In a recent survey of 65 B2B marketers by Pardot, researchers found that a fairly large amount (37 percent) of B2B marketers don't track the revenue generated by their marketing campaigns. What's more, 39 percent said they lack the time or resources to analyze reports.
Other findings include that 20 percent of marketers didn't measure marketing-sourced leads, 30 percent aren't tracking advanced metrics, 35 percent aren't using lead-nurturing tactics for less-qualified leads and nearly 30 percent lack the tools needed to track leads through the sales cycle.
However, B2B marketers are aware of these shortcomings, as 80 percent of those polled said they plan to spend more time focusing on marketing metrics in 2012. What's more, 72 percent said they already have standards in place to qualify leads, notes MarketingProfs.
"Some survey results were surprising but others are quite encouraging," said Adam Blitzer, co-founder of Pardot. "In today's lean-and-mean small business environment, it's crucial that marketers understand what's working and what's not, so programs can be improved and forecasts refined. I'm excited to see that more B2B marketers are moving in this direction."
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