Lead Generation Marketing Trends by
Holger Schulze 2013 survey results Sponsored by Eloqua | DiscoverOrg | Strand Marketing | Optify |

INTRODUCTION Welcome to the 2013
B2B Lead Generation Report! B2B buyer behavior has been changing dramatically It’s no secret that B2B marketing is undergoing dramatic over the last few years change. Marketing professionals are under immense pressure as buyers become more to deliver results and justify significant program and headcount sophisticated, and find new investments. The B2B Technology Marketing Community on ways to gather information LinkedIn conducted the 2013 lead generation survey to better online and via social media. understand how B2B marketers are adjusting to new challenges, 90% of business buyers say and to identify new trends and best practices. when they’re ready to buy, The results are in! We received more than 800 responses and are they’ll find you. excited to share the results with you. We hope you find this report *DemandGen Reports an interesting read that contains the critical data points and trends to inform your 2013 marketing plans, campaigns and budget allocations. Thanks to everyone who participated in the survey! Holger Schulze Group Owner, B2B Technology Marketing Community hhschulze@gmail.com | +1 302-383-5817 B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 1

SURVEY HIGHLIGHTS Top-5 Trends in
B2B Lead Generation The number one challenge for B2B marketers: 1 Generating high-quality leads The most effective lead generation tactics used by marketers: 2 company website, email marketing and SEO The greatest barrier to lead generation success is lack of resources: 3 Staff, budget and time B2B marketers’ top metrics to measure marketing ROI: 4 Cost per lead, revenue and lead volume The secret to B2B email success: 5 Provide compelling content for each stage in the buying process to move buyers from first touch to purchase B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 2

Q1 WHAT ARE THE BIGGEST
Lead Generation Challenges? Generating What are your biggest B2B lead generation challenges? (Select all that apply) high-quality leads Generating high-quality leads is by far the number one Converting leads into customers Creating meaningful content challenge for B2B marketers Demonstrating return on investment (61 percent). Sourcing high-quality data/lists Lead generation across multiple media Generating a high-volume of leads Marketing to a lenghtening sales cycle Marketing to a growing number of people involved Generating public relations and awareness buzz Communicating product value Creating overall marketing strategy Keeping up with changes in the marketplace 0% 20% 40% 60% 80% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 3

Q2 HOW EFFECTIVE ARE THE
B2B Lead Generation Tactics? The most effective lead How effective are the following B2B lead generation tactics? generation tactic used by marketers is the Company website company website Conferences/Tradeshows Email marketing followed by email marketing Search engine optimization (SEO) and SEO. Telemarketing Virtual events/Webinars Public relations Paid search (PPC) Social media Online advertising Direct mail Print Advertising 0% 20% 40% 60% 80% 100% Very Effective Somewhat Effective Ineffective Do not use B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 4

Q4 Q3 WHAT ARE THE
GREATEST Barriers to B2B Lead Generation? Today’s greatest barriers to What are your greatest barriers to B2B lead generation sucess? lead generation success are Lack of resources in staffing, budgeting or time lack of resources: Lack of high quality data/lists to drive campaigns Lack of budget staff, budget and time. Limited ability to develop content Lack of time & bandwidth Lack of sufficient insight on target audience Lack of alignment between Sales and Marketing Lack of ability to stop executing and think strategically Lack of reliable data to drive decisions The economic climate Lack of a clear value proposition Lack of insight in competitive research Lack of strategic direction Not enough education on best practices Lack of clarity on goals and objectives Difficulty gaining support from the C-suite Lack of support from IT 0% 10% 20% 30% 40% 50% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 5

Q4 Q4 WHAT metrics are
used to measure marketing ROI? Cost per lead, What metrics do you use to measure marketing ROI? revenue and Cost per lead lead volume Total revenue Total lead volume top the list of metrics most Lead quality B2B marketers use to measure Closing rate marketing ROI. Web traffic Cost per customer acquisition Average deal size Time to close Don’t measure 0% 20% 40% 60% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 6

Q4 Q5 WHAT PERCENTAGE OF
LEADS convert to closed-won deals? For most marketers, between What percentage of your leads convert to closed-won deals? Survey 5 and 10 percent responses 25% of qualified leads convert 20% to customers. A whopping 15% 25 percent don’t know their conversion rates. 10% 5% 0% Percentage of Leads 00 05 10 15 20 30 40 50 60 70 80 90 100 Don’t Know B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 7

Q4 Q6 WHAT B2B email
tactics are most effective? The secret to B2B email What B2B email tactics do you consider most effective? success is compelling content Compelling content for each stage Offering downloadable content for each stage in the buying Segment email campaigns based on behavior process to move buyers from Segment email campaigns based on demographics first touch to purchase. Dynamically personalize email content Automatically send email based on triggers Allow subscribers to specify email preferences Include surveys, trivia or games Use animated images or video in design Use loyalty/reward program Don’t use email marketing 0% 20% 40% 60% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 8

Q4 Q7 WHAT TRADE SHOW
TACTICS ARE THE most effective in creating qualified leads? Networking What tradeshow tactis do you find most effective in creating qualified leads? and speaking Networking during trade show engagements Speaking engagement as part of the conference/tradeshow program Demonstrations at booth drive success at trade Post-show marketing shows – advertising in Pre-show marketing Staffing trade show booth tradeshow materials is appropriately Engaging booth display and design the least effective tactic. Utilizing social media Have a presenter at the booth Sponsoring trade show or related events Don’t use tradeshows Giving away a great promotional item Games, contests or sweepstakes at booth Advertising in trade show materials 0% 10% 20% 30% 40% 50% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 9

Q8 WHAT IS THE MOST
IMPORTANT aspect of an effective B2B webinar? For webinar success What do you consider the most important aspects of an build compelling effective B2B webinar? content, advertise Developing webinar content the webinar early, Pre-webinar advertising to gain attendees Post-webinar marketing and make sure and follow-up Recruiting the right webinar speaker(s) to follow up . Making webinar available on demand Setting objectives for the webinar Creating a compelling webinar registration page Day of webinar execution Producing a webinar plan and deadlines 0% 20% 40% 60% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 10

Q9 WHAT B2B DIRECT MAIL
FORMAT is considered the most effective? For the minority of B2B What B2B direct mail formats do you consider most effective? marketers who still use direct mail – We don’t use direct mail letters, brochures Standard business letters Brochures and catalogs and 3D promo 3 dimensional promo packages packages Postcards Promotional items, gifts, etc. are the most effective formats. Sell sheets and flyers Self-mailers Audio or video CDs Coupons 0% 20% 40% 60% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 11

Q10 WHAT SOCIAL MEDIA TACTICS
are considered the most effective? For social media success, What social media tactics do you consider most effective? build relationships Posting content on company blog with bloggers, community Building relationships with bloggers, community moderators, and social moderators, and social influencers Uploading content to social sharing influencers – and don’t neglect sites (YouTube, Flickr, Slideshare) Moderating social networks your corporate blog. (Facebook, LinkedIn, etc) Posting comments on microblogs (Twitter, etc) Including social sharing buttons on company website Including social sharing buttons in email content Don’t use social media tactics Advertising on blogs, social networks or other social media sites 0% 10% 20% 30% 40% 50% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 12

Q11 How IS marketing automation
used in B2B marketing? Most B2B marketers How do you use marketing automation software in your (43 percent) use marketing B2B marketing organization? automation software for Reports, analytics and dashboards reporting, analytics Campaign tracking Integration with other systems and dashboard (CRM, Web) Lead nurturing capabilities Email distribution and analysis Lead management – followed by campaign Landing pages tracking (42 percent). Lead scoring Lead notifications (for sales and/or marketing) We don’t use marketing automation software Lead distribution 0% 10% 20% 30% 40% 50% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 13

Q12 WHAT PERCENTAGE OF THE
BUDGET is allocated to lead generation? Allocation of What percentage of your marketing budget is allocated to lead generation? marketing budgets Survey responses to lead generation runs the 20% gamut – from as little as 10 15% percent to more than 80 percent. Most B2B marketers 10% that took the survey, however, don’t know (20 percent). 5% 0% Percentage of Budget 00 10 20 30 40 50 60 70 80 90 100 Don’t Know B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 14

Q13 How are lead generation
budgets changing? Lead generation How are lead generation budgets going to change budgets are going up for about 50 percent of B2B 49.0% | Increase marketers. Budgets will stay flat for 44.0% | No change 44 percent. Only a small number 7.0% | Decrease of marketers (7 percent) expect lead generation budgets to shrink. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 15

Q14 what marketing tactiCs are
currently outsourced? The most commonly outsourced What Marketing tactics do you currently outsource? B2B marketing function is creative and Creative/graphic design graphic design Public relations Search engine optimization (SEO) We don’t outsource any (38 percent), followed by SEO Paid search (PPC) and PR (both 29 percent). Tradeshow booth design & marketing Company website Telemarketing Media buying & management Online advertising 0% 10% 20% 30% 40% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 16

Q15 what role does mobile
marketing play? In a nutshell: Most B2B marketers (49 percent) What role does mobile marketing play in your marketing plan? have yet to figure out how mobile 49.2% | Already heavily engaged in mobile marketing marketing fits into 16.6% | Not interested in mobile marketing 15.1% | their strategies. Still 6-12 months from getting serious 15.0% | Getting serious in 2013 4.0% | Not yet clear B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 17

Q16 How are marketing budgets
allocated in 2013? Conferences Roughly speaking, how will you allocate your B2B marketing budget in 2013? and tradeshows Conferences/Tradeshows Lead generation receive the Content Marketing biggest marketing Company website Telemarketing budget allocation, Email marketing Paid search (PPC) followed by lead generation Public relations programs, website and Search engine optimization (SEO) Virtual events/webinars content marketing. Online advertising Marketing automation Social media Direct mail List purchases/ Sales Intelligence tools Research Print advertising 0% 5% 10% 15% 20% 25% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 18

Q17 what is the average
cost per marketing qualified lead (MQL)? Cost per marketing What is your average cost per marketing qualified lead (MQL)? qualified lead 50% ranges from less than $25 to over $500 per lead – but 40% most B2B marketers simply 30% don’t know (41 percent). 20% 10% 0% Less 25-50 51-75 76-100 100-150 151-200 200-500 Over Not Than $25 $500 Sure B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 19

SURVEY METHODOLOGY This survey was
sent to the 42,000 + members of the B2B Technology Marketing Community on LinkedIn. 845 marketers responded – here is a detailed breakdown of the demographics. What industry is your company in? What is your role? Software Marketing High-Tech Advertising/Marketing CEO/President/Owner Business services Sales Professional services Manufacturing Consultant Telecommunication Healthcare Product Management Financial services Engineering Government 0% 5% 10% 15% 20% 25% 0% 20% 40% 60% What is your career level? What is the size of your company (number of employees)? Manager Director 25.3% | Fewer than 10 32.6% | 10-99 Owner/CEO/President 22.0% | 100-999 VP/EVP/SVP 11.4% | 1,000-10,000 Specialist 8.6% | 10,000+ C-Level (CMO, CFO, COO) 0% 5% 10% 15% 20% 25% 30% B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 20

SPONSORS We would like to
thank our sponsors for supporting the B2B Lead Generation Report: IDG Enterprise | www.idgenterprise.com IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO Executive Council, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focused audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach and audience affinity, we provide market leadership and media best practices for our marketing customers to engage their customers across our portfolio. Eloqua | www.eloqua.com Eloqua (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 help marketing drive revenue. More than 100,000 global users from companies both large and small, rely on the marketing automation 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.com DiscoverOrg is the leading IT marketing tool used by the top IT vendors targeting the IT departments of Fortune Ranked, 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 phone numbers, reporting structure, IT project updates and technology install base. Strand Marketing | www.strandmarketing.com Strand is an award-winning, strategic marketing and advertising agency focused on the unique needs of growth-oriented high tech companies. Adept at building integrated inbound and outbound solutions, Strand’s strength is aligning strategy with creative content and Web technology to create engaging lead-generation and brand-building campaigns. They’re located North of Boston in Newburyport, MA. Optify | www.optify.net Optify 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 and manage demand generation programs across multiple websites, nurture and score the hottest prospects, prioritize the highest performing programs and streamline co-branded reporting of client results - all from one login. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 22

THANK YOU Group Partner Technology
Marketing Many thanks to everybody who participated in this survey. If you are interested in co-sponsoring upcoming surveys, or creating your own survey report, please contact Holger Schulze at hhschulze@gmail.com. About the B2B Technology Marketing Community With more than 42,000 members, the B2B Technology Join the Marketing Community is the single largest LinkedIn group B2B Technology exclusively focused on B2B technology marketing. This Marketing Community group is for marketing professionals in B2B high-tech industries to enable networking, sharing of ideas, best on LinkedIn practices and opportunities. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 23

ABOUT THE AUTHOR Holger Schulze
is a B2B technology marketing executive delivering demand, brand awareness, Holger Schulze and revenue growth for high-tech companies. B2B Marketer A prolific blogger and online community builder, Holger manages the B2B Technology Marketing Community on LinkedIn with over 42,000 members and writes about B2B marketing trends Email in his blog Everything Technology Marketing. hhschulze@gmail.com Our goal is to inform and educate B2B marketers Follow Holger on Twitter about new trends, share marketing ideas and http://twitter.com/holgerschulze best practices, and make it easier for you to find the information you care about to do your jobs Subscribe to Holger’s successfully. Technology Marketing Blog http://everythingtechnologymarketing.blogspot.com B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 24