Atlanta, GA – November 3, 2016 – Sugar Market, previously Sugar Market, the leading marketing automation platform for small and mid-sized businesses, reported new survey results that detail the value of B2B Lead Generation. The study commissioned in partnership with Ascend2 surveyed B2B marketing influencers from small to medium-size businesses (SMB) and found that more than half of marketers feel their organization’s lead generation strategy is currently above average. The company also published an eBook, The State of B2B Lead Generation: What B2B Marketers are Achieving with Lead Gen Now and What’s to Come detailing these findings, available here.

Lead Generation Effectiveness is Looking Up

While there are a number of significant barriers still to achieving B2B lead generation success, the status of lead generation effectiveness is looking up with more than three-fourths of respondents stating that their effectiveness is increasing. This may be in part to the technology they are using. According to the Aberdeen Group, best-in-class companies are 67 percent more likely to use a marketing automation platform.

Marketing influencers listed the following results when asked about lead generation effectiveness:

  • 38 percent say effectiveness is increasing significantly;
  • 48 percent say effectiveness is increasing marginally;
  • 15 percent say effectiveness is decreasing marginally;
  • 3 percent say effectiveness is decreasing significantly.

Simply having Technology isn’t Enough

Overall, the results show that while lead generation effectiveness is increasing with technology, simply having technology is not enough to improve tactics. Respondents noted that creating and marketing relevant content and managing social media channels are the most difficult tactics to execute for B2B lead generation purposes. The data shows that 70 percent of B2B organizations outsource all or part of their lead generation tactics.

“Implementing a marketing technology stack alone is not the key to improving lead generation effectiveness” said Malinda Wilkinson, CMO of Sugar Market. “Marketers must also understand the value of developing an overall marketing strategy and creating suitable content to drive demand. Partnering with a technology vendor that offers a no-fail approach by providing the tools, support and expertise needed can ensure success.”

Notably, respondents were happy with their ability to create content of interest and market it via the email channel. More than 50 percent of marketers stated content as the common denominator for the effective generation of leads in various other marketing channels. By using a technology platform such as marketing automation, marketers can find a scalable way to deliver personalized content at the right time during the buyer’s journey through a nurture campaign. Automated nurtures can help warm prospects into leads, improving overall lead generation effectiveness.

For more information and statistics on the state of B2B lead generation for small to medium-sized businesses, click here to download The State of B2B Lead Generation.

About Sugar Market

Sugar Market makes enterprise-grade marketing automation accessible to everyone with a no-fail approach. Recognizing that marketing success depends not just on technology but also on expertise, processes and people, Sugar Market provides clients a team of marketing experts in addition to its complete and easy-to-use marketing automation platform. The company’s solution includes all the features marketers need to create, manage and analyze marketing tactics and campaigns— including email & nurture marketing, lead scoring & management, website tracking & analytics, landing pages & forms, social media management, CRM integration and marketing dashboards. To learn more about Sugar Market’s commitment to ensuring success during every stage of growth at an affordable price point, visit