Best-in-class B2B marketers are doubling down on marketing automation and performance metrics, according to the 2016 B2B Marketing Outlook Survey conducted by the leading digital marketing agency Green Hat and developed in conjunction with ADMA (Association for Data-Driven Marketing & Advertising).
Overall, budgets are on the rise. Of the 448 participants, 40% said their dollars are moving up. In comparison, 9% said their numbers were heading south.
However, the perennial problem of lead follow-up remains, with only 36% stating that their marketing-sourced leads were being effectively followed up their sales organisations.
I joined ADMA CEO Jodie Sangster, Telstra Wholesale’s Marketing GM Glenn Flower and Green Hat’s CEO Andrew Hausegger for an engaging discussion on the survey’s results: