Time is running out to join us (live or online) for all the inspiration and tactical know-how you need to succeed in 2023... and beyond.

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 Business.com.

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.

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

Sign up for free to read the full article. Enter your email address to keep reading ...


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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