DemandGen Reports

A new study released last month spotlights the critical role lead generation plays in the sales success of BtoB companies, and shows companies who align sales and marketing with lead generation outpace competitors. The 2009 B2B Lead Generation Benchmark Study, released by Mac McIntosh Inc. and ExperiGenExperts, also found the vast majority of survey participants (94%) use more than four different lead generation tactics to get the job done.

Patrick Crane, VP of Marketing for LinkedIn, delivered the opening keynote last week at BtoB Magazine’s new virtual event titled, Leading Edge: Demand Generation in the Digital Age, the magazine’s first-ever, daylong virtual trade show. Highlighting the growing power of social networks to reach prospects, Crane pointed out that 38% of all online media is now consumed on social platforms.

Using LinkedIn’s own strategy as a case study, Crane said it is critical for marketers to consider the “intent” of social communities, as many networkers use Facebook for personal and entertainment reasons, while conversations on platforms such as LinkedIn and Ning tend to be more oriented to business.