Thought Leadership
Programs Background
Know More to Grow More
Applying Timely, Targeted and Tailored Insight to Improve the Pipeline
As the demand for real-time customer intelligence increases, marketing is facing pressure to incorporate the tools and systems needed to glean the right insights from customer data in order to effectively support the sales process. However, research highlighted in the CMO Council’s latest report, entitled “Know More to Grow More,”reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales.
Conducted in partnership with Dun & Bradstreet, this report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. And while marketers agree that the provision of this intelligence is important, only 21 percent of those surveyed feel equipped to provide this information to the front line in real time.
ShareFacts & Stats
67 percent of B2B marketers want to increase brand awareness through mobile marketing, making it the top priority. (Source)
More than a quarter (28 percent) of marketers surveyed said they receive a 20 percent of greater increase in sales opportunities from nurtured leads, as opposed to non-nurtured prospects. (Source)
Nearly 45 percent of B2B marketers surveyed indicated that they are not using buyer personas in demand generation programs and almost half are failing to align content to their buyer’s pain points. (Source)
During the last five years, the average sales cycle has become 22 % longer, typically with three more decision makers participating in the buying process.
When it comes to sales leaders, marketers, and customer service leaders, the info metrics shared say 81% plan to increase their use of CRM, 80% plan to increase mobile app usage, 82% plan to increase social media, and 81% plan to increase customer analytics. On average, 23% of an organization’s data is inaccurate, incomplete or out of date. 15 percent of respondents at end-user organizations who report full integration among customer-facing systems.
Almost seven in 10 (68%) of the 701 marketers attending the DMA2012 and Forrester Research conferences in October 2012 who were surveyed said they will increase data-related marketing expenditures either slightly (20%) or greatly (48%) in 2013. Delving beyond simple spending, the survey also found that only 12% of marketers have no plans to improve customer data methods this year. Forty-nine percent of respondents said web analytics is the best channel for generatin
50% of leads are qualified but not yet ready to buy. Only 25% of leads are legitimate and should advance to sales. Research shows that 35-50% of sales go to the vendor that responds first. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. 57% of B2B org
Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost Nurtured leads produce on average a 20% increase in sales opportunities versus non-nurtured leads.
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