Feature Articles

As marketers continue to expand their content library of blogs, white papers and other thought leadership, RSS advertising is emerging as a media platform for targeted lead generation. With research showing more than 50% of internet users are now using RSS feeds, many of the big brands in the tech sector are driving web traffic and leads by placing on advertising on targeted feeds.

The average lead database for a BtoB company contains more than 50,000 entries and is expanding at a rate of 30% to 50% per quarter or 5% to 10% per month, according to a quarterly lead management benchmarking study conducted by Vtrenz. The study of a cross-section of BtoB companies found tremendous growth in some cases for company’s lead databases, but a great deal of inefficiency in executing on those leads. And a big part of that inefficiency may be coming from decidedly 1990s email practices.