What is your Primary Metric for Success?

30% of Demand Generation Professionals Say that Pipeline Influence is their Top Indicator

Statistic Info

In addition to a growing number of marketers indicating they now have revenue-based performance quotas, account-specific quotas are also emerging as a top KPI for marketing teams, with 27% of respondents saying they now set account, lead and revenue-based quotas.

The focus on account-based tracking was also evident in looking at the primary metric marketers said they are measured against. While the traditional KPI of MQLs was the top response for 33% of respondents, 30% indicted pipeline influenced was the top metric, 14% said total leads/inquiries, and 11% indicated accounts engaged was the main metric.

More Demand Generation Stats

33% of Demand Generation Professionals Say That Generation of MQLs is Their Primary Metric for Success

48% B2B Buyers Said Webinars Were Valuable to Them in the Mid-Stage of their Buying Journey

Only 19% of Marketers Said They Are Currently using AI-Powered Applications Today, but 36% of Marketers Said They Are Planning to Deploy Them as Part of their Martech Stack in the next 12 Months

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Thought Leadership (65%)

Lack of Resources (Staff, Funding, Time) is the Biggest Obstacle for 61% of Marketers Working on B2B Lead Generation

Email Was Still the Go-to Demand Gen Channel for 67% of Marketers, but Search Grew by Almost 10% from Last Year (Moving from 41% to 50%), and Online Ads Climbed 5% (Moving from 16% to 21%)

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Video (66%)

79% of B2B Marketers Credit Email as the Most Effective Distribution Channel for Demand Gen Efforts

Most Midsize to Large Organizations Average Less than 5,000 Marketing Qualified Leads (MQLs) Per Month

45% of Marketers Are Still Unsure What Role Mobile Marketing will Play in their Demand Gen Strategies