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Surveying the landscape: Report on lead generation

Lack of follow up information big obstacle

My favorite source of marketing communication trends information is www.btobonline.com and the print magazine version. The publication recently released its annual Lead Generation Guide. There are some great articles about direct mail and Web lead generation tactics that we will reference in future Independents Mall blog articles.

The 2008 Lead Generation Guide includes an exclusive survey conducted by BtoB and the Sales Lead Management Association in mid-May. There were responses from 273 marketers.

Here’s one result that is meaningful for all independent insurance agents who are involved in aggressive marcom programs.

Q What is your biggest obstacle to spending more money to drive sales?

A 41.8% of respondents said: Sales management isn’t reporting on sales inquiry follow-up so I can show the ROI for the inquires I receive. 47.2% said: I don’t have reports to show the ROI for what I am spending.

This is a mind boggling result---no way to measure what companies are getting for their advertising dollars!

What’s your agency’s experience? Are you accurately tracking the sources of inquires produced by various types of advertising, direct mail, customer referrals, your Web site? Are you tracking proposals made to those inquires? Sales? ROI?

Are you sharing those results with your CSRs and producers?

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