While the majority of direct marketing businesses understand the importance of lead generation for increasing sales, only 48 percent consider their business to be fully involved in lead generation efforts. These findings come from a recent BtoB Online survey, which revealed that the most successful campaigns rely on lead nurturing practices and collaboration with the sales department.
According to BtoB, the goal of all direct marketing campaigns is to create lead generation pathways that promote conversion, qualified leads, and sales. Of the businesses surveyed that consider themselves fully involved in lead generation, 74 percent claim to rely on lead nurturing practices such as developing appropriate content for various products and stages of the marketing cycle. Eighty percent of businesses fully involved in lead generation, in addition to lead nurturing, work closely with the sales department in order to better understand how specific lines of business, industries, and effective content can influence the marketing process and result.
The survey highlighted how businesses are using lead generation practices as well as the effects lead gen efforts have on sales growth. Jessica Bryant, director of marketing at hardware company NCR Corp.’s hospitality division, said, “It’s taken a little bit of time for sales to realize what’s going on and how powerful these leads now are, versus just calling on unqualified people or those who are just in research mode.” Of the businesses fully involved, 68 percent believe sales will be up in the next year due to their lead generation efforts, while only 40 percent of businesses least-involved (approximately 33 percent of respondents) expressed certainty in sales growth.
Results of BtoB’s survey indicated that marketing businesses that invest in practices for lead development express more confidence in the possibility of sales growth. With lead generation as one of the key goals for marketers it is important for businesses to utilize the available resources to make lead gen successful.
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