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BizReport : Ecommerce archives : September 29, 2011

Demandbase: Websites pushing more sales leads

In an interesting study out today from Demandbase, corporate websites have been found to push more sales leads, but - and it's a large but - once consumers arrive on-site, they aren't being serviced properly. This is interesting because other factors like social media or email have been thought to be some of the biggest lead generators in the past.

by Kristina Knight

According to the report, 2011 Demandbase National Marketing and Sales Study, corporate websites are driving nearly one-quarter (23%) of sales leads while email is driving 14%, online ads are driving 7% and social media 3%. But perhaps more surprising, once consumers are through to the corporate site, they aren't being properly engaged with content and information.

"Social media may be heralded as the silver bullet to bring B2B marketing up to snuff but, despite its increasing influence, it's important to keep in mind that no business sale is made without the buyer going to the corporate website first," said Chris Golec, CEO, Demandbase. "Regardless of its origin--social media or e-mail, banners or search--traffic driven from online marketing initiatives always intersects at the website. And, while businesses are investing heavily in their sites, the study shows that they are then ignoring the very audience they worked so hard to attract."

Which areas need the most improvement?

  • 87% say websites don't do enough to track and report on unregistered users
  • Nearly half don't know where they are losing on-site consumers - is it a sign up, a content page
  • 34% say they want a better quality lead rather than more quantity
  • The study was conducted across a cross section of sales, marketing and engineering executives between May 18 and 25, 2011.

    Tags: branded websites, DemandBase, lead generation, website traffic

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