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BtoB Study Finds Lead-generation Practices Catching On
Christopher Hosford / BtoB / September 16, 2013
Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means by which marketers gauge success remains relatively unsophisticated—76% of marketers said their prime definition of a lead is a prospect request to be contacted.
This indication of serious interest was much more appreciated as a hot lead than a request for a white paper (43%), attendance at a webinar (35%) or visits to a company’s website (30%), according to BtoB’s study, which was based on an online poll conducted in June and July of 282 b2b marketing professionals. Overall, marketers placed the least value on being followed or “liked” on social media.
“A lead for me is somebody who has done their research,” said Nikos Karavitis, senior marketing manager at Motorola Solutions. “I’m like that myself; as a consumer I’ll do my research product by product before buying.”
For b2b marketers, this means having strong databases, marketing automation to nurture prospects and lead scoring to identify sales-ready leads, Karavitis said. “Marketing now has the tools and resources to get a little smart about this and to go beyond segmentation,” he said.