Purchase time and real-time response top lead gen wish list: Report

New report from Business.com finds B2B marketers see purchase time horizon as the most valuable additional point in their SMB lead generation activity

Purchasing time horizon is the most valuable additional data point for B2B marketers looking to improve their lead generation activity in the SMB space, according to a new report.

The Small Business Pulse: 2013 Lead Generation Insights report from business advisory site, Business.com, found the size of business by employee base is the second most valuable additional data point marketers want, followed by type of industry.

Responsiveness was also a major factor in determining lead quality, and 69 per cent of those surveyed said they would be interested in a score attached to leads based on the likelihood of their business receiving a response. According to Business.com, real-time delivery of leads, known as ‘hot transfer’, is also expected to increase, and 41.8 per cent rated this option as ‘extremely valuable’ to their business.

“It’s clear responsiveness from the buyer is a major factor for companies when it comes to their lead generation spending and what they deem a high-quality lead,” the report stated. When asked about the delivery time, 39.6 per cent indicated receiving leads in less than five minutes is of high importance.

The report also noted the rise of content marketing as an essential ingredient in lead generation marketing today. Fifty per cent of companies surveyed are interested in whitepaper leads, while 40 per cent highlighted found webinars that feature their company or products as a valuable lead source. Other channels of interest included sponsored emails, video and case study leads.

However, some respondents indicated these leads may deliver buyers that are too early in the purchase process.

Content marketing is cool, but effectiveness still an issue
Why your B2B content marketing strategy isn’t working
B2B buyers don’t trust vendor content efforts

Lead nurturing also cropped up as an area requiring further improvement, with nearly 80 per cent of respondent not currently using third-party tools or services to help with lead scoring, data appending or appointment setting. The report pointed out a similar study conducted by B2B Online, which showed 74 per cent of highly-effective companies use lead nurturing, compared with 26 per cent of low-effectiveness marketers.

The report was based on a survey undertaken by Business.com of more than 500 pay-per-lead advertisers in May 2013. Of these, 58 per cent are in companies with fewer than 50 employees.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why app engagement must be personalised

Research from Nielsen late last year reported Australian smartphone users over the age of 18 spend 33 hours per month in apps, and a mere four hours per month in browsers. But what does it take to actually maintain an app customers will engage with?

Rob Marston

Head of Airwave, A/NZ

Customer experience investments more vital than ever

The global commodity slump has hit Australia in the last few months. Companies that obsess over these developments might be tempted to cut spending on customer experience (CX) programs. Here's why that's a a terrible idea.

Harley Manning and Thomas McCann

Research leaders, Forrester

Managing brands in a digital world

With digital integration at the core of customer management, many marketers have been questioning whether the principles and approaches to branding are fundamentally different in a digitally led environment.

Jean-Luc Ambrosi

Author, marketer

Rob - great article. Here at Pure Oxygen Labs we could not agree more. When considering retail mobile apps deep linking is woefully unde...

Scott

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

Project Leader?? Kim Portrate is one of the most ineffective leaders I have ever had the displeasure of meeting. She single-handedly cost...

Anonymous

Helloworld scraps CMO role

Read more

What tripe. This article conveniently makes no mention of her lies and bullying tactics and how she had placed everyone off-side with her...

Anonymous

Helloworld scraps CMO role

Read more

You mentioned cashback sites giving "immediate earnings" for transactions through their site. Cashback sites can take a couple of months...

RG

Are points-based customer loyalty programs on the way out?

Read more

Hi Jody,great post thank you. I think you're right in regards to the marketing evolution underway right now. I think it's incredibly inte...

Clinton Mancer

Tackling the skills shortage of the modern marketing age - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in