INDUSTRY GUIDE LEAD GEN. KPI’S Essential Key （行业指导领导将军KPI的重要关键）.pdf

INDUSTRY GUIDE LEAD GEN. KPI’S Essential Key Performance Lead Generation B2B Sites Indicators (KPIs) For Lead gen. • KEY TRENDS • ESSENTIA L KPIs • CASE STUDY • RESOURCES THE LEA DER IN WEB A NA LYTICS A ND ONLINE BUSINESS OPTIMIZATION KEY TRENDS 1.877.722.7088 Page  info@ KEY TRENDS: LEA D GENERATION LEA D GEN. B2B LEAD GENERATION BRENT DY KES, BEST PRACTICES CONSULTA NT OMNITURE, INC. Reference : Define What’s Valued Online, CMO Council/ KnowledgeStorm (Sept 2005) A recent survey of Lead gen. technology buyers found Once the Lead gen. buyers found a vendor website, the most frequently down- that 45.4% of the respondents spent more than five loaded or shared files were vendor white papers (58.3%), product reviews hours a week researching product information. Two of (53.8%), and analyst research reports (52.2%). The survey results indicated that the main benefits of researching technology online were online content was having a signficant impact on their purchase decisions. “ease of access and availability ” (53%) and “breadth and depth of information” (43%). Eight-nine percent of business users and IT professionals felt that online content had a moderate-to-major impact on vendor preference and selection. For nearly 70% of respondents, their online research began with a search engine. Google was by far the pre- ferred search engines for technology buyers at 96.5%, followed by Yahoo! (52.9%), and MSN Search (28.6%). Printed Directories 1.877.722 .7088 PAGE 3 info@