The document is a lead generation trend report that provides findings from a survey of over 600 B2B marketing professionals. Some key findings include:
1. Increasing lead quality is the top priority for most marketers, followed by increasing lead volume, reflecting a trend toward quality over quantity.
2. Generating high quality leads and lack of resources are the biggest challenges and barriers to success.
3. Events and conferences have seen a resurgence as the most effective lead generation tactic.
4. Most marketers measure ROI using lead volume but are unable to determine the conversion rate of leads to closed deals.
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
Lead Generation is one of a very important step of Sales Process. It involves cold calling, social media marketing, email campaign, webinars, events, conferences and so on. There are many things to be considered before beginning any of the lead generation strategies. Many factors needed to be into consideration for an effective lead generation.
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
Our Lead Generation Plan Playbook is a consulting methodology that highlights our premium tool-kit of tools & templates to help you develop a comprehensive lead generation plan.
Lead Generation is one of a very important step of Sales Process. It involves cold calling, social media marketing, email campaign, webinars, events, conferences and so on. There are many things to be considered before beginning any of the lead generation strategies. Many factors needed to be into consideration for an effective lead generation.
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
Simple yet crucial Steps required by anyone to generate leads and make a good use of it to flourish their business. After-all who doesn't want to grow their client prospects.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Digital Marketing Strategy & Plan TemplateBidur Acharya
The template of this digital marketing is provided by NSW IT Support. NSW IT Support, is a reputed and well known IT consultant in Australia. For more detail about digital marketing strategy, please visit: http://nswits.com.au/digital-marketing-company-strategy/
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
This presentation will focus on the fundamental components of a Sales Strategy for a growing B2B organization. The major components of the session will include:
• Creating the right Value Proposition
• Choosing the best target
• Understand how to reach your partners and customers
• Steps in the Sales Process
• Sales Process tools to help with the close
• Leading the sales team
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder InsideSales.com
A presentation from LeadsCon 2013: Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder
Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Simple yet crucial Steps required by anyone to generate leads and make a good use of it to flourish their business. After-all who doesn't want to grow their client prospects.
The Go-To-Market framework is a related set of activities and processes that connect the company’s product strategy to the customer experience. The Go-To-Market framework is cross-functional, spanning product management, product marketing, and sales. It is a strategy and requires operational efficiency.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
Sales Strategy Template - The outline for s sales strategy plan should include an assessment of the customer’s business, opportunities that are prioritized, a summary of the team’s capabilities, an evaluation of relationships and a sales action plan.
Strategic Market Planning - Assessing a customer’s business is a fundamental element of strategic market planning. Start with a basic SWOT and then drill down to develop value statements that specific to specific business initiatives.
Sales Strategy Plan - The sales strategy plan should be centered around the opportunity area that provides high value to both the account and the vendor. Other opportunities may exist but win / win’s are the best possible outcome.
Marketing & Sales Strategy - Document the sales strategies and capabilities required to penetrate and or expand into the account.
Sales Tactics - The identification of key customer contacts required to advance the strategic and tactical aspects of the sales are key sales tactics. Formalize the collection of this information for the entire account team to leverage.
Market Development Strategy - The market development strategy must document the tangible, objective, quantitative measures of success. These sales metrics are typically expressed as subscription, bookings or revenue.
Download the Sales Strategy Template
fourquadrant.com/product/strategic-account-plan-template/
We give you a framework for creating a B2B Sales Playbook - section by section, with key info about questions to consider when writing your own Sales Playbook.
Find out more about how to create your own Sales Playbook at: https://contemsa.com/sales-playbook/
Digital Marketing Strategy & Plan TemplateBidur Acharya
The template of this digital marketing is provided by NSW IT Support. NSW IT Support, is a reputed and well known IT consultant in Australia. For more detail about digital marketing strategy, please visit: http://nswits.com.au/digital-marketing-company-strategy/
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
This presentation will focus on the fundamental components of a Sales Strategy for a growing B2B organization. The major components of the session will include:
• Creating the right Value Proposition
• Choosing the best target
• Understand how to reach your partners and customers
• Steps in the Sales Process
• Sales Process tools to help with the close
• Leading the sales team
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder InsideSales.com
A presentation from LeadsCon 2013: Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder
Try InsideSales.com free for 10 days: PowerDialer™ — #1 Power Dialer Software for B2B Sales - http://www.insidesales.com/outbound_power_dialer.php
Content Marketing in the Machine Age: How to Make Your Content More Automated...PR 20/20
Content Marketing World 2016 Presentation:
This session is an exploration of what's possible as algorithms and artificial intelligence rapidly advance the industry. Attendees will leave inspired by a collection of case studies, and armed with an array of readily available technologies that marketers can use to make their content more automated and intelligent.
KEY TAKEAWAYS
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Hacking Inbound: 25+ Proven B2B Lead Generation Campaigns and Quick WinsPR 20/20
Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, Paul Roetzer (@PaulRoetzer) will present a wealth of tools and tips designed to make an immediate impact on your business. Head into 2018 planning armed with unique use cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
Marketing in the Machine Age: The Path to a More (Artificially) Intelligent F...PR 20/20
Presented at Emarsys Evolution, Aug. 3, 2017
Consider how much time your team spends reviewing marketing analytics, generating data-driven insights and recommendations, and devising intelligent strategies. Now imagine if a machine performed the majority of those activities and a marketer's primary role was to enhance rather than create.
Machines are not going to replace marketers in the near term, but artificial intelligence is accelerating us toward a more intelligently automated future. Come explore the present and future potential of artificial intelligence, and discover AI-powered technologies that can drive marketing performance and transform your career.
* Understand what the disruption of other industries can teach us about the inevitable impact artificial intelligence will have on the marketing industry.
* Learn about the marketing technology companies that are leading the way in advanced automation, predictive analytics and machine-generated content.
* Apply new technologies and processes to make your content marketing more efficient and effective.
Hacking Inbound: 25+ Proven B2B Lead Generation Quick Wins and Campaign IdeasPR 20/20
Inspired by the best ideas from dozens of B2B marketing strategy workshops and the actual results from hundreds of inbound marketing campaigns, this fast-paced session will deliver a wealth of tools and tips designed to make an immediate impact on your business. Looking beyond the standard inbound marketing playbook, we'll dive into unique uses cases for HubSpot software, artificial intelligence, social selling, interactive tools, data-driven storytelling, public relations and more.
AI and Machine Learning Demystified by Carol Smith at Midwest UX 2017Carol Smith
What is machine learning? Is UX relevant in the age of artificial intelligence (AI)? How can I take advantage of cognitive computing? Get answers to these questions and learn about the implications for your work in this session. Carol will help you understand at a basic level how these systems are built and what is required to get insights from them. Carol will present examples of how machine learning is already being used and explore the ethical challenges inherent in creating AI. You will walk away with an awareness of the weaknesses of AI and the knowledge of how these systems work.
2016 State of B2B Digital Marketing Report - SlidesDemandWave
Nearly 300 B2B marketing leaders weighed in the biggest digital marketing challenges of 2016. Check out presentation and discover:
- The most effective tactics for winning more customers with digital
- Where marketers are planning to invest in 2016
- How to take on the #1 B2B digital challenge - measuring and proving ROI.
Prep to have your best year, yet. Get insight from our team to get started!
Rahul Shrivastava from Cyient Ltd. will tell you: -
• How to know and target the right customer?
• How to put in efforts in the right areas to generate results?
• Knowing which audiences to focus on the most
CCI’s SVP of Sales and Marketing Steven Kellam was joined by PartnerPath’s CEO Diane Krakora to present the recently released 2015 Channel Incentive Benchmark Study. They delved into the results of the study and its relevancy to channel vendor programs in the software, hardware, and telecommunications industries.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
The most comprehensive marketing report of 2015 is here. Salesforce surveyed over 5,000 marketers globally to understand top priorities for 2015 across all digital channels. Inside this second annual report, you get an unparalleled look at the modern marketer’s mindset, including:
3 most pressing business challenges
Top 5 areas for increased spending
Biggest changes from 2014
Hottest trends in social, mobile, and email marketing
Engineering marketers' 2016 campaign plans research reportENGINEERING.com
Get insights: how are engineering marketers planning their 2016 campaigns?
Some key findings:
- Lead generation and content creation are the biggest marketing challenges in 2016
- 68% say that marketing is becoming more important relative to sales
- Top performing marketers allocate a larger portion of their budgeting to creating content than laggards
- Similarly, top performers understand and believe in the value of content marketing
Find more details here: http://advertise.engineering.com/research-report-engineering-marketers-campaign-plans-2016
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
The Asset Management Digital Marketing Survey 2018Kurtosys Systems
In this fifth annual survey conducted by Kurtosys, we have again asked our expansive audience to help us give some insights into digital marketing trends and perspectives in asset management marketing. The results come from nearly 200 respondents working across a range of global asset management firms, with 72% in a marketing role.
The report offers to marketers 25 open, click-through, list churn and mobile metrics to help you see where you rank, delivering more visuals so you can better understand the data, and sharing more observations to help you improve your marketing programs.
75 content marketing examples — new and old.
Companies of various sizes, locations, and industries created these efforts and delivered them in a wide variety of formats. We hope they will give you a feel for the tremendous things brands can accomplish with content marketing — and inspire you to explore some new content marketing ideas of your own.
The gap between subscriber response and engagement
The gap between mobile and desktop click and CTO rates
The gap between smartphone, desktop and tablet purchases
Relatório de Publicidade Digital | 2o Trimestre 2015Alexandre Pallota
Este relatório aborda diversas informações da indústria de publicidade digital com insights focados no universo do Marketing em mecanismos de busca.
Os tópicos incluem:
- Insights sobre os negócios de busca e display do Google
- Efeitos na alteração do algoritmo do Google (também chamado de Mobilegeddon)
- Gastos com mecanismos de busca, taxas de clique (CTR) e custo por clique (CPC) em diferentes regiões, mecanismos de busca e dispositivos
- Quão diferente são os comportamentos e as métricas de busca nos diversos tipos de dispositivo
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. LEAD GENERATION
TREND REPORT
TABLE OF CONTENTS
Introduction
Key survey findings
Lead Generation Priorities
Lead Generation Challenges
Lead Generation Effectiveness
Effective Tactics
Barriers to Success
Marketing Metrics
Lead Conversion Success
Marketing Sourced Revenue
Optimum Number of Form Fields
Essential Form Fields
Best Performing Offers & Calls to Action
To gate or not to gate?
Most Effective Email Tactics
Most Effective Tradeshow Tactics
Webinar Success Factors
Most Effective Social Media Tactics
Social Media for Lead Generation
Most Effective LinkedIn Features
Marketing Automation Usage
Follow-Up Success Factors
Lead Generation Budget Allocation
Lead Generation Budget Trends
Outsourced Marketing Tactics
Mobile Marketing
Content Marketing Technologies
Methodology & Demographics
Sponsors overview
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3. Share the LEAD GENERATION TREND Report 3
Holger Schulze
Group Founder
Technology Marketing
Community on LinkedIn
hhschulze@gmail.com
Technology
Marketing
Group Partner
More B2B
Marketing Reports
It’s no secret that B2B marketing is undergoing dramatic change, putting
B2B marketing professionals under increasing pressure to deliver results
and justify program and headcount investments.
The B2B Technology Marketing Community on LinkedIn conducted the
2015 lead generation survey to better understand how B2B marketers are
adjusting to new challenges, and to identify new trends and best practices.
We received over 600 responses and this unique report shares the critical
data points and trends for busy B2B marketing professionals to inform your
marketing plans, campaigns and budget allocations.
Many thanks to everyone who participated in this survey!
We hope you will enjoy this report.
Holger Schulze
INTRODUCTION
4. Share the LEAD GENERATION TREND Report 4
KEY SURVEY FINDINGS
Increasing the quality of leads is the top priority for a majority (68%) of B2B
professionals, followed by increasing lead volume (55%). This reversal in priorities
points to a bigger trend toward quality over quantity.
59% of respondents said generating high quality leads is their biggest B2B lead
generation challenge, matching the increased focus on lead quality.
Lack of resources such as staff, funding and time remains the biggest obstacle to
successful B2B lead generation for 61% of respondents.
Help is on the way for 58% of marketers who say their lead generation budget will
increase.
Despite the hype around mobile marketing, most respondents are not sure what
role mobile marketing will play in their strategies (45%).
The 5 Major Trends in Lead Generation
1
2
3
4
5
5. Share the LEAD GENERATION TREND Report 5
Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing
lead volume (55%). This reversal points to a bigger trend toward quality over quantity. Further down the list are
goals such as improving the ability to measure and analyze the impact of marketing initiatives (41%) and improving
marketing and sales alignment (39%).
Lead Generation Priorities
Q: What are your top 3 lead generation priorities for the next 12 months?
68%Increase
lead quality
#1
Increase
lead volume
55%
41%
#2
#3
Improve ability to
measure and analyze
marketing impact
39%
38%
30%
14%
5%
#4 Improve marketing
and sales alignment
#5 Improve marketing
efficiency (do more with less)
#6 Implement new
technologies and tactics
#7 Reduce cost per lead
#8 Other / not sure
6. Share the LEAD GENERATION TREND Report 6
59% of respondents identified generating high-quality leads to be their biggest B2B lead generation challenge.
Interestingly, this top challenge matches the top priority of increasing lead quality, and it ranks far above other
marketing challenges such as converting leads to customers (42%), delivering effective lead nurturing programs
(37%), and demonstrating the impact on revenues and ROI (36%).
Lead Generation Challenges
59%
42%
Converting
leads into
customers
Delivering
effective lead
nurturing
programs
BIGGEST B2B LEAD
GENERATION CHALLENGES
Generating
high-quality leads
37%
Demonstrating
impact on
revenue / ROI
36%
Reaching new / expanded audiences 37%
Generating a high-volume of leads 37%
Creating meaningful content 36% | Sourcing high-quality data/lists 27%
Marketing to a growing number of people involved in the buying process 20%
Lead generation across multiple media 20%
Communicating product value 19%
Creating overall marketing strategy and positioning 19%
Marketing to a lengthening sales cycle 18%
Generating public relations and awareness buzz 17%
Keeping up with changes in the marketplace and technologies 14%
Providing enough actionable information with new leads 14%
Other / Not sure 2%
Q: What are your biggest B2B lead generation challenges?
7. Share the LEAD GENERATION TREND Report 7
When it comes to gauging the effectiveness of existing lead generation programs, most marketers are not satisfied.
80% report their efforts are only slightly or somewhat effective, while just 16% rate their efforts as very or extremely
effective. And 4% report their lead generation programs as not effective at all.
Lead Generation Effectiveness
Q: How would you rate the overall effectiveness of your lead generation efforts?
Not at all effective Slightly effective Somewhat effective Very effective Extremely effective
4%
2%
26%
54%
report their efforts
are only slightly or
somewhat effective
rate their efforts as
very or extremely
effective
14%
16%
80%
8. Share the LEAD GENERATION TREND Report 8
One of the most surprising results
of the survey is that events and
conferences have seen a strong
resurgence as the most effective lead
generation tactic (up from the number
three spot in the previous survey).
Company website has dropped to the
number two spot, followed by search
engine optimization. The least popular
tactics in our survey are mobile
marketing and print advertising.
Effective Tactics
Q: How effective are the following B2B lead
generation tactics?
0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12%
1%
9%
8%
28%
33%
27%
20%
9%
42%
24%
41 %
27%
59%
48%
1 1 %
16%
14%
12%
10%
15%
17%
23%
30%
13%
22%
22%
24%
15%
30%
46%
53%
50%
55%
38%
33%
39%
43%
49%
35%
43%
29%
41 %
22%
20%
32%
30%
27%
25%
24%
19%
17%
13%
10%
12%
10%
8%
7%
4%
2%
Very effective Somewhat effective Ineffective Do not use
Events /
conferences /
tradeshows
Company
website
Search engine
optimization (SEO)
Email
marketing
Webinars
Telemarketing
Paid search
(PPC)
Public
relations
Social media
Content
syndication
Blogging
Direct mail
Online
advertising
Mobile
marketing
Print
advertising
0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12%
1%
9%
8%
28%
33%
27%
20%
9%
42%
24%
41 %
27%
59%
48%
1 1 %
16%
14%
12%
10%
15%
17%
23%
30%
13%
22%
22%
24%
15%
30%
46%
53%
50%
55%
38%
33%
39%
43%
49%
35%
43%
29%
41 %
22%
20%
32%
30%
27%
25%
24%
19%
17%
13%
10%
12%
10%
8%
7%
4%
2%
Very effective Somewhat effective Ineffective Do not use
Events /
conferences /
tradeshows
Company
website
Search engine
mization (SEO)
Email
marketing
Webinars
Telemarketing
Paid search
(PPC)
Public
relations
Social media
Content
syndication
Blogging
Direct mail
Online
advertising
Mobile
marketing
Print
advertising
9. Share the LEAD GENERATION TREND Report 9
Lack of resources, such as staff, funding and time, remains the biggest obstacle to successful B2B lead generation
for 61% of respondents. This is followed by lack of quality data (42%), and limited insight into target audiences
(38%). This is followed by lack of quality data (42%), and limited ability to develop content (38%).
Barriers to Success
Q: What are your greatest barriers to B2B lead generation success?
Lack of
sufficient
insight on
target audience
61% 42% 38%
Barriers to B2B
lead generation
#1 #2 #3
Lack of
resources
(staffing, budget
or time)
Lack of high-
quality data /
lists to drive
campaigns
Limited ability to develop content 37% | Lack of alignment between sales and marketing 35% |
Lack of ability to stop executing and think strategically 31% | Lack of reliable data to drive decisions 27% |
Lack of a clear value proposition 21% | Not enough education on best practices 18% |
Difficulty gaining support from the C-suite 18% | Lack of clarity on goals and objectives 17% |
Lack of insight in competitive research 15% | Lack of support from IT 14% | The economic climate / lack of demand 12% |
10. Share the LEAD GENERATION TREND Report 10
Despite marketing priorities shifting to lead quality over quantity, when measuring marketing ROI, 59% of
marketers still rely on total lead volume as a top metric (up from the number three spot in our last survey). Total
lead volume may be easy to measure, but it tells marketers little about the suitability of those leads and how likely
they are to convert.
Least popular are metrics that measure the reach of campaigns (15%), customer lifetime value (17%), and the time
to close (19%).
Marketing Metrics
Q: What metrics do you routinely use to measure marketing ROI?
59%
51%
Lead
volume
Total revenue
100 20 30 40 50 60
50%Web traffic
Cost per lead 46% | Lead quality 46% | Lead-to-close ratio 44% | Closing rate 34% | Average deal size 32% |
Cost per customer acquisition 30% | Social Engagement / Followers / Likes 24% | Time to close 19% | Customer lifetime value 17% |
Reach 15% | Don’t measure 7% | Other 1% |
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Nearly a quarter don’t
know the degree to
which their efforts result
in closed-won deals.
A surprising number of marketers are unable to gauge the conversion success of
their lead generation programs.
Lead Conversion Success
Q: What percentage of your leads convert to closed won deals?
0-5 6-10 11-15 16-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
10%
0%
20%
30%
14% 15%
10% 10% 10%
6%
3%
4%
2%
1% 0%
1/4 don’t know 24%
12. Share the LEAD GENERATION TREND Report 12
On the revenue side, 64% of respondents say marketing leads contribute 25% or less to overall revenue, while 15%
put it at half or more.
Marketing Sourced Revenue
Q: What percentage of revenue can you confidently attribute to marketing sourced leads?
0% 1-10% 11-25% 26-50% 51-75% 76-100%
4%
30%
34%
16%
10%
5%
64%
13. Share the LEAD GENERATION TREND Report 13
For B2B marketers, the ideal number of fields on web registration and download forms is between three and five
for 79% of respondents, while only 16% said it was six or more.
Optimum Number of Form Fields
Q: What do you consider the ideal number of fields on web registration / download forms?
3-5 fields
79%6+ fields
16%
FORM
1
2
3
4
5
6
7
8
9
14. Share the LEAD GENERATION TREND Report 14
On registration and download forms, email is (not surprisingly) the single most essential field for 97% of marketers,
followed by name (92%) and company (79%). Least essential are postal address (11%), followed by company
size (12%).
Essential form fields
Q: What registration / download form fields do you consider most essential vs nice to have?
92%
97%
79%
FORM
1 EMAIL
NAME
COMPANY
PHONE
TITLE / ROLE
COUNTRY
INDUSTRY
CUSTOM QUESTION
STATE
2
3
4
5
6
7
8
9
COMPANY SIZE
ADDRESS
8
9
15. Share the LEAD GENERATION TREND Report 15
Whitepaper and eBook downloads are by far the top producers of leads, according to 59% of respondents. Other
effective tools are contact forms (39%), webinars (37%) and free trials (35%).
Best Performing Offers & Calls to Action
Q: What website offers and calls to action do you find most effective in generating qualified leads?
WHITEPAPER
EBOOK
DOWNLOADS
CONTACT US
FORMS
WEBINAR
PRESENTATIONS
59%
39% 37%
FREE
TRIALS
35%
FREE
TRIAL
One-on-one product demo 28% | Newsletter 18% | How to Buy / pricing requests 16% | Recorded product demo 15% |
Software downloads 14% | Raffles / giveaways 5% | Podcast presentations 4% | Not sure / Other 4%
16. Share the LEAD GENERATION TREND Report 16
Webinar presentations are the most common content to be gated behind registration forms for 80% of marketers.
Other frequently gated offers are whitepaper and ebook downloads (79%), free trials (77%) and one-on-one
product demos (75%). Least gated are product collateral (21%) and podcasts (34%).
To gate or not to gate?
Q: What content and offers do you typically gate and place behind a registration form?
One-on-one product demo 75% | Software downloads 72% | Raffles / giveaways 58% |
How to Buy / pricing requests 53% | Newsletter 52% | Case studies 40% | Recorded product demo 38% |
Podcast presentations 31% | Product collateral 20%
WEBINAR
PRESENTATIONS
WHITE PAPERS & EBOOKS
FREE TRIALS
80%
79%
77%
17. Share the LEAD GENERATION TREND Report 17
Among effective email practices, delivering compelling content at each stage of the buying process is most
popular, drawing 56% of responses. This is followed by offering downloadable content (49%) and behavior-based
segmentation (45%).
Most Effective Email Tactics
Q: What email tactics do you consider most effective?
COMPELLING CONTENT
FOR EACH STAGE IN
THE BUYING PROCESS
OFFERING
DOWNLOADABLE
CONTENT
SEGMENT EMAIL
CAMPAIGNS BASED
ON BEHAVIOR
56% 49% 45%
Automatically send email based on triggers 33% | Dynamically personalize email content 32% |
Segment email campaigns based on demographics 30% | Allow subscribers to specify email preferences 19% |
Include surveys, trivia or games 12% | Use animated images or video in design 11% | Use loyalty/reward programs 10% |
Don’t use email marketing 6% | Other 2%
18. Share the LEAD GENERATION TREND Report 18
Getting speaking engagements at tradeshows is again the most effective tradeshow tactic for 46% of marketers.
Networking (38%), booth demos (31%), and pre- / post-show marketing (30%) follow close behind. Least effective
tactics are advertising in tradeshow materials (8%) and games / contests / sweepstakes at the booth (11%).
Most Effective Tradeshow Tactics
Q: What tradeshow tactics do you find most effective in creating qualified leads?
46%
38%
SPEAKING
ENGAGEMENT
NETWORKING
31%
30%
BOOTH DEMO
PRE- / POST-SHOW
MARKETING
Engaging booth display and design 29% | Staffing trade show booth appropriately 28% | Don’t use tradeshows 18% |
Sponsoring tradeshow or related events 18% | Utilizing social media 17% | Have a presenter at the booth 14% |
Giving away a great promotional item 13% | Games, contests or sweepstakes at booth 12%
Advertising in tradeshow materials 9% | Other 3%
19. Share the LEAD GENERATION TREND Report 19
According to our participants, a successful webinar should start with well-developed content (48%) and effective
pre-webinar promotion (46%). Post-webinar promotion (43%) and recruiting the right presenters (36%) also
ranked high.
Webinar Success Factors
Q: What do you consider the most important aspects of an effective B2B webinar?
EFFECTIVE
B2B WEBINAR
Developing webinar content
Pre-webinar promotion to gain attendees
Post-webinar marketing and follow-up
Recruiting the right webinar speaker(s)
48%
46%
43%
36%
Making webinar available on demand 32% | Setting objectives for the webinar 22% | Don’t use webinars 21% |
Creating a compelling webinar registration page 19% | Day of webinar execution 14% | Producing a webinar plan and deadlines 13% |
Other 2%
20. Share the LEAD GENERATION TREND Report 20
Posting content on a company blog is the most effective tactic for 45% of marketers. Engaging in online
conversations with audiences (44%) and building strong relationships with bloggers, community moderators
and social influencers (42%) round out the top 3 strategies. Least effective is social media advertising (15%) and
microblogging (16%).
Most Effective Social Media Tactics
Q: What social media tactics do you consider most effective?
Posting content on
company blog
45%
Engaging in online
conversations with
audience and followers
Building relationships
with bloggers, community
moderators, & social
influencers
44% 42%
Uploading content to social sharing sites (YouTube, Flickr, SlideShare, etc.) 40% |
Moderating social networks (Facebook, LinkedIn, etc.) 29% | Including social sharing buttons on company website 24% |
Including social sharing buttons in email content 19% | Posting comments on microblogs (Twitter, etc.) 17% |
Advertising on blogs, social networks or other social media sites 15% | Don’t use social media tactics 10% | Other 2%
21. Share the LEAD GENERATION TREND Report 21
Among social networking platforms, LinkedIn takes the lead and is rated “effective” by 79% of B2B marketers.
YouTube follows at a distant 42% and Twitter was equally “effective - ineffective”. Facebook, in contrast, drew the
highest “ineffective” rating at 48%.
Social Media for Lead Generation
Q: How effective are the following social platforms in generating leads?
EFFECTIVEINEFFECTIVE
79%
48%
42% 40%
22%
40%
15%
29%
Effective Ineffective I don’t use it
YouTube 42% 29% 28%
Twitter 40% 40% 20%
SlideShare 29% 13% 58%
Facebook 22% 48% 31%
Custom
communities
20% 9% 71%
Google + 16% 35% 49%
Vimeo 13% 70% 77%
Instagram 5% 14% 81%
Pinterest 5% 15% 80%
Spiceworks 5% 6% 89%
Quora 3% 6% 91%
StumbleUpon 3% 8% 90%
Tumblr 2% 12% 86%
Flickr 1% 11% 87%
Foursquare 1% 9% 90%
Vine 1% 8% 91%
22. Share the LEAD GENERATION TREND Report 22
Among LinkedIn marketers, publishing is most supportive of lead generation according to 51% of responses,
followed by group participation (48%), and commenting and status sharing (39%). Paid methods such as InMail
(28%) and LinkedIn Advertising (29%) rank markedly lower.
Most Effective LinkedIn Features
Q: What LinkedIn features do you think best support your lead generation activities?
Joining groups 36% | Advertising on LinkedIn 30% | Messaging via groups 29% | InMail 26% | Updating my status regularly 23% |
Advanced Search 22% | We don’t use LinkedIn for marketing 8% | Not sure / Other 14%
PUBLISHING
PARTICIPATING
IN GROUP
DISCUSSIONS
LIKING, COMMENTING,
SHARING STATUS UPDATES
ACROSS MY NETWORK
51%
48% 39%
23. Share the LEAD GENERATION TREND Report 23
Marketing automation adoption is growing nicely for most B2B marketers. Today, it is most commonly used for
email distribution (53%), campaign tracking (49%), reporting and analytics (49%). Least common uses were lead
notification (39%) and distribution (28%).
Marketing Automation Usage
Q: How do you use marketing automation software in your B2B marketing organization?
EMAIL DISTRIBUTION
AND ANALYSIS
CAMPAIGN TRACKING
REPORTS, ANALYTICS
AND DASHBOARDS
53%
49%
49%
24. Share the LEAD GENERATION TREND Report 24
After contacting a prospect, a knowledgeable sales rep is the most important factor of the ensuing conversation,
according to 77% of respondents, followed closely by the speed of follow up (76%) and the degree to which the
sales rep can relate to the prospect’s role in their organization (76%).
Follow-Up Success Factors
Q: When you are contacting a prospect after they have downloaded or consumed information
related to a specific solution, how important are the following aspects of that communication?
Sales representative is
highly knowledgeable
and able to answer
prospect's questions promptly
Contact takes place
within prospect's
desired timeframe
Sales representative
is well suited to speak
with someone at prospect's
level within their organization
77% 76% 76%
25. Share the LEAD GENERATION TREND Report 25
53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of
their budget is allocated to lead generation.
Lead Generation Budget Allocation
Q: What percentage of your marketing programs budget is allocated to lead generation?
0 10 20 30 40 50 60 70 80 90 100 Don’t know
1%
7%
8%
9% 9%
14%
allocate more than half of
their budget to lead generation
allocate less than half of their
budget to lead generation
9%
13%
11%
4%
14%
2%
53%
34%
26. Share the LEAD GENERATION TREND Report 26
58% of marketers say their lead generation budget
will increase in the coming year. This is up from
49% in the last survey. Only 6% say lead generation
budget will decrease.
Lead Generation Budget Trends
Q: How is your lead generation budget going to change over the next 12 months?
58%36%
6%
INCREASE
NO
CHANGE
DECREASE
27. Share the LEAD GENERATION TREND Report 27
Creative and graphic design are the most commonly outsourced marketing function (30%), followed closely by
public relations, search engine optimization and paid search. Marketing automation, campaign development and
virtual event planning are the least outsourced.
Outsourced Marketing Tactics
Q: What marketing tactics do you currently outsource?
0 5 10 15 20 25 30
Creative / graphic design
Public relations
Search engine optimization (SEO)
Paid search (PPC)
30%
29%
28%
27%
Telemarketing 25% | Don’t outsource any 22% | Tradeshow booth design & marketing 22% | Company website 22% |
Content production 20% | Online advertising 15% | Media buying & management 15% | Social media 14% | Print / Advertising 14% |
Mobile app development 11% | Direct mail 10% | Email marketing 9% | Virtual events / webinars 9% | Campaign development 8% |
Marketing automation operation 7% | Other 1%
28. Share the LEAD GENERATION TREND Report 28
Despite the hype around mobile marketing, most respondents are not sure what role mobile marketing will play in
their strategies (45%). Only 6% say they are already heavily engaged. 18% say they are not interested
in mobile marketing.
Mobile Marketing
Q: What role does mobile marketing play in your marketing plan?
Already heavily engaged in mobile marketing
Getting serious this year
Still 6-12 months from getting serious
Not yet clear
Not interested in mobile marketing
5%
14%
17%
19%
45%
29. Share the LEAD GENERATION TREND Report 29
When it comes to automating content creation, approval and delivery, 58% utilize Customer Relationship
Management (CRM) platforms. This is followed by Web Content Management Systems (44%) and Marketing
Automation Software (38%). Least utilized marketing technologies include Enterprise Communications
Management (4%), Marketing Resource Management (4%), and Customer Experience Management (5%).
Content Marketing Technologies
Q: What marketing technologies do you currently use to automate content creation, approval, and delivery?
58%Customer Relationship
- Management (CRM)
44%Web Content
Management System
(Web CMS)
38%Marketing
Automation
Software (MAS)
Marketing Analytics 33% | Social Media Management / Automation 29% | None 20% | Content Marketing Platform 17% |
Issue, Project Tracking, Collaboration and Approval Platform 9% | Digital Asset Management (DAM) 9% |
Marketing Resource Management (MRM) 5% | Customer Experience Management (CXM) 4% |
Enterprise Communication Management (ECM) 3% | Other 2%
30. Share the LEAD GENERATION TREND Report 30
METHODOLOGY & DEMOGRAPHICS
CAREER LEVEL
26% 23% 22% 14% 8% 7%
Manager Owner / CEO / President Director VP / EVP / SVP Specialist C-Level (CMO, CFO, COO)
DEPARTMENT
Marketing – Communications Digital Marketing Marketing Operations Corporate Marketing Product or Solutions Marketing Sales
Channel Marketing CEO/President/Owner Field Marketing Partner Alliance Marketing Product Management IT
INDUSTRY
Advertising/Marketing Software HighTech Professional services Business services Manufacturing Telecommunication
Financial services Cybersecurity / Information security Healthcare
COMPANY SIZE
1-10 11-100 101-250 251-500 501-1000 1001-2500 2501-5000 5001-10K 10K+
54% 46% 44% 41% 39% 32% 29% 24% 21% 18% 17% 9%
25% 31% 12% 8% 6% 4% 7%3% 4%
22% 22% 20% 13% 8% 1%3% 3%7%
This survey was conducted from May through June 2015 in cooperation with the B2B Technology
Marketing Community on LinkedIn. We collected 626 responses from B2B marketing professionals.
Here is a detailed breakdown of the demographics.
31. Share the LEAD GENERATION TREND Report 31
BrightTALK | www.brighttalk.com
BrightTALK provides webinars and videos for professionals and their communities. At BrightTALK, we believe
that people learn the most when they hear directly from those who know the subject best. We also believe
that this experience is enhanced through a dialog between speakers and the audience. Every day thousands
of thought leaders are actively sharing their insights, their ideas and their most up-to-date knowledge with
professionals all over the globe through the video and webinar technologies that BrightTALK has created. Our
online event tools offer a dynamic environment for everyone involved. It is the interactions we witness and the
advancement of knowledge in our online communities that excites us the most.
Demodia | www.demodia.com
Demodia is a multi-award winning B2B demand generation agency delivering marketing strategy, campaign
development and content marketing services to some of the worlds leading organisations. Using a digital
marketing methodology developed through our years of experience working with companies around the
globe, we help our clients to understand their market position and messaging, evolve their marketing strategy,
design websites, and develop automated lead nurturing, sales enablement, social media and content marketing
programmes.
SPONSORS
We would like to thank our sponsors for
supporting the Lead Generation Trends Report.
DiscoverOrg | www.DiscoverOrg.com
DiscoverOrg is the leading sales and marketing intelligence tool used by top technology vendors, staffing
companies, and IT consultants all over the world. With a constantly-refreshed database — at least once every
90 days — users have access to in-depth org charts on over 20,000 companies with contact data that includes
verified email addresses, direct-dial phone numbers, internal reporting structures and more. With unlimited
access to contextual data on over 400,000 decision makers, DiscoverOrg customers can connect with the
right prospects at the right company with the right messages at precisely the right time.
32. Share the LEAD GENERATION TREND Report 32
IDG Enterprise | www.idgenterprise.com
IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO,
CSO and ITworld) 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.
LeadLifter | www.leadlifter.com
Would you like to turn more of your anonymous website visitors into sales ready leads? To do that, you need
to offer something that compels qualified prospects to take action. A buyer’s curiosity about pricing can give
you that edge. Imagine a simple call-to-action added to your website and email campaigns surfacing dozens
of new sales opportunities each week.
LeadLifter’s ‘Request a Quote’ tool, EchoQuote™, is like a Lead Magnet. It attracts and captures serious buyers
from the sea of anonymous visitors without displaying or publishing your pricing. Discover why B2B Marketers
consistently rank EchoQuote™ as the #1 source for leads that make it into the sales funnel.
SPONSORS
We would like to thank our sponsors for
supporting the Lead Generation Trends Report.
emedia | www.emedia.co.uk
emedia, part of Ziff Davis, are in leaders in the global B2B lead generation space and still unrivalled in qualified,
multi-channel delivery through the US, EMEA and APAC. Garnering reader interest in business purchase
browsing for the last 15 years, we use a multitude of client-led, industry and native content to introduce buyers
to sellers in the IT, Marketing, HR, Finance and Business Management arenas.
33. Share the LEAD GENERATION TREND Report 33
TrustRadius | www.trustradius.com
TrustRadius is the leading site for business software users to share real-world insights through in-depth reviews
and networking. We help users make better product selection, implementation, and usage decisions. Founded
by successful entrepreneurs and backed by the Mayfield Fund, TrustRadius is bringing transparency and
efficiency to the $3.7 trillion business technology market
ValueExchange | www.valueexchange.co.uk
ValueExchange is a strategic B2B social media training and consultancy organisation, based in the UK. Led by
highly qualified experience marketing practitioners, ValueExchange help businesses raise their profiles online,
generate leads and realise the true value of social media.
SPONSORS
We would like to thank our sponsors for
supporting the Lead Generation Trends Report.
OnPath | www.onpath.com
OnPath is an award-winning B2B lead generation company located in Ottawa Canada. We combine traditional
business to business outbound call center services with digital marketing to generate more qualified leads
and sales ready appointments for complex products and services. Let us do all the sales prospecting and lead
nurturing so you can focus on making your numbers. Most of our customers include Fortune 500 companies
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