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Telemarketing Software: Study Examines the Lead Generation Habits of Effective Companies

November 27, 2012
By Tracey E. Schelmetic - Telemarketing Software Contributor

When you’re in business-to-business (B-to-B) marketing, lead generation is likely one of your most important resources. In fact, a new study has found that nearly three quarters (74 percent) of B-to-B organizations are at least moderate participants in some form of lead generation, while 48 percent are “very” or “fully” involved. In addition, more than two thirds (67 percent) of marketers overall are working with sales in various degrees in the lead generation process.

Great news, right?

Not necessarily. The study has also revealed some deficiencies. Less than half (49 percent) of marketers lack a lead-nurturing process designed to help support their lead generation program. By contrast, among those who describe themselves as effective lead-gen marketers, 74 percent use lead nurturing, according to Christopher Hosford, writing for the website BtoBOnline.

These statistics are courtesy of BtoB's proprietary study entitled “2012 Lead Generation: A Fundamental Flourishes in the Digital Era,” which breaks out the practices of telemarketers that describe themselves as “far above” or “below” average in their lead-gen efforts. Thus, best-of-breed, average and poor lead-generation practices provide three sets of performance benchmarks, according to Hosford.

Success in nurturing lead generation often comes from a close working relationship between telemarketing and sales, something telemarketing software can significantly improve. In fact, 80 percent of marketers who participated in the study and who described their lead-gen efforts as highly effective said they work closely with sales in the lead-gen process, compared with 67 percent on average. By contrast, only 57 percent of the least effective lead-gen practitioners coordinated with sales.

So why are the less effective companies not nurturing their lead process? The questionnaire posted this question, and the most cited results included a lack of resources (67 percent), poor database accuracy (40 percent), a lack of adequate technology (27 percent), poor communication and processes (26 percent), ineffective management (25 percent), an inability to respond to buyer changes (21 percent), unfamiliarity with the lead-gen process (21 percent) and lack of understanding of customer needs (12 percent).

Find more information about the full study here.

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Edited by Jamie Epstein

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