2013 TechTarget Lead Management Study

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Fielded in November 2013, this study evaluates the lead generation and management strategies of more than 200 technology marketers.

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2013 TechTarget Lead Management Study

  1. 1. 2013 Lead Management Study © TechTarget
  2. 2. What is your current CRM system? 37% 24% 10% 8% 7% 4% © TechTarget 3% 3% 2% 2% 1% 1% 2
  3. 3. What is your current Marketing Automation System? 19% 15% 14% 13% 7% 7% 7% 5% 2% © TechTarget 2% 2% 2% 2% 1% 1% 1% 3
  4. 4. Which best describes how leads generated from 3rd parties get loaded into your system? Loaded into MAS*, then sent to Sales via CRM system (when qualified) 33% Loaded into a CRM system, then to MAS* 28% Loaded into a MAS*, then sent to Sales via CRM system 19% Sent to Sales or Channel Partners directly via spreadsheets or CRM system An external vendor handles preliminary follow-up before leads are loaded 17% 4% *Marketing Automation System © TechTarget 4
  5. 5. Which best describes your current processing model for leads generated by 3rd parties? Leads are email marketed to/nurtured - then sent to Sales 32% Leads go directly to Sales for follow-up 24% Leads go through internal tele-qualification - then sent to Sales 20% Leads are email marketed to/nurtured - then tele-qualified - then sent to Sales Leads are tele-qualified by an outside vendor - then sent to Sales © TechTarget 20% 5% 5
  6. 6. Are you scoring leads? 37% 33% 23% 8% Yes, using demographicsYes, based on (ie title, company size)demographics only behavioral activity © TechTarget bothYes, based on behavioral andactivity only No 6
  7. 7. What mechanisms will increase a score to create an Marketing Qualified Lead (MQL)? Contact Me Requests 88% Multiple Asset Downloads 78% Visits to your Website 62% Product Downloads 57% View Demo 57% Click on Email 50% Open Email 46% Consumption of Late Stage/ Decision Content 34% Multiple Leads from the same account 32% Competitive Research (ie Google searches on competitors) Other © TechTarget 13% 3% 7
  8. 8. Does your scoring logic decrease scores? 53% 47% Yes © TechTarget No 8
  9. 9. What mechanisms will decrease score? Click on Unsubscribe 53% Inactivity in 60+ days 38% Nothing - scores never go down Inactivity in 30 days Inactivity in 45 days Other © TechTarget 22% 15% 12% 15% 9
  10. 10. Do you send leads through an email nurture program? 48% 28% 24% Yes - all leads are nurtured © TechTarget Yes - some leads are nurtured No - no nurture program 10
  11. 11. What factors into your nurture tracks? 59% 50% 50% 46% 45% 37% 35% 32% 29% 27% 5% *Online, In-Person Event, Webinar, etc © TechTarget 11
  12. 12. For leads that are nurtured, what best describes the process? Download of Decision-Stage content changes to MQL 29% 3+ email clicks changes status to MQL 2 email clicks changes status to MQL 1 email click changes status to MQL Other © TechTarget 16% 12% 18% 25% 12
  13. 13. Who does the initial tele-qualification of your leads? 76% 16% 8% External 3rd-Party © TechTarget Internal Sales Sales Associates/InsideWe send leads Field/Outside Sales directly to 13
  14. 14. What information must a tele-qualifier gather in order to send to Sales? Validated an interest in speaking with your Sales team 69% Confirm contact information 57% Detailed information about the project* 40% Traditional BANT scoring Other 37% 8% *Size of deal, existing technology environment, org chart/buying team © TechTarget 14
  15. 15. How are tele-qualifiers measured, goaled, compensated? Amount of pipelined revenue contributed 35% Number of inquiries sent to sales Number of dials per day Other © TechTarget 31% 11% 23% 15
  16. 16. How many touches does a tele-qualifier attempt before disqualifying a lead? 31% 26% 25% 13% 5% 1% 1 © TechTarget 2 3 4 5+ Not tracked 16
  17. 17. What % of leads from 3rd Parties go to sales after tele-qualification? 27% 23% 15% 14% 11% 0-5% © TechTarget 6-10% 11-15% 11% 16-20% 21-30% 31+% 17
  18. 18. Approximately what % of leads does Sales successfully contact? 25% 16% 13% 12% 11% 9% 7% 0-10% © TechTarget 11-20% 21-30% 7% 31-40% 41-50% 51-75% 76-100% I don't know 18
  19. 19. Approximately how many touches does a Sales Rep attempt before disqualifying a lead? 34% 23% 15% 10% 9% 7% 2% 1 © TechTarget 2 3 4 5+ Leads are I don't know never disqualified 19
  20. 20. Approximately what time frame are they tasked with follow-up? 33% 21% 21% 16% 5% 4% 24 hours © TechTarget 25-48 hours 3-5 days 6-10 days 10+ days No time frame 20
  21. 21. What % of leads generated via 3rd parties end up converting to opportunities? 37% 27% 15% 8% 6% 4% 0-5% © TechTarget 6-10% 11-15% 16-20% 4% 21-30% 31+% I don't know 21
  22. 22. Questions? Please contact marketresearch@techtarget.com © TechTarget

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