By RainToday Research
In a previous research note (Lead Generation Is Heating Up – Don’t Get Burned), RainToday Publisher Mike Schultz shared how 700+ professional services marketers, business developers, and leaders answered this question:
In the next 2 years, how do you expect your lead generation efforts to change?
The following chart (found in the full study, What's Working In Lead Generation) depicts their answers, categorized by how their firms currently approach new business development:
- Most efforts go toward lead generation
- Half efforts go toward lead generation and half toward generating referrals
- Most efforts go toward generating referrals
Notice the trend: overall, 84% of these companies are moving more effort and investment toward lead generation in professional services, regardless of their current strategy. But what’s really behind this movement?
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