Remove silos to drive MQL generation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 18, 2021, 2:51 AM UTC

85% of B2B marketers consider ABM as the top digital channel for generating marketing qualified leads (MQLs), as per a recent Gartner report.

According to the report, COVID-19 has shifted B2B buyers’ purchasing behaviour online, with 83% to 95% of buyers deciding to purchase before having spoken to a salesperson. However, 57% of VP level and higher marketers are optimistic that their revenue objectives for 2021 will be met.

Further, 26% of marketers at the director/managerial level express the same level of confidence. Marketers in SAL, Opp, and revenue functions, across the demand funnel, are just as confident in their ability to meet MQL goals.

However, marketers reported being positive about missing SAL, Opp, and revenue targets. Developing a seamless, multichannel experience, eliminating silos, and creating buyer-centric campaigns can help marketers meet their MQLs and SAL target.

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