Business-to-business (B2B) marketers want quality over quantity when it comes to lead generation. When a July 2015 study by Ascend2 asked B2B marketing professionals worldwide about the most important objectives for an effective lead generation strategy, seven in 10 pointed to improving the quality of leads. Nearly six in 10 cited increasing sales revenues, which are more likely to come from prospects that are of high value from the start.
Meanwhile, just over half of B2B marketers wanted to increase the number of leads—an impressive percentage, but one that trailed quality by 16 percentage points. Interestingly, though, was the fact that far fewer respondents were actually focused on lead data management and analysis, which could prevent them from determining the best targets for lead generation. Read the rest at eMarketer.