Marketers Have Spoken: They Want Higher Quality Leads

Marketers Have Spoken: They Want Higher Quality Leads

Improving the quality of leads is the number one priority for marketers, according to the 2016 State of Lead Generation survey published by Ascend2.

And why not? Higher quality leads create efficiency in the sales process, bringing together well informed prospects with salespeople eager to make the sale.

In most cases these leads represent prospects who have done a significant amount of due diligence and research, consumed online reviews and know what they want, needing only to determine WHO they want to do business with.

The average of all market segments responding to the survey finds that the most important goals in lead generation strategy are:

%
Improving quality of leads
%
Acquiring new customers
%
Increasing quantity of leads
%
Measuring performance/ROI
%
Automating marketing process
%
Converting website visitors to leads

Improving the quality of leads is the number one priority for marketers, according to the 2016 State of Lead Generation survey published by Ascend2. And why not? Higher quality leads create efficiency in the sales process, bringing together well informed prospects with salespeople eager to make the sale. In most cases these leads represent prospects who have done a significant amount of due diligence and research, consumed online reviews and know what they want, needing only to determine WHO they want to do business with.

The average of all market segments responding to the survey finds that the most important goals in lead generation strategy are:

Improving quality of leads   77%
Acquiring new customers   50%
Increasing quantity of leads   41%
Measuring performance/ROI   32%
Automating marketing process   29%
Converting website visitors to leads   25%

Auto dealers know all too well how precious high quality leads are – most shoppers only make 1.6 dealer visits. Win the first visit – maybe the second – or it’s game over. Dealers can win those first and second visits by becoming someone that shoppers get to know, like and trust. This includes websites and a digital presence where shoppers can find satisfied customers willing to tell their story. Video reviews of specific models done by customers who after several months know the car better than any salesperson. Video introductions of salespeople make shoppers comfortable and help them get to know their salesperson before they make a “cold call” at the dealership.

Moving forward it appears there might be fewer opportunities/shoppers for auto dealers. Here’s what is needed:

  • A more tactical approach is required to increase the quantity of leads.
  • A focus on long term SEO to provide a competitive advantage.
  • Acquiring new customers will require a critical analysis of new tools and methods
  • Conversion optimization tools can be built into web platforms to increase leads per visit ratios.
  • Auto dealers need to look closer at aggressive service retention efforts.

The team here at Miller is helping our clients identify business problems, bring insight and provide solutions.

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