Marketers have had a wide array of goals associated with their digital marketing strategies in the past. However, new research shows that they remain focused on sales and leads looking ahead to the next 12 months.
Ascend2 recently conducted the “2019 Digital Marketing Strategies Survey,” and statistics showed that the majority of marketers (64 percent) are still focused on achieving an increase in sales/leads with their digital marketing strategies over the course of the next year. This is followed by increasing customer retention (55 percent), and increasing customer engagement (49 percent).
Thus far, the majority of marketers (49 percent) say they have been “somewhat successful” when it comes to achieving the goals associated with their digital marketing strategies. Just 4 percent said they have not been successful at all.
Maintaining a Focus on Lead Generation
This is not the first time that research has shown that marketers are focused on lead generation and sales. In fact, statistics dating back as far as 2016 show that marketers have been focused on these objectives for an extended period of time.
DemandWave’s “2016 State of B2B Digital Marketing Report” found that 38 percent of B2B marketers, in particular, were focused on driving more quality leads with their digital marketing efforts. In general, 28 percent stated that they wanted to drive more leads.
That being said, marketers faced barriers to success back then as well. Measuring and proving the ROI of digital marketing efforts was the biggest challenge for 29 percent of marketers at the time, along with delivering quality leads (27 percent).