IDC finds lead-gen top marketing priority

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Improving lead generation is the top marketing priority this year for tech marketers, according to IDC’s “2012 Tech Marketing Barometer Study,” released in March. The study was based on an online survey of 61 senior marketers at high-tech companies conducted in January and February. The companies surveyed have combined revenues of more than $550.0 billion and include industry leaders such as Cisco Systems, Dell, HP and Intel.

Respondents were asked to allocate 100 “importance points” to various marketing priorities for the year. Improving lead generation received the highest score (20.7), followed by building more brand awareness (16.2) and improving marketing processes (13.9).

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