Especially the top-3 challenges have grown significantly from 2009 to 2010:
1) Generating high-quality leads (from 69% in 2009 to 78% today) - Today's B2B marketers are tackling this issue with processes and technologies such as marketing automation and lead scoring in an attempt to only deliver qualified, truly sales ready leads. Don't underestimate the need to fuel marketing automation with compelling content to engage with your audiences in a meaningful way along the buyer's journey.
2) Generating a high volume of leads (35% to 44%) - Certainly a big challenge in an environment of shrinking marketing budgets and declining productivity of traditional marketing tactics.
3) Marketing to a lengthening sales cycle (39% to 41%) - Also a function of the economic environment. B2B buyers don't trust the slow recovery and and take their time before pulling the trigger. This situation makes persona-based content marketing more critical than ever.
Here are the top-7 B2B marketing challenges:
What are your biggest B2B marketing challenges?