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Survey: Half of b-to-b marketers to increase lead-gen spending

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Carlsbad, Calif.—Half of b-to-b marketers plan to increase their spending on lead-generation programs this year, according to a study by Business.com. The study, “Business.com 2013 Lead Generation Insight,” was based on an online survey of more than 500 b-to-b marketers, conducted in May. It found that 50.6% of marketers rated leads coming from white papers as “extremely valuable” or “valuable,” and 34.2% rated leads coming from webinars as “extremely valuable” or “valuable.” Also, 51.3% of marketers rated as “very valuable” knowing the buyer's purchasing time on the horizon as an additional lead data point.
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