In 2015, lead generation will be about quality, not quantity, according to October 2014 polling by Ascend2. Among marketing professionals worldwide, improving the quality of leads generated ranked No. 1 for lead generation objectives in the year ahead, cited by nearly six in 10. Of course, numbers haven’t vanished, as nearly half of respondents said increasing the total leads generated would be important over the next 12 months.
Data’s importance also came into play when respondents were asked about the most challenging obstacles to lead generation success. Here, the lack of quality data and a list of resources ranked No. 1, alongside having an effective strategy. If marketers don’t have the right data they need to kick off their lead gen efforts, there’s little chance they’ll be able to improve upon the quality of their leads.
Overcoming these hurdles appears to be critical for most respondents. Just 13% said their companies were “very successful” at lead generation, while 21% said they were “not successful.” Read the rest at eMarketer.