Free Trials and Live Demos Prove to be Hot for B2B Lead Generation
Effective B2B lead generation requires the creation of many different types of content assets. Depending on where in the sales funnel the potential lead is, specific content is distributed to move the person further down the sales funnel and to a potential sale.
Some content types have better conversion rates than others and a recent study conducted by Eloqua and CMO.com shows that free trials and live demonstrations with a sales rep bring in the highest quality and quantity ratings.
This study revealed that:
- 80% of marketers rated live demos as delivering high quality leads and #1 of all B2B lead generation content
- “Get Pricing/Get Quote” came in second with 46%
- Free Trials came in third with 37%
Although free trials came in third place, when it came to the quantity of leads produced, free trials came in 1st place. Over 50% of respondents stated that they receive a high quantity of leads from free trial offers.
Other B2B lead generation content surveyed was webinars, learn more or contact us, on-demand video demos, case studies, white papers, videos, surveys, toolkits and eBooks. An emerging trend by B2B marketers is webinars, which ranked 4th in both the quantity and quality of the leads.