The size of the buyer's business, as measured by employee base, is the second most valuable additional data point for leads: 31% of marketers say it would be extremely valuable to know.
That's followed by industry type (29% say it would be extremely valuable) and job title (20%).
Below, additional key findings from the report, which was based on a survey of 500 of Business.com's pay-per-lead advertisers focused on the SMB market.
The survey found significant interest in leads generated through content marketing campaigns:
- Most survey respondents are interested in leads generated from the publication of whitepapers (51% say these leads are valuable/extremely valuable).
- 34% say leads from hosted webinars that feature their company or products are valuable/extremely valuable.
- Respondents also expressed interest in leads generated from sponsored email (38% say they are valuable/extremely valuable), video (35%), and case studies (38%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji