Pipeline360: B2B report for the second half of 2024

Pipeline360 and Demand Metric released the "B2B Report for the Second Half of 2024". B2B marketers have traditionally prioritized the quality of leads over the quantity, but now they seem to be starting to pay more attention to quantity. The report found that B2B marketers are slightly more satisfied with the quality of leads than with the quantity of leads.

When asked to rate their satisfaction with the quality of leads generated, nearly seven in ten respondents said they were very satisfied (22%) or satisfied (47%); less than one in ten said they were dissatisfied (6%) or very dissatisfied (3%).

But when it comes to the number of leads generated, 64% say they are very satisfied (17%) or satisfied (47%), while 13% say they are dissatisfied.

Additionally, 14% of respondents said they have enough qualified leads. Conversely, 42% of respondents believe that acquiring new qualified leads is "mission critical," while another 38% believe it is "important."

Although a minority, some are working to reach individuals in their buying groups. About a quarter believe it is moderately effective (14%), ineffective (6%) or not effective at all (6%).

It’s worth noting that this is the second time in a row that Pipeline 360 ​​has found that the quality of leads is more satisfying than the quantity. On the positive side, satisfaction seems to be higher than in the previous version.

Marketers appear to be struggling to ensure their lead data is high quality: 60% spend at least five hours per week doing so, with nearly a third spending more than 10 hours per week. Less than half of respondents (45%) have a lead scoring process in place.

Overall, half of marketers surveyed are already able to achieve their lead generation goals to a great extent (11%) or will soon be able to achieve them to a great extent (39%). More budget investment could help them: When asked about where marketing teams should invest their existing budgets, respondents placed lead generation near the middle of the list, followed by content creation/strategy, account marketing, marketing operations/technology, and product marketing.

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