You may have noticed that the economy appears to be a little un-stimulated lately in many areas. Lots of folks are asking why and many businesses have tightened up quite a bit, only investing minimum capital towards lead generation. This is only natural, from a human standpoint, because we all tend to play it safe and want to avoid over-extending. Marketing generally takes a back seat when the buying slows down, but is this the right approach?
Some recent statistics from here at Vendere Partners may shed some light on this topic and give pro-active marketer something to look forward to in the 4th quarter of 2011 and first half of 2012. Because of our extensive contact with a large database of IT leads, Vendere Partners has a good pulse on the business to business market place.
We often field questions like “What are prospects saying about the 4th quarter? Are they planning? Are they buying?” The answer, in short, is that they are saying all of these things. Here are a few numbers based on actual results from a recent campaign in which we had over 2,000 conversations with IT professionals across the US.
Clearly, most of the 8% of businesses with immediate plans are going to be buying in the 4th quarter. The corresponding revenue will go to those businesses that are putting the effort into lead generation and finding these prospects. The 45% that have future plans should also be a major point of focus for those companies that want to have strong start in 2012. You might get lucky and find these prospects when they are ready to buy, but the most effective way to win this business is to utilize good marketing and lead nurturing. If they know who you are, what you do, and you have already provided some value, your odds of them contacting you and closing an opportunity go up.
So, what is the take away from this information? The market is still alive. Companies are still buying. And, there is a lot of business out there that can fill up your pipeline for the coming year.
The question is, are you going to invest in finding these prospects now? If you are already going strong in lead generation, are there ways to further enhance your processes and optimize your marketing funnel? Now is a good time to find out. You may be surprised at your results for the 4th quarter and also get the solid start for 2012 that you want to have.