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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in