SlideShare a Scribd company logo
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

More Related Content

Recently uploaded

Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Prescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPTPrescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPT
Freelance
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
CIOWomenMagazine
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
Cor Verdouw
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
HajeJanKamps
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
IPLTech Electric
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
advik4387
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
dazzjoker
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani case
 
State of D2C in India: A Logistics Update
State of D2C in India: A Logistics UpdateState of D2C in India: A Logistics Update
State of D2C in India: A Logistics Update
RedSeer
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 

Recently uploaded (20)

Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Prescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPTPrescriptive analytics BA4206 Anna University PPT
Prescriptive analytics BA4206 Anna University PPT
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineEllen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women Magazine
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdfRegistered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
 
State of D2C in India: A Logistics Update
State of D2C in India: A Logistics UpdateState of D2C in India: A Logistics Update
State of D2C in India: A Logistics Update
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
 

Featured

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 

Featured (20)

2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 

B2B Lead Generation Trends 2013

  • 1. Lead Generation Marketing Trends by Holger Schulze 2013 survey results Sponsored by Eloqua | DiscoverOrg | Strand Marketing | Optify |
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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