According to a recent eMarketer article, obtaining high-quality leads continues to be a challenge for B2B marketers.
Along with measuring ROI and long sales cycles, difficulty obtaining enough quality leads is a challenge identified by 42 percent of B2B marketers surveyed.
In other words, quality leads are those deemed worthy of sales resources and continued outreach/follow-up.
On the other hand, many B2B companies focus more heavily on lead quality.
These firms may have limited resources dedicated to prospect outreach, lead qualification and ongoing nurturing.
Marketers should test including large company words in PPC ad copy — words like corporate, enterprise, company and global.