Lead generation is a top priority for B2B marketers — so how can efforts to secure leads be made more effective across the board?

As the old saying goes, knowledge is power — and in the B2B marketing space, lead generation is a powerful thing. But there is a knowledge gap that prevents many marketers from reaching their lead gen goals: according to a 2015 report, three-quarters of companies that weren’t exceeding revenue goals did not know their key performance indicators (KPIs).

Across the board, B2B marketers struggle to secure leads; a full 80% of marketers report that their lead generation efforts are only slightly or somewhat effective. B2B marketers need to boost their effectiveness in generating leads, and doing so begins at the ground level, by becoming experts on their business and within their field. Fluency in KPIs and robust inbound marketing efforts form the foundation of successful lead generation.

For more statistics on demand generation, check out our infographic below.

Author Margot Gerould

An experienced writer, editor, and strategist, Margot serves a diverse set of B2B and not-for-profit clients as a Content Manager. Before L&T, she worked with a boutique brand strategy team that advised companies like eHarmony, Verizon Ventures, and Walmart Technology. Margot holds a B.A. in Environmental Studies from Yale University, where — other than conducting some original research about food security in Connecticut — her life was eerily close to the plot of Pitch Perfect.

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