Business-to-business (B2B) marketers want quality over quantity when it comes to lead generation. A July 2015 Ascend2 study asked B2B marketers worldwide about the most important objectives for an effective lead generation strategy, seven in 10 pointed to improving the quality of leads. Nearly six in 10 cited increasing sales revenues, which are more likely to come from prospects that are of high value from the start.
Just over half of B2B marketers wanted to increase the number of leads, but that trailed quality by 16 percentage points. Far fewer respondents were actually focused on lead data management and analysis, which could prevent them from determining the best targets for lead generation.
Respondents reported that email and website or landing page marketing were the most effective tactics to execute for lead generation, cited by 48% and 44%. And they were the least difficult to do. Content marketing was the third most effective tactic, but also one of the most difficult. Paid search or online advertising and testing and optimization were the two least effective tactics; the former was one of the least difficult, while the latter landed on the other end of the spectrum.
In terms of measuring lead gen performance, the most useful metric was sales qualified leads generated, which was useful for measuring how well B2Bs were doing at improving lead quality. Return on investment and cost per lead—both metrics that can benefit by focusing dollars specifically on optimal prospects—ranked second and third.