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%).
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 Business.com's active pay-per-lead advertisers focused on the SMB market.
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Sales:
- What Top Salespeople Do Differently Across the Sales Cycle [Infographic]
- Empowering Sales Success—The Role of Marketing in Sales Enablement: Owen Richards on Marketing Smarts [Podcast]
- What Nicolas Cage Can Teach Us About the Challenger Sale
- Your Guide to B2B Appointment-Setting for Better Sales
- The State of B2B Sales in 2023
- The Power of a B2B Referral Generation Program | Marketing Smarts Live Show