B2B Lead Generation Trends 2013

Marketing TrendsLead Generation

2013 survey resuLts

by Holger Schulze

Sponsored by

Eloqua | DiscoverOrg | Strand Marketing | Optify |

B2B Lead Generation MarKetinG trends | Read the 2013 suRvey Results 1

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.

Thanks to everyone who participated in the survey!

Group Owner, B2B Technology Marketing [email protected] | +1 302-383-5817

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

Holger Schulze

https://twitter.com/holgerschulze

http://www.linkedin.com/groups?mostPopular=&gid=43707

http://www.slideshare.net/hschulze

B2B Lead Generation MarKetinG trends | Read the 2013 suRvey Results

The number one challenge for B2B marketers: Generating high-quality leads

The most effective lead generation tactics used by marketers: company website, email 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 email success: Provide compelling content for each stage in the buying process to move buyers from first touch to purchase

2

Top-5 Trends in B2B Lead Generation

SURVEY HIGHLIGHTS

1

2

3

4

5





Generating high-quality leads is by far the number one

challenge for B2B marketers

(61 percent).

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 cycleMarketing to a growing number of

people involvedGenerating public relations and

awareness buzzCommunicating product value

Creating overall marketing strategy

Keeping up with changes inthe marketplace

What are your biggest B2B lead generation challenges? (Select all that apply)

0% 20% 40% 60% 80%

WHAT ARE THE BIGGESTLead Generation Challenges?Q1





The most effective lead

generation tactic used by

marketers is the

company website followed by email marketing

and SEO.

Company website

Conferences/Tradeshows

Email marketing

Search engineoptimization (SEO)

Telemarketing

Virtual events/Webinars

Public relations

Paid search (PPC)

Social media

Online advertising

Direct mail

Print Advertising

How effective are the following B2B lead generation tactics?

0% 20% 40% 60% 80% 100%

Very Effective Somewhat Effective Ineffective Do not use

HOW EFFECTIVE ARE THEB2B Lead Generation Tactics?Q2




B2B Lead Generation MarKetinG trends | Read the 2013 suRvey Results

Q4

5

Today’s greatest barriers to

lead generation success are

lack of resources:staff, budget and time.

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

What are your greatest barriers to B2B lead generation sucess?

0% 10% 20% 30% 40% 50%

WHAT ARE THE GREATESTBarriers to B2B Lead Generation?Q3





Q4

Cost per lead, revenue and lead volumetop the list of metrics most

B2B marketers 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

What metrics do you use to measure marketing ROI?

0% 20% 40% 60%

WHAT mETRICS ARE USEDto measure marketing ROI?Q4





Q4

For most marketers, between

5 and 10 percent of qualifiedleads convertto customers. A whopping

25 percent don’t know their

conversion rates.

What percentage of your leads convert to closed-won deals?

25%

20%

15%

10%

5%

0%00 05 10 15 20 30 40 50 60 70 80 90 100 Don’t

Know

Percentageof Leads

Surveyresponses

convert to closed-won deals?Q5 WHAT PERCENTAGE OF LEADS





Q4

The secret to B2B email

success is

compelling contentfor each stage in the buying

process to move buyers from

first touch to purchase.

Compelling contentfor each stage

Offering downloadable content

Segment email campaignsbased on behavior

Segment email campaignsbased on demographicsDynamically personalize

email contentAutomatically send email

based on triggersAllow subscribers to

specify email preferences

Use animated imagesor video in design

Use loyalty/reward program

Don’t use email marketing

Include surveys, trivia or games

What B2B email tactics do you consider most effective?

0% 20% 40% 60%

are most effective?Q6 WHAT B2B EmAIL TACTICS





Q4Networking and speaking engagementsdrive success at trade

shows – advertising in

tradeshow materials is

the least effective tactic.

Post-show marketing

Networking during trade show

Speaking engagement as part ofthe conference/tradeshow program

Demonstrations at booth

Pre-show marketing

Staffing trade show boothappropriately

Engaging booth display and design

Utilizing social media

Have a presenter at the booth

Sponsoring trade show orrelated events

Giving away a great promotional item

Games, contests or sweepstakesat booth

Advertising in trade show materials

Don’t use tradeshows

What tradeshow tactis do you find most effective in creating qualified leads?

0% 10% 20% 30% 40% 50%

most effective in creating qualified leads?Q7 WHAT TRADE SHOW TACTICS ARE THE





For webinar success

build compelling content, advertise the webinar early, and make sure to follow up .

Developing webinar content

Pre-webinar advertising togain attendees

Post-webinar marketingand follow-up

Recruiting the rightwebinar speaker(s)

Making webinar availableon demand

Creating a compellingwebinar registration page

Day of webinar execution

Producing a webinarplan and deadlines

Setting objectives forthe webinar

What do you consider the most important aspects of aneffective B2B webinar?

0% 20% 40% 60%

aspect of an effective B2B webinar?Q8 WHAT IS THE mOST ImPORTANT





For the minority of B2B

marketers who still

use direct mail –

letters, brochures and 3D promo packages

are the most effective formats.

Standard business letters

Brochures and catalogs

3 dimensional promo packages

Postcards

Sell sheets and flyers

Self-mailers

Audio or video CDs

Coupons

Promotional items, gifts, etc.

What B2B direct mail formats do you consider most effective?

0% 20% 40% 60%

We don’t use direct mail

is considered the most effective?Q9 WHAT B2B DIRECT mAIL FORmAT





For social media success,

build relationshipswith bloggers, community

moderators, and social

influencers – and don’t neglect

your corporate blog.

Building relationships with bloggers, communitymoderators, and social influencers

Uploading content to social sharingsites (YouTube, Flickr, Slideshare)

Moderating social networks(Facebook, LinkedIn, etc)

Posting comments onmicroblogs (Twitter, etc)

Including social sharingbuttons in email content

Don’t use social media tactics

Advertising on blogs, social networksor other social media sites

Including social sharing buttons oncompany website

What social media tactics do you consider most effective?

0% 10% 20% 30% 40% 50%

Posting content on company blog

are considered the most effective?Q10 WHAT SOCIAL mEDIA TACTICS





Most B2B marketers

(43 percent) use marketing

automation software for

reporting, analytics and dashboard capabilities – followed by campaign

tracking (42 percent).

Lead nurturing

Reports, analytics anddashboards

Campaign tracking

Integration with other systems(CRM, Web)

Email distribution and analysis

Lead management

Landing pages

Lead scoring

Lead notifications (for salesand/or marketing)

We don’t use marketingautomation software

Lead distribution

How do you use marketing automation software in yourB2B marketing organization?

0% 10% 20% 30% 40% 50%

used in B2B marketing?Q11 HOW IS mARkETING AUTOmATION





Allocation of marketing budgetsto 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?

20%

15%

10%

5%

0%00 10 20 30 40 50 60 70 80 90 100 Don’t

Know

Percentageof Budget

Surveyresponses

is allocated to lead generation?Q12 WHAT PERCENTAGE OF THE BUDGET





Lead generation

budgets are going upfor 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

budgets changing?Q13 HOW ARE LEAD GENERATION





The most commonly outsourced

B2B marketing function is

creative and graphic design(38 percent), followed by SEO

and PR (both 29 percent).

Public relations

Search engine optimization (SEO)

We don’t outsource any

Paid search (PPC)

Company website

Telemarketing

Media buying & management

Online advertising

Tradeshow booth design& marketing

What Marketing tactics do you currently outsource?

0% 10% 20% 30% 40%

Creative/graphic design

are currently outsourced?Q14 WHAT mARkETING TACTICS





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% | 16.6%

15.1%

15.0%

4.0%

Already heavily engagedin mobile marketing

| Not interested inmobile marketing

| Still 6-12 monthsfrom getting serious

| Getting serious in 2013

Not yet clear |

marketing play?Q15 WHAT ROLE DOES mOBILE





Conferences and tradeshows receive the biggest marketing budget allocation,followed by lead generation

programs, website and

content marketing.

Conferences/Tradeshows

Lead generation

Content Marketing

Company website

Telemarketing

Email marketing

Paid search (PPC)

Public relations

Search engine optimization (SEO)

Virtual events/webinars

Online advertising

Marketing automation

Social media

Direct mailList purchases/

Sales Intelligence tools

Research

Print advertising

Roughly speaking, how will you allocate your B2B marketing budget in 2013?

0% 5% 10% 15% 20% 25%

allocated in 2013?Q16 HOW ARE mARkETING BUDGETS





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).

What is your average cost per marketing qualified lead (MQL)?

50%

40%

30%

20%

10%

0%Less

Than $2525-50 51-75 76-100 100-150 151-200 200-500 Over

$500NotSure

per marketing qualified lead (MQL)?Q17 WHAT IS THE AVERAGE COST





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.

Software

High-Tech

Advertising/Marketing

Business services

Professional services

Manufacturing

Telecommunication

Healthcare

Financial services

Government

What industry is your company in?

0% 5% 10% 15% 20% 25%

Director

Owner/CEO/President

VP/EVP/SVP

Specialist

C-Level (CMO, CFO, COO)

What is your career level?

0% 5% 10% 15% 20% 25% 30%

Manager

What is the size of your company (number of employees)?

32.6% | 10-99

25.3% | Fewer than 10

22.0% | 100-999

11.4% | 1,000-10,000

8.6% | 10,000+

CEO/President/Owner

Sales

Consultant

Product Management

Engineering

What is your role?

0% 20% 40% 60%

Marketing

SURVEY mETHODOLOGY





We would like to thank our sponsors for supporting the B2B Lead Generation Report:

IDG Enterprise | www.idgenterprise.comIDG 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.comEloqua (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.

Optify | www.optify.netOptify 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.

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.

SPONSORS

http://www.idgenterprise.com

http://www.optify.net/internet-marketing-software-overview?optify_r=Sponsorship&optify_rd=b2b-tech-community-survey





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 MaRkeTinGCoMMuniTy

on LinkedIn

TechnologyMarketing

Group Partner

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 [email protected].

THANk YOU

http://www.linkedin.com/groups?home=&gid=43707







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.

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.

Holger SchulzeB2B Marketer

[email protected]

Follow Holger on Twitterhttp://twitter.com/holgerschulze

Subscribe to Holger’sTechnology Marketing Bloghttp://everythingtechnologymarketing.blogspot.com

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B2B Lead Generation Trends 2013

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