New Report Highlights B2B Marketers’ Expectations from Lead Generation Campaigns

Carlsbad, Calif.; August 27, 2013–Studies show that lead generation is rapidly becoming the dominant vehicle for marketers looking to engage decision makers at small and medium-size businesses (SMBs). recently surveyed over 500 of its lead generation advertisers to gather insights on how marketers are best using lead generation today and what products and services they'd like to see in the future. The 2013 Lead Generation Insights report provides quantitative and qualitative views into the data and options companies want when purchasing leads, methodologies companies employ to maximize ROI from purchased leads, and the practices and processes they've installed for lead nurturing.

"The first report in our Small Business Pulse series provides extraordinary insights into one of the most vibrant areas of marketing today, lead generation," says Steve Gottlieb, General Manager of lead generation at

Key elements of the report include:

  • Content marketing has quickly emerged as an essential lead generation channel. Over 50% of companies are interested in white paper leads and nearly 40% are interested in hosted webinars that feature their company or product.
  • 60% of respondents are very interested in lead scoring, whereby individual leads are assigned a score reflecting the likelihood of their business receiving a response.
  • Almost two thirds of respondents (64.6%) expressed strong interest in hot transfer leads.
  • Despite these expressed interests, more than three-quarters of respondents (76%) do not currently use a third-party tool or service for lead nurturing, scoring, data appending or appointment setting.

Download the full report and findings here:

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