Study: Businesses Fail to Convert Prospects

Share this article:
Businesses are failing to convert prospects into customers over the Internet, according to a study released yesterday.


Sixty percent of the 500 businesses studied are failing to turn potential clients into customers as a result of not following up with requests for more information within 60 days.


The study, "The Impact of the Internet on Response Management," was conducted by Performark, a Minneapolis-based provider of business-to-business response management services.


The study measured responses to over 1,000 inquiries, which were both Web-based and traditional business response card and toll-free telephone inquiries.


The Web is not increasing responsiveness by businesses, Performark said. A study it conducted back in 1995 showed that 43 percent of the companies it surveyed failed to respond within 60 days to traditional business card inquiries.


The study also showed that B2B companies are not adequately linking inquiries to sales in that only 12 percent of all inquiries resulted in a follow-up phone call from sales.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

B2B Marketers Can Now Self-Serve Ads on Facebook Exchange

B2B Marketers Can Now Self-Serve Ads on Facebook ...

Sitescout's new integration with FBX opens up access to any size marketer, minus campaign spend minimums, according to the RTB company.

Day Two at DMA2014

Day Two at DMA2014

It was awards day in San Diego, with Teradata's Lisa Arthur being named Marketer of the Year, and Google Japan being feted for its direct mail prowess.

Today's Forecast: Chilly With a 10 Percent Lift in Parka Sales

Today's Forecast: Chilly With a 10 Percent Lift ...

The Weather Company launches a website offering marketers free advice on how to take advantage of shifts in the weather.