A national study of the online marketing strategies of 100 B2B companies has uncovered a significant disconnect between what those companies identify as their primary marketing targets and how they allocate their resources to those targets and the qualifications they use for lead scoring. The study, conducted by Demandbase among the Ziff Davis network, found that of the 6 target types identified, named accounts scored highly in importance, but fared worse in budget allocation, and was last in lead scoring consideration.
Other targets showed similar misalignments. In another example, 48% said they use a prospect’s department as a key lead scoring qualification, but just 34% focus their resources on this target type, and only 26% say it’s among their top 2 targets. Read the rest at MarketingCharts.