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B2B Lead Generation: What Top Performers Do Different

by Ayaz Nanji  |  
December 9, 2013

What do successful lead generation marketers do that's different from those who are less successful? They measure ROI and use marketing automation software, according to a recent report by the Lenskold Group.

The firm polled 323 B2B marketers who generate leads for sales organizations on the effectiveness of their efforts and then analyzed what factors differentiate the 13% who describe their marketing as "highly effective" and "efficient."

The most significant gaps between those self-reported top performers and the rest of the marketers surveyed were in more advanced practices, particularly the use of integrated marketing automation (80% vs. 55%) and the use of ROI metrics to measure effectiveness (76% vs. 30%), the study found.

Below, additional key findings from the report.

Marketing ROI 

  • Overall, since 2009, there has been a steady increase in B2B marketing teams that "calculate ROI...for at least some marketing campaigns" (38% in 2013, compared with 24% in 2009).
  • That increase has been accompanied by a steady decline in companies that "use traditional but not financial metrics" to measure effectiveness (23% in 2013, compared with 34% in 2009).

Marketing Automation

  • Over half (58%) of all lead generation marketers surveyed report using "full-featured marketing automation that is integrated with sales/CRM automation" (technologies such as those of Marketo, Eloqua, Aprimo, Oracle, Pardot, and Silverpop).
  • 23% report using "no full-featured marketing automation."
  • In 2012, just 50% of those surveyed were using integrated marketing automation.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by kathie Mon Dec 9, 2013 via web


  • by Vahe, MarketingProfs Mon Dec 9, 2013 via web

    Hi, Kathie. "Do" needn't necessarily take an adverb. For example, you can do [something that's] good, or you can do [something] well. In other words, you can do [what], or you can do [how].

    In this case, the article is about WHAT certain marketers do--things that are different from what other marketers do. It's not about HOW ("differently") certain marketers do the things that other marketers also do.

    At least that's what I had in mind when I edited Ayaz's title, which originally had "differently." (So, if "different" is wrong, it's my fault.)

    Another way to look at it, I guess, is that I'm reading the title this way: "B2B Lead Generation: What Top Performers Do [That's] Different"

  • by David McMahon Mon Dec 9, 2013 via web

    The science of lead generation is complex and made more difficult because our personal egos get in the way and we misunderstand the wants and desire of the prospect.

    The interest point you highlighted here Ayaz is top businesses used ROI metrics.

  • by Sandhya Mon Dec 9, 2013 via web

    Good piece Ayaz. The one way to measure your ROI is using metrics - a fact that many marketers seem to neglect. How else can you know how effective your lead generation is? There are multiple products available these days, like Agile CRM, that provide metrics, web analytics, A/B testing etc to enable efficient marketing and monitoring of how good a strategy is implemented.

  • by Reeves dominik Wed Jan 15, 2014 via web

    Great article, thanks for the details of how top performers do differently

  • by Gautam Tandon Thu Jan 16, 2014 via web

    Great article! I have read many similar articles that emphasize on the importance of measuring marketing ROI, etc. so I'm imagining many businesses actually know the value it brings. However I am yet to see an article that actually talks about what stops these businesses to measure their marketing efforts? Is there a significant cost barrier? When we are running such surveys are we also looking at the type and size of businesses who are able to run marketing efficiently verses ones who aren't?

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