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Published on: April 06, 2006
Type of content: WHITE PAPER
Format: Adobe Acrobat (.pdf) (1238 kb)
Price: FREE

Overview:
KnowledgeStorm and The Artemis Group, an independent data analytics firm, conducted an in-depth analysis of 15,452 Web leads generated by KnowledgeStorm. The objectives of this study were to identify characteristics of Web leads that maximize sales opportunities, identify how specific content generates Web leads at various stages of the sales cycle, debunk myths and theories around what makes a good or a qualified sales lead and to help KnowledgeStorm customers (B2B technology vendors) continue to enhance their lead follow-up strategies around their online marketing campaigns.

The research was conducted on Web leads gathered from June - December 2005. The data was gathered through phone contact with the Web leads (consisting of business and IT professionals researching technology solutions and topics online). The data set included demographics, activities, behaviors, calling history and call outcomes of Web leads. All of the Web leads were North American and were generated for technology vendors on KnowledgeStorm's Lead Assessment Service.