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.

Supporting Association

How about the role that data plays in creating brands? :-) would be a great follow up article!

James Corby

Brand creation: It’s just a name…or is it?

Read more

Great study. Here's my prediction - marketing departments to become more like an agency structure and do more in-house. They currently ha...

Anne Miles

Report: Marketing teams must be restructured

Read more

Great Read! If you want to learn more about Dial Up Awareness, Engagement and Conversions please join @aismedia on March 4th for part 3 o...

Sarah

APAC marketers flag mobile first as key differentiator: Adobe report

Read more

Jean-Luc,Nice post - quite thought provoking. You mention managing the tension between the objectives of the corporation and the wants o...

Simon Arden

Customer centricity or eccentricity? - Customer and marketing relations - CMO Australia

Read more

Cross-platform App Development - If you want to push your business growth with the mobile app that runs in all the mobile platforms then ...

Mobileapptelligence

Cross-platform approach boosts audience interest for ANZ

Read more

Sign in