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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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