Lead Generation Marketing ROI Study – Summary Results

The Lenskold Group and e-media recently released the “2010 Lenskold Group/emedia Lead Generation Marketing ROI Study” that explored practices and priorities for using measurements and return on investment (ROI) to improve marketing effectiveness

Here are a number of findings that can help your CPA, consulting, law, or financial services firms improve its marketing program:

• Lead generation marketers are challenged to make a case for more budget, yet good profit potential exists
• Lead tracking and measurements favor lead quantity and last touch attribution
• Improving effectiveness requires insight to the basics of lead conversion to sales, and identifying the most effective tactics
• Tactics that engage and educate are considered most effective in driving high quality leads
• Marketers rank lead nurturing highest in under-funded relative to value potential
• Marketing ROI adoption holds steady
• There is a correlation between adoption of tracking/ROI measurements and lead generation marketing effectiveness
• Increases in lead generation budget have the powerful potential to increase profits
• White papers and ebooks can contribute in multiple stages of the funnel
• Marketers should never cease acquiring new leads

It may be time for your firm to consider re-allocating budget and resources to lead generation campaigns and the infrastructure to support those campaigns.