Other key findings of the study include:
- 41% of respondents considered personal connections and referrals as the top lead sources; and
- Approximately 20% of respondents believe strong improvement is needed in tracking and reporting unregistered/anonymous users.
Considered the most important factor for measuring web site effectiveness, the quality of leads generated was cited as the most critical metric among respondents. Thirty four percent (34%) cited sales lead quality to be more important than quantity, which was preferred by just 9% of respondents.
While the BtoB industry is generally still stuck at the starting gate in terms of efficient social media strategy adoption, the research pointed to a greater emphasis on the corporate web site as a viable source of lead generation. The data suggests that social media has yet to deliver the business impact of personal networks and referrals, which still provide many businesses with the most leads.
“Social media may be heralded as the silver bullet to bring BtoB marketing up to snuff but, despite its increasing influence, it’s important to keep in mind that no business sale is made without the buyer going to the corporate web site first,” said Chris Golec, CEO of Demandbase. “Regardless of its origin — social media or email, banners or search — traffic driven from online marketing initiatives always intersects at the web site. And, while businesses are investing heavily in their sites, the study shows that they are then ignoring the very audience they worked so hard to attract.”
The trouble for BtoB organizations is dealing with a high volume of unidentified web site traffic. Less than 15% of study respondents reported that no improvement is needed in tracking and reporting unregistered/anonymous visitors on their sites, according to the study. Nonetheless, BtoB marketing executives are aware of the amount of unidentified, serviced or converted traffic that results from anonymous visitors. “Most BtoB marketers have fallen into a ‘one size fits all’ approach to web site development, relying on visitors to self-navigate to relevant content,” the report said. “In the future, businesses can generate more new sales from their web sites by better understanding traffic and tailoring web experiences to each visitor.”
