What’s the best marketing tool for generating B2B leads? Enterprises surveyed by Software Advice and its partners say certain marketing tools bump up the quality of leads while other tools drive up the quantity of leads. Defining the goals of a marketing campaign in advance will help B2B enterprises choose the right tools for their next lead generation effort.
B2B marketers say the following strategies yield the highest-quality leads:
- Live demo with a sales rep 80%
- Price quotes 46%
- Free trials 37%
To capture the highest quantity of leads, free trials rank as a top strategy for 50% of B2B marketers. The other top tools for bringing in a lot of leads are live demos (34%) and white papers (33%).
According to the Software Advice study, the current portfolio of B2B marketer strategies doesn’t quite align with what they say is working best. These marketers are using content and offers in the following percentages:
- Learn more/contact us 99%
- Videos 91%
- White papers 84%
- Case studies 84%
Analysts note there is ‘room for growth’ with respect to B2B marketers who are using live demos with a sales rep. Only 80% of marketers engage in this type of promotion. And only 61% currently offer free trials. Promoting these strategies more frequently in the future may help B2B enterprises bring in additional leads, especially high quality leads that could result in quick sales.[Source: B2B Demand Generation Survey. Softwareadvice.com. Dec. 2012. Web. 13 Dec. 2012]