Survey Finds Email Marketing Most Common For Lead Generation Among SMEs

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7th April 2014 11:22 - Business Support

According to findings from a recent survey, undertaken by Salesfusion and Demand Metric, most small and mid-size companies have lead generation processes in place, but few (less than 10%) think they’re highly effective. Over half (58%) say they don’t produce enough leads.

The poll of 200 businesses also indicated that the most common approaches include email marketing (78%), tradeshow or event marketing (73%), and content marketing (67%).

Content marketing, based on the survey’s findings, is the lead generation tactic targeted for the greatest increase in investment (70%). Tradeshow and event marketing will see the biggest decrease in investment (40%).

When it comes to data capture, web forms were found to be the most popular at (73%) followed by data entry (66%). The most common lead storage repository is a CRM system (45%) followed by spreadsheets (17%).

Among respondents, only 16% of those using and storing their leads in CRM or marketing automation systems say they have no standard for lead quality. Three fifths (62%) say their standard or definition is moderate to very effective.

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