The Role of Market Research in B2B Lead Generation

Market research is the first step in the lead generation process

 To maximise your sales and marketing ROI you need to be targeting the right prospects with the right messages at the right time. Market research is the logical first step in this process and it need not be expensive. Carrying out a thorough market research exercise will help you understand your market opportunity, focussing your efforts on the decision makers you should be talking to. And with B2B data decaying at a rate of up to 40% a year it is vital to uncover targeted and accurate data sources from which to build and maintain your marketing database.

 Why carry out expensive primary market research when the information might already be available in the public domain? Desk research carried out by someone who knows where to look for the information will very quickly give you a picture of your market in terms of its structure, competition, market drivers and key players. If it is a niche market with limited available information then the desk research could be enhanced with interviews of industry experts or gurus.