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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This entry was posted on Monday, September 3rd, 2007 at 5:26 am and is filed under Lead Generation, Marketing, Statistics. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.