Feature Articles

White papers have become established as a cornerstone for most lead generation campaigns, and the content format continues to be one of the most successful response drivers during the recent economic downturn. For example, the 2009 Media Consumption Report from TechTarget showed white papers continued to be the top content source (cited by 66% of respondents) buyers turn to when evaluating new technology.

Over 80% of BtoB organizations admit a lack of synergy between the sales and marketing functions ultimately leads to lost revenue opportunities, according to new research from Aberdeen Group. Taking a holistic view of demand generation, a new report titled “Lead Lifecycle Management: Building a Pipeline that Never Leaks” found a significant increase in activity around lead management. According to the report, 81% of Best in Class (BIC) organizations use lead management tools, compared to 42% of Laggard organizations and 33% planning to use the solutions in the next two years.