3 Lead Generation Challenges B2B Search Marketers Must Overcome

B2B search engine marketing performance is based as much on lead generation as it is on traffic, keyword visibility, and production. As B2B organizations become more competent in digital marketing strategy, lead quality becomes just as important as lead quantity. It should not be a surprise that fewer form field requirements generate a greater volume of lead opportunities, as visitors do not usually like to give up more information than they have to. However, fewer requirements may compromise the quality of leads generated. This poses a challenge for B2B marketers. In the Marketingsherpa chart below, even though the majority of respondents incorporated optional field information as a method for balancing lead quality and quantity, this still constituted fewer than half of the respondents surveyed. Multi-step forms and all-field requirements are still common. The challenge ...

Full article: http://searchengineland.com/3-lead-generation-challenges-...

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