Where B2B Marketers Get Leads, New Study

By Michael Stelzner

Want 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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3 Responses to “Where B2B Marketers Get Leads, New Study”

  1. Blogs for Money Says:

    > I call it the “post and hope” syndrome.

    Sounds good to me! :D

  2. Mark Albright Says:

    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.” ;-)

  3. Australian Business Leads Says:

    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 :)

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