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Neglecting customer retention to focus on leadgeneration. Research from eMarketer released in August projected B2B ad spending to grow by 22.6% Researchers and analysts with eMarketer attribute this to the shift towards content and online events which often need paid promotional channels to reach new audiences.
In survey after survey, year after year, leadgeneration is a top priority for B2B brands. No matter how big or small, B2B businesses can’t survive without new leads. Generating high-quality leads is essential to get more sales and more revenue. No leads means no clients and therefore, no sales.
Yet B2B marketers seem to be more focused on leadgeneration than the rest of the process. Let’s look at the difference between the short-term and the longer-term reality about leads: LeadGeneration is a hello and a handshake. Both leadgen and lead nurturing are important.
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So now it’s time to fire up the ads and watch as your leads turn into revenue, right? While a high quantity of leads can undoubtedly be good, it’s not enough. According to research done by eMarketer , the highest priority of B2B marketers is increasing lead quality , while increasing volume only ranks in third regarding importance.
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