of marketing and sales efforts on their revenue.
Challenge 2: Quality of Leads
This year, the focus continues to shift away from lead quantity and toward lead quality. As we’ve covered on our blog before, eschewing lead quality in favor of lead quantity can often do more harm than good. You may be sending your sales reps more leads to work, but the likelihood of any of those leads turning into closed deals greatly decreases.
Instead, B2B marketers can implement a lead scoring and grading system to better qualify leads. With such a system in place, you can ensure that leads that get assigned to sales meet a minimum threshold, i.e. that their interest level is high enough to warrant follow up, and that they fit your ideal prospect profile. This gives sales more confidence in the leads that are coming from the marketing team, and can go a long way toward putting these two departments on the same team.
Challenge 3: Demand and Lead Generation
The third challenge on marketers’ plates is demand and lead generation, which goes hand in hand with the first two items on our list. Before leads can be qualified and passed to sales, and before they can turn into closed deals and get attributed to marketing’s campaigns, they need to be generated.
Lead generation is actually one of the primary uses of a marketing automation platform, and can be facilitated through landing pages and forms. According to the 2015 State of B2B Marketing, 66% of marketers are currently using their corporate website as their primary digital marketing channel (and 61% of those marketers consider this to be an effective means for lead generation).
See the full post here.