Looking back to the first iterations of travel Web sites, we can appreciate just how far technology has come. As advancements like high-speed connections began to replace the now archaic dial-up experience, consumers adjusted their expectations and demands of the companies they patronized. To gain a deeper understanding of the status of travelers' current online expectations, Akamai commissioned PhoCusWright to conduct a study examining key elements of the online consumer experience.
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How Do You Score? Silverpop Benchmark Study of Lead-Management Practices
What happens to the leads your marketing department generates from initiatives such as white-paper downloads, referrals and trade-show business-card drops? According to research firm MarketingSherpa, 12.5 percent are genuine leads, ready or willing to buy and get moved into the sales cycle, while 17.5 percent get discarded right away because they clearly didn’t qualify or couldn’t be verified. Learn more today! |
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| Published: |
Mar 24, 2009 |
| Length: |
7 |
| Type: |
whitepaper |
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What happens to the leads your marketing department generates from initiatives such as white-paper downloads, referrals and trade-show business-card drops? According to research firm MarketingSherpa, 12.5 percent are genuine leads, ready or willing to buy and get moved into the sales cycle, while 17.5 percent get discarded right away because they clearly didn’t qualify or couldn’t be verified.The other 70 percent remain in limbo; as prospects, they may not qualify immediately for a follow-up sales call, but there’s nothing that would send them to the discard pile, either. They are, however, a great opportunity for the marketing team to deploy an automated lead-nurturing program, which uses timed or triggered messages to engage prospects and help move each one to a sales-ready state.
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