Lead Generation 2013 survey results

Transcription

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! It s no secret that B2B marketing is undergoing dramatic change. Marketing professionals are under immense pressure to deliver results and justify significant program and headcount investments. The B2B Technology Marketing Community on LinkedIn conducted the 2013 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices. The results are in! We received more than 800 responses and are excited to share the results with you. We hope you find this report an interesting read that contains the critical data points and trends to inform your 2013 marketing plans, campaigns and budget allocations. B2B buyer behavior has been changing dramatically over the last few years as buyers become more sophisticated, and find new ways to gather information online and via social media. 90% of business buyers say when they re ready to buy, they ll find you. *DemandGen Reports Thanks to everyone who participated in the survey! Holger Schulze Group Owner, B2B Technology Marketing Community [email protected] 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: Generating high-quality leads The most effective lead generation tactics used by marketers: company website, marketing and SEO The greatest barrier to lead generation success is lack of resources: Staff, budget and time B2B marketers top metrics to measure marketing ROI: Cost per lead, revenue and lead volume The secret to B2B success: 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 high-quality leads is by far the number one challenge for B2B marketers (61 percent). What are your biggest B2B lead generation challenges? (Select all that apply) Generating high-quality leads Converting leads into customers Creating meaningful content Demonstrating return on investment 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 generation tactic used by marketers is the company website followed by marketing and SEO. Company website Conferences/Tradeshows marketing Search engine optimization (SEO) Telemarketing Virtual events/webinars How effective are the following B2B lead generation tactics? 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 4 Q3 WHAT ARE THE GREATEST Barriers to B2B Lead Generation? Today s greatest barriers to lead generation success are lack of resources: staff, budget and time. What are your greatest barriers to B2B lead generation sucess? Lack of resources in staffing, budgeting or time Lack of high quality data/lists to drive campaigns Lack of budget 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 4 Q4 to measure marketing ROI? WHAT metrics are used Cost per lead, revenue and lead volume top the list of metrics most B2B marketers use to measure marketing ROI. What metrics do you use to measure marketing ROI? Cost per lead Total revenue Total lead volume Lead quality Closing rate 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 4 Q5 WHAT PERCENTAGE OF LEADS convert to closed-won deals? For most marketers, between 5 and 10 percent of qualified leads convert to customers. A whopping 25 percent don t know their conversion rates. Survey responses 25% 20% 15% 10% What percentage of your leads convert to closed-won deals? 5% 0% Don t Know Percentage of Leads B2B LEAD GENERATION MARKETING TRENDS Read the 2013 survey results 7

9 4 Q6 WHAT B2B tactics are most effective? The secret to B2B success is compelling content for each stage in the buying process to move buyers from first touch to purchase. What B2B tactics do you consider most effective? Compelling content for each stage Offering downloadable content Segment campaigns based on behavior Segment campaigns based on demographics Dynamically personalize content Automatically send based on triggers Allow subscribers to specify preferences Include surveys, trivia or games Use animated images or video in design Use loyalty/reward program Don t use marketing 0% 20% 40% 60% B2B LEAD GENERATION MARKETING TRENDS Read the 2013 survey results 8

10 4 Q7 WHAT TRADE SHOW TACTICS ARE THE most effective in creating qualified leads? Networking and speaking engagements drive success at trade shows advertising in tradeshow materials is the least effective tactic. What tradeshow tactis do you find most effective in creating qualified leads? Networking during trade show Speaking engagement as part of the conference/tradeshow program Demonstrations at booth Post-show marketing Pre-show marketing Staffing trade show booth appropriately Engaging booth display and design 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 build compelling content, advertise the webinar early, and make sure to follow up. What do you consider the most important aspects of an effective B2B webinar? Developing webinar content Pre-webinar advertising to gain attendees Post-webinar marketing and follow-up Recruiting the right webinar speaker(s) 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 marketers who still use direct mail letters, brochures and 3D promo packages are the most effective formats. What B2B direct mail formats do you consider most effective? We don t use direct mail Standard business letters Brochures and catalogs 3 dimensional promo packages Postcards Promotional items, gifts, etc. 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, build relationships with bloggers, community moderators, and social influencers and don t neglect your corporate blog. Building relationships with bloggers, community moderators, and social influencers Uploading content to social sharing sites (YouTube, Flickr, Slideshare) Moderating social networks (Facebook, LinkedIn, etc) Posting comments on microblogs (Twitter, etc) Including social sharing buttons on company website Including social sharing buttons in content What social media tactics do you consider most effective? Posting content on company blog 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 (43 percent) use marketing automation software for reporting, analytics and dashboard capabilities followed by campaign tracking (42 percent). How do you use marketing automation software in your B2B marketing organization? Reports, analytics and dashboards Campaign tracking Integration with other systems (CRM, Web) Lead nurturing distribution and analysis Lead management Landing pages 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 marketing budgets to lead generation runs the gamut from as little as 10 percent to more than 80 percent. Most B2B marketers that took the survey, however, don t know (20 percent). What percentage of your marketing budget is allocated to lead generation? Survey responses 20% 15% 10% 5% 0% Don t Know Percentage of Budget B2B LEAD GENERATION MARKETING TRENDS Read the 2013 survey results 14

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

17 Q14 what marketing tactics are currently outsourced? The most commonly outsourced B2B marketing function is creative and graphic design (38 percent), followed by SEO and PR (both 29 percent). What Marketing tactics do you currently outsource? Creative/graphic design Public relations Search engine optimization (SEO) We don t outsource any Paid search (PPC) 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) have yet to figure out how mobile marketing fits into their strategies. What role does mobile marketing play in your marketing plan? 49.2% Already heavily engaged in mobile marketing 16.6% Not interested in mobile marketing 15.1% Still 6-12 months from getting serious 15.0% Getting serious in % Not yet clear B2B LEAD GENERATION MARKETING TRENDS Read the 2013 survey results 17

19 Q16 How are marketing budgets allocated in 2013? Conferences and tradeshows receive the biggest marketing budget allocation, followed by lead generation programs, website and content marketing. Roughly speaking, how will you allocate your B2B marketing budget in 2013? Conferences/Tradeshows Lead generation Content Marketing Company website Telemarketing marketing Paid search (PPC) Public relations Search engine optimization (SEO) Virtual events/webinars 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 qualified lead ranges from less than $25 to over $500 per lead but most B2B marketers simply don t know (41 percent). 50% 40% 30% What is your average cost per marketing qualified lead (MQL)? 20% 10% 0% Less Than $ Over $500 Not 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 High-Tech Advertising/Marketing Business services Professional services Manufacturing Telecommunication Healthcare Financial services Government Marketing CEO/President/Owner Sales Consultant Product Management Engineering 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 Owner/CEO/President VP/EVP/SVP Specialist C-Level (CMO, CFO, COO) 25.3% Fewer than % % % 1,000-10, % 10,000+ 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 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 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 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 addresses, direct dial phone numbers, reporting structure, IT project updates and technology install base. Strand Marketing 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 Optify is a simple digital marketing software suite and the industry standard for agency marketers. Our complete cloudbased 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 About the B2B Technology Marketing Community With more than 42,000 members, the B2B Technology Marketing Community is the single largest LinkedIn group exclusively focused on B2B technology marketing. This group is for marketing professionals in B2B high-tech industries to enable networking, sharing of ideas, best practices and opportunities. Join the B2B Technology Marketing Community on LinkedIn 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, and revenue growth for high-tech companies. 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 in his blog Everything Technology Marketing. [email protected] Holger Schulze B2B Marketer Our goal is to inform and educate B2B marketers about new trends, share marketing ideas and best practices, and make it easier for you to find the information you care about to do your jobs successfully. Follow Holger on Twitter Subscribe to Holger s Technology Marketing Blog B2B LEAD GENERATION MARKETING TRENDS Read the 2013 survey results 24