We asked 155 marketers to identify their preferred channels of demand generation spending for 2013. Here are the results.

1. B2B Demand Generation
Benchmark IndustryView 2013
Insight into today’s software buyer

2. Abstract
This report identifies the most effective demand generation channels, content
and offers, as well as forecasts where marketers will prioritize their demand
generation spend in 2013. It is based on a survey of 155 marketers collected
between Sept. 26, 2012 and Nov. 12, 2012.

3. Percentage of Marketers Using Each Channel
In-house email marketing
Search engine optimization
Social media (not ads)
Trade shows & events
3rd-party lead originators
Search engine advertising
Telemarketing / cold calling
3rd-party email marketing
Display advertising (CPM)
3rd-party webinars
0%
20%
40%
60%
80%
100%
Percent of respondents using each channel
Most marketers have forgone traditional media, with the exception of trade shows
and events, in favor of digital channels.

4. Perceived Quantity of Leads by Channel
3rd-party lead originators
Search engine advertising
In-house email marketing
Trade shows & Events
Search engine optimization
3rd-party webinars
3rd-party email marketing
Telemarketing / cold calling
Display advertising (CPM)
Retargeting advertising
0%
High Quantity
20%
40%
Medium Quantity
60%
80%
100%
Low Quantity
Marketers chose digital channels for producing a high volume of leads. Again, trade
shows and events were the exception.

5. Perceived Quality of Leads by Channel
In-house email marketing
Search engine optimization
Telemarketing / cold calling
Trade shows & Events
3rd-party webinars
3rd-party lead originators
Social media (not ads)
Search engine advertising
Direct mail
Retargeting advertising
0%
High Quality
20%
40%
Medium Quality
60%
80%
Low Quality
The two most popular channels–in-house email marketing and search engine
optimization–were identified most often as producing high quality leads.
100%

6. Perceived Lead Cost by Channel
Social media (not ads)
In-house email marketing
Search engine optimization
Social media ads
3rd-party email marketing
3rd-party webinars
Retargeting advertising
Direct mail
3rd-party lead originators
Display advertising (CPM)
0%
Low Cost
20%
40%
Moderate Cost
60%
80%
100%
High Cost
Marketers perceived Social media (not ads) as being low cost, despite marketers
not seeing the channel as producing a high quantity or quality of leads.

7. Perceived Quantity of Leads by Content or Offer
Free trials
Live demos with reps
White papers
Webinars
Video demos
Videos
Price quotes
eBooks
Surveys
Learn more / contact us
0%
High Quantity
20%
40%
Medium Quantity
60%
80%
100%
Low Quantity
Here’s how each content or offer ranked from the highest to lowest percentage of
marketers viewing them as high volume.

8. Perceived Quality of Leads by Content or Offer
Live demos with reps
Price quotes
Free trials
Webinars
Learn more / contact us
Video demos
Case studies
White papers
Videos
Surveys
0%
High Quality
20%
40%
Medium Quality
60%
80%
Low Quality
Here’s how the types of content or offers ranked from the highest to lowest
percentage of marketers viewing the content or offer as high quality.
100%

9. Percentage of Marketers Using Each Content or Offer
Learn more / contact us
Videos
White papers
Case studies
Live demos with reps
Price quotes
Webinars
Surveys
Video demos
Free trials
0%
20%
40%
60%
80%
100%
Percent of respondents using each content or offer
For marketers, popularity didn’t coincide with success in producing high quality or
quantity of leads.

10. Performance: Marketing Automation Users vs. Non-Users
MA users
Non-MA users
0%
20%
Far above expectations
In line with expectations
Far below expectations
40%
60%
80%
100%
Above expectations
Slightly below expectations
Not sure
About 56 percent of marketing automation users rated their demand generation as
in line, above or far above expectations, compared to 41 percent of non-MA users.

11. Overall Demand Generation Spend Plans for 2013
3%
32%
62%
Spend more
Spend the same
Spend less
Stop spending
Not sure
The chart shows how marketers will adjust their spending relative to what they
allocated for programs in 2012. The majority plan to spend more or the same.

12. Demand Generation Spend Plans by Channel in 2013
Retargeting advertising
Social media (not ads)
Social media ads
Search engine advertising
3rd-party webinars
Search engine optimization
In-house email marketing
3rd-party email marketing
3rd-party lead originators
Trade shows & Events
0%
Spend More
20%
40%
Spend Same
60%
80%
100%
Spend Less
The chart reveals that marketers plan to spend more on retargeting advertising,
social media (not ads), and social media ads in 2013.

13. Sample Demographics by Number of Employees
3%5%
8%
5%
19%
60%
1 - 99
100 - 499
500 - 999
1,000 - 4,999
5,000 - 9,999
> 10,000

14. Sample Demographics by Marketing Budget
9%
5%
7%
48%
10%
10%
11%
< 250K
250K - 500K
500K - 1M
1M - 2.5M
2.5M - 5M
>5M - 10M
Not sure

15. Sample Demographics by Marketing Position
6%
6%
32%
20%
9%
25%
C-Level
Senior VP
VP
Director
Manager
Coordinator / Specialist
Other

16. Read Report
Read about our findings in more detail.
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