Where B2B Marketers Get Leads, New Study
By Michael StelznerWant to know where most business-to-business marketing pro’s get their leads?
Surprise, surprise: From their own websites…
A recent study found that 80 percent of marketers use their website as the primary source for lead registration for items such as white papers.
The study examined 2700 business-to-business marketers and was sponsored by KnowledgeStorm and MarketingSherpa.
While this does NOT come as a surprise, this reveals a common problem.
I call it the “post and hope” syndrome.
Most marketing folks post the white paper on their corporate site and hope something will happen.
I point out the problems with this approach in a white paper I wrote called, Fishing for Leads With White Papers: Where to Drop Your White Paper Line.
If you want to further examine the study I mentioned above, it is called Putting It All Together — Driving Content Marketing Program Success.
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September 3rd, 2007 at 12:06 pm
> I call it the “post and hope” syndrome.
Sounds good to me!
June 3rd, 2008 at 6:14 am
Yeah, most businesses in general seem to think that there is a huge market just waiting fro the product/service. You have a drive quality traffic to you site. “If you post it, they may not come.”
June 19th, 2008 at 12:52 am
Love the “Post & Hope” syndrome.
THe old build it and they will come mentality
I’ve just come on board a company that has done the same thing.. Now all i need to do is turn their white paper into a lead generation machine