[Lead generation] “Exhibiting at events and forums” is the most effective measure

“Lead generation strategy” tests a marketer’s wisdom and ingenuity. In order to acquire potential customers (hereinafter referred to as leads), it is important to make good use of not only online but offline as well.

We conducted a survey using “
Sales/Marketing ProQ
”, a survey media for sales and marketing professionals, to find out about the lead sources that were effectively acquired and the measures they would like to implement in the future.

Approximately half of “Event/Forum Exhibition” and “Own Media” have been utilized.

When asked, “What kind of things do you do to acquire potential customers (leads)?” with multiple answers, about 50% (53%) of companies that do some kind of lead acquisition answered, “What do you do to acquire potential customers?”・I will exhibit at the forum.”

Exhibiting at an event/forum is a one-time event and only requires the related costs, and it is possible to obtain a large number of leads in a short period of time, so the results show that the most companies are using it.

The next most popular response was “utilizing owned media” (47%), and about half of them also implemented new marketing methods that are attracting attention such as SEO measures and content assetization.

On the other hand, the least frequently asked measure was “utilizing a telemarketing agency.”

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“Exhibiting at events and forums” is the most effective measure.

Next, when asked, “Which of the answers to question 1 was most effective?” (single answer), approximately 30% answered “Exhibiting at an event/forum” (28%).

This was followed by “Using external media” (19%) and “Using owned media” (13%).

While the effects of exhibiting at events and forums can be measured quickly because they are short-lived (one to several days), it is said that it takes six months to a year or more for the effects of using owned media to be seen, so it is difficult to measure the effects as soon as possible. It is assumed that the characteristics that were not present also influenced the answers.

Offline is the best option for measures you want to take in the future

To further promote lead generation, ask the question, “What measures would you like to take in the future to acquire potential customers?” ” (Multiple answers allowed)

The most common response was “Exhibiting at events and forums” (28%). Even among companies that had not done so before, there was interest in exhibiting at events and forums.

The runner-up was “Utilization of external media” and “SEO measures” (19%), followed by “Utilization of owned media” (13%). The results indicate that there is a certain level of interest in online, which has a variety of measures.

[Survey overview]

Survey name: Questionnaire survey on measures to acquire potential customers (leads) Survey subject: ProFuture Co., Ltd. Survey period: January 22, 2019 – February 5, 2019 Survey medium: Survey media Sales/Marketing PRO-Q

◆Summary

◆About half of the companies that engage in some form of lead acquisition use “event/forum exhibition” and “owned media”

◆The most effective measure is “exhibiting at events and forums”

◆Even companies that had not done so before were interested in exhibiting at events and forums.