One of the most important aspects of business management is
lead generation
(cultivation of new prospective customers).
For lead generation, we implement media advertisements, tie-up advertisements (article advertisements), direct mail, questionnaire surveys, and serial and special feature projects.
When considering lead generation, you may be wondering, “What are other companies doing?”
ProFuture conducted a survey of 163 people in charge of companies implementing lead generation.
This time, we will introduce the current status and challenges of other companies’ lead generation based on some of the survey results.
You can download detailed survey results
.
Why Japanese companies should implement lead generation
First, before looking at the survey results, let’s consider why Japanese companies should engage in lead generation.
Background of Japanese companies achieving high growth
There are two possible factors behind the rapid growth of Japanese companies globally.
The first is domestic demand due to Japan’s rapid reconstruction after World War II.
The second is the advantage of foreign exchange in the global market.
Because the United States fixed the exchange rate for Japan’s post-war reconstruction, the legend of “made in Japan” products with low prices and high quality was born.
Both domestic and external demand continued to expand, and Japan was able to achieve high economic growth due to these two factors.
How Japanese companies can survive in an increasingly globalized environment
Japanese companies during the period of high economic growth had a sufficient number of customers both domestically and internationally, so their business operations were able to progress without any problems even without lead generation.
However, the legend of Japan’s high economic growth came to an end with the collapse of the bubble economy in 1990 and the Lehman shock in 2008.
Japanese companies cannot sustain their operations with existing customers alone, and lead generation has emerged as a major issue.
Furthermore, as globalization progresses, Japanese companies must compete head-on with Western companies both domestically and internationally.
Foreign companies have already implemented management practices that incorporate lead generation in the midst of global market competition.
In order for Japanese companies to survive in the future, they will need to fully embrace lead generation more than ever before.
What are the current status and challenges of lead generation for other companies that you are curious about?
Looking at the results of a survey conducted by ProFuture targeting 163 people in charge of lead generation companies, it was found that the most important question was how other companies are implementing lead generation. You should be able to clearly see what will happen.
What kind of lead generation measures are other companies finding effective?
Even if you implement lead generation, if you don’t feel the effects, there is no point in implementing it.
When considering implementation, it is strategically important to know what kind of lead generation measures other companies find effective.
According to ProFuture’s survey, the most effective measure was “tie-up advertising (article advertising),” with 33% of managers feeling that it was effective.
Particularly at mid-sized companies, a whopping 47% of managers answered that it was the most effective.
Survey results that show what kind of lead generation measures other companies are implementing are available as downloadable data.
What do other companies value in lead generation?
Knowing what companies value when it comes to lead generation can provide useful hints when considering future lead generation measures.
In ProFuture’s survey, companies that employ lead generation are asked to answer the first to third priorities regarding lead generation, and the results are summarized.
What kind of fee format are other companies choosing for media advertising?
When implementing lead generation, the person in charge must consider the budget issue in practical terms.
In order to propose lead generation to management and secure a budget, it is important to know what kind of fee structure will be used.
According to a ProFuture survey, as many as 26% of companies use “advertisement pricing (periodal advertising),” and the reason for this is that the pricing system is easy to understand and it is easy to set a budget.
Learn about the current status and issues of lead generation and think about your company’s prospect development measures.
Feedback from the field is the most useful data when considering measures.
In the survey, we set questions about the items that the person in charge wanted to know the most, and thought that they would provide hints for implementing lead generation.
Why not learn about the current status and issues of lead generation and develop your own prospect development strategies?
You can download detailed survey results here.