Software Advice IndustryView: B2B Demand Generation Report 2013
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Software Advice IndustryView: B2B Demand Generation Report 2013

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We asked 155 marketers to identify their preferred channels of demand generation spending for 2013. Here are the results.

We asked 155 marketers to identify their preferred channels of demand generation spending for 2013. Here are the results.

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    Software Advice IndustryView: B2B Demand Generation Report 2013 Software Advice IndustryView: B2B Demand Generation Report 2013 Presentation Transcript

    • B2B Demand Generation Benchmark IndustryView 2013 Insight into today’s software buyer
    • Abstract This report identifies the most effective demand generation channels, content and offers, as well as forecasts where marketers will prioritize their demand generation spend in 2013. It is based on a survey of 155 marketers collected between Sept. 26, 2012 and Nov. 12, 2012.
    • Percentage of Marketers Using Each Channel In-house email marketing Search engine optimization Social media (not ads) Trade shows & events 3rd-party lead originators Search engine advertising Telemarketing / cold calling 3rd-party email marketing Display advertising (CPM) 3rd-party webinars 0% 20% 40% 60% 80% 100% Percent of respondents using each channel Most marketers have forgone traditional media, with the exception of trade shows and events, in favor of digital channels.
    • Perceived Quantity of Leads by Channel 3rd-party lead originators Search engine advertising In-house email marketing Trade shows & Events Search engine optimization 3rd-party webinars 3rd-party email marketing Telemarketing / cold calling Display advertising (CPM) Retargeting advertising 0% High Quantity 20% 40% Medium Quantity 60% 80% 100% Low Quantity Marketers chose digital channels for producing a high volume of leads. Again, trade shows and events were the exception.
    • Perceived Quality of Leads by Channel In-house email marketing Search engine optimization Telemarketing / cold calling Trade shows & Events 3rd-party webinars 3rd-party lead originators Social media (not ads) Search engine advertising Direct mail Retargeting advertising 0% High Quality 20% 40% Medium Quality 60% 80% Low Quality The two most popular channels–in-house email marketing and search engine optimization–were identified most often as producing high quality leads. 100%
    • Perceived Lead Cost by Channel Social media (not ads) In-house email marketing Search engine optimization Social media ads 3rd-party email marketing 3rd-party webinars Retargeting advertising Direct mail 3rd-party lead originators Display advertising (CPM) 0% Low Cost 20% 40% Moderate Cost 60% 80% 100% High Cost Marketers perceived Social media (not ads) as being low cost, despite marketers not seeing the channel as producing a high quantity or quality of leads.
    • Perceived Quantity of Leads by Content or Offer Free trials Live demos with reps White papers Webinars Video demos Videos Price quotes eBooks Surveys Learn more / contact us 0% High Quantity 20% 40% Medium Quantity 60% 80% 100% Low Quantity Here’s how each content or offer ranked from the highest to lowest percentage of marketers viewing them as high volume.
    • Perceived Quality of Leads by Content or Offer Live demos with reps Price quotes Free trials Webinars Learn more / contact us Video demos Case studies White papers Videos Surveys 0% High Quality 20% 40% Medium Quality 60% 80% Low Quality Here’s how the types of content or offers ranked from the highest to lowest percentage of marketers viewing the content or offer as high quality. 100%
    • Percentage of Marketers Using Each Content or Offer Learn more / contact us Videos White papers Case studies Live demos with reps Price quotes Webinars Surveys Video demos Free trials 0% 20% 40% 60% 80% 100% Percent of respondents using each content or offer For marketers, popularity didn’t coincide with success in producing high quality or quantity of leads.
    • Performance: Marketing Automation Users vs. Non-Users MA users Non-MA users 0% 20% Far above expectations In line with expectations Far below expectations 40% 60% 80% 100% Above expectations Slightly below expectations Not sure About 56 percent of marketing automation users rated their demand generation as in line, above or far above expectations, compared to 41 percent of non-MA users.
    • Overall Demand Generation Spend Plans for 2013 3% 32% 62% Spend more Spend the same Spend less Stop spending Not sure The chart shows how marketers will adjust their spending relative to what they allocated for programs in 2012. The majority plan to spend more or the same.
    • Demand Generation Spend Plans by Channel in 2013 Retargeting advertising Social media (not ads) Social media ads Search engine advertising 3rd-party webinars Search engine optimization In-house email marketing 3rd-party email marketing 3rd-party lead originators Trade shows & Events 0% Spend More 20% 40% Spend Same 60% 80% 100% Spend Less The chart reveals that marketers plan to spend more on retargeting advertising, social media (not ads), and social media ads in 2013.
    • Sample Demographics by Number of Employees 3%5% 8% 5% 19% 60% 1 - 99 100 - 499 500 - 999 1,000 - 4,999 5,000 - 9,999 > 10,000
    • Sample Demographics by Marketing Budget 9% 5% 7% 48% 10% 10% 11% < 250K 250K - 500K 500K - 1M 1M - 2.5M 2.5M - 5M >5M - 10M Not sure
    • Sample Demographics by Marketing Position 6% 6% 32% 20% 9% 25% C-Level Senior VP VP Director Manager Coordinator / Specialist Other
    • Read Report Read about our findings in more detail. @SoftwareAdvice /company/software-advice /SoftwareAdvice @SoftwareAdvice Software Advice™ is a trusted resource for software buyers. The company's website, www.softwareadvice.com, provides detailed reviews, comparisons and research to help organizations choose the right software. Meanwhile, the company’s team of software analysts provide free telephone consultations to help each software buyer identify systems that best fit their needs. In the process, Software Advice connects software buyers and sellers, generating high-quality opportunities for software vendors.