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Business-to-business (B2B) marketers know what a long haul it can be driving leads to conversions. Unlike the business-to-consumer (B2C) segment, the path to purchase for B2B products can be winding, often requiring the input of many players before a purchase is made.
New research from Ascend2 sheds some light on how B2B marketers can perhaps make that process a little easier. The firm surveyed B2B marketers worldwide in September on issues such as which online forms drive the most conversions.
It turns out the answer is the offer of a content download. Two-thirds of those polled said content downloads generated leads with the best conversion rates, more than webinar registration (45%), demo requests (37%), surveys and polls (26%) and even free trials.
Drilling down, Ascend2’s research revealed that half of respondents said research reports generated leads with the highest conversion rates. That was more than any other type of content, including video/motion graphics, webinars/webcasts, case studies/white papers and social media.
Overall, a wide majority of B2B marketers (79%) indicated that their lead-to-conversion rates were improving, perhaps a sign that the creeping influence of digital technology is aiding in their efforts.
In addition, 86% had a positive view of their own lead generation strategy, with 46% considering their success rate as “best in class.”
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