B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study

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This second annual study on B2B Lead Generation Marketing ROI & Performance Evaluation examines the impact of the economic downturn on lead generation marketing effectiveness, current priorities for …

This second annual study on B2B Lead Generation Marketing ROI & Performance Evaluation examines the impact of the economic downturn on lead generation marketing effectiveness, current priorities for marketers, and the practices that distinguish those marketing organizations with better effectiveness and growth. Marketing excellence requires that marketers adapt to changing conditions as they work to maintain their effectiveness and deliver business results. There are lessons to be learned from those marketers who indicated their lead generation marketing was more effective than their competitors and how they differ from those with less effective marketing. Marketing organizations that can take actions to addess the challenges of today's economy are likely to adopt new practices and emerge stronger.

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  • 1. B-to-B Lead Generation:
  • 2. Figure 1: Impact of Economic Conditions on Lead Generation Marketing Effectiveness 31% 19% 12% 16% 20% -4% 25% 30% -5% 19% 24% -5% 21% 28% -7% 14% 31% -17% 17% 37% -20% 14% 35% -21%
  • 3. Figure 2: Marketing Budget Alignment to Goals 2008 24% 30% 23% 9% 6% 7% 2009 26% 35% 23% 6% 8% 3% 0% 20% 40% 60% 80% 100%
  • 4. Figure 3: Budget Level Relative to Value Potential
  • 5. Figure 4: Priorities to Impact Financial Performance 16% 27% 21% 36%
  • 6. Figure 5: Lead Generation Management Practices
  • 7. Figure 6: Lead Generation EffectivenessFigure 7: Lead Generation Effectiveness Compared to 2008
  • 8. Figure 8: Expected Growth for Lead Generation Marketers
  • 9. Figure 9: Economic Impact Based on Expected Growth
  • 10. Figure 10: Lead Generation Effectiveness and Expected Growth
  • 11. Figure 11: Use of Marketing ROI / Profitability Metrics – B2B Lead Gen vs. All Marketers
  • 12. Figure 12: Lead Gen Marketing Effectiveness – Users of ROI Metrics vs. Traditional Metrics
  • 13. Figure 13: Lead Generation Management – Users of ROI Metrics vs. Traditional Metrics
  • 14. Figure 14: Lead Generation Practices Based on Effectiveness
  • 15. Figure 15: Comparison of Economic Downturn Impact by Lead Generation Management Effectiveness
  • 16. Figure 16: Budgets Relative to Profit Potential Based on Effectiveness % with Budget Below Value Potential Total More Effective Orgs Less Effective OrgsGenerating new lead volume 38% 25% 64%Generating quality leads 43% 33% 63%Nurturing stalled leads 48% 48% 60%Improving sales conversion rates 37% 25% 56%Conditioning leads to improve the 39% 31% 49%average value per closed customerDecreasing the time from new lead to 37% 34% 46%sale close for shorter sales cycles
  • 17. Figure 17: Marketing Operations Comparisons Based on Effectiveness
  • 18. Figure 18: Marketing Budget Alignment by Effectiveness Relative to the Competition
  • 19. Figure 19: Marketing Operations Based on Budget Alignment
  • 20. Figure 20: Integrated Marketing by Company Size
  • 21. Figure 21: Improving Performance by Company SizeFigure 22: Budget Alignment by Company Size
  • 22. Figure 23: Region
  • 23. Figure 24: Company Size Based on Annual RevenueFigure 25: Role of Marketing
  • 24. Figure 26: Marketing Budget