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Boosting Yield in the Account Marketing Field
The Chief Marketing Officer (CMO) Council seeks input from leading B2B account-based marketers for a new certified Lead Evaluation and Assurance Process (LEAP) that brings new levels of success, transparency, accountability and reliability to prospect verification, validation and sales conversion. Share your insights in this brief 9 question survey (plus firmographics) to benchmark your organizations lead development strategies and challenges.
How effective is your current lead generation and engagement strategy?
Not effective at all
Slightly effective
Very effective
Extremely effective
Do you agree or disagree with the following statement: Marketing must drive and optimize the process to efficiently identify, prioritize, nurture, convert, recover, or re-qualify leads over time.
Strongly Agree
Somewhat agree
Somewhat disagree
Strongly disagree
What are the primary factors contributing to better prospect identification, engagement, and conversion? (Select top five)
Segmentation and precision targeting of buyers and influencers
Predisposed prospects with verified purchase intention
Customer business intelligence and personal buyer insights
Adaptive lead scoring and prioritization of prospects
Proactive and timely pre-sales follow up and cultivation strategies
Tight integration of demand gen, channel, direct sales and support teams
Selling cycle productivity, transparency and brand compliance
Consultive and advisory approach to customer engagement
Informative, customer-centric content marketing themes
Credible and trusted third-party tie-ins and linkages (media, communities, etc.)
Marketing visibility into all touch points and customer journey engagement
Utilization of tools and data sources for richer prospect profiling
Use of social media in multiplying effectiveness, WoM and reach
Other (please specify)
What are the primary factors restraining better prospect identification, engagement, and conversion? (Select top five)
Customer modeling, targeting and prioritization capability
Lead nurturing systems and lead scoring practices
Lead obsolescence, deliverability and decay
Speed, efficiency and timeliness of lead processing and qualification
Moving opportunities through every stage of the selling cycle
Rigor, discipline and process using automation and accountability
Cultivation, conversion and closure disciplines and outcomes
Conversational strategies and consultative approaches
Volume and caliber of opportunities delivered
Predisposition and actionability of prospects
Opportunity quality, conversation ability, revenue potential
Pipeline visibility and funnel effectiveness
Measurements of lead value – cost-per-lead; cost-per-opportunity; cost-per-deal
How would you rank performance in the following areas of marketing execution?
How would you rank performance in the following areas of marketing execution?
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
Account-Based Marketing (e.g., tracking demand in high-value accounts)
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
Lead Scoring (e.g., building a more sophisticated system)
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
Accelerating Pipeline (e.g., progressing deals through buying stages)
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
Intention-Based Marketing (e.g., leveraging actionable intelligence)
Very Satisfied
Satisfied
Dissatisfied
Very Dissatisfied
What strategic demand generation initiatives are you working on to improve lead integrity, actionability and assurance? (Select top five)
Platform, process and partner review
Data acquisition and management
Data subject consent
Data filtering procedures
Reporting measurement
Operational management
Privacy and data protection
Access controls
Human resource security
Disclosures and definitions
Complaint handling
Regulatory compliance
Other (please specify)
What factors are most influencing the adoption of account-based marketing practices and operational models in your organization and marketplace? (Select top three)
Globalization of corporate operations multiplying divisions, geographies, and lines of business
Consolidation of markets both enlarging and shrinking the corporate customer base
Extended groups of stakeholders shaping enterprise specification and purchasing decisions
Online content sourcing and sharing with multiple buying decision-makers now shaping and influencing specification, consideration, and vendor selection
More cross-functional participation, oversight and complexity in purchasing processes
Greater corporate compliance, governance, sustainability and supplier diversity considerations
Peer-to-peer interaction through professional communities providing a growing source of trusted third-party referral and affirmation
More actionable "firmographic" traffic intelligence and AI-driven data quality now available to increase customer targeting precision and closure rates
Pressure on marketing to delivering the right message to known customer prospects at the right time to accelerate business conversion and selling cycle success
Other (please specify)
How are you measuring, tracking, and quantifying the performance of investments in lead acquisition, cultivation, conversion, customer growth and retention? (Select top three)
Traditional performance metrics (relevance, volume, cost, reach, response, downloads, etc.)
Contact, conversational and closure success
Value, timeliness and actionability of deals
Selling cycle compression and performance
Customer economics (deal value and profitability)
Sales conversion success rates across all channels
Incidence and value of deals – internal and partners
Brand awareness, recognition and trust
Incidence of referral and word-of-mouth
Website visits and content consumption
Inquiries and eCommerce momentum
Event attendance and connections made
Other (Please specify)
What sources are you currently using to execute and optimize ABM-based demand generation and lead acquisition programs? (Select all that apply)
Internal marketing team and assets
Advertising or marketing services agency
Outside contractor or freelancer
Media channel/publisher
Data-based marketing company/agency
Digital marketing consultancy
SaaS platform provider
Specialist list/lead source
Content marketing community
Outbound telemarketing center
Other (please specify)
Firmographics
In 2023, what do you estimate the annual USD revenue of your firm will be?
Less than $250 Million
$251 - $500 Million
$501 Million - $1 Billion
$1 Billion - $5 Billion
$5 Billion - $10 Billion
Over $10 Billion
Which of the following statements best describes your company’s primary business model in 2023?
Business to Business
Business to Consumer
Hybrid (B2B2C)
What is your title?
Chief Marketing Officer
Chief Revenue/Sales Officer
Chief Growth Officer
Marketing Operations Lead
Demand Generation Lead
Sales/Revenue Lead
ABM Lead
Other (please Specify
What best describes your company’s industry sector?
Consumer Products/CPG
Financial Services & Insurance
Healthcare / Pharmaceuticals
Hospitality/Travel/Resorts
Manufacturing
Media / Entertainment
Professional Services
Retail
Shipping/Logistics
Technology (B2B & B2C)
Telecom
Other
In which region are you based?
United States
Canada
Europe
Middle East
Asia Pacific
If you would like to receive a complimentary copy of the report, please leave your details below.
First Name
Last Name
Email
Company
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