Report: Lead Generation Remains a Top Challenge for Marketers Focused on Building Relationships

Many marketers excel at lead generation, but new research shows that they still face a number of challenges when it comes to establishing relationships for lead conversion.

Ascend2 recently published the “Building Relationships for Lead Conversion” report, and statistics suggested that the top challenge for marketers looking to build relationships for lead conversion is lead generation itself (50%). Other obstacles include lack of budget/resources (42%), targeting of leads (38%) and a lack of data on leads (29%).


Just 31% of the best-in-class marketers consider their existing strategy for generating leads that convert to be “very successful.” Overall, most marketers (60%) believe their strategy is only “somewhat successful.”

In terms of the digital tactics that are helping marketers build relationships for lead conversion, social media (55%) is at the top of the list. This is followed by website/SEO (43%) and email/automation (42%).

B2B Marketing and the Benefits of Social Media

B2B marketers, in particular, are finding new ways to achieve their goals through social media, according to previous research.

Social Media Examiner conducted its “2020 Social Media Marketing Industry Report,” and data showed that 91% of B2B marketers now use Facebook to connect with their customers and prospects. LinkedIn (81%), Instagram (71%) and Twitter (59%) are also being used by B2B marketers looking to resonate with their target audience.

According to the report, there are many marketing benefits associated with utilizing social media in general. Increased exposure (86%), increased traffic (78%) and generated leads (67%) are all top reasons why marketers are now turning to social media marketing.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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