Whenever we've analysed where new B2B sales come from the findings in this presentation (download from bottom of post) ALWAYS hold true. The revelation? Marketing DOESN'T determine growth. But, it's a MASSIVE demand generation influence, when played well.
Many organisations fail to understand this so splurge on top of funnel lead gen that fails to convert. With some +80% of B2B sales tracking back to a recommendation or referral it pays to invest far more time marketing to clients and tracking connections.
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