Direct marketing executives believe that in a B2B climate it is more important to convert sales inquiries in to leads than to generate new leads.

This is according to a new survey undertaken at the recent Technology for Marketing & Advertising event in London.

Eloqua polled attendees at the conference in February and found that just six per cent say basic lead generation is the most important part of marketing campaigns.

Interestingly, a third of those quizzed were unsure how marketing leads become sales.

Brian Kardon, chief marketing officer at Elouqua, suggested that given the current economic climate businesses need to track the performance of direct marketing campaigns to establish where valuable leads come from.

Some 75 per cent of respondents to the survey said rolling out a more effective measurement for lead generation and development would help overall results.

“The results from our survey reinforce what many of today’s business leaders understand – never before has it been more important for marketing organisations to invest in solutions that enable them to better understand and track their prospects,” he added.
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