'BtoB' study: Lead-gen is mainstream, but some do it better than others

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New York—Lead generation is the intent of any direct marketing campaign, but some do it better than others, according to a new BtoB study about lead-gen practices. According to BtoB's “Lead Generation: A Fundamental Flourishes in the Digital Era,” 74% of b-to-b marketers responding are at least moderately active in some form of lead generation, but only 49% of respondents said they have a lead-nurturing process in place to support it. By contrast, among those marketers self-described as “highly effective,” 74% use lead nurturing, compared with just 26% of “low-effectiveness” marketers. Marketers are generally optimistic about their sales growth over the next 12 months, with 51% saying sales would be “more” or “significantly more” next year compared with this year. Highly effective lead-gen marketers are much more optimistic: 68% said sales would be up in the next year, while only 40% of low-effectiveness lead-gen marketers expressed confidence in rising sales. Respondents to BtoB's survey cited a variety of obstacles, internal and external, to better deployment of lead-gen activities. Lack of resources (67%) led the list, followed by poor database accuracy (40%), lack of adequate technology (27%), poor communications and processes (26%), ineffective management (25%), inability to respond to buyer changes (21%), unfamiliarity with the lead-gen process (21%) and lack of understanding of customer needs (12%). BtoB's study was based on an online poll conducted in August and September of 605 b-to-b marketing professionals. Further details on the study, and how to download a full copy, are available at www.btobonline.colm/lead.
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