Association of Strategic Marketingwww.associationofmarketing.orgP.O. Box 509Eau Claire, WI 54702-0509866.226.0828November ...
Table of Contentswww.associationofmarketing.orgTable of ContentsIntroduction…………………………………………………………………………….1Qualifying Ques...
Insert Title Herewww.associationofmarketing.org page 1Introductionwww.associationofmarketing.org page 1IntroductionThe Ass...
Insert Title Herewww.associationofmarketing.org page 1Q. Is your organization currently running a lead generation campaign...
Insert Title Herewww.associationofmarketing.org page 1Q. Where does lead generation fall within your marketing initiatives...
Insert Title Herewww.associationofmarketing.org page 1Q. What is the biggest factor in your decision not to pursue leadgen...
Insert Title Herewww.associationofmarketing.org page 1Q. Please indicate which lead generation methods you are currently u...
www.associationofmarketing.org page 6Want the rest of the report?Buy it now for only $39!The Association of Strategic Mark...
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ASM Lead Generation Benchmark Report

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The Association of Strategic Marketing’s Lead Generation Benchmark Survey was conducted online, launched on June 21, 2012 and was accessible through July 31, 2012. The purpose of the survey was to gain valuable perspective and insight into the latest trends and best practices in lead generation. Over 400 marketing professionals responded to the survey, each sharing their unique experiences as well as how they plan to approach lead generation in 2013. As a result, this 24-page report will provide you with actionable data that you can use to maximize your own lead generation initiatives.

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ASM Lead Generation Benchmark Report

  1. 1. Association of Strategic Marketingwww.associationofmarketing.orgP.O. Box 509Eau Claire, WI 54702-0509866.226.0828November 2012© 2012 Association of Strategic Marketing, a division of Lorman Business Center. All Rights Reserved.Lead GenerationBenchmark ReportThis report has been compiled by theAssociation of Strategic Marketing to furtherour knowledge on the evolving trends withinmobile marketing strategies. This data relieson the information provided by therespondents of the survey. All opinions andrecommendations made in this report shouldnot be interpreted as professional advice.YouTube is a registered trademark of Google,Inc. LinkedIn is a registered trademark ofLinkedIn Corporation. Facebook is a registeredtrademark of Facebook, Inc.
  2. 2. Table of Contentswww.associationofmarketing.orgTable of ContentsIntroduction…………………………………………………………………………….1Qualifying Question……………………………………………………………………2Lead Generation Priority……………………………………………………………….3Reasons for Not Pursing Lead Generation...…………………………………………...4Lead Generation Methods in 2012 vs. 2013……………………………………….…...5Social Media for Lead Generation………………………………………………….…..9Lead Generation Budget………………………………………………………….……12Cost Per Lead……………………………………………………………………….….14Lead Quantity and Quality……………………………………………………………..16Single vs. Double Opt-In………………………………………………………………18Lead Scoring…………………………………………………………………………...19Lead Nurturing…………………………………………………………………………20Customer Relationship Management (CRM) Tools……………………………………21Converting Leads into Customers……………………………………………………...22Lead Generation Challenges…………………………………………………………...23Summary……………………………………………………………………………….24ASM Membership……………………………………………………………………...25
  3. 3. Insert Title Herewww.associationofmarketing.org page 1Introductionwww.associationofmarketing.org page 1IntroductionThe Association of Strategic Marketing’s Lead Generation Benchmark Report wasconducted online, launched on June 21, 2012 and was accessible through July 31, 2012.The purpose of the survey was to gain valuable perspective and insight into the latest trendsand best practices in lead generation. Over 400 marketing professionals responded to thesurvey, each sharing their unique experiences as well as how they plan to approach leadgeneration in 2013. As a result, this report will provide you with actionable data that youcan use to maximize your own lead generation initiatives.Survey Statistics: Total Survey Responses: 411Top Responding Industries15% Manufacturing13% Technology12% Marketing & Advertising Services8% Professional Services7% HealthcareOrganization Sizes24% 10 or fewer employees9% 11 - 20 employees12% 21 - 50 employees9% 51 - 100 employees46% 100+ employeesOrganization’s Target Market34% Business to Customer59% Business to Business7% Other
  4. 4. Insert Title Herewww.associationofmarketing.org page 1Q. Is your organization currently running a lead generation campaign?All OrganizationsWhen asked whether or not organizations are currently running a lead generationcampaign, nearly half (47%) indicated that they are not, while 53% indicated that they are.The charts below show that there is a larger percentage of organizations currently running alead generation campaign in the B2B sector (60%) than in the B2C sector (47%). The B2Bbuying cycle is typically much longer and involves more people than the B2C buyingcycle, which may be the reason that there are more B2B companies engaged in leadgeneration.Qualifying Questionwww.associationofmarketing.org page 2
  5. 5. Insert Title Herewww.associationofmarketing.org page 1Q. Where does lead generation fall within your marketing initiatives?71% of the organizations surveyed indicated that lead generation is considered a highpriority within their organization’s marketing initiatives. 26% of the organizations indicatedthat lead generation is a moderate priority within their marketing initiatives and only 3%indicated that it is a low priority for their organization.Even though 71% of the organizations indicated that lead generation is a high priority fortheir organization, only 53% of the total organizations are currently running a leadgeneration campaign. In the healthcare industry in particular, 100% of the organizationsindicated that they place a high priority on lead generation, however only a third of thoseorganizations are actually running a lead generation campaign.This suggests that lead generation can be an extremely important initiative for anyorganization, but can also be challenging to plan and implement.Lead Generation Prioritywww.associationofmarketing.org page 3
  6. 6. Insert Title Herewww.associationofmarketing.org page 1Q. What is the biggest factor in your decision not to pursue leadgeneration?The organizations that indicated they are not currently running a lead generation campaignwere asked to identify the biggest factor in their decision not to pursue one.Unsure where to start (29%), lack of budget (26%), and lack of staff to execute (23%) werethe top reasons organizations are not currently running a lead generation campaign. Thesmaller organizations indicated that they are limited by their lack of budget, while many ofthe larger organizations indicated that they simply struggle determining how to track theirleads.Many organizations stated that they are in the process of developing a lead generationcampaign, while others indicated that a combination of all the factors listed above played aroll in their decision not to pursue a lead generation campaign. With almost half of theorganizations surveyed not running a lead generation campaign, it is clear that there is ahigh barrier to entry.Reasons Organizations Are Not Running a Lead Generation Campaignwww.associationofmarketing.org page 4
  7. 7. Insert Title Herewww.associationofmarketing.org page 1Q. Please indicate which lead generation methods you are currently using.Search engine optimization (77%) is the most common lead generation method beingutilized by organizations in 2012, followed by prospect email (71%), social media (70%),and trade shows (65%). All of the other lead generation methods are being utilized by lessthan half of the organizations surveyed.People frequently use search engines such as Google® to find information, products andservices, so having a strong presence in the search results greatly increases your chances ofbeing found by potential customers. These leads are generally considered to be of highquality, since they are coming to you and seeking some type of information about yourproducts or services.Newsletters, white papers and webinars are some of the least utilized lead generationmethods in 2012, however heading into 2013 they are anticipated to see very significantgrowth. (See next page.) Affiliate marketing is only being utilized by 22% of theorganizations surveyed, making it the least popular lead generation method.A common answer among those who answered “Other” was cold calling. Print advertisingwas also mentioned by many organizations.Lead Generation Methods in 2012 vs. 2013www.associationofmarketing.org page 5
  8. 8. www.associationofmarketing.org page 6Want the rest of the report?Buy it now for only $39!The Association of Strategic Marketing’s Lead Generation BenchmarkSurvey was conducted online, launched on June 21, 2012 and wasaccessible through July 31, 2012. The purpose of the survey was togain valuable perspective and insight into the latest trends and bestpractices in lead generation. Over 400 marketing professionalsresponded to the survey, each sharing their unique experiences aswell as how they plan to approach lead generation in 2013. As aresult, this 24-page report will provide you with actionable data thatyou can use to maximize your own lead generation initiatives.

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