Lead Generation Strategies for SMB Success
To succeed in lead generation and increase conversions, small and medium-sized businesses (SMBs) must focus on developing effective strategies aligned with key objectives. This study by Ascend2 and Insty-Prints provides insights from marketing influencers on important objectives, strategy success rates, and challenges faced in the process. Discover how SMBs can enhance their lead generation efforts to drive more conversions and achieve tangible results.
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Table of Contents METHODOLOGY 3. Lead Generation to Increase Conversion/SMB 4. Most Important Objectives Ascend2 benchmarks the performance of popular digital marketing strategies and tactics using a standardized questionnaire and a proprietary 3-Minute Survey format. 5. Lead Generation Strategy Success 6. Critical Challenges to Success 7. Sales Cycle Encountered 8. Analyzing Objectives and Challenges 9. Source of the Best Conversion Rates This survey was fielded to a panel of research subscribers and marketing influencers by Ascend2 and Insty-Prints. 10. How Conversion Rate is Changing 11. Content Generating the Most Conversions 12. Content Development Resources Used 13. About the Research Partners
Lead Generation to Increase Conversions/SMB Generating high-value leads that are ready to convert requires an effective strategy with proven tactics to succeed. But how does an SMB develop an effective lead generation strategy to turn more leads into more customers, faster? To find out, Insty-Prints and Ascend2 fielded the Lead Generation to Increase Conversions Survey. SURVEY RESPONDENTS N=173 SMBs Role in the Company Owner / Partner / CXO 46% VP / Director / Manager 39% The data in this edition of the study, titled Lead Generation to Increase Conversions for the Small and Medium-sized Business, exclusively represents the opinions of marketing influencers working for companies with fewer than 500 employees. We thank these busy professionals for sharing their valuable insights with us, and you. Non-Management Pro 15% Primary Marketing Channel B2B (Business-to-Business) 49% This research has been produced for your use. Put it to work in your own marketing strategy. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. B2C (Business-to-Consumer) 29% B2B and B2C Equally 22% Enjoy! 3
Most Important Objectives What are the most important OBJECTIVES of a lead generation strategy? Clearly, a most important objective for 73% of SMBs to achieve with their lead generation strategy is to increase lead-to-customer conversions. This requires increasing the number of leads generated an important objective for nearly half (47%) of SMBs. Increase lead-to-customer conversions 73% Increase number of leads generated 47% Improve lead data quality 47% Increase website traffic 28% Reduce cost to acquire leads 27% Measure lead generation ROI 24% Automate lead generation processes 22% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 4
Lead Generation Strategy Success How SUCCESSFUL is a lead generation strategy at achieving important objectives? 44% of SMBs consider their lead generation strategy very successful, while another 46% consider it somewhat successful. The remaining 10% have yet to successfully achieve the important objectives of their lead generation strategy. Unsuccessful 10% Very successful 44% Somewhat successful 46% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 5
Critical Challenges to Success What are the most critical CHALLENGES to lead generation success? Two of the most critical challenges to lead generation success are increasing lead-to-customer conversions and improving lead data quality for 50% and 48% of SMBs respectively. To achieve success, tactics must be formulated to overcome these top challenges. Increase lead-to-customer conversions 50% Improve lead data quality 48% Increase number of leads generated 40% Reduce cost to acquire leads 34% Increase website traffic 32% Automate lead generation processes 29% Measure lead generation ROI 29% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 6
Sales Cycle Encountered Which best describes the type of SALES CYCLE encountered most often? Regardless of the type of sales cycle encountered most often, a successful strategy is key to increasing the lead-to-customer conversion rate. Complex sale and Direct sale equally 15% Complex sale (long cycle, many influencers) 50% Direct sale (short cycle, few infuencers) 35% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 7
Analyzing Objectives and Challenges Analytical comparison of important objectives and critical challenges. Increasing lead-to-customer conversions is not only a most important objective for nearly three-quarters (73%) of SMBs, it is also a most critical challenge to lead generation success for 50%. This is a key consideration in the development of a successful strategy. Important Objectives Critical Challenges 73% Increase lead-to-customer conversions 50% 47% Increase number of leads generated 40% 47% Improve lead data quality 48% 28% Increase website traffic 32% 27% Reduce cost to acquire leads 34% 24% Measure lead generation ROI 29% 22% Automate lead generation processes 29% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 8
Source of Best Conversion Rates What types of online FORMS generate leads with the highest customer conversion rate? Content download forms generate leads with the highest conversion rate for 56% of SMBs. Webinar registration is another top lead generation form for 40%. Content download 56% Webinar registration 40% Survey/poll 32% Demo request 30% Free trial 29% Subscriber 25% Contest/promotion 19% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 9
How Conversion Rate is Changing To what extent is the lead-to-customer CONVERSION RATE changing? The lead-to-customer conversion rate is increasing for a total of 85% of SMBs, with 31% describing the increase as significant. For the remaining 15%, conversions are decreasing to some extent. 3% 31% 54% 12% Conversions are increasing significantly Conversions are increasing marginally Conversions are decreasing marginally Conversions are decreasing significantly Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 10
Content Generating the Most Conversions What types of CONTENT generate leads with the highest customer conversion rate? Research reports and video or motion graphics are the types of content generating the highest rate of lead-to-customer conversions for 45% and 42% of SMBs respectively. These tactics are helping marketers overcome critical challenges to lead generation success. Research reports 45% Video/motion graphics 42% Social media content 40% Webinars/webcasts 39% Website articles/blogs 34% Case studies/whitepapers 28% Infographics 17% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 11
Content Development Resources Used The types of content generating leads with the highest conversion rates often require specialized skills and capabilities not always available in-house. That s why 84% of SMBs outsource all or part of their content development for lead generation purposes. Which best describes the RESOURCES used to develop content for lead generation purposes? In-house resources only 16% Outsourced to a specialist 24% Combination of outsourced and in-house resources 60% Lead Generation to Increase Conversions for the Small and Medium-sized Business Ascend2 and Insty-Prints, Published October 2017 12
About the Resource Partners Insty-Prints is your local, one-stop resource for high- quality print and business communications solutions with fresh ideas to help you connect. We pioneered fast- turnaround printing, and today we offer you an array of capabilities including multi-channel marketing campaigns, direct mail marketing, promotional items, graphic design, web marketing, signs, banners and much more . Learn more at instyprints.com Marketing technology companies and digital marketing agencies partner with Ascend2 to reliably generate demand and supplement content for their firms. Our Research Partner Programs are transparent spotlighting your brand and the interests of your market. If marketing professionals are your ideal prospects, we can help you find more of them. Learn more about Ascend2 Insty-Prints is independently owned and operated. 13
