The document is a benchmark report from a survey of lead and demand generation managers. Some key findings include: - Google Pay Per Click (PPC) campaigns were reported as the most successful lead generation strategy in terms of ROI, according to 38% of respondents. - 57% of respondents said the biggest challenge is generating quality leads into the top of the sales funnel. - 57% of respondents also said lead generation is the area most in need of improvement for their marketing efforts.

1. HOW LEAD GENERATION IMPACTS THE BOTTOM LINE BENCHMARK REPORT

2. ZoomInfo recently surveyed lead and demand
generation managers in order to better
understand their successes and pain points.
The purpose of this survey was to compile
the results and create a benchmark report so
you can maximize your own lead generation
efforts.
About this Report

3. BENCHMARK REPORT 3
Lead and demand generation managers are
responsible for getting highly qualified leads
into the top of the sales funnel and nurturing
them into paying customers. They’re also
tasked with working closely with the sales
team to increase ROI. ZoomInfo recently
surveyed lead and demand generation
managers to gather insight on their
successes and challenges.
BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW:
In terms of where there’s room for
improvement in their marketing efforts, 57%
of respondents said lead generation
Google Pay Per Click (PPC) campaigns were
reported to be the most successful top of the
funnel lead generation strategy in terms of ROI
by 38% of respondents
The findings in this report include
four graphs that analyze the goals
and challenges of lead and demand
generation managers. The report
can be used to benchmark how your
current strategy is doing compared
to other organizations, increase ROI,
and drive more revenue.
TABLE OF CONTENTS
4 How lead nurturing is divided
between sales and marketing
5 Most successful lead generation
strategies in terms of ROI
6 Challenges faced
7 Room for improvement
8 Conclusion
43%
38%
57%
43% of respondents said that the
responsibility of lead nurturing is divided by
the sales and marketing alignment
57% of people surveyed said that the part
of their job that keeps them up at night is
generating quality leads into the top of the
funnel
57%

4. BENCHMARK REPORT 4
How lead nurturing is
divided between sales and marketing
RECOMMENDATION
To drive more revenue, your sales
and marketing teams need to
be aligned. According to Sirius
Decisions, B2B organizations with
tightly aligned sales and marketing
operations achieved 24% faster
three-year revenue growth, and
27% faster three-year profit growth
(SOURCE: SIRIUSDECISIONS).
10% Other
43% Marketing and sales alignment 29% CRM distributes leads to the sales
team and the sales reps handle them
from there
24% Marketing nurture programs 19% Marketing qualification team/BDR
43% 29%
24% 19% 10%
* Respondents selected all that applied.
SUMMARY
43% of respondents said that the
responsibility of lead nurturing is
divided by the sales and marketing
alignment.

5. BENCHMARK REPORT 5
Successful lead generation strategies
RECOMMENDATION
Surprisingly, only 19% of
respondents said that email
marketing was a successful strategy
for getting leads into the top of the
funnel. With the proper strategy in
place, email marketing campaigns
can be run to target the right buyers
with relevant messaging, increasing
the number of high quality leads into
the funnel.
EMAIL MARKETING / 19%
PURCHASED TARGETED LISTS / 14%
GOOGLE PAY PER CLICK (PPC) CAMPAIGNS / 38%
TELEMARKETING / 14%
SOCIAL MEDIA ADVERTISING / 14%
OTHER / 19%
SEO / 19%
SEM / 19%
TRADESHOW/WEBINARS / 19%
SUMMARY
Google Pay Per Click (PPC)
campaigns were reported to be the
most successful top of the funnel
lead generation strategy, as reported
by 38% of respondents.
* Respondents selected all that applied.

6. BENCHMARK REPORT 6
Biggest challenges faced
10% Incomplete or missing lead details
57% Generating quality leads into the top of
the funnel
10% Lack of follow up from the sales team
33% Identifying your target audience
strategy
19% Lead conversation opportunities
RECOMMENDATION
We recommend segmenting your
market and targeting the exact
prospects you’re looking for based
on industry, company location and
size, revenue, title, and job function.
This will help you start educated conversations
and develop relationships, which will generate
quality leads into the top of the funnel.
10% 10% 19%
33% 57%
SUMMARY
57% of people surveyed said that
the part of their job that keeps them
up at night is generating quality leads
into the top of the funnel
* Respondents selected all that applied.

7. BENCHMARK REPORT 7
Room for improvement
RECOMMENDATION
We recommend identifying your
buyer personas. Doing so will
uncover your top industries and
customers and allow you to target
leads with similar characteristics.
57% Lead generation
38% Identifying your target audience
strategy
33% Lead follow up
29% Cleaning, updating, and growing your
B2B database
38%
57%
29%
33%
SUMMARY
In terms of where there’s room for
improvement in their marketing
efforts, 57% of respondents said
lead generation.
* Respondents selected all that applied.

8. BENCHMARK REPORT 8
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ContactConclusion
YOUR BEST BUYERS. FOUND.
ZoomInfo can help you segment your
market and ensure you’re targeting the
right people. We’ll identify your buyer
personas and fuel the top of your funnel
with quality contacts matching the
characteristics of your best buyers.