Welcome to your Big B2B Growth Marketing Survey

We have all heard of lead generation and inbound marketing, but are they producing the revenue growth business leaders expect? Is your marketing measurably and sustainably contributing to the bottom line? And how do you compare to others in the marketplace?

We have put together the most relevant questions in this survey to determine where B2B marketing is producing results and where marketers are falling short. Find out where your organisation fits and be amongst the first to get the results!

Take the survey now.

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Section 1 - Content and Marketing Assets


Does your company run a content marketing programme?
Is your marketing content created with sales funnel stages in mind?
Which gated marketing activity does your company use to generate leads? (select as many as applicable)

Which gated marketing activity drives the most leads (by volume)?

Which gated marketing activity drives the best quality leads?

Which gated marketing activity drives the highest value leads (by opportunity value)?

Do the majority of your company’s marketing assets talk about the company’s offering, or about solutions for your prospects' challenges?

Section 2 - Systems/Tools


Does your company use a marketing automation tool? If so, which?

Does your company use a CRM tool? If so, which?

If you use both MA and CRM, are they integrated and synchronised with each other?
Which tool do you use to send your marketing emails?
Do analytics from other tools feed into your CRM or MA tools?

Section 3 - Processes


Does your company run lead nurturing campaigns?
Does your company have a lead scoring process?
Is your company able to target leads during all stages of the sales cycle?
Does your marketing team have a formal lead hand-over process in place with sales?
Does your company have a formal Service Level Agreement (SLA) in place between the Sales and Marketing teams?
Do your company’s marketing and sales teams actively work together to optimise the marketing/sales funnel?
Does your company’s sales team do their own prospecting? If so, do these leads go through any of the marketing lead nurturing/scoring processes?

Section 4 - Promotion


Is your marketing team able to segment the contact database by aspects such as job title, industry, company size etc?
How does your marketing team promote its lead generation marketing assets? (choose any that are applicable)

Which promotional activity produces the highest volume of leads?

Which promotional activity produces the best quality leads?

Which promotional activity produces the highest value leads (by opportunity value)?

Section 5 - Analytics/Insight


Does your company have a formal growth marketing strategy?
Does your company have a defined growth target for marketing?
Does your company have a defined growth target for sales?
How often does the marketing function review lead generation performance reports?
Does your company measure the number of leads generated by marketing?
Is the marketing team able to view the lead source for every lead?
Is the marketing team able to view and track the entire lead flow journey from lead source to contract for every lead?
Would you say your company generates more leads from inbound or outbound activity?
Does your company measure marketing contribution to sales pipeline? If so, how much in %?

Is your company able to attribute revenue to individual marketing leads?
Does your marketing team assign a financial value to leads based on pre-defined criteria or personas?
Does your marketing team track the true cost per lead?
Does your company measure ROI from marketing activity? If so, how much overall?

Has your company observed a correlation between lead quality and churn?

Section 6 - Evaluation/Satisfaction


On a scale from 1 to 10, how would you rate:

Your company’s general lead generation activities?
Your company’s effectiveness in utilising marketing automation tools?
Your company’s lead flow processes (source to sales)?
Your company’s ability to create meaningful content?
The alignment between sales and marketing in your company
In your organisation, what is the biggest barrier to marketing-driven revenue growth?

Does your company consistently achieve the growth target set out for marketing?
In your organisation, does churn reduce revenue by more than marketing is generating in new revenue?

Section 7 - About You:


Your first name
Your surname
Your job title
Your company name
Your phone number
Which country do you work in?

Section 8 - About Your Company:


What is your company size?
Is your company B2B or B2C focussed?
Does your company run lead generation activities?
Does your company have a dedicated lead generation person or team?