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Successful lead generation strategies according to B2B decision-makers

About this survey:

Survey question: Of the reasons listed below, which create the most success in your qualified lead generation strategy?

Survey period: March 2021 - April 2021

Link to the research report

Notes on data:

Ironpaper asked respondents whether or not their business generates enough qualified leads to fill the sales pipeline and reach growth goals. Respondents that answered “yes” were directed to this question. In total, 101 individuals answered this question.

Effective one-to-one outreach (40.59%) and addressing buyer challenges (37.62%) are significant components of successful lead generation. Messaging strategies can play an outsized role in both marketing and sales. As many B2B companies pour significant investment into campaigns, PPC, SEO, and other channels, we see that content and messaging often lack necessary investment. 

B2B decision-makers see the most value in these top strategies: Our brand has market visibility or strong referral sources, effective one-one outreach, we speak to buyer challenges in our messaging, paid media campaigns, inbound, SEO or social efforts, and web conversion rate.

Top successful lead generation strategies: 

Strategies viewed as less successful in a qualified lead generation strategy amongst this group: 

Marketers and sales teams may view top strategies as more successful in lead generation since these may be more personalized and targeted approaches than industry trade shows, ABM campaigns, or reviewing CRM insights internally.


 

Analysis by

sarah

Sarah Cielinski, Senior Market Analyst

Sarah is a Senior Market Analyst at Ironpaper with seven years of experience in market research and competitive analysis. In previous roles, she specialized in business development, capture management, and global sales & strategy. In her role at Ironpaper, Sarah helps identify areas of market opportunity and tracks industry trends for clients and internal teams. She leverages her academic background in international business, global logistics and transportation, and psychology to inform companies' business, marketing, and research strategies.

 

 

 

 


Methodology

Please note that some of the numbers have been rounded for simplicity and quick comprehension.

The 180 respondents were individuals with business and/or marketing decision-making capabilities at a B2B company. Respondents consisted of 50% sole decision-makers, 29% those who share decision-making authority, 18% that have input into decision-making, and 3% that have insight into decision-making within the organization. Most respondents indicated Marketing (30%) or Sales/Business Development (28%) as their respective areas of expertise in their current jobs.


About Ironpaper

Ironpaper is a B2B growth and intelligence-gathering agency that uses a hybrid data-driven and creative process to produce measurable business results for clients. We partner with B2B companies to build growth engines for marketing and sales success. Through these partnerships, we’ve uncovered common trends in the marketing and sales process that can accelerate a business forward and pitfalls that cause stagnation.

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