The latest report released by the Chief Marketing Officer (CMO) Council centers on how marketing can more effectively generate qualified sales leads through compelling thought leadership content—a task that has proven to be a struggle for marketers today.
In fact, only 12 percent of marketers believe they have high-performance content marketing engines that are strategically programmed to target the right audiences with relevant and persuasive content.
The CMO Council partnered with NetLine Corporation for a Content ROI Center study—entitled “Lead Flow That Helps You Grow”— that finds most companies lack unanimity on what constitutes an actual sales lead. They are also not teaming effectively with sales and business development groups to create alignment on demand generation strategies, themes and advocacy agendas.
The report features findings from a survey of more than 200 senior-level marketers across a broad range of industries, in addition to interviews with marketing executives at IBM, SAP, Thermo Fisher Scientific, OpenText, CA Technologies and Informatica. The research provides an in-depth, well-rounded view on how content marketing strategies are being managed, how content performance is being measured, and to what degree content is packaged, promoted and syndicated to generate optimal lead flow.
