KnowledgeStorm Study Concludes That “Recommenders” Make Better Sales Leads

Share Article

KnowledgeStorm teams up with The Artemis Group to conduct the largest study of business-to-business technology Web leads ever conducted.

Web leads that actually convert into hot sales prospects are often times not the top priority to technology vendors.

KnowledgeStorm, Inc., the Internet’s top-ranked search resource for technology solutions and information, today announced the results of a recent study, conducted with The Artemis Group, a data analytics consulting firm, on evaluating and scoring Web leads. The study concluded that leads who have identified themselves as the person who “recommends the purchase” and/or “selects provider/vendor” and have a functional or professional title make better sales prospects, even more often than C-level or executive titles who authorize purchases.

The study was conducted on more than 15,000 Web leads generated by KnowledgeStorm from June 2005 to December 2005. The data set included lead demographics, activities, behavior patterns, calling history and call outcomes. Calling history and call outcome data was gathered from more than 49,000 calls generated by KnowledgeStorm’s Lead Assessment Services team.

Key findings from the study concluded that:

  • Buyers who identify themselves as “recommenders” produce the highest percentage of Web leads that are further along in the buying cycle.
  • Leads with professional titles or representing functional roles become the best prospects, even more often than C-level or executive titles.

Most often, technology buyers with functional titles, such as “HR Professional,” “Operations” or “IS/Tech Professional,” are tasked with finding out if a technology solution can really do what the company needs it to do — they will make recommendations to the executive level on the solution based on their experiences. Technology vendors need to reach out to the people who are evaluating different products, educating others and making the recommendations. This group is quicker to respond, and it is easier to gauge their interest level.

“To our knowledge, this is the largest study of business-to-business technology Web leads ever conducted. This study reinforces what KnowledgeStorm has known all along — that Web leads should not be discounted based on certain demographic qualities,” said Laurie Hood, vice president of marketing at KnowledgeStorm. “Web leads that actually convert into hot sales prospects are often times not the top priority to technology vendors.”

Additional findings from the web lead scoring and evaluation study concluded that:

  • Vendors with a good balance of products and services information, as well as research content (such as white papers and Webcasts), available to buyers increase their Web lead production and overall success of their online marketing campaigns.
  • Product content most often generates Web leads further along in the buying cycle in online marketing campaigns. The study found this could be as high as two times the amount of Web leads over campaigns that involved only research information such as a whitepaper.
  • Reaching a Web lead within four business days significantly increases the likelihood of that Web lead becoming a sales prospect.

For more information about this study, please access the findings at: Web Lead and Evaluation Scoring Study.

About KnowledgeStorm

KnowledgeStorm is the Internet’s top-ranked search resource for technology solutions and information. Leveraging the KnowledgeStorm Network of premier partners and its extensive search expertise, KnowledgeStorm is able to reach technology buyers and deliver the information they need no matter where their search begins. KnowledgeStorm, with its network, search expertise and performance tools and services, is a powerful resource for technology vendors, providing them the most opportunities to reach buyers on the Internet and convert them into Web leads. For more information, call (877) 340-9274 or visit http://www.knowledgestorm.com.

KnowledgeStorm and the KnowledgeStorm logo are trademarks of KnowledgeStorm, Inc.

Media Contact:

Amber Reed

KnowledgeStorm, Inc.

678-597-5910

http://www.knowledgestorm.com

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Amber Reed
KnowledgeStorm, Inc.
678-597-5910
Email >