B2B Lead Generation Trends 2013


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It’s no secret that B2B marketing is undergoing dramatic change. Marketing professionals are under immense pressure to deliver results and justify significant program and headcount investments. The B2B Technology Marketing Community on LinkedIn conducted the 2013 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices.

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B2B Lead Generation Trends 2013

  1. 1. Marketing TrendsLead Generationl2013 CASE STUDYLifepals Global TechnologiesConsulting | Outsourcing
  2. 2. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 1INTRODUCTIONWelcome to the 2013 B2B Lead Generation Report!It’s no secret that B2B marketing is undergoing dramaticchange. Marketing professionals are under immense pressureto deliver results and justify significant program and headcountinvestments. The B2B Technology Marketing Community onLinkedIn conducted the 2013 lead generation survey to betterunderstand how B2B marketers are adjusting to new challenges,and to identify new trends and best practices.The results are in! We received more than 800 responses and areexcited to share the results with you. We hope you find this reportan interesting read that contains the critical data points and trendsto inform your 2013 marketing plans, campaigns and budgetallocations.Thanks to everyone who participated in the survey!Group Owner, B2B Technology Marketing Communityhhschulze@gmail.com | +1 302-383-5817B2B buyer behavior hasbeen changing dramaticallyover the last few yearsas buyers become moresophisticated, and find newways to gather informationonline and via social media.90% of business buyers saywhen they’re ready to buy,they’ll find you.*DemandGen ReportsHolger Schulze
  3. 3. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey resultsThe number one challenge for B2B marketers:Generating high-quality leadsThe most effective lead generation tactics used by marketers:company website, email marketing and SEOThe greatest barrier to lead generation success is lack of resources:Staff, budget and timeB2B marketers’ top metrics to measure marketing ROI:Cost per lead, revenue and lead volumeThe secret to B2B email success:Provide compelling content for each stage in the buyingprocess to move buyers from first touch to purchase2Top-5 Trends in B2B Lead GenerationSURVEY HIGHLIGHTS12345
  4. 4. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 3Generatinghigh-quality leadsis by far the number onechallenge for B2B marketers(61 percent).Generating high-quality leadsConverting leads into customersCreating meaningful contentDemonstrating return on investmentSourcing high-quality data/listsLead generation across multiple mediaGenerating a high-volume of leadsMarketing to a lenghtening sales cycleMarketing to a growing number ofpeople involvedGenerating public relations andawareness buzzCommunicating product valueCreating overall marketing strategyKeeping up with changes inthe marketplaceWhat are your biggest B2B lead generation challenges? (Select all that apply)0% 20% 40% 60% 80%WHAT ARE THE BIGGESTLead Generation Challenges?Q1
  5. 5. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 4The most effective leadgeneration tactic used bymarketers is thecompany websitefollowed by email marketingand SEO.Company websiteConferences/TradeshowsEmail marketingSearch engineoptimization (SEO)TelemarketingVirtual events/WebinarsPublic relationsPaid search (PPC)Social mediaOnline advertisingDirect mailPrint AdvertisingHow effective are the following B2B lead generation tactics?0% 20% 40% 60% 80% 100%Very Effective Somewhat Effective Ineffective Do not useHOW EFFECTIVE ARE THEB2B Lead Generation Tactics?Q2
  6. 6. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey resultsQ45Today’s greatest barriers tolead generation success arelack of resources:staff, budget and time.Lack of resources in staffing, budgeting or timeLack of high quality data/lists to drive campaignsLack of budgetLimited ability to develop contentLack of time & bandwidthLack of sufficient insight on target audienceLack of alignment between Sales and MarketingLack of ability to stop executing and think strategicallyLack of reliable data to drive decisionsThe economic climateLack of a clear value propositionLack of insight in competitive researchLack of strategic directionNot enough education on best practicesLack of clarity on goals and objectivesDifficulty gaining support from the C-suiteLack of support from ITWhat are your greatest barriers to B2B lead generation sucess?0% 10% 20% 30% 40% 50%WHAT ARE THE GREATESTBarriers to B2B Lead Generation?Q3
  7. 7. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 6Q4Cost per lead,revenue andlead volumetop the list of metrics mostB2B marketers use to measuremarketing ROI.Cost per leadTotal revenueTotal lead volumeLead qualityClosing rateWeb trafficCost per customer acquisitionAverage deal sizeTime to closeDon’t measureWhat metrics do you use to measure marketing ROI?0% 20% 40% 60%WHAT metrics are usedto measure marketing ROI?Q4
  8. 8. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 7Q4For most marketers, between5 and 10 percentof qualifiedleads convertto customers. A whopping25 percent don’t know theirconversion rates.What percentage of your leads convert to closed-won deals?25%20%15%10%5%0%00 05 10 15 20 30 40 50 60 70 80 90 100 Don’tKnowPercentageof LeadsSurveyresponsesconvert to closed-won deals?Q5WHAT PERCENTAGE OF LEADS
  9. 9. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 8Q4The secret to B2B emailsuccess iscompelling contentfor each stage in the buyingprocess to move buyers fromfirst touch to purchase.Compelling contentfor each stageOffering downloadable contentSegment email campaignsbased on behaviorSegment email campaignsbased on demographicsDynamically personalizeemail contentAutomatically send emailbased on triggersAllow subscribers tospecify email preferencesUse animated imagesor video in designUse loyalty/reward programDon’t use email marketingInclude surveys, trivia or gamesWhat B2B email tactics do you consider most effective?0% 20% 40% 60%are most effective?Q6 WHAT B2B email tactics
  10. 10. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 9Q4Networkingand speakingengagementsdrive success at tradeshows – advertising intradeshow materials isthe least effective tactic.Post-show marketingNetworking during trade showSpeaking engagement as part ofthe conference/tradeshow programDemonstrations at boothPre-show marketingStaffing trade show boothappropriatelyEngaging booth display and designUtilizing social mediaHave a presenter at the boothSponsoring trade show orrelated eventsGiving away a great promotional itemGames, contests or sweepstakesat boothAdvertising in trade show materialsDon’t use tradeshowsWhat tradeshow tactis do you find most effective in creating qualified leads?0% 10% 20% 30% 40% 50%most effective in creating qualified leads?Q7WHAT TRADE SHOW TACTICS ARE THE
  11. 11. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 10For webinar successbuild compellingcontent, advertisethe webinar early,and make sureto follow up .Developing webinar contentPre-webinar advertising togain attendeesPost-webinar marketingand follow-upRecruiting the rightwebinar speaker(s)Making webinar availableon demandCreating a compellingwebinar registration pageDay of webinar executionProducing a webinarplan and deadlinesSetting objectives forthe webinarWhat do you consider the most important aspects of aneffective B2B webinar?0% 20% 40% 60%aspect of an effective B2B webinar?Q8WHAT IS THE MOST IMPORTANT
  12. 12. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 11For the minority of B2Bmarketers who stilluse direct mail –letters, brochuresand 3D promopackagesare the most effective formats.Standard business lettersBrochures and catalogs3 dimensional promo packagesPostcardsSell sheets and flyersSelf-mailersAudio or video CDsCouponsPromotional items, gifts, etc.What B2B direct mail formats do you consider most effective?0% 20% 40% 60%We don’t use direct mailis considered the most effective?Q9WHAT B2B DIRECT MAIL FORMAT
  13. 13. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 12For social media success,build relationshipswith bloggers, communitymoderators, and socialinfluencers – and don’t neglectyour corporate blog.Building relationships with bloggers, communitymoderators, and social influencersUploading content to social sharingsites (YouTube, Flickr, Slideshare)Moderating social networks(Facebook, LinkedIn, etc)Posting comments onmicroblogs (Twitter, etc)Including social sharingbuttons in email contentDon’t use social media tacticsAdvertising on blogs, social networksor other social media sitesIncluding social sharing buttons oncompany websiteWhat social media tactics do you consider most effective?0% 10% 20% 30% 40% 50%Posting content on company blogare considered the most effective?Q10WHAT SOCIAL MEDIA TACTICS
  14. 14. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 13Most B2B marketers(43 percent) use marketingautomation software forreporting, analyticsand dashboardcapabilities– followed by campaigntracking (42 percent).Lead nurturingReports, analytics anddashboardsCampaign trackingIntegration with other systems(CRM, Web)Email distribution and analysisLead managementLanding pagesLead scoringLead notifications (for salesand/or marketing)We don’t use marketingautomation softwareLead distributionHow do you use marketing automation software in yourB2B marketing organization?0% 10% 20% 30% 40% 50%used in B2B marketing?Q11How IS marketing automation
  15. 15. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 14Allocation ofmarketing budgetsto lead generation runs thegamut – from as little as 10percent to more than 80percent. Most B2B marketersthat took the survey, however,don’t know (20 percent).What percentage of your marketing budget is allocated to lead generation?20%15%10%5%0%00 10 20 30 40 50 60 70 80 90 100 Don’tKnowPercentageof BudgetSurveyresponsesis allocated to lead generation?Q12WHAT PERCENTAGE OF THE BUDGET
  16. 16. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 15Lead generationbudgets are going upfor about 50 percent of B2Bmarketers. Budgets will stay flat for44 percent. Only a small numberof marketers (7 percent) expectlead generation budgets to shrink.How are lead generation budgets going to change49.0% | Increase44.0% | No change7.0% | Decreasebudgets changing?Q13 How are lead generation
  17. 17. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 16The most commonly outsourcedB2B marketing function iscreative andgraphic design(38 percent), followed by SEOand PR (both 29 percent).Public relationsSearch engine optimization (SEO)We don’t outsource anyPaid search (PPC)Company websiteTelemarketingMedia buying & managementOnline advertisingTradeshow booth design& marketingWhat Marketing tactics do you currently outsource?0% 10% 20% 30% 40%Creative/graphic designare currently outsourced?Q14what marketing tactiCs
  18. 18. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 17In a nutshell: Most B2Bmarketers (49 percent)have yet to figure outhow mobilemarketing fits intotheir strategies.What role does mobile marketing play in your marketing plan?49.2% |16.6%15.1%15.0%4.0%Already heavily engagedin mobile marketing| Not interested inmobile marketing| Still 6-12 monthsfrom getting serious| Getting serious in 2013Not yet clear|marketing play?Q15what role does mobile
  19. 19. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 18Conferencesand tradeshowsreceive thebiggest marketingbudget allocation,followed by lead generationprograms, website andcontent marketing.Conferences/TradeshowsLead generationContent MarketingCompany websiteTelemarketingEmail marketingPaid search (PPC)Public relationsSearch engine optimization (SEO)Virtual events/webinarsOnline advertisingMarketing automationSocial mediaDirect mailList purchases/Sales Intelligence toolsResearchPrint advertisingRoughly speaking, how will you allocate your B2B marketing budget in 2013?0% 5% 10% 15% 20% 25%allocated in 2013?Q16How are marketing budgets
  20. 20. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 19Cost per marketingqualified leadranges from less than $25to over $500 per lead – butmost B2B marketers simplydon’t know (41 percent).What is your average cost per marketing qualified lead (MQL)?50%40%30%20%10%0%LessThan $2525-50 51-75 76-100 100-150 151-200 200-500 Over$500NotSureper marketing qualified lead (MQL)?Q17 what is the average cost
  21. 21. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 20This survey was sent to the 42,000 + members of the B2B Technology Marketing Community onLinkedIn. 845 marketers responded – here is a detailed breakdown of the demographics.SoftwareHigh-TechAdvertising/MarketingBusiness servicesProfessional servicesManufacturingTelecommunicationHealthcareFinancial servicesGovernmentWhat industry is your company in?0% 5% 10% 15% 20% 25%DirectorOwner/CEO/PresidentVP/EVP/SVPSpecialistC-Level (CMO, CFO, COO)What is your career level?0% 5% 10% 15% 20% 25% 30%ManagerWhat is the size of your company (number of employees)?32.6% | 10-9925.3% | Fewer than 1022.0% | 100-99911.4% | 1,000-10,0008.6% | 10,000+CEO/President/OwnerSalesConsultantProduct ManagementEngineeringWhat is your role?0% 20% 40% 60%MarketingSURVEY METHODOLOGY
  22. 22. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 22We would like to thank our sponsors for supporting theB2B Lead Generation Report:IDG Enterprise | www.idgenterprise.comIDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIOExecutive Council, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focusedaudiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reachand audience affinity, we provide market leadership and media best practices for our marketing customers to engagetheir customers across our portfolio.Eloqua | www.eloqua.comEloqua (NASDAQ: ELOQ) is the marketing system of record for modern marketers. The company’s cloud software,professional services and education programs provide marketers with the technology and expertise needed to helpmarketing drive revenue. More than 100,000 global users from companies both large and small, rely on the marketingautomation power of Eloqua to improve demand generation and lead management while driving more qualified leads.Eloqua’s customers include AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments.DiscoverOrg | www.discoverorg.comDiscoverOrg is the leading IT marketing tool used by the top IT vendors targeting the IT departments of FortuneRanked, Mid-Market, and SMB companies in North America. Offered in the form of a constantly refreshed database,DiscoverOrg maps out the IT Org Charts of 15,000 companies complete with verified email addresses, direct dial phonenumbers, reporting structure, IT project updates and technology install base.Optify | www.optify.netOptify is a simple digital marketing software suite and the industry standard for agency marketers. Our complete cloud-based digital marketing platform eliminates the need for standalone tools and empowers agencies to easily create andmanage demand generation programs across multiple websites, nurture and score the hottest prospects, prioritize thehighest performing programs and streamline co-branded reporting of client results - all from one login.Strand Marketing | www.strandmarketing.comStrand is an award-winning, strategic marketing and advertising agency focused on the unique needs of growth-orientedhigh tech companies. Adept at building integrated inbound and outbound solutions, Strand’s strength is aligningstrategy with creative content and Web technology to create engaging lead-generation and brand-building campaigns.They’re located North of Boston in Newburyport, MA.SPONSORS
  23. 23. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 23About the B2B TechnologyMarketing CommunityWith more than 42,000 members, the B2B TechnologyMarketing Community is the single largest LinkedIn groupexclusively focused on B2B technology marketing. Thisgroup is for marketing professionals in B2B high-techindustries to enable networking, sharing of ideas, bestpractices and opportunities.Join theB2B TechnologyMarketingCommunityon LinkedInTechnologyMarketingGroup PartnerMany thanks to everybody who participated in this survey.If you are interested in co-sponsoring upcoming surveys, or creating yourown survey report, please contact Holger Schulze at hhschulze@gmail.com.THANK YOU
  24. 24. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 24Holger Schulze is a B2B technology marketingexecutive delivering demand, brand awareness,and revenue growth for high-tech companies.A prolific blogger and online community builder,Holger manages the B2B Technology MarketingCommunity on LinkedIn with over 42,000members and writes about B2B marketing trendsin his blog Everything Technology Marketing.Our goal is to inform and educate B2B marketersabout new trends, share marketing ideas andbest practices, and make it easier for you to findthe information you care about to do your jobssuccessfully.Holger SchulzeB2B MarketerEmailhhschulze@gmail.comFollow Holger on Twitterhttp://twitter.com/holgerschulzeSubscribe to Holger’sTechnology Marketing Bloghttp://everythingtechnologymarketing.blogspot.comABOUT THE AUTHOR