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Modern Tradeshow Intelligence

Lead Generation Becomes Vital as Economic Outlook Falters

Posted by Bartizan Staff Report on Oct 23, 2013 10:33:26 AM

The U.S. economy continues to muddle along, showing slow, but steady growth. However, this has not managed to increase the optimism that business leaders have about the future.

The Associated Press reports that a survey by the Business Roundtable found the ongoing stalemate in Washington is having a negative impact on the economy. Companies are not investing in long-term projects that could create jobs due to the uncertainty surrounding national policies, and half of the executives surveyed said they were concerned about existing economic factors.

"While U.S. business performance remains strong, as evidenced by robust recovery in the automotive sector, business leaders still see headwinds preventing a more sustained, robust recovery," Jim McNerney, chairman of the Business Roundtable, said in a statement.

The lack of optimism has increased the importance of trade shows and other industry events. The connections that professionals are able to develop during these events can lead to stronger sales results. As it becomes harder to find interested customers, businesses need to generate higher conversion rates to maintain their cash flows, which has contributed to different departments working together to deliver results.

A BtoB survey found that 71 percent of marketing professionals work with sales teams on lead generation at least part of the time. The survey found that a growing number of marketing professionals are becoming fully involved in the lead generation process, which is altering the way that businesses approach each potential customer.

For instance, companies are now more concerned about maintaining conversations across multiple channels, as consumers are increasingly using social, mobile and in-person channels to research products and make purchasing decisions. With lead retrieval systems firms can take information gathered at trade shows and incorporate it into follow-up messages sent via digital channels.

Topics: Trade Show News