Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing lead volume (55%). This reversal points to a bigger trend toward quality over quantity. Further down the list are goals such as improving the ability to measure and analyze the impact of marketing initiatives (41%) and improving marketing and sales alignment (39%)
59% of respondents identified generating high-quality leads to be their biggest B2B lead generation challenge. Interestingly, this top challenge matches the top priority of increasing lead quality, and it ranks far above other marketing challenges such as converting leads to customers (42%), delivering effective lead nurturing programs (37%), and demonstrating the impact on revenues and ROI (36%).