Marketers responsible for lead generation face many challenges, including getting closed-loop feedback from sales teams, measuring marketing effectiveness, and aligning marketing campaigns with sales efforts. In a down economy, these obstacles can be magnified.

Fortunately, in a tough economy there are many opportunities to improve the ROI of lead generation marketing, if you know how to measure and manage processes. Every improvement you make to increase alignment with sales, implement metrics, and use research to guide marketing decisions can help enhance marketing performance and boost profitability.

B2B Lead Generation: 2009 Marketing ROI and Performance Evaluation Study, our 34-page special research report, takes an in-depth look at how the economic downtown has impacted the effectiveness of lead generation marketing, shifted marketing priorities, and affected growth and profitability. This study addresses how 316 MarketingProfs members—all marketers at B2B companies—were affected by economic conditions, various lead generation processes, and shifts in budgets.

It also shows how marketers that take action to address economic challenges can emerge stronger than ever, especially if they learn how to adopt new practices. Download this study for valuable insight on how well-executed marketing strategies can dramatically impact lead quality and improve ROI.

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