B2B Lead Generation Trends 2013

Lead Generation
Marketing Trends
by Holger Schulze

2013 survey results

Sponsored by

Eloqua | DiscoverOrg | Strand Marketing | Optify |

INTRODUCTION
Welcome to the 2013 B2B Lead Generation Report! B2B buyer behavior has
been changing dramatically
It’s no secret that B2B marketing is undergoing dramatic over the last few years
change. Marketing professionals are under immense pressure as buyers become more
to deliver results and justify significant program and headcount
sophisticated, and find new
investments. The B2B Technology Marketing Community on
ways to gather information
LinkedIn conducted the 2013 lead generation survey to better
online and via social media.
understand how B2B marketers are adjusting to new challenges,
90% of business buyers say
and to identify new trends and best practices.
when they’re ready to buy,
The results are in! We received more than 800 responses and are they’ll find you.
excited to share the results with you. We hope you find this report *DemandGen Reports
an interesting read that contains the critical data points and trends
to inform your 2013 marketing plans, campaigns and budget
allocations.

Thanks to everyone who participated in the survey!

Holger Schulze
Group Owner, B2B Technology Marketing Community
hhschulze@gmail.com | +1 302-383-5817

B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 1

SURVEY HIGHLIGHTS
Top-5 Trends in B2B Lead Generation
The number one challenge for B2B marketers:
1 Generating high-quality leads

The most effective lead generation tactics used by marketers:
2 company website, email marketing and SEO

The greatest barrier to lead generation success is lack of resources:
3 Staff, budget and time

B2B marketers’ top metrics to measure marketing ROI:
4 Cost per lead, revenue and lead volume

The secret to B2B email success:
5 Provide compelling content for each stage in the buying
process to move buyers from first touch to purchase


Q1 WHAT ARE THE BIGGEST
Lead Generation Challenges?

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

high-quality leads Generating high-quality leads

is by far the number one Converting leads into customers

Creating meaningful content
challenge for B2B marketers
Demonstrating return on investment
(61 percent). Sourcing high-quality data/lists

Lead generation across multiple media

Generating a high-volume of leads

Marketing to a lenghtening sales cycle
Marketing to a growing number of
people involved
Generating public relations and
awareness buzz
Communicating product value
Creating overall marketing strategy
Keeping up with changes in
the marketplace

0% 20% 40% 60% 80%


Q2 HOW EFFECTIVE ARE THE
B2B Lead Generation Tactics?

The most effective lead
How effective are the following B2B lead generation tactics?
generation tactic used by
marketers is the Company website

company website Conferences/Tradeshows
Email marketing

followed by email marketing Search engine
optimization (SEO)
and SEO. Telemarketing

Virtual events/Webinars

Public relations

Paid search (PPC)

Social media

Online advertising

Direct mail

Print Advertising

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

Very Effective Somewhat Effective Ineffective Do not use


Q4
Q3 WHAT ARE THE GREATEST
Barriers to B2B Lead Generation?

Today’s greatest barriers to
What are your greatest barriers to B2B lead generation sucess?
lead generation success are
Lack of resources in staffing, budgeting or time

lack of resources: Lack of high quality data/lists to drive campaigns

Lack of budget

staff, budget and time. Limited ability to develop content

Lack of time & bandwidth

Lack of sufficient insight on target audience

Lack of alignment between Sales and Marketing

Lack of ability to stop executing and think strategically

Lack of reliable data to drive decisions

The economic climate

Lack of a clear value proposition

Lack of insight in competitive research

Lack of strategic direction

Not enough education on best practices

Lack of clarity on goals and objectives

Difficulty gaining support from the C-suite

Lack of support from IT

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


Q4
Q4 WHAT metrics are used
to measure marketing ROI?

Cost per lead, What metrics do you use to measure marketing ROI?

revenue and
Cost per lead
lead volume Total revenue

Total lead volume
top the list of metrics most
Lead quality
B2B marketers use to measure Closing rate
marketing ROI. Web traffic

Cost per customer acquisition

Average deal size

Time to close

Don’t measure

0% 20% 40% 60%


Q4
Q5 WHAT PERCENTAGE OF LEADS
convert to closed-won deals?

For most marketers, between What percentage of your leads convert to closed-won deals?
Survey

5 and 10 percent responses

25%

of qualified
leads convert 20%

to customers. A whopping
15%
25 percent don’t know their
conversion rates.
10%

5%

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


Q4
Q6 WHAT B2B email tactics
are most effective?

The secret to B2B email
What B2B email tactics do you consider most effective?
success is

compelling content Compelling content
for each stage
Offering downloadable content
for each stage in the buying Segment email campaigns
based on behavior
process to move buyers from Segment email campaigns
based on demographics
first touch to purchase. Dynamically personalize
email content
Automatically send email
based on triggers
Allow subscribers to
specify email preferences
Include surveys, trivia or games
Use animated images
or video in design
Use loyalty/reward program

Don’t use email marketing

0% 20% 40% 60%


Q4
Q7 WHAT TRADE SHOW TACTICS ARE THE
most effective in creating qualified leads?

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

and speaking Networking during trade show

engagements
Speaking engagement as part of
the conference/tradeshow program
Demonstrations at booth

drive success at trade Post-show marketing

shows – advertising in Pre-show marketing
Staffing trade show booth
tradeshow materials is appropriately
Engaging booth display and design
the least effective tactic.
Utilizing social media

Have a presenter at the booth
Sponsoring trade show or
related events
Don’t use tradeshows

Giving away a great promotional item
Games, contests or sweepstakes
at booth

Advertising in trade show materials

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


Q8 WHAT IS THE MOST IMPORTANT
aspect of an effective B2B webinar?

For webinar success
What do you consider the most important aspects of an
build compelling effective B2B webinar?

content, advertise Developing webinar content

the webinar early, Pre-webinar advertising to
gain attendees
Post-webinar marketing

and make sure and follow-up
Recruiting the right
webinar speaker(s)

to follow up . Making webinar available
on demand
Setting objectives for
the webinar
Creating a compelling
webinar registration page
Day of webinar execution

Producing a webinar
plan and deadlines

0% 20% 40% 60%


Q9 WHAT B2B DIRECT MAIL FORMAT
is considered the most effective?

For the minority of B2B
What B2B direct mail formats do you consider most effective?
marketers who still
use direct mail – We don’t use direct mail

letters, brochures Standard business letters

Brochures and catalogs

and 3D promo 3 dimensional promo packages

packages Postcards
Promotional items, gifts, etc.
are the most effective formats. Sell sheets and flyers

Self-mailers

Audio or video CDs

Coupons

0% 20% 40% 60%


Q10 WHAT SOCIAL MEDIA TACTICS
are considered the most effective?

For social media success,
What social media tactics do you consider most effective?
build relationships
Posting content on company blog
with bloggers, community
Building relationships with bloggers, community
moderators, and social moderators, and social influencers
Uploading content to social sharing
influencers – and don’t neglect sites (YouTube, Flickr, Slideshare)
Moderating social networks
your corporate blog. (Facebook, LinkedIn, etc)
Posting comments on
microblogs (Twitter, etc)
Including social sharing buttons on
company website
Including social sharing
buttons in email content

Don’t use social media tactics
Advertising on blogs, social networks
or other social media sites

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


Q11 How IS marketing automation
used in B2B marketing?

Most B2B marketers
How do you use marketing automation software in your
(43 percent) use marketing B2B marketing organization?

automation software for Reports, analytics and
dashboards
reporting, analytics Campaign tracking
Integration with other systems
and dashboard (CRM, Web)
Lead nurturing

capabilities Email distribution and analysis

Lead management
– followed by campaign
Landing pages
tracking (42 percent).
Lead scoring
Lead notifications (for sales
and/or marketing)
We don’t use marketing
automation software
Lead distribution

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


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

Allocation of What percentage of your marketing budget is allocated to lead generation?

marketing budgets Survey
responses

to lead generation runs the 20%

gamut – from as little as 10
15%
percent to more than 80
percent. Most B2B marketers
10%
that took the survey, however,
don’t know (20 percent).
5%

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


Q13 How are lead generation
budgets changing?

Lead generation
How are lead generation budgets going to change
budgets are going up
for about 50 percent of B2B
49.0% | Increase
marketers. Budgets will stay flat for
44.0% | No change
44 percent. Only a small number
7.0% | Decrease
of marketers (7 percent) expect
lead generation budgets to shrink.


Q14 what marketing tactiCs
are currently outsourced?

The most commonly outsourced
What Marketing tactics do you currently outsource?
B2B marketing function is

creative and Creative/graphic design

graphic design
Public relations

Search engine optimization (SEO)

We don’t outsource any
(38 percent), followed by SEO
Paid search (PPC)
and PR (both 29 percent). Tradeshow booth design
& marketing
Company website

Telemarketing

Media buying & management

Online advertising

0% 10% 20% 30% 40%


Q15 what role does mobile
marketing play?

In a nutshell: Most B2B
marketers (49 percent) What role does mobile marketing play in your marketing plan?

have yet to figure out

how mobile 49.2% | Already heavily engaged
in mobile marketing

marketing fits into 16.6% | Not interested in
mobile marketing
15.1% |
their strategies. Still 6-12 months
from getting serious
15.0% | Getting serious in 2013

4.0% | Not yet clear


Q16 How are marketing budgets
allocated in 2013?

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

and tradeshows Conferences/Tradeshows

Lead generation
receive the Content Marketing

biggest marketing Company website

Telemarketing

budget allocation, Email marketing

Paid search (PPC)
followed by lead generation Public relations

programs, website and Search engine optimization (SEO)

Virtual events/webinars
content marketing. Online advertising

Marketing automation

Social media

Direct mail
List purchases/
Sales Intelligence tools
Research

Print advertising

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


Q17 what is the average cost
per marketing qualified lead (MQL)?

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

qualified lead 50%

ranges from less than $25
to over $500 per lead – but 40%

most B2B marketers simply
30%
don’t know (41 percent).

20%

10%

0%
Less 25-50 51-75 76-100 100-150 151-200 200-500 Over Not
Than $25 $500 Sure


SURVEY METHODOLOGY
This survey was sent to the 42,000 + members of the B2B Technology Marketing Community on
LinkedIn. 845 marketers responded – here is a detailed breakdown of the demographics.

What industry is your company in? What is your role?

Software
Marketing
High-Tech

Advertising/Marketing CEO/President/Owner
Business services
Sales
Professional services

Manufacturing Consultant
Telecommunication

Healthcare Product Management

Financial services
Engineering
Government

0% 5% 10% 15% 20% 25% 0% 20% 40% 60%

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

Manager

Director
25.3% | Fewer than 10
32.6% | 10-99
Owner/CEO/President
22.0% | 100-999
VP/EVP/SVP
11.4% | 1,000-10,000
Specialist
8.6% | 10,000+
C-Level (CMO, CFO, COO)

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


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

IDG Enterprise | www.idgenterprise.com
IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO
Executive Council, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focused
audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach
and audience affinity, we provide market leadership and media best practices for our marketing customers to engage
their customers across our portfolio.

Eloqua | www.eloqua.com
Eloqua (NASDAQ: ELOQ) is the marketing system of record for modern marketers. The company’s cloud software,
professional services and education programs provide marketers with the technology and expertise needed to help
marketing drive revenue. More than 100,000 global users from companies both large and small, rely on the marketing
automation power of Eloqua to improve demand generation and lead management while driving more qualified leads.
Eloqua’s customers include AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments.

DiscoverOrg | www.discoverorg.com
DiscoverOrg is the leading IT marketing tool used by the top IT vendors targeting the IT departments of Fortune
Ranked, Mid-Market, and SMB companies in North America. Offered in the form of a constantly refreshed database,
DiscoverOrg maps out the IT Org Charts of 15,000 companies complete with verified email addresses, direct dial phone
numbers, reporting structure, IT project updates and technology install base.

Strand Marketing | www.strandmarketing.com
Strand is an award-winning, strategic marketing and advertising agency focused on the unique needs of growth-oriented
high tech companies. Adept at building integrated inbound and outbound solutions, Strand’s strength is aligning
strategy with creative content and Web technology to create engaging lead-generation and brand-building campaigns.
They’re located North of Boston in Newburyport, MA.

Optify | www.optify.net
Optify is a simple digital marketing software suite and the industry standard for agency marketers. Our complete cloud-
based digital marketing platform eliminates the need for standalone tools and empowers agencies to easily create and
manage demand generation programs across multiple websites, nurture and score the hottest prospects, prioritize the
highest performing programs and streamline co-branded reporting of client results - all from one login.


THANK YOU Group Partner

Technology
Marketing

Many thanks to everybody who participated in this survey.
If you are interested in co-sponsoring upcoming surveys, or creating your
own survey report, please contact Holger Schulze at hhschulze@gmail.com.

About the B2B Technology
Marketing Community
With more than 42,000 members, the B2B Technology
Join the
Marketing Community is the single largest LinkedIn group B2B Technology
exclusively focused on B2B technology marketing. This
Marketing
Community
group is for marketing professionals in B2B high-tech
industries to enable networking, sharing of ideas, best on LinkedIn
practices and opportunities.


ABOUT THE AUTHOR
Holger Schulze is a B2B technology marketing
executive delivering demand, brand awareness, Holger Schulze
and revenue growth for high-tech companies. B2B Marketer

A prolific blogger and online community builder,
Holger manages the B2B Technology Marketing
Community on LinkedIn with over 42,000
members and writes about B2B marketing trends Email
in his blog Everything Technology Marketing. hhschulze@gmail.com

Our goal is to inform and educate B2B marketers Follow Holger on Twitter
about new trends, share marketing ideas and http://twitter.com/holgerschulze
best practices, and make it easier for you to find
the information you care about to do your jobs
Subscribe to Holger’s
successfully. Technology Marketing Blog
http://everythingtechnologymarketing.blogspot.com


B2B Lead Generation Trends 2013

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