Lead Generation in Higher Education

Inquiry Overview

A marketing company was interested in better understanding the usage and acceptance of lead generation across the higher education market.

Key Questions

• What is the typical volume of leads processed among institutions surveyed?


• What percentage of an institution's monthly volume of leads is generated through a third-party vendor?


• What types of online lead-generation vendors are institutions currently using to acquire leads (education directories, search engines, portals) and what are the driving factors?


• How do institutions rate the quality of leads generated by each method?


• What benefits and concerns do institutions have regarding online lead generation (quality, cost, conversion rate, brand equity)?


• Do institutions expect to increase spending on online lead-generation vendors?

Methodology

For this custom inquiry, Eduventures administered a Web survey to more than 1,000 higher education institutions between 8/21/06 and 9/6/06. The survey yielded 111 responses, which were analyzed for this report.