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If you look at the data from the survey, you will see that marketers believe their website is the leading source of leads and that 80% of marketers believe they are NOT maximizing their efforts there.As I like to say:  “you got them into the store (aka website), now what?”  The next step for marketers who are doing the right things with inbound marketing, lead nurturing, and such as optimize conversion when they get them to the website.

I am shocked that in this day and age: 27% have 8 or more fields.

Ardath: In your opinion, what is the biggest reason that B2B websites fail to generate demand?Craig: There are two reasons.The first is the propensity for creating brochureware.   Many websites are still boring, corporate, sterile, etc.  In today’s world, content needs to be arresting and provide buyers with something they actually want to read.  As well, design and usability is very important to the user experience.The second is conversion, plain and simple.  You have to decide what you want your website visitors to do on a particular page, etc.  If it is to register for something, then optimize the experience for the registration.   Most websites are not the great at that.

26% of average marketing budget is spent on content marketing, with 3.5 dollars spent on distribution for each dollar spent on creation.  Do the math and that means 5.8% of the average marketing budget is spent on creating content.

To put all this in perspective, license fees for marketing automation software are usually 1% to 2% of the total marketing budget.  In other words, content will cost several times more than software when most companies deploy a marketing automation system (and distribution costs will outweigh them both).