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Lead generation and nurturing: Benchmarking report


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This document provides a robust overview of trends, attitudes and spending patterns in lead generation and nurturing for business-to-business brands, helping marketers to benchmark their activity against industry standards and focus on aspects of their activity that needs improving. This guide was produced in association with the Newbury Group.

Published in: Technology, Business
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Lead generation and nurturing: Benchmarking report

  1. 1. Benchmarking Report: Lead Generation & Nurturing<br />Joel Harrison<br />Editor, B2B Marketing<br /><br />
  2. 2. Background: who we are, what we do and why<br />Dedicated information resource focused on empowering, enlightening and enthusing B2B marketers<br />Independently owned and operated since 2003<br />Range of products and services, including: conferences, seminars, awards, webcasts, best practice guides, workshops, buyers guides, research…<br /><br />
  3. 3. Benchmarking Reports<br /><br />Aims and objectives:<br /><ul><li>To provide in-depth quality analysis of trends and opinions on key issues
  4. 4. Help marketing decision makers make better, more informed decisions</li></li></ul><li>Lead Generation & Nurturing Benchmarking Report<br />Why this subject?<br />B2B marketers have always had to focus on results<br />The recession has made this even more important<br />Marketing Automation vendors are focusing more attention on this issue<br /><br />
  5. 5. What did we want to find out?<br />In reality, how focused are B2B marketers on leads?<br />How sophisticated is their lead-orientated activity?<br />How important are marketing automation platforms in all this?<br />What’s the role of B2B telemarketing going forward?<br /><br />
  6. 6. Data collection: How did the study work?<br />Emailed our 35,000 database<br />Invited them to complete the questionnaire in exchange for a copy of the findings<br />225 client-side marketers participated<br />60-page report published in spring<br />Available free to Premium Members and otherwise to purchase for £150 plus VAT<br /><br />
  7. 7. So what did we find…?<br /><br />
  8. 8. 1. Lead generation and nurturing are key issues for B2B marketers<br /><br />
  9. 9. Prioritisation of lead generation activity<br /><br />Question: How important is lead generation for you?<br />For 80% of respondents its either the top or one of the top priorities.<br />
  10. 10. Current budget for lead generation activities<br /><br />Question: Do you allocate a specific portion of your budget to lead generation activities?<br />
  11. 11. Future budget for lead generation<br /><br />Question: How does your 2011 lead generation budget compare with 2010?<br />Over 40% of respondents have increased budget to lead generation.<br />
  12. 12. Techniques for lead generation & nurturing<br /><br />Email and websites were most popular; webcasts were amongst the least popular, together with advertising. <br />
  13. 13. 2. Level of sophistication of lead orientated activity is low<br /><br />
  14. 14. Measurability of lead generation<br /><br />Question: How measurable is your lead generation activity?<br />One third of respondents could only measure a portion of their lead generation activity. <br />
  15. 15. Use of lead scoring<br /><br />Question: Do you use lead scoring techniques to better understand the leads that you are generating, and manage their handover to sales?<br />Only 40% of respondents have a comprehensive approach to lead generation.<br />
  16. 16. Effectiveness of lead scoring<br /><br />Question: How effective would you say that your lead scoring activities are? <br />It’s early days for lead nurturing – 50% of companies say it’s failing or don’t really know yet.<br />
  17. 17. Lead handover framework<br /><br />Question: Do you have a framework for the handover of leads?<br />Only one third have a framework for handover that is actually followed. <br />
  18. 18. 3. Marketing automation adoption is slow<br /><br />
  19. 19. Use of marketing automation technology<br /><br />Question: Have you implemented a marketing automation platform, or are you looking at this technology for the future?<br />Only 20% of lead-focused companies actually use marketing automation. <br />
  20. 20. 4. Telemarketing still plays a key role in lead generation and nurturing<br /><br />
  21. 21. Effectiveness of different techniques<br /><br />Question: Which techniques were most effective in terms of quantity and quality of leads generated? <br />Telemarketing delivers the highest quality of leads; email the highest quantity.<br />
  22. 22. Lead qualification<br /><br />Question: Which techniques were most effective in terms of qualifying leads?<br />Telemarketing is by far most effective for lead qualification.<br />
  23. 23. Biggest challenges<br /><br />Question: What is the biggest challenge you face looking ahead in terms of your lead generation and nurturing activities?<br />One third of companies are most worried about inhouse data – telemarketing is potentially the best solution.<br />
  24. 24. Conclusions<br />Lead generation and nurturing are key challenges for B2B marketers…<br />… however, the level of sophistication of activity is generally very low<br />Despite the hype, marketing automation is at early stages of adoption<br />Telemarketing still drives the highest quality leads and is best for qualification.<br /><br />
  25. 25. More detail in the full report<br /><br />Lead Generation and Nurturing Benchmarking Report<br />Available free with Premium Membership or to purchase from our website<br /><br />
  26. 26. Thank you<br />Joel Harrison<br />Editor, B2B Marketing<br />Tel: 020 7438 1373<br />Email:<br /><br />