Technology Marketers Look to New Channels for Lead Generation

Technology marketers are sensing that the economy is improving. But B2B operators, who have traditionally used trade shows and conferences to find new leads, may not yet be spending on travel again. So how can these operators obtain good leads – the top marketing priority for 68% of operators? Nearly 4 in 10 respondents to a Unisfair survey said that virtual events may become a source of new leads.

When asked about general spending intentions to find new leads this year, technology marketers indicated they would take the following steps:

  • Decrease spending on conferences/​trade shows: 40%
  • Increase spending on physical events: 40%
  • Increase resources for virtual events: 25%

Technology marketers also indicated they would spend on the following formats to generate new leads:

  • Conferences/​trade shows – physical: 44%
  • Direct mail: 32%
  • Radio and TV: 28%
  • Online ads: 19%
  • Paid search: 17%
  • Virtual events: 11%
  • E‑mail campaigns: 5%
  • Website: 1%

Hoang Vuong, CEO of Unisfair, says the general economy and the new technology available are converging to make  virtual events “mainstream thanks to their ability to help marketers arm their sales counterparts with better-​qualified and intrinsically higher-​value, sales-​ready leads.”
[Source: Annual Unisfair Marketing Survey Probes 500 Technology Marketing Professionals on ‘The Future of Tech Marketing’. Unisfair​.com. 25 May 2010. Web. 16 Jun. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.