BtoB lead generation services are quickly evolving. Today's executives expect more than a higher number of typical sales leads from their marketing teams – they need a measurable return on their marketing investment. They require proof that marketing expenditures are making a real impact on revenue. The new face of marketing is focused on revenue generation. Marketing is no longer changing . . . it has changed.
In a recent study by The Horn Group and Kelton Research, 80% of chief marketing officers think integrated services will increase in importance over the next five years. However, in the same study, 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs. As a result, there is a significant need for agencies and lead generation service companies that produce measurable results through a blend of traditional and digital services. In the past, marketing was a much more defined term. Businesses would spend a great deal on separate campaigns, almost always including a separate marketing budget that would equal (if not exceed) their other operating costs. However, new methods have emerged.