Lead-to-MQL Conversion Rate Benchmarks by Industry & Channel

Procure deep expertise across your functional discipline through expert-led guidance sessions that help you apply unique research, tools, and data to your specific needs. All service levels provide access to research, tools, data, and certification courses. SAP Concur CMO David Hamilton shares how his collaboration with Forrester channel marketing b2b drives innovation, aligns teams, and prepares them for the future of marketing. As a B2B marketing executive, you’re under constant pressure to deliver on today’s initiatives while staying one step ahead of what’s coming tomorrow. The people behind this work bring something to it that no job description captures. Channel Your Potential started as a brand launch and became a declaration.

Whether it’s improving content, visuals, or timing, small changes can lead to significant improvements. Data-driven decisions help refine strategies and target the right audience more effectively. Whether it’s generating leads or increasing engagement, aligning efforts ensures all campaigns contribute to measurable outcomes.

• Because of this, it’s important for organizations to stay on top of current trends and to adjust their strategies constantly.
• And, once they have, how can they stay efficient with their time and limited resources?
• The successful campaigns used granular targeting combined with compelling creative and clear value propositions.

“What I‘m looking for is different than what I’ve looked for in the past,” shares Wrede on UserTesting’s marketing hires. Values-based differentiation can help businesses connect with customers through shared values, like sustainability, transparency, and diversity and inclusion. This tool provides helpful insights into customer behavior, preferences, and engagement patterns, helping marketers create more personalized and effective campaigns. Compared to our average Instagram performance, we saw 5X higher impressions and video views, 6X higher engagement, and 82% growth in followers.” Bitly CMO Tara Robertson shared the impact that an influencer marketing campaign had on her Bitly awareness and engagement.

Brands are recalibrating content for AI search

LinkedIn continues to dominate as the go-to platform for B2B content marketing, with 95% of marketers using it for organic distribution. In 2026, LinkedIn’s own Platform Insights Report — cross-referenced with Hootsuite’s Global Social Media Trends Survey covering 8,400 B2B marketing professionals across 36 countries — confirmed that LinkedIn organic content usage among B2B marketers climbed to 97%, while companies publishing at least five times per week on LinkedIn reported a 63% higher follower growth rate, a 44% improvement in content-attributed inbound lead volume, and executive-authored posts now generating an average of 3.8× more impressions than brand page posts on identical topics — cementing individual thought leadership as the highest-leverage organic distribution tactic on the platform in 2026. HubSpot’s Marketing Hub offers email tools that give teams complete visibility into campaign performance. These metrics work together to provide a more complete view of performance. Recent data shows that ROI is a core metric, though it’s often evaluated alongside other indicators.

Benefits a data-driven approach to B2B marketing include:

This intelligence focuses sales efforts on highest-probability prospects. Company publishes thought leadership content; sales reps share it with personalized commentary. However, tool development requires engineering resources many marketing teams lack.

Tech Customer Success Story

Product demonstrations, customer testimonials, and explainer videos communicate complex information more efficiently than written content. This intelligence focuses ABM resources on highest-probability opportunities rather than spreading efforts across unready accounts. Understand who shared content and their characteristics informing follow-up strategies. A CFO-focused influencer with 15,000 engaged followers converts better than general business influencer with 500,000 unfocused followers.

Integration Requirements for Success

Want to actually learn how to do more with less? Hearing no-holds-barred case studies; learning what worked, and what didn’t. Less listening; more applying what you learned. This on-demand session provides strategies and insights to help you prove your value to your leadership team and secure their

Strategies to strengthen your B2B multichannel marketing

This is not just for the sake of efficiency, but also to provide a more personalized experience for their customers. Buyer behaviourThe buyer journey and audience expectations keep changing, and I’m struggling to adapt my strategy while resources are tight. Remember that partner marketing involves some unique processes that call for specialized skills — if you’re not seeing results from your initiatives, you might need expert assistance. They likely have a lot of options and can choose between selling your offering or that of your competitors.