Lead Flow That Helps You Grow

Accelerating Opportunity Through Smarter Lead and Demand-Generation Practices


Generating demand and ensuring the consistent flow of high-quality, actionable leads is paramount to the success of today’s business-to-business marketer. Sales enablement and pipeline performance remain key mandates as organizations look to better harness their content marketing practices to be high-performance growth engines.

According to 46 percent of the 600-plus marketing decision makers taking part in the CMO Council’s “State of Marketing” study, their greatest accomplishment in 2013 and 2014 was the realignment of marketing to better support sales and improve selling cycles. Nearly one in three marketers admits that maintaining a high-quality sales pipeline is one of their top senior management mandates for the coming year, and half say that lead generation and qualification is the area of business need that will receive the most resources.

But despite the improvements in processes, goals and intentions to optimize lead generation and yield, only one in four marketers believes they have made strides in implementing demand-generation systems to better target, acquire, qualify and convert business. According to the Content Marketing Institute, 50–60 percent of B2B content that has been created is actually never used. HubSpot cites that 79 percent of marketing leads never convert into sales. And according to Marketo and The B2B Lead, lost sales productivity and wasted marketing budget at the hands of ignored, poor-quality or poorly managed leads cost companies at least $1 trillion each year.

To address the growing need to optimize lead flow and track winning content marketing strategies to optimized demand-generation tactics, the CMO Council has partnered with global content syndication expert NetLine to better understand the issues and challenges marketers face when working to deliver timely, relevant and robust content that reaches the right audiences. To drill into this area of study, we are inviting senior marketing leaders to share their insights and best practices to enrich the thinking around content performance, syndication and demand-generation strategies.


Facts & Stats

Seventy-three (73) percent of B2B content marketers are producing even more content than they did a year ago. - Forbes

Organic inbound leads have a close rate almost 14 times higher than outbound marketing leads. - Hubspot

Though there are a number of strategies businesses can employ to garner leads, 91 percent of B2B marketers are utilizing content marketing, making it among the top implemented approaches. - Marketing Land

Twenty-eight (28) percent of B2B marketers reported using between five and nine content marketing tactics to drive leads while 64 percent reported using more than nine.- Marketing Land

Up to 60 percent of B2B content that has been created is actually never used. - Content Marketing Institute

Lost sales productivity and wasted marketing budget at the hands of ignored, poor-quality or poorly managed leads cost companies at least $1 trillion each year. - Marketo

Forty-two (42) percent of content marketers publish daily or several times per week. Of those who have a documented content marketing strategy, 23 percent publish new content daily. - Content Marketing Institute

Eighty-two (82) percent of prospects say content targeted to their industry is more valuable. - Marketo

Some 93 percent of the most effective B2B content marketers cite lead generation as a goal of their content marketing efforts, compared with 64 percent of the least effective B2B content marketers. - Marketing Profs

The primary challenges B2B marketers face with regards to content marketing are lack of time (69 percent) and producing enough content (55 percent). - Marketing Profs

Eighty-six percent of B2C marketers are using content marketing to build awareness and cultivate relationships compared to 91 percent of business-to-business marketers. - Content Marketing Institute

While B2C and B2B marketers use the same mix of tactics, B2C marketers are more likely to use mobile content, mobile apps, print magazines, and print newsletters. - Content Marketing Institute


Studies & White Papers

Using Original Content to Generate Online Visibility, Website Traffic and Sales Leads - HR Marketer.com

B2B Content Marketing: 2015 Benchmarks, Budgets and Trends (North America) - Content Marketing Institute


December 2014: The #1 Reason Your Content Is Failing to Generate Leads Online - Nectafy

September 2014: How to Score Content Marketing Leads and Supercharge Sales Growth - Forbes

November 2014: How to Generate B2B Leads With Content Marketing - Marketing Land

June 2014: Why Is Content Syndication Imperative for B2B Marketers? - Business 2 Community

January 2014: How to Create Written Content That Generates Leads - Social Media Examiner

January 2013: How to Develop Great Content That Generates Demand - Marketo


How to Nurture Sales Leads With Relevant Content - ON24

Generating B2B Sales Leads - Marketing Mo

The Truth About B2B Lead Gen: What Really Works - CrazyEgg

Content Syndication—Compelling Content, Targeted Leads - Marketo


Content Marketing for Lead Generation - Marketo

Program Themes

  • Content Marketing
  • Lead Generation