2012 Lead Gen Marketing Effectiveness Study Released

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Lenskold Group research report shows marketing automation success driven by holistic approach to manage, measure and deliver results.

2012 Lenskold Group Pedowitz Group Lead Generation Marketing Effectiveness Study
Marketing automation users that also use ROI metrics to assess effectiveness are much more likely to realize an increase in Total Marketing Revenue Contribution from their automation.

Highly effective and efficient marketers are more likely to be adopting integrated marketing automation, using ROI metrics to assess performance and outgrowing competitors, as reported in the 2012 Lead Generation Marketing Effectiveness Study released today by Lenskold Group & The Pedowitz Group. The research examined how integrated marketing automation, strengths in key competencies and the use of ROI metrics influence marketing performance and key lead generation outcomes.

Strengths in diverse capabilities are prevalent in this best practice group of highly effective and efficient marketers, with organizational structure and processes at the top of the list in addition to marketing automation tools. This best practice group tends to have much higher use ROI and revenue metrics and a greater strength in “driving repeatable and predictable lead to sale conversion rates.” Overall, the research found that companies taking a holistic approach to leveraging integrated marketing automation to drive effectiveness have increased key business and financial outcomes.

The full report is available for download at http://www.lenskold.com/LeadGenROI_2012. Respondents were drawn from a worldwide sample of 373 lead generation marketers recruited with the support of Demand Gen Report. Key findings from the research study include:

  • Marketing automation users that also use ROI metrics to assess effectiveness are much more likely to realize an increase in Total Marketing Revenue Contribution from their automation (69% compared to just 19%of marketers using only traditional, non-financial metrics).
  • The best practice group of “highly effective and efficient” marketers is more likely to attain a strategic level of marketing support from their automation, with CMO support and Sales team integration (46% vs. 19% of all others).
  • Highly effective and efficient organizations are much more likely to report strengths in proactively managing the marketing funnel, measuring incremental sales and revenue, providing a pipeline forecast and being accountable for revenue goals. The differences were quite significant, averaging 70% for highly effective and efficient marketers vs. 30% of all other marketers.
  • Lead generation marketing effectiveness increases with marketing automation. Marketers report an increase in six key outcomes as a result of implementing marketing automation, with 6 in 10 reporting increased quantity and quality of leads and close to half reporting increases in the Percent of Leads Accepted by Sales and the Total Marketing Revenue Contribution.

“The survey results show that marketing executives focusing their organization on the key business outcomes and creating the environment to deliver will get much more value from their marketing automation,” says Jim Lenskold, President of Lenskold Group. “There is great potential to improve marketing impact on sales, revenue and ROI when marketing automation generates greater alignment with sales, better measurement insights into lead outcomes and the ability to continuously improve both effectiveness and efficiency.”

"This report provides key insights into the specific drivers that enable marketing automation to impact effectiveness and efficiency,” says Debbie Qaqish, Principal and Chief Revenue Marketing Officer of Pedowitz Group. “Best practice companies are reaching a strategic level of support, reinforcing the need for CMOs to begin or continue their Revenue Marketing Transformation™."

The full 26-page report is available for free download at http://www.lenskold.com/LeadGenROI_2012 and includes an executive summary, recommendations, and detailed findings. The report also includes sponsor commentary from The Pedowitz Group (http://www.pedowitzgroup.com), the world’s largest full-service Revenue Marketing agency, which specializes in creating repeatable, predictable and scalable revenue results.

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About Lenskold Group
Lenskold Group offers one of the most comprehensive and innovative approaches to applying marketing ROI techniques and tools to plan, measure and optimize marketing strategies toward maximum profitability. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations. The company has delivered high-quality consulting and marketing services to generate profitable growth for a broad range of client companies since 1997. The senior team of accomplished professionals provides cohesive and comprehensive solutions in the area of marketing ROI processes, measurements and analytics. Company President and Founder, Jim Lenskold, is author of the award-winning book, “Marketing ROI, The Path to Campaign, Customer and Corporate Profitability.” To learn more about Lenskold Group and its innovative services, visit the Lenskold Group website at http://www.lenskold.com or call +1 732 292-2600

About The Pedowitz Group
Pedowitz Group, an Inc. 500 company, is the world’s largest full-service Revenue Marketing Agency. A two time Pacesetter winner, Pedowitz Group helps global clients transform their marketing organizations from cost centers to revenue centers by assessing and optimizing six controls: strategy, people, process, technology, content and results. As the authority on Revenue Marketing Transformation™, the company has helped over 1000 clients begin the journey to driving predictable, repeatable and scalable revenue results. Pedowitz Group customers have won over 20 nationally recognized awards for their Revenue Marketing excellence. For more information on how Pedowitz Group helps clients become successful Revenue Marketers®, visit http://www.pedowitzgroup.com or call us at 855-REV-MKTG or visit blog.pedowitzgroup.com.

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