Best Practices for Construction Lead Services
Construction Lead Services Important With both commercial and residential construction down by 50% in many markets from pre-recession highs, sales lead generation has never been more important to marketers targeting construction decision makers, whether construction firms or building product manufacturers.
So, to understand where construction marketers are with lead generation—a baseline—we conducted another survey and share the results here, along with some checklists of key lead generation types, and an evaluation of the two largest lead services in the construction market—Dodge Data & Analytics, formerly McGraw-Hill Construction Dodge Reports, and Construction Market Data.
Lead Generation Techniques
Regarding the types of lead generation techniques/sources used, Sales Prospecting ranked highest with 70% of respondents using, followed by Trade Shows/Events (60%), Internet Registrations (58%), Email (57%), Search Engines (45%), LinkedIn (44%), Advertising (40%), Publicity (38%), Social Media (37%), Direct Mail (34%), Per-Per-Click (PPC, 23%), Training
Programs (21%), Construction Market Data (17%), other Lead Services (15%), and Telemarketing (13%). Dodge Data & Analytics, Networking via associations and Referrals tied at 11%. Specification services like ARCAT, CSI and e-specs were used by 4% of respondents.
Best Results – Lead Generation
Regarding which lead generation technique/source has shown the best results for your company, Direct Sales ranked highest at 23%, followed by Referrals (19%), Trade Shows (13%), and Website SEO (11%). Networking events and Construction Market Data tied at 6%, followed by Dodge Data & Analytics, other Lead Services, Email and Direct Marketing at 4%. Other mentions included Telemarketing, PPC, Jobsite Visits, LinkedIn and Channel Promotions at 2%.
Worst Results – Lead Generation
Regarding which lead generation technique/source has shown the worst results for your company, Advertising led all at 28%, followed by Trade Shows and Yellow Pages at 11%; Pay-Per-Click and Direct Mail at 9%. Telemarketing and Dodge Data & Analytics followed with 4% of mentions.
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Use More – Lead Generation
Regarding which lead generation technique/source do you foresee using more in the future, not surprisingly Social Media led all at 30%, followed by Internet (12%), Email (9%), Telemarketing (6%); Association Networking, PPC, Referrals, Dodge Data & Analytics, and Training Programs and tied at 4% each. Construction Market Data and Trade Shows follow at 2%.
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