Lead generation, specifically quality leads, is the top challenge for B2B marketers. It always has been, and it always will be. Leads are like a drug, once your sales team has some, they want more - and they always ask for higher quality until you start handing them signed purchase orders. So it didn't surprise me that this MarketingSherpa study showed that quality lead generation was the top challenge. What surprised me was how much lead generation was ahead of the other categories... check it out: 69% of marketers said quality lead generation was the top challenge, and all the other categories were in the 30's. Remarkable. Notice too that just a large volume of lead generation is also on the list at 35%.
