Digital B2B Demand Generation Campaigns: How to Generate Qualified Leads

The top priority of B2B marketing executives in 2018 is to improve lead quality over quantity. According to DemandGen Report’s 2018 Benchmark Survey Report, improving the percentage of leads considered ‘qualified’ ranked as the top organizational focus, followed by improving conversion rates and campaign results, then generating increased lead volume. Marketing executives from B2B organizations in North America, EMEA, and APAC who responded to DemandGen Report’s survey face challenging success measures in the months to come. For example, 33% reported that their primary KPIs are marketing-qualified and sales-qualified leads, while 30% indicate total percentage of revenue pipeline influenced by marketing activities. Not surprisingly, only 14% of B2B organizations are sticking with total leads or inquiries as their primary success metric. The success of demand generation programs is no longer measured in just lead volume, but in how many of those leads are qualified and nurtured through the buying process.