Chief Marketer » Research http://www.chiefmarketer.com Home Page Thu, 24 Apr 2014 23:33:05 +0000 en-US hourly 1 http://wordpress.org/?v=3.6.1 Chief Marketer’s 2013 Annual Social Media Survey http://www.chiefmarketer.com/research/chief-marketers-2013-annual-social-media-survey-23092013?utm_source=rss&utm_medium=rss&utm_campaign=chief-marketers-2013-annual-social-media-survey http://www.chiefmarketer.com/research/chief-marketers-2013-annual-social-media-survey-23092013#comments Mon, 23 Sep 2013 20:45:36 +0000 John Rodico http://www.chiefmarketer.com/?p=128829 Chief Marketer’s annual survey shows that social marketing has gone mainstream. In this Special Report, learn: What tools marketers are using for social campaign management How marketers assign responsibility for content creation Where social budget dollars are being spent The biggest challenges to social success And more! Sponsored by:  

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Chief Marketer’s annual survey shows that social marketing has gone mainstream. In this Special Report, learn:

  • What tools marketers are using for social campaign management
  • How marketers assign responsibility for content creation
  • Where social budget dollars are being spent
  • The biggest challenges to social success
  • And more!

Sponsored by:

 

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Exclusive Mobile Marketing Research http://www.chiefmarketer.com/research/exclusive-mobile-marketing-research-27062013?utm_source=rss&utm_medium=rss&utm_campaign=exclusive-mobile-marketing-research http://www.chiefmarketer.com/research/exclusive-mobile-marketing-research-27062013#comments Thu, 27 Jun 2013 15:04:50 +0000 Chief Marketer Staff http://www.chiefmarketer.com/?p=124012 Consumers’ online lives are increasingly mobile, and marketers are running fast to keep up. Chief Marketer’s Mobile Marketing Survey dishes up the details.

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Download the results of Chief Marketer’s 2013 Mobile Marketing Survey to learn:

  • Where marketers are investing their mobile budget dollars
  • The importance of mobile apps
  • How mobile display fits into the picture
  • Challenges marketers face in launching mobile campaigns

Sponsored by:

 

 

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Download these free special reports to get the latest on what is working in email and incentive marketing as well as getting the most from your lists http://www.chiefmarketer.com/research/download-these-free-special-reports-to-get-the-latest-on-what-is-working-in-email-and-incentive-marketing-as-well-as-getting-the-most-from-your-lists-06062013?utm_source=rss&utm_medium=rss&utm_campaign=download-these-free-special-reports-to-get-the-latest-on-what-is-working-in-email-and-incentive-marketing-as-well-as-getting-the-most-from-your-lists http://www.chiefmarketer.com/research/download-these-free-special-reports-to-get-the-latest-on-what-is-working-in-email-and-incentive-marketing-as-well-as-getting-the-most-from-your-lists-06062013#comments Thu, 06 Jun 2013 13:22:57 +0000 Chief Marketer Staff http://www.chiefmarketer.com/?p=121626 Get these 3 Special Reports Free When You Complete the Form to the Right: How to improve Open and Click Through Rates Tips and Tricks for More Effective Incentives Marketing Tips & Tricks for Making the Most of your Lists and Data Download the full report to the right.

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Get these 3 Special Reports Free When You Complete the Form to the Right:

  • How to improve Open and Click Through Rates
  • Tips and Tricks for More Effective Incentives Marketing
  • Tips & Tricks for Making the Most of your Lists and Data

Download the full report to the right.

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Download these free special reports to get the latest on what is working in email and incentive marketing as well as getting the most from your lists http://www.chiefmarketer.com/research/download-these-free-special-reports-to-get-the-latest-on-what-is-working-in-email-and-incentive-marketing-as-well-as-getting-the-most-from-your-lists-2-06062013?utm_source=rss&utm_medium=rss&utm_campaign=download-these-free-special-reports-to-get-the-latest-on-what-is-working-in-email-and-incentive-marketing-as-well-as-getting-the-most-from-your-lists-2 http://www.chiefmarketer.com/research/download-these-free-special-reports-to-get-the-latest-on-what-is-working-in-email-and-incentive-marketing-as-well-as-getting-the-most-from-your-lists-2-06062013#comments Thu, 06 Jun 2013 13:22:26 +0000 Chief Marketer Staff http://www.chiefmarketer.com/?p=121634 Get these 3 Special Reports Free When You Complete the Form to the Right: How to improve Open and Click Through Rates Tips and Tricks for More Effective Incentives Marketing Tips & Tricks for Making the Most of your Lists and Data Download the full report to the right.

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Get these 3 Special Reports Free When You Complete the Form to the Right:

  • How to improve Open and Click Through Rates
  • Tips and Tricks for More Effective Incentives Marketing
  • Tips & Tricks for Making the Most of your Lists and Data

Download the full report to the right.

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What you need to know to improve open and clickthrough rates in 2013 http://www.chiefmarketer.com/research/what-you-need-to-know-to-improve-open-and-clickthrough-rates-in-2013-30052013?utm_source=rss&utm_medium=rss&utm_campaign=what-you-need-to-know-to-improve-open-and-clickthrough-rates-in-2013 http://www.chiefmarketer.com/research/what-you-need-to-know-to-improve-open-and-clickthrough-rates-in-2013-30052013#comments Thu, 30 May 2013 19:24:28 +0000 Chief Marketer Staff http://www.chiefmarketer.com/?p=121618 Like all direct marketing creative, good email creative isn’t just about being clever. It must generate results. In this special report, learn: What types of subject lines—long or short, funny or offer-oriented—are generating the best open rates Why email copy should be relevant and to the point How the rise of mobile is influencing email […]

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Like all direct marketing creative, good email creative isn’t just about being clever. It must generate results. In this special report, learn:

  • What types of subject lines—long or short, funny or offer-oriented—are generating the best open rates
  • Why email copy should be relevant and to the point
  • How the rise of mobile is influencing email design and imagery

Download the full report to the right.

Sponsored by:

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Email Segmentation and Targeting—A Chief Marketer Tech Round-Up http://www.chiefmarketer.com/research/chief-marketer-marketing-tech-round-28032013?utm_source=rss&utm_medium=rss&utm_campaign=chief-marketer-marketing-tech-round http://www.chiefmarketer.com/research/chief-marketer-marketing-tech-round-28032013#comments Thu, 28 Mar 2013 18:57:18 +0000 Chief Marketer Staff http://www.chiefmarketer.com/?page_id=116877 In this issue, you’ll learn: The latest trends in behavior-driven segmentation and targeting Email metrics you need to consider The importance of real time data Email tools and tech you should consider Download the full report below Sponsored by:

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In this issue, you’ll learn:

  • The latest trends in behavior-driven segmentation and targeting
  • Email metrics you need to consider
  • The importance of real time data
  • Email tools and tech you should consider

Download the full report below

Sponsored by:
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Email Creative http://www.chiefmarketer.com/research/email-creative-2-30012013?utm_source=rss&utm_medium=rss&utm_campaign=email-creative-2 http://www.chiefmarketer.com/research/email-creative-2-30012013#comments Wed, 30 Jan 2013 16:31:18 +0000 Chief Marketer Staff What you need to know to improve open and clickthrough rates in 2013

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Like all direct marketing creative, good email creative isn’t just about being clever. It must generate results. In this special report, learn:

  • What types of subject lines—long or short, funny or offer-oriented—are generating the best open rates
  • Why email copy should be relevant and to the point
  • How the rise of mobile is influencing email design and imagery

Download the full report to the right.

Sponsored by:

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Chief Marketer 2012 Mobile Marketing Survey: Mobile Goes With Everything http://www.chiefmarketer.com/research/chief-marketer-2012-mobile-marketing-survey-mobile-goes-with-everything-05062012?utm_source=rss&utm_medium=rss&utm_campaign=chief-marketer-2012-mobile-marketing-survey-mobile-goes-with-everything http://www.chiefmarketer.com/research/chief-marketer-2012-mobile-marketing-survey-mobile-goes-with-everything-05062012#comments Wed, 30 Nov -0001 00:00:00 +0000 Brian Quinton http://www.chiefmarketer.com/?p=111511 More than half (51%) of the marketers polled for the CM 2012 Mobile Marketing Survey said they will use the channel to link mobile prospects to other platforms. But just as many say they will run campaigns that exist entirely on the mobile device, reflecting the fact that mobile is where customers live, linger and don't always leave.

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Call it the “new black” of marketing. Mobile seems to be integrating into campaigns of all types, and in fact is being used more as a bridge for cross-platform campaigns and less as a channel on its own.

That’s one finding from the latest version of the Chief Marketer Mobile Marketing Survey. Marketers tell CM that they are getting their messages into mobile primarily as a way to drive prospects or audiences to campaigns taking place elsewhere. Whether it’s a video that’s meant to be shared via social channels—increasingly accessed first on mobile devices—a QR code that drives commuters to a web site, or an SMS campaign sending out offers to be redeemed in stores, mobile is becoming the connective tissue whose most important role today is holding multichannel campaigns together.

“Everyone’s got a phone and keeps it close most of the day,” said one respondent. “Depending on your aim, you can reach a mass audience or one as targeted as a specific town, block or street. That makes mobile flexible and useful in ways other channels can’t manage.”

Fifty-seven percent of all survey respondents said they integrated mobile elements into their marketing last year, against 39% who said their brands did not use mobile, and 3% who did not know. (Figures don’t always total 100% due to rounding.) But only 30% said they ran self-contained or mobile-specific campaigns last year, while two-thirds of those polled did not. So for most of those who deployed campaign elements in mobile last year, the channel was a tactical asset rather than a strategic one.

But that pattern might change, and soon. More respondents (51%) said they plan to run more mobile-only marketing this year. And more than a quarter of those polled (26%) said they are at least undecided about whether to run a mobile-centric campaign in 2012, possibly adding to that 51%.

Those results suggest that mobile is morphing from a helper technology that makes other campaigns work better into a standalone, standout platform star in its own right—while retaining its capacity for providing “assists” for goals scored in other media.
 

Budgets and Basics

A rising profile for mobile doesn’t mean, however, that marketers will be spending much more in the channel, or doing much to understand how their prospects use mobile. While 31% of respondents said their budgets for mobile marketing grew in 2011, that’s almost equaled by the 28% who said those dollars remained the same. (Only 3% saw a decrease.) And more than two-thirds of those polled (71%) said that a tenth or less of their 2012 marketing spend is allotted for mobile. For 50% of respondents, that will translate into $5,000 or less.

In terms of knowing their mobile users, about 25% said they know from first-hand observation how their customers use mobile and what devices they use, and can segment those users based on behavior and interests. Another 18% said they don’t have that direct knowledge drawn from their own data, but rely on third-party studies and research.

And 40% said they’re just assuming that their target consumers are using mobile more, but have no firm insight into what devices they’re on or what they do there. Basically, this 40% is guessing, up from 35% who said the same thing last year. Add to that the 13% who said they just don’t know what shoppers are doing and it becomes clear: More than half of marketers need a better understanding of where their customers are in the mobile migration.  

Optimization Is Not Optional

Most analysts said that mobile as a viable marketing channel starts with optimizing the website for viewing over the mobile browser. If that’s the case, marketers seem still to be trying to skimp on the foundations of their campaigns. About 31% said their brand’s main website has been optimized for viewing over most mobile devices, and 17% report that they run a separate version of that site built for mobile visits. But a good 39% said their brands haven’t optimized for mobile or developed a WAP site, and another 8% don’t know their mobile optimization levels. Those figures are only slight improvements over the 43% and 6% who gave the same responses last year.

Why not optimize? No budget, said 36% of those with un-mobile websites. But other factors were almost as important as costs, including not seeing mobile users as a primary target (26%) and not having anyone at the brand or in its agency to champion the drive to mobile (26%).

This failure to adapt starts to look a bit willful when CM asked if respondents monitor their email messaging campaigns to see how many recipients are opening mail on mobile devices—a fairly easy task. Only 36% said they’re watching those mobile opens, compared to 45% who don’t (and 14% who don’t know).

Of those who do know their email open rates via mobile, a solid 72% said they’re optimizing those messages for the mobile browser.

Tools, Texts and Apps

The roster of mobile marketing tactics keeps expanding, which explains why this time last year CM did not bother to ask how many marketers had deployed augmented reality in the previous year. But some of the usage trends are clear enough. Scans of barcodes and QR codes are up 15 percentage points over the last survey, to 68% of the responders. Smartphone apps have also seen a sizable lift, to 44% of respondents, given their once-prohibitive upfront development costs. Mobile ads, video and coupons have all held virtually steady at roughly 30% to 35% of those polled.

Interestingly, SMS messaging declined 9 percentage points from 2010 through 2011, although it’s still used by half of mobile marketers. Asked why they use text messaging for their campaigns, the marketers who did so most often (63%) pointed to its immediacy and urgency for users; research indicates that text open rates are as high as 90%, and most messages are opened within eight minutes of arrival. Other factors included superior open rates to email (45%), low cost (45%) and access to the broadest mobile audience (42%).

 

This year, 37% of respondents told CM they offer at least one smartphone app or plan one for 2012, compared to about 25% who said the same in the last survey. Of those, most said they are targeting apps for Apple’s iPhone (94% have one) and iPad (72%), although about three-quarters also said they’ve got apps planned for the Android platform.

As for the strategy behind all this app-making, the primary aim for most marketers (75% of those offering apps) is to give customers a utility that they will use often or with intensity on their phones, followed by the chance to give users rich, engaging content (49%). And don’t forget the buzz benefits that come from a flashy or entertaining app (47%). Mobile commerce (35%), rich usage data (25%) and discovery in mobile app stores (24%) all trail these reasons.

Everything but the Sale

As mentioned above, the distinction between shopping and buying is meaningful in mobile commerce. Among the subgroup of 500-plus survey respondents who sell products or services directly to buyers, only 27% currently run mobile sites that let visitors complete purchases, and another 22% plan to introduce transactions. That leaves 51% who don’t sell directly through mobile.

But that’s different from preventing visitors from shopping on their mobile sites, and doing a lot of the important research and comparison work at the wide end of the purchase funnel. Fully 73% of those direct sellers expect mobile visitors to use their sites to research items and shop prices, while half let them sign up via mobile for emails or alerts about products or offers, or to look at ratings/reviews from other shoppers.

Other popular mobile tools for pre-purchase include the ability to share looks or wish lists to social pages via mobile (34%), offering click-to-call ordering or customer service (29%), and using check-in offers or rewards to get browsers into a store or other target (28%).

One of the least available mobile commerce features is one requested by almost three-quarters of customers polled in a MyBuys.com/e-tailing group survey in June 2011: the ability to check local stores for inventory of a particular item. Seventy-two percent of customers told MyBuys.com that they wanted that feature; only 15% of the direct sellers in the Chief Marketer survey said they currently offer it.

Asked to identify the primary obstacles to mobile marketing in their sectors, respondents volunteered a litany of problems and pain points—from lack of funding or in-house talent to complex B2B buying processes to cultural resistance to mobile in sectors such as banking. But return on investment continues to be a primary worry.

“Mobile is additive and layers onto other campaigns,” wrote one respondent. “Makes it hard to separate the ROI for mobile ads or other marketing efforts from the campaigns we already run on the web.”

A fuller discussion of the results of this survey, including the study methodology and data not published here, will be available as a .pdf download by mid-June on the Chief Marketer website at www.ChiefMarketer.com/research. (Registration required.)

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PDF Download: Chief Marketer’s 2012 Business-to-Business Lead Generation Survey: Your Best Prospects http://www.chiefmarketer.com/research/pdf-download-chief-marketers-2012-business-to-business-lead-generation-survey-your-best-prospects-13032012?utm_source=rss&utm_medium=rss&utm_campaign=pdf-download-chief-marketers-2012-business-to-business-lead-generation-survey-your-best-prospects http://www.chiefmarketer.com/research/pdf-download-chief-marketers-2012-business-to-business-lead-generation-survey-your-best-prospects-13032012#comments Tue, 13 Mar 2012 07:00:00 +0000 Chief Marketer Staff http://www.chiefmarketer.com/?p=109461 PDF Download: Download the research from the 2012 Business-to-Business Lead Gen Survey, Sponsored by Merit Direct & Penton Media

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It’s no secret, businesses need customers to survive and prosper whether those customers are new or established customers. But when courting new customers, B2B marketers face a bewildering array of prospecting possibilities. How are they determining which of those channels hold the most lead-gen potential and are likely to result in the largest number of qualified leads and the best return on investment (ROI) in today’s tough economic environment?

For the third year, the Chief Marketer Network has answered those questions in the most direct way possible: by polling some 340 practitioners in the B2B marketing space. The online survey (which also went out to B2C marketers for a total response population of 832) was fielded from November 10, 2011 to December 19, 2011.

Download the full report below.

Sponsored by Merit Direct and Penton Media

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Prospecting on All Platforms: Chief Marketer’s 2012 Lead Gen Survey http://www.chiefmarketer.com/research/prospecting-on-all-platforms-chief-marketers-2012-lead-gen-survey-21022012?utm_source=rss&utm_medium=rss&utm_campaign=prospecting-on-all-platforms-chief-marketers-2012-lead-gen-survey http://www.chiefmarketer.com/research/prospecting-on-all-platforms-chief-marketers-2012-lead-gen-survey-21022012#comments Tue, 21 Feb 2012 08:11:00 +0000 Brian Quinton http://www.chiefmarketer.com/?p=107751 Whether your brand sells to consumers or to other businesses, chances are you're looking for leads in lots of new places.

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More marketers are trying more ways to find new customers. That's the top-line finding of the Chief Marketer 2012 Prospecting Survey, fielded in November and December 2011 to 833 responding marketing professionals in all verticals of B2B and B2C marketing.

The reason is increased reach. "Prospects don't answer their phones very often," said one B2B respondent. "So you have to hit them from 360 degrees."

The profusion of new channels is a mixed blessing, however. "They make marketing harder, in that the speed and force of information make capture difficult," said another respondent. "But the number and interactivity of new channels makes for more opportunities."

Big Picture

Some broad results from this year's survey—the third one CM has conducted since 2010—track with past findings. As in past years, respondents told us their attention is split fairly evenly between prospecting for new customers for their goods and services (44% this year) and taking care of those with whom they have transacted in the past, but with an eye to building brand awareness that can also draw new business (43%). Only about 9% of respondents overall said they will focus mainly on reactivating former buyers this year.

Those results skew a bit differently when responses are broken out by business type. While consumer marketers preserve that even split between looking for new leads and focusing on past buyers (44% to 40%), B2B marketers showed a greater interest in reaching customers they have not transacted with before  (51%) than in homing in on former clients (37%) and hoping for "spillover" benefits with new leads.

That differential extended to budget allocation for lead generation. B2B respondents said they targeted about 51% of their 2011 marketing budget toward finding new prospects and about 37% to retaining or reactivating old accounts, while B2C marketers put 45% of their budget toward new business last year and 39% into retention campaigns.

Hands-on Lead Gen

When it comes to finding names to prospect, marketers continue to look beyond list brokers. Eighty percent of respondents overall said that at least three-quarters of their leads came from non-broker sources in 2011. The distribution of prospecting channels used last year retained the same look as past surveys, with email the clear dominant lead-gen medium (83%) followed by direct mail  (57%), and a three-way tie (55%) among web opt-ins, social network sign-ups and trade-show/conference leads.

But when asked which channels they will rely on for prospecting in 2012, the same response group kept email in the lead  (87%) but moved lead-gen within social networks firmly into second place (69%). Web registrations came in third as a medium for 2012 (66%), while direct mail dropped to fourth place at 61%. Comparatively speaking, online registrations gathered directly by marketers are increasingly becoming the channels of choice for finding new customers.

B2B marketers in particular said they will step up their lead generation in social networks this year: 48% used it in 2011, but 68% said they will prospect in the social media channel in 2012.

Marketers also showed a growing preference for prospecting through pay-per-click or display ads, either on the web or in social networks; only 37% listed them as a top channel in 2011, but 45% said they will become a prospecting mainstay in 2012. In particular, retargeted web ads, relied on by only 20% of respondents in 2011, should see strong take-up by 31% of marketers this year.

Again, B2B marketers overindexed on their projected use of these tactics. Thirty-one percent of them said they used pay-per-click and display ads to find customers last year, but 41% will do so in 2012. Ad retargeting in B2B will jump from 11% use in 2011 to 21% this year.

Email, Social Leads

As noted, marketers are showing a distinct preference for amassing their own house files of prospects, and that trend extends to email marketing. Asked to list all the sources for their email lists, almost three quarters of all respondents said they get some of their names by soliciting opt-ins directly over web sites or other online channels—more than double the percentage who buy permissioned names from brokers (29%), and more than double the number who say they use sign-ups from affiliates (21%) or third-party emailers (19%).

For most marketers who use it, email's relatively low cost is its most notable asset as a lead-gen tool (77%), followed somewhat distantly by its trackability (50%) and the chance to customize the marketing message (47%). On the other hand, marketers who don't currently prospect in email say they're dissuaded by spam fears (32%), mailbox clutter (26%) and low open rates (22%). And a sizeable 31% of these non-mailers say they are simply more attracted to other lead-gen options.

Social media prospecting is definitely one of those new attractors for most survey respondents; only 23% said their brands are not currently active in social media. Of the rest, by far the largest proportion sees social media as an indirect route to leads via general brand awareness (47%). Twenty percent say the channel can drive traffic to a web site for further messaging. Only 5% say they're actively collecting contact info in social media through contests, coupons or other incentives.

Chief Marketer asked the whole response group to name social media's biggest drawbacks as a prospecting channel. Interestingly, while a large number cited the relative difficulty of calculating the return on social media lead-gen (37%), those metrical challenges were outweighed by two other deterrents: namely, social's content-hungry nature (45%), making less labor-intensive options more attractive, and users' perception of Facebook, Twitter and other social platforms as non-commercial zones (40%).

Social media prospecting has resulted in new lead-gen opportunities, says one B2B respondent, "but the amount of time required to publish new content, establish and foster relationships and convert them to customers is much slower than traditional sales methods."

"Resources required for social media strain marketing teams," says another. "However, it does create another channel for engagement."

Almost three in 10 of those respondents also agreed that social leads are not sufficiently qualified, posing another obstacle to prospecting in those channels. But at least some of the marketers polled are trying to remedy that: 12% of the response said their company currently has mechanisms in place to score social leads based on likelihood to convert, and 19% of those who don't have such tools say they are now working on building them.

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