Skip to main content

B2B Marketer Online Prospecting Preferences


eMarketer reports that business-to-business (B2B) sales cycles are longer than a year ago, but sales pipelines are growing, according to the results of a market study by OneSource.

Traditional outbound prospecting still produces the most qualified leads for U.S. B2B sales representatives, but companies are relying more on their corporate Website to attract new customers. Social networking sites were rated toward the low end of the scale -- though they were as helpful in lead generation as direct mail.

According to Onesource, the most effective social network for prospecting was LinkedIn, by a wide margin. The business-oriented site was rated 3.1 out of 5, compared with ratings of 2 for blogs, 1.9 for Facebook and 1.8 for Twitter.

The effectiveness of LinkedIn translated into significant increases in usage. Nearly one-half of respondents said they were now using the site more for prospecting and research than a year before.

Around one-fifth of those polled were also increasing their prospecting efforts on blogs, Facebook and Twitter, but the majority of B2B sales professionals did not use those sites for research at all.

Mixed Results from Other Market Studies
January 2010 data from HubSpot showed that 45 percent of North American B2B companies using LinkedIn for marketing had acquired a customer through the site. Company blogs were effective for 43 percent of respondents, while 38 percent got a customer from Twitter and 33 percent from Facebook.

In contrast, research firm Outsell found that 51 percent of U.S. B2B marketers considered Facebook the most effective social media site, followed by LinkedIn (45 percent) and Twitter (35 percent). That poll focused on marketing and sales effectiveness in general, not specifically lead generation.

Popular posts from this blog

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p

Precision Medicine Spend to Reach $132.3 Billion

Precision Medicine uses molecular info to extract the optimum medical method from diagnostic protocols, by merging the impact of environmental and genetic factors. Data access is essential, with genetic metabolic and clinical data used to build a fuller picture of a patient's biology. Moreover, the primary aim of precision medicine is to design and optimize a pathway for diagnosis, therapeutic intervention, and prognosis, using large biological datasets. Personalized, evidence-based medicine uses stored health data, which includes patient diagnosis, laboratory work, insurance claims, and demographic information. The results enable healthcare providers to predict and prevent some illnesses. Precision Medicine Market Development According to the latest worldwide market study by Juniper Research, the total investment in precision medicine will reach $132.3 billion globally by 2027 -- that's increasing from only $35.7 billion in 2022. The significant market growth of 270 percent is