Annual Unisfair Marketing Survey Probes 500
Technology Marketing Professionals on ‘The
Future of Tech Marketing’
Data Reveals Lead Generation as Top Priority and Virtual Events as Emerging Marketing Channel
May 25, 2010 08:03 AM Eastern Daylight Time
MENLO PARK, Calif.--(EON: Enhanced Online News)--Unisfair, the leader in virtual events and environments,
today announced new research that provides a clear view into the needs of technology marketers. Compiled by
Zoomerang, the data from the first annual Unisfair Marketing Survey reveals that 68 percent of the 500 respondents
consider lead generation to be their top marketing priority, compared to brand awareness (16 percent) and customer
retention (16 percent). In addition, 40 percent cited virtual events as one of the top emerging channels for lead
generation in 2010 and beyond.
A polarization around lead generation tools was uncovered with 44 percent of marketers planning to decrease
spending on physical conferences and tradeshows, while another 40 percent plans to increase spending on physical
events. What’s more, 25 percent of those polled plan to increase resources allocated to virtual events.
When asked which types of marketing environments technology marketers have leveraged compared with those that
respondents feel hold the most marketing promise in 2010 and beyond, virtual business events stand out as the only
lead generation tool currently trending upward:
The study also found that a major obstacle for technology marketers is the unqualified lead, with 16-30 percent of
leads typically rejected as unqualified, according to 33 percent of respondents. Nearly half cited that those leads are
considered unqualified because the lead doesn’t have the budget to purchase the product in the next twelve months
(49 percent), the product is not a good fit for the lead (45 percent), or contact information is incorrect (32 percent).
42 percent of marketers surveyed found interest information–including questions asked by prospects–to be mo