Market Survey: B2B Lead Gen and Qualification

Author: Randy Giusto

Date: May 28, 2020


COVID-19 has severely impacted events and face-to-face business and will likely do so into 2021. With most work interactions online, marketers need new ways to generate and qualify leads. This analysis details how B2B media and marketing services providers can meet the challenges of this new normal.



Outsell fielded an online quantitative survey of 304 US B2B marketers in December 2019 and January 2020. Respondents held detailed knowledge of their companies’ marketing budget details and/or authority to allocate budget. Of the 304 respondents, 88 were from small companies of 100 or fewer employees, 134 were from mid-sized companies with 101 to 1,000 employees, and 82 came from large companies with more than 1,000 employees. This provides a lens across the marketer spectrum, with the overall study having a confidence level of 95% ± 5.6% margin of error.

Outsell augmented the quantitative study with 14 qualitative interviews of B2B CMOs from November 2019 to January 2020 to probe further into their outsourcing dynamics. Marketer interviews spanned a range of industries, including financial services, credit and risk, food service, pharmaceuticals, healthcare, insurance, communication services, security solutions, manufacturing, metals and mining, and education.


Table of Contents

Why This Topic


Key Findings


Essential Actions

Related Research

About the Author

About Outsell


List of Figures

Figure 1: Percentage of Lead Activity Work That Will Go to Partners, by Type

Figure 2: Partners Used by Company Size

Figure 3: Lead Qualification Importance

Figure 4: Awareness of Cost per Lead Type for Each Stage of the Funnel

Figure 5: How B2B Marketers Want to Buy Leads

Figure 6: Interest in Services Beyond Bulk Leads

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