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
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...
PRO IT MELBOURNE
Cultivating engaging content in Account-based Marketing (ABM)
The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...
Sergiu Alexei
The top 6 content challenges facing B2B firms
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation
Check out tiny twig for comfy and soft organic baby clothes.
Morgan mendoza
Binge and The Iconic launch Inactivewear clothing line
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...
talalyousaf
NetSuite to acquire Bronto's digital marketing platform for US$200m