Survey: Increasing Leads Remains a Top Priority for Marketers’ Overall Strategies

Marketers remain focused on increasing leads and sales prospects, but new research suggests that they still face a number of barriers to achieving these top objectives.

Ascend2 recently published the “Marketing Resource Effectiveness Survey” and discovered that for the majority of marketers (64 percent), increasing leads/sales prospects is the top priority for their marketing strategy. This was followed by improving brand awareness (61 percent) and increasing customer acquisition (61 percent).

That being said, only 34 percent of the best-in-class marketers said they were “very successful” at achieving their top objectives. Overall, most respondents (62 percent) said they were just “somewhat successful.”

digital marketing, lead generation

The most important challenges to the success of a marketing strategy were increasing customer acquisition (52 percent), increasing leads/sales prospects (48 percent) and improving brand awareness (44 percent).

However, there was one bright spot among the results – most marketers (73 percent) said that effectiveness is moderately improving.

Leads and Sales Remain Top Priorities for Marketers

Leads and sales have been a top priority for marketers for quite some time, as previous research indicates.

Ascend2 published the “2019 Digital Marketing Strategies Survey” and found that for the majority of marketers (64 percent), increasing sales prospects/leads remains a leading objective. This was followed by increasing customer acquisition (55 percent) and increasing customer engagement (49 percent).

Overall, most marketers (49 percent) said that they were at least “somewhat successful” when it came to achieving goals associated with their digital marketing strategies.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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