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.
However, Ascend2 predicted the low value placed on marketing data accuracy among marketers—just 8% said it would be important for lead generation in the year ahead—would present challenges for improving lead quality, since the former is necessary for the latter. Read the rest at eMarketer.