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Chuck Schaeffer Best Practices in Lead Acquisition

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The Best Practices of the Best Marketers Research Report Reveals Where The Highest Performance Marketers Outperform Their Peers

We just released a research report titled The Best Practices of the Best Marketers—In Lead Acquisition. The study set out to answer the question: What are the best performance B2B marketers doing to acquire, grow and retain more customers?

This research report is unique in that it is not just a survey compilation showing how a total population responded to a given question, but instead examines how practitioners with different levels of performance success responded and differed to each given question. This approach allowed us to discover what the highest performing marketers are doing differently or better than their peers.

For example, here are few not so subtle findings.

  • Best-in-class marketing leaders implement more types of marketing programs than their peers. Most laggard marketers utilized two types of marketing programs for the majority of their lead acquisitions. Interestingly, those marketers that regularly employed 5 or more types of integrated programs achieved higher performance for nearly every program type – suggesting that doing more programs does not dilute focus or degrade performance and in fact achieves just the opposite effect.
  • The differences among participants that used lead scoring models were significant. Leaders used lead scoring models 50 percent more than Medians and 112 percent more than Laggards.
  • Best in class marketers source a significantly higher volume of the sales pipeline leads than do their peer groups. Leaders generate 45 percent more of the sales pipeline leads from marketing programs than Medians and a whopping 133 percent more than Laggards.
  • Approximately two-thirds of respondents indicated that the head of marketing does not possess the same clout as the head of sales in the eyes of the executive team. Laggards were 3X more likely to suffer a marketing credibility gap than Leaders.

The report first identifies the best marketers in lead acquisition and lead management and then identifies the strategy, process and technology factors they do uniquely well or better than their peers. Learning from or replicating average performance scores can only produce average results. Better to learn from and replicate top performers in order to outperform peer groups and achieve exceptional performance results. This report breaks down performance results by different levels of performers.

This marketing research report is part of series. Now that we've uncovered what top performers do differently or better than their peers, the next marketing research report will uncover the specific benchmarks and metrics so that other practitioners desiring to replicate those processes will have specific and measurable goals.

Stand by and subscribe to the RSS or check back for the next report, to be titled Best Practice Benchmarks in Lead Acquisition. End

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Learning from or replicating average performance scores can only produce average results. Better to learn from and replicate top performers in order to outperform peer groups and achieve exceptional performance results.

 

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