In 2024, B2B decision-makers will focus on short-term commercial performance, with "lead generation to feed sales force" emerging as their top priority (68%), according to our marketing investment study.
Every year, despite market conditions, resources allocated to LeadGen tend to increase. During uncertain times, LeadGen budgets often draw from branding budgets. However, in 2024, B2B is equally interested in short-term (68%) and long-term (66%) business strategies.
Despite significant resources, the quality of leads generated internally and passed to the sales force doesn't always improve. Therefore, B2B companies are now focusing on the organizational aspects of LeadGen. These insights were gathered during the 6th edition of our B2B Lead Barometer.
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