Engaging with buyers has become increasingly difficult as demand for their time and attention is at an all-time high. On top of that, marketing channels are falling in and out of favor at unprecedented pace. All this makes creating single-purpose marketing and sales content a big and costly gamble.
Potential customers are more self-reliant and in control of the selling process -- thanks to the digitization of the buyer’s journey. With widespread access to vendor websites, industry publications, research analyst reports and online forums, buyers have increasingly less need to communicate with vendors at the beginning of their journey.
Why is it so difficult to accurately identify the average B2B lead conversion rate? One significant reason is that what constitutes a “lead” is subjective and variable. For example, is a lead the contact details from someone who downloaded a white paper? Or is it those contact details plus criteria like company size or job title that provide access to a higher value asset?