Lead quality is the top objective in 2017 for digital marketers, according DemandWave’s 2017 State Of B2B Digital Marketing study. Close to half (48%) of respondents chose cultivating sales-qualified leads compared with raw leads, which was named this year’s toughest challenge.
The study also revealed nearly half of respondents expect to invest more in digital marketing this year, while only 6% expect a decrease in budget. DemandWave surveyed 200 B2B marketing professionals.
The top channel for revenue growth is tied between SEO and email. While email retains its throne as a top channel for revenue gains (63%), marketers are paying attention to the financial gains of SEO as well.
hile respondents indicated ROI is still among the top challenges, 22% named ROI as the number one metric they use to measure performance—a 77% increase from last year.
“Once a mystery, tools like attribution models are finally offering clarity,” per study. “Perhaps the ability to better track marketing efforts is also contributing to a fresh sense of confidence in digital, and therefore leading to larger budgets.”