Marketers are well along in their adoption of lead-generation practices, according to a new study by BtoB. Seventy-one percent of respondents said they are at least moderate participants in some form of lead generation, while 47% are “very” or “fully” involved.
However, the study, “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” also found that not all lead-gen practices are working as smoothly as they could be. Fifty-five percent of b2b marketers responding said the effectiveness of their lead-gen efforts was just average. And the means by which marketers gauge success remains relatively unsophisticated—76% of marketers said their prime definition of a lead is a prospect request to be contacted.
This indication of serious interest was much more appreciated as a hot lead than a request for a white paper (43%), attendance at a webinar (35%) or visits to a company’s website (30%), according to BtoB’s study, which was based on an online poll conducted in June and July of 282 b2b marketing professionals. Overall, marketers placed the least value on being followed or “liked” on social media.
SEE HOW EVOLIVING AUDIENCE PREFERENCES FOR CONTENT-LED EXPERIENCES ARE CHANGING HOW MARKETERS LEVERAGE ONLINE MEDIA. AUDIENCES ARE ENGAGING ONLINE WITH INCREASED SELECTIVITY - SEEKING CONTENT-LED EXPERIENCES FROM WHICH THEY CAN EXTRACT INSIGHTS, KNOWLEDGE, AND ENTERTAINMENT.
Despite words to the contrary, many brands are jumping into the mobile world without any real strategy behind what they’re doing and why.
According to new research from mobile consumer research company Kontagent and Econsultancy, more than two-thirds of companies do not have a defined way of determining whether the mobile experiences they’re creating for consumers are effective, and only a third are tracking the performance of their apps.
“Mobile is a different animal than the traditional, PC-based Web,” Dan Kimball, chief marketing officer for Kontagent, tells Marketing Daily. “It’s a whole new ball game. What [brands] are having trouble understanding is mobile is not just sitting at a PC. It’s on the go. It’s always on.” The result, Kimball says, is that many companies have developed mobile marketing programs because they know they need to have one, rather than having stopped and thought about what they want to achieve with those programs.
IDG Research Services
Research: What Media and Devices Motivate BtoB Tech Buyers
Business and IT professionals are taking to social, mobile, and video in a big way in the US. They have several favorite sources of information on tech products. These are some of the findings in a recent IDG Research Services survey of more than 2, 200 visitors to IDG sites such as CIO, Computerworld, InfoWorld, Network World, and PCWorld. Tech savvy users, across multiple segments from healthcare to finance and manufacturing to government, are key indicators for marketers as they plan to reach a broader business audience.
Use of mobile devices is pervasive. Seventy-five percent own/regularly use at least two smartphones and/or tablets. The vast majority use the devices for everything from email to apps, and content consumption including multimedia. In this massive mobile use, tablets topped smartphones in every application category.
Technology Consumers Are Devoted Web, Video, and Mobile Users
IDG Research Shows How Much Digital Is a Part of Consumers’ Lives
IDG Research Services surveyed more than 3,100 visitors to IDG technology media sites in the U.S., such as PCWorld, Macworld, CIO, and Computerworld, to determine information consumption behaviors. The research—“The Echo Effect: Understanding the Value of Tech Buyers”—underscores the power of social media, the widespread use of mobile devices, and the reliance on video to make purchase decisions.
Though advertising on mobile devices significantly lags consumer use of the devices, users are influenced by mobile ads. In the survey last summer, tech consumers noted that they have taken the following actions as a result of seeing a mobile ad on their smartphone in the past six months: researched a product (43%), looked for a product in a retail store (28%), clicked an ad (22%), and purchased a product (21%). The percentages were even higher among tablet users.
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