Table of Contents
                  3.  Lead Generation to Increase Conversion/SMB                     METHODOLOGY
                  4.  Most Important Objectives
                  5.  Lead Generation Strategy Success                               Ascend2 benchmarks the 
                                                                                     performance of popular 
                  6.  Critical Challenges to Success                                 digital marketing strategies 
                                                                                     and tactics using a 
                  7.  Sales Cycle Encountered                                        standardized questionnaire 
                  8.  Analyzing Objectives and Challenges                            and a proprietary 3-Minute 
                                                                                     Survey format. 
                  9.  Source of the Best Conversion Rates
                                                                                     This survey was fielded to 
                  10.  How Conversion Rate is Changing                               a panel of research 
                  11.  Content Generating the Most Conversions                       subscribers and marketing 
                                                                                     influencers by Ascend2 and 
                  12.  Content Development Resources Used                            Insty-Prints.
                  13.  About the Research Partners
       Lead Generation to Increase Conversions/SMB
                Generating high-value leads that are ready to convert requires an effective            SURVEY RESPONDENTS 
                strategy with proven tactics to succeed.  
                                                                                                       N=173 SMBs
                But how does an SMB develop an effective lead generation strategy to turn 
                more leads into more customers, faster?                                                Role in the Company
                To find out, Insty-Prints and Ascend2 fielded the Lead Generation to Increase 
                Conversions Survey.                                                                    Owner / Partner / CXO       46%
                                                                                                       VP / Director / Manager     39%
                The data in this edition of the study, titled Lead Generation to Increase                                 
                Conversions for the Small and Medium-sized Business, exclusively represents            Non-Management Pro          15%
                the opinions of marketing influencers working for companies with fewer than 
                500 employees. We thank these busy professionals for sharing their valuable 
                insights with us, and you.                                                             Primary Marketing Channel
                                                                                                       B2B (Business-to-Business) 49%
                This research has been produced for your use. Put it to work in your own 
                marketing strategy. Clip the charts and write about them in your blog or post          B2C (Business-to-Consumer)        29%
                them on social media. Please share this research credited as published.                B2B and B2C Equally         22%
                Enjoy!
                                                                                                                                               3
         Most Important Objectives
                        Clearly, a most important                                                                What are the most important OBJECTIVES of a lead generation strategy?
                        objective for 73% of SMBs to 
                        achieve with their lead 
                                                                                                 Increase lead-to-customer conversions 73%
                        generation strategy is to 
                        increase lead-to-customer                                                   Increase number of leads generated 47%
                        conversions. This requires 
                        increasing the number of leads                                                          Improve lead data quality 47%
                        generated – an important 
                        objective for nearly half (47%)                                                             Increase website traffic 28%
                        of SMBs.
                                                                                                             Reduce cost to acquire leads 27%
                                                                                                            Measure lead generation ROI 24%
                                                                                                   Automate lead generation processes 22%
                                                                                                                      Lead Generation to Increase Conversions for the Small and Medium-sized Business
                                                                                                                                     Ascend2 and Insty-Prints, Published October 2017                                    4
         Lead Generation Strategy Success
                        44% of SMBs consider their lead                                                             How SUCCESSFUL is a lead generation strategy at 
                        generation strategy very                                                                                    achieving important objectives?
                        successful, while another 46% 
                        consider it somewhat successful. 
                        The remaining 10% have yet to 
                        successfully achieve the                                                                                              Unsuccessful; 
                                                                                                                                              10.00%
                        important objectives of their 
                        lead generation strategy.                                                                                                                       Very successful; 
                                                                                                                                                                        44.00%
                                                                                                                                 Somewhat 
                                                                                                                                 successful; 
                                                                                                                                 46.00%
                                                                                                                        Lead Generation to Increase Conversions for the Small and Medium-sized Business
                                                                                                                                        Ascend2 and Insty-Prints, Published October 2017                                 5
         Critical Challenges to Success
                                                                                                                      What are the most critical CHALLENGES to lead generation success?
                        Two of the most critical challenges 
                        to lead generation success are 
                        increasing lead-to-customer                                             Increase lead-to-customer conversions 50%
                        conversions and improving lead 
                        data quality for 50% and 48% of                                                        Improve lead data quality 48%
                        SMBs respectively. To achieve 
                        success, tactics must be formulated                                        Increase number of leads generated 40%
                        to overcome these top challenges. 
                                                                                                            Reduce cost to acquire leads 34%
                                                                                                                  Increase website traffic 32%
                                                                                                   Automate lead generation processes 29%
                                                                                                           Measure lead generation ROI 29%
                                                                                                                       Lead Generation to Increase Conversions for the Small and Medium-sized Business
                                                                                                                                      Ascend2 and Insty-Prints, Published October 2017                                   6