Are your lead gen efforts working? It’s a pretty simple question that can be surprisingly difficult to answer. With lengthy sales cycles, complicated conversion paths, and competing attribution models, pairing outcomes with individual channels is deceptively tricky.
As a result, some companies opt to throw their hands up and measure lead gen activities as a whole. It’s for this reason that you see that companies are overwhelmingly satisfied with lead gen and overwhelmingly involved in multiple lead gen activities, but much more divided when it comes to identifying the most individually productive channels. This holistic approach to measurement is effective to a point, it’s far from optimal – especially when it comes to either/or budget decisions.
This week’s infographic provides industry information on lead gen effectiveness in an effort to help you evaluate your efforts. The golf-themed infographic uses data from Ascend2’s “Lead-Generation Strategy Trends Survey Summary Report”, which encompasses the feedback of more than 300 marketing, sales, and business professionals. It comes to us from Direct Marketing News.
Some of the key points from the infographic include:
- “Lack of effective strategy” was the top lead gen challenge, named by 40% of respondents.
- 72% of companies use a combination of in-house and outsourced resources for lead gen.
- Email was rated as the most effective tactic for lead gen, endorsed by 48% of respondents.
- SQLs generated was ranked as the top performance metric for lead gen, followed by total ROI and CPL.
Let us know what you think:
- Would you call your overall lead gen efforts effective?
- What channel has been the most productive for you?
- Do you use a mix of in-house and outsourced resouces?