|
SUMMARY:
The process of optimizing the Marketing and Sales funnel can be a tiresome task. However, breaking the funnel into small stages, marketers can reveal opportunities for improvement. Each organization will approach the project uniquely, but it may be helpful to understand which funnel process will be the most demanding. |
by Jen Doyle, Senior Research Manager
Lead conversion rated as most challenging funnel process
Click here to see a larger, printable version of this chart
Our study found the majority of B2B marketers lack maturity in funnel optimization processes, so it is natural for them to indicate lead-to-customer conversion as the most challenging funnel process.
Organizations are beginning to recognize this as a Sales and Marketing function. However, it is still relatively new to marketers.
Despite the higher level of maturity displayed by B2B marketers in lead generation practices, this is still a significant challenge for them. Once they begin to gain maturity in funnel optimization strategies, they will likely find that their lead generation efforts produce a greater ROI over time.
Participants rated lead hand-off and management as the least challenging funnel process. CRM and marketing automation tools facilitate sending a lead to Sales, but the real challenge is identifying the right qualification criteria to determine when the hand-off should take place.
For additional research data and insights about B2B marketing, download and read the free Executive Summary from MarketingSherpa’s 2012 B2B Marketing Benchmark Report: Research and Insights on Attracting and Converting the Modern B2B Buyer.
And don't miss out -- there is still time to register for MarketingSherpa’s B2B Summit 2011 in San Francisco, CA on October 24-25.
Useful links related to this chart
B2B Marketing Infographic: How are B2B marketers optimizing their funnel?
B2B Tactics: Maximizing marketing efforts in a tough economy
Leads tripled, conversions doubled with revamped Web content
MarketingSherpa 2012 B2B Marketing Benchmark Report
Join our thousands of weekly case study readers.
Enter your email below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.
Get More Info >MECLABS AI
Get headlines, value prop, competitive analysis, and more.
Use the AI for FREE (for now) >Marketer Vs Machine
Marketer Vs Machine: We need to train the marketer to train the machine.
Watch Now >Free Marketing Course
Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)
See Course >Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaigns
Get the Template >Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.
Get the Checklists >Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
Get the Infographic >Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.
Get the Infographic >Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
