For Lead Generation, B2Bs Choose Quality Over Quantity - eMarketer
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For Lead Generation, B2Bs Choose Quality Over Quantity

Sales qualified leads are the most useful metric for measuring lead gen performance

Business-to-business (B2B) marketers want quality over quantity when it comes to lead generation. When a July 2015 study by Ascend2 asked B2B marketing professionals worldwide about the most important objectives for an effective lead generation strategy, seven in 10 pointed to improving the quality of leads. Nearly six in 10 cited increasing sales revenues, which are more likely to come from prospects that are of high value from the start.

Most Important Objectives for an Effective Lead Generation Strategy According to B2B* Marketing Professionals Worldwide, July 2015 (% of respondents)

Meanwhile, just over half of B2B marketers wanted to increase the number of leads—an impressive percentage, but one that trailed quality by 16 percentage points. Interestingly, though, was the fact that far fewer respondents were actually focused on lead data management and analysis, which could prevent them from determining the best targets for lead generation.

Respondents reported that email and website or landing page marketing were the most effective tactics to execute for lead generation, cited by 48% and 44%. And fortunately, they were the least difficult to do, with fewer than one-fifth citing each as the most difficult. Content marketing was the third most effective tactic, but also one of the most difficult. Paid search or online advertising and testing and optimization were the two least effective tactics; the former was one of the least difficult, too, while the latter landed on the other end of the spectrum.

Most Useful Metrics for Measuring Lead Generation Performance According to B2B* Marketing Professionals Worldwide, July 2015 (% of respondents)

When it came time to measure lead gen performance, the most useful metric was sales qualified leads generated, which Ascend2 noted was useful for measuring how well B2Bs were doing at improving lead quality. Return on investment and cost per lead—both metrics that can benefit by focusing dollars specifically on optimal prospects—ranked second and third.

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