In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies’ lead nurturing challenges and strategies. The survey revealed that, even as the importance of marketing’s role has grown, many organizations are still struggling to develop comprehensive, multi-channel lead nurturing programs, and that tremendous opportunities lie ahead.

1. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
THE STATE OF B2B LEAD NURTURING
Survey Data and Key Findings on Strategies,
Technologies, and What Lies Ahead

2. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
Overview
Goal: In May 2014, Bizo, in association with Oracle Marketing Cloud,
surveyed more than 500 business executives about their companies’ lead
nurturing challenges and strategies. The survey revealed that, even as the
importance of marketing’s role has grown, many organizations are still
struggling to develop comprehensive, multi-channel lead nurturing
programs, and that tremendous opportunities lie ahead.
Methodology: The survey was sent to a random sample of Bizo’s
marketers database, resulting in 505 total responses with 23 percent of
respondents from SMB’s, 41 percent at mid-size companies, and 36 percent
at enterprise brands.

3. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
B2B Marketers Have a Seat at the Revenue Table
More than half of the marketers surveyed report that 20-60% of
their companies’ revenues are marketing sourced.
Question: What percentage of your company’s overall revenue goal is
marketing-sourced revenue?

4. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
Lead Nurturing is a Key Strategy
94% of marketers use lead nurturing.
Question: How important is lead nurturing to your marketing efforts?

5. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
Marketers are Allocating Spend Toward
Lead Nurturing
More than one third of marketers claim that less than 25% of
their budgets goes toward prospecting new leads.
Question: Approximately what percentage of your marketing budget
goes toward acquiring new prospects versus building relationships
with existing ones?

6. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
Marketing Automation Is Core to the Marketing
Technology Stack
72% of marketers use marketing automation for lead nurturing.
Question: Are you currently using marketing automation for lead
nurturing?

7. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
Marketers Need to Optimize Email Nurturing
Performance
79% of marketers say their email open rates don’t exceed 20%
on average.
Question: On average, what is your email open rate?

8. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
It’s Tough to Get Email Addresses in the First Place
44% of marketers say only 1-5% of website visitors provide an
email address.
Question: On average, what percentage of anonymous visitors to your
website do you estimate ultimately convert by supplying an email
address?

9. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
Marketers believe that social media, paid search, and display
retargeting can be used to nurture prospects.
Question: Which marketing channels do you consider playing a role in
nurturing your prospects? Check all that apply.
Multiple Marketing Channels Can Nurture Leads

10. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
89% of marketers are interested in nurturing anonymous and
known prospects beyond email.
Question: How interested would you be in a technology that allowed
you to nurture anonymous and known prospects without using email?
The Future of Lead Nurturing Lies Beyond the Inbox

11. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
! Marketing organizations are increasingly responsible for
contributing to the sales pipeline.
! Email marketing is widely used, but does not reach a
significant proportion of known contacts.
! Less than 5 percent of anonymous website visitors fill out
contact forms on business websites.
! In order to help fill the sales pipeline, marketing must
embrace a truly multi-channel lead nurturing strategy that
goes beyond traditional email marketing approaches.
Takeaways

12. Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014
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