Demandbase, Inc. partnered with online business network Focus to release the "2011 Demandbase National Marketing and Sales Study," which reveals that a company's corporate website is the second-highest source of new sales leads. Personal connections and referrals edge out the corporate website for the number one spot, but the website is seven times more effective than social media, the study found. Email marketing and online advertising were also responsible for fewer sales leads than a brand's website.
More than 60% of respondents said they understood their sales prospects well, but 80% of respondents admitted that their company websites were not performing optimally. Tracking and reporting of website visitors is an area that needs improvement, the study showed, because nearly half of all those surveyed did not know which section of their website caused the most viewers to be lost.
The online survey was conducted in May of this year among the Focus Expert Network, comprised of sales, marketing, and engineering executives from both SMBs and enterprises.