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B2B Lead Generation: What Marketers Want

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Most pay-per-lead B2B marketers (51%) say knowing a buyer's purchasing time horizon is the most important data point they want but often don't get, according to a recent report by

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's pay-per-lead advertisers focused on the SMB market.

Content Marketing

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%).

Hot Transfers and Lead Scoring

  • 42% of survey respondents expressed strong interest in "hot transfers"—the practice of connecting companies immediately with leads as they come in.
  • 60% of respondents are very interested in lead scoring, whereby individual leads are assigned a score reflecting the likelihood a response.

About the research: The report was based on data from a survey conducted in May 2013 of 500 of's active pay-per-lead advertisers focused on the SMB market.

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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

Twitter: @ayaznanji

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  • by Tamar Thu Sep 12, 2013 via web

    Hi Ayaz, Since most prospects to your website are anonymous, those data fields are not so easily available to marketers. However, some technologies available today do actually tell you the anonymous prospect's company. location, industry, and digital behavior can give clues to much more information. Would love to see an article about all these new technologies that provide this data in real-time. Tamar, Insightera

  • by Gracious Store Fri Sep 20, 2013 via web

    Content marketing is the best way to generate leads

  • by Michael Nowarra (Alliance Bliss Concept) Mon Sep 23, 2013 via web

    "Purchasing Time Horizon" is the perfect deployment scenario for Social Media Monitoring unless you stay away from "clipping" approach and focus on sales: combining "technical/product" sphere with "help/looking for/who can .." sphere.Whatever you´ll find is "... need it NOW". The range of findings is broad, from general orientation (we are considering ...), to evaluation (checklist / product overview required) or support (who can help me ..) or finally purchase information (who can recommend me ..product/vendor/partner).

  • by john mcode Thu Dec 12, 2013 via web

    Thanks for all your efforts that you have put in this. Really content marketing is the best way to generate leads…

  • by Patrick Willis Thu Dec 12, 2013 via web

    Lead generation plays a crucial role to reach target in marketing world. Thanks a lot for sharing…

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