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Corporate investment in SEO has increased, investment in Pay Per Click has increased but, in almost every case, the results have begun to plateau and the quality of leads coming from online channels is in decline.

One of the core functions of any marketing team is to increase traffic and attract new and existing customers, typically via the corporate website. With the increase in SEO, PPC spend and now the next logical step, sustained content marketing programmes, more and more “leads” are being created by B2B marketing teams. However the explosion in the number of “leads” or contacts from prospective buyers has created another problem for sales and marketing operations, not enough “qualified leads”.

Marketing teams are now creating too many leads! What the Sales team actually require are qualified sales leads to make sure they invest their time wisely. Analysis shows that of the increased number “leads” that marketing are creating, in larger...

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