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In 2024, B2B decision-makers will focus on short-term commercial performance, as “lead generation to feed the sales teams” tops their priorities (68%), according to our study on marketing investments.
Each year, regardless of market conditions, resources allocated to lead generation tend to increase. When the economic situation is uncertain, the lead generation budget typically draws from the branding budget. This is not the case in 2024, as B2B is equally interested in short-term (68%) and long-term (66%) business.
However, despite relatively significant resources, the quality of leads generated by internal teams and passed on to the sales force does not necessarily seem to be improving. This is why B2B companies are now acting on the organizational aspect of lead generation. We surveyed them on this occasion for the 6th edition of the B2B Lead Barometer.
1. Lead generation: is there a pilot in the plane?
Never before have so many companies had a human resource dedicated to lead generation. While this trend has been observable since 2017, it accelerated significantly in 2023, when three out of four decision-makers answered “yes” to the question, “Is there a person in charge of lead generation in your company?”
Excluding structures with fewer than 10 employees, where roles are logically more generalist and versatile, the proportion rises to 83% (an increase of 7 points in two years).
2. Sales-marketing alignment remains challenging
When it comes to the alignment between B2B sales and marketing departments, the term “ongoing struggle” remains relevant.
In 2023, only 27% of decision-makers believe their teams are “perfectly aligned” (compared to 31% two years ago). Similarly, 30% admit their teams are “little or not aligned” (compared to 23% in 2022).
The appointment of a person in charge of lead generation is therefore (also) a response to the challenging alignment, which generates frustration (regarding lead quality), hidden costs (addressed by Sales Enablement), and ultimately, latent revenue loss.
The perception of the degree of alignment varies significantly depending on the respondents:
- Overall, the primary stakeholders (marketers and salespeople) share the same view: the alignment is “average.” ;
- CEOs and managers, who have an overall perspective, are more categorical and respond at the extremes: either “departments not aligned” or “departments perfectly aligned.”
Sales enablement, less sought after
Even though it is generally seen as a viable solution to foster alignment, Sales Enablement has experienced a significant decline in interest compared to 2022. Indeed, only 26% of decision-makers surveyed “know” about Sales Enablement, and more than a quarter of them do not plan to implement such a strategy in their company.
3. The professionalization of lead generation tech Stack
The tracking and speed of lead processing drastically impact the chances of conversion. What’s the point of spending more than half of your marketing budget to capture a lead if you won’t contact them for several weeks or months?
Companies seem aware of this issue, especially when the lead lifespan has never been shorter.
This awareness is reflected in the evolution of the technological stack dedicated to lead tracking, with a significant increase in the use of CRM systems (+21 points in 4 years) at the expense of Excel spreadsheets (-32 points over the same period).
For French decision-makers, CRM is justified in lead management for several reasons:
- It ensures data security and compliance with GDPR;
- It is a scalable tool that fits their budget;
- It allows for better lead tracking by sales teams and management.
Similarly, Marketing Automation tools continue to become more widespread, now equipping one in two companies (49%), an increase of 20 points in 5 years.
When asked about the benefits of these tools, decision-makers mention time savings (26%), alignment between sales and marketing (25%), and visible short-term performance improvements (16%).
4. Who generates Leads? and how?
B2B companies continue to favour external providers for a portion of their lead generation efforts. In 2023, more than one in five leads were generated by an agency or external provider, compared to 13% in 2022. Leaders attribute the use of third parties to a lack of internal human resources and/or budget.
However, marketers and salespeople remain the primary lead producers (79%), with sales teams (43%) having a slight edge over marketing teams (36%).
Overall, lead generation methods remain stable, except for a surprising decline in the use of social networks among sales teams (-15% in one year). LinkedIn and Facebook share the top spot with 44% usage, far ahead of Instagram and Twitter (6% each).
Free channels dominate the top lead generation methods, occupying three of the top four spots (emailing, SEO, and blogs). Trade shows and conferences maintain their position on the podium due to their excellent ROI.
5. Study methodology
The study was conducted with 138 B2B companies in France from May 1 to May 31, 2023, under the following conditions:
- Data Collection Method: Self-administered online questionnaire;
- Observed Population: CEOs, managers, marketing directors, and sales directors involved in purchasing decisions for digital, data, and marketing campaigns;
- Company Sizes: Small businesses (TPE), medium-sized businesses (PME), and large enterprises.
Discover the full barometer: