Business-to-business (B2B) marketing faces a number of challenges in today’s fast-paced modern world. How can you make the most of an often limited marketing budget to generate leads, and ultimately, revenue?  It’s a major challenge for many distribution companies.

What The Rest of the World is Doing

B2B marketing trade publication Demand Gen Report recently released their 2017 Benchmark Survey results, based on answers from over one hundred different marketing executives in multiple industries. They looked at what B2B marketers are most concerned about, and how they are planning to improve over this year.

Here are some of the results of the survey:


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Over 85% of respondents said that properly quantifying and analyzing marketing results are their first priority.  Over 90% look closely at campaign attribution (identifying which marketing activity leads a customer towards a purchase).

About one-third of the respondents say they expect 26% to 50% of their 2017 revenue to come from customers generated through marketing activity.

Over 75% of those surveyed say they have some kind of marketing performance quota, or plan to implement one. Of those, 14% are exclusively based on the number of leads generated, while over 50% are based on revenue generated.

The top overall priorities for the businesses surveyed were:

  • Putting focus on the quality of leads over quantity
  • Improving conversion rates (turning potential customers into paying customers)
  • Improving the ability to measure marketing results

Want a copy of the full survey results? Download it here. I’ve gone ahead and highlighted the “good parts.”

What are you doing this year to improve your marketing results? If you’re interested in putting some of these suggestions in place, but don’t know where to begin, give us a call. Next Level iMedia specializes in just a handful of verticals, so we’re able to get great results in the markets we know (like distribution!)

Let’s do this … Together!  

Right now, you can have an entire marketing agency available to fulfill all of your marketing needs – for a fraction of what it would cost to hire and manage your own team. Next Level iMedia is available to execute and manage a unique marketing plan tailored to your distribution company.

If you want to improve your company’s marketing efforts – or even start from scratch – and you don’t know which way to turn, Next Level iMedia can help.  Give us a call at your convenience for a complimentary, no-cost consultation.