According to new research from MarketingSherpa, published recently by eMarketer.com, marketers are concerned primarily with 3 stages of the marketing funnel. While 60% of B2B marketers revealed that lead generation is their top priority, converting leads into customers trailed closely behind with 57%.
This is good and bad news.
What this tells us is that increasingly marketers understand that their primary role is to contribute directly to the business in the form of one key metric: revenue. It's really, really good news because it shows that marketers are increasingly acknowledging that they form a key part of the complete go to market funnel, that sales and marketing are inextricably linked and that together they nurture a buyer along their buying journey, from unaware and untroubled to loyal customer.
It's bad news because so many marketers really struggle to achieve this goal. They struggle to see that their marketing tactics must form part of a clear go to market methodology that:
Increasingly smart marketers realise they must align with sales, even be measured on revenue generated from their leads (pretty scary huh?!).
Only a methodology aligned around the buyer and the buyer's journey allows this to occur in any semblance of order or rigour.
What are your top 3 priorities? Do they match this list? Are Australian B2B Marketers focused on different priorities? We would love to hear your thoughts.