Some Stats to Improve Your Digital Lead Generation Strategy
A recent report from Interactive Advertising Bureau Singapore says that digital marketing spend in Asia Pacific will grow nearly 45% in 2017. The annual growth rate of digital advertising in Indonesia will be 25.0% in 2017, and remain in the double digits through 2020. Advertising expenditures on digital media will total $477.9 million this year and increase to $745.8 million by the end of the forecast period.
Striking a balance between brand awareness initiatives – think national TV commercials and event sponsorships – and digital lead generation campaigns, where inbound prospects are presumably handed off to individual sales person for follow-up, remains more art than science. An even greater challenge: Sales and marketing often have limited visibility into – and influence over – sales activities once the lead is in the agent’s hands.
Indeed, the local sales agent plays a bigger role than ever before in connecting digital lead generation activities with ROI. To make a case for the opportunities that a systematic local lead generation and nurturing process may provide, consider these five data points:
- Leads receive an average of 10 touches from the time they enter the top of the funnel until they’re a closed customer (source)
- 44 percent of salespeople give up after one follow-up (source)
- 79 percent of marketing leads never convert into sales (source)
- Nurtured leads lead to 47 percent higher average purchases than non-nurtured leads (source)
- 51 percent of companies think that sales reps need to improve their ability to identify trigger events that indicate a likeliness to buy (source)
For both marketing and sales teams, effective lead generation comes down to two crucial areas. One, the transfer from marketing to a sales agent must be seamless to a consumer’s eye. And two, it has never been more important for marketing teams to be able to guide what sales agents should be doing with these leads, to ensure proper follow-up, nurturing and, ultimately, customer acquisition.