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!
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
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
1
The number one challenge for B2B marketers:
Generating high-quality leads
2
The most effective lead generation tactics used by marketers:
company website, email marketing and SEO
3
The greatest barrier to lead generation success is lack of resources:
Staff, budget and time
4
B2B marketers’ top metrics to measure marketing ROI:
Cost per lead, revenue and lead volume
5
The secret to B2B email 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
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
20%
40%
60%
80%
3
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
followed by email marketing
and SEO.
Company website
Conferences/Tradeshows
Email marketing
Search engine
optimization (SEO)
Telemarketing
Virtual events/Webinars
Public relations
Paid search (PPC)
Social media
Online advertising
Direct mail
Print Advertising
0%
20%
Very Effective
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
40%
Somewhat Effective
60%
Ineffective
80%
100%
Do not use
4
Q4Q3
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
10%
20%
30%
40%
50%
5
Q4Q4
WHAT metrics are used
to measure marketing ROI?
Cost per lead,
revenue and
lead volume
What metrics do you use to measure marketing ROI?
Cost per lead
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
20%
40%
60%
6
Q4Q5
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.
What percentage of your leads convert to closed-won deals?
Survey
responses
25%
20%
15%
10%
5%
0%
00
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
05
10
15
20
30
40
50
60
70
80
90
100 Don’t
Know
Percentage
of Leads
7
Q4Q6
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
for each stage in the buying
Compelling content
for each stage
Offering downloadable content
Segment email campaigns
based on behavior
Segment email campaigns
based on demographics
Dynamically personalize
email content
process to move buyers from
first touch to purchase.
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
20%
40%
60%
8
Q4Q7
WHAT TRADE SHOW TACTICS ARE THE
most effective in creating qualified leads?
Networking
and speaking
engagements
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
drive success at trade
Post-show marketing
shows – advertising in
Pre-show marketing
tradeshow materials is
the least effective tactic.
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
10%
20%
30%
40%
50%
9
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
20%
40%
60%
10
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 –
letters, brochures
and 3D promo
packages
We don’t use direct mail
Standard business letters
Brochures and catalogs
3 dimensional promo packages
are the most effective formats.
Postcards
Promotional items, gifts, etc.
Sell sheets and flyers
Self-mailers
Audio or video CDs
Coupons
0%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
20%
40%
60%
11
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
with bloggers, community
moderators, and social
influencers – and don’t neglect
Posting content on company 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)
your corporate blog.
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
10%
20%
30%
40%
50%
12
Q11
How IS marketing automation
used in B2B marketing?
Most B2B marketers
How do you use marketing automation software in your
B2B marketing organization?
(43 percent) use marketing
automation software for
reporting, analytics
and dashboard
capabilities
Reports, analytics and
dashboards
Campaign tracking
Integration with other systems
(CRM, Web)
Lead nurturing
Email distribution and analysis
– followed by campaign
tracking (42 percent).
Lead management
Landing pages
Lead scoring
Lead notifications (for sales
and/or marketing)
We don’t use marketing
automation software
Lead distribution
0%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
10%
20%
30%
40%
50%
13
Q12
WHAT PERCENTAGE OF THE BUDGET
is allocated to lead generation?
Allocation of
marketing budgets
to lead generation runs the
What percentage of your marketing budget is allocated to lead generation?
Survey
responses
20%
gamut – from as little as 10
percent to more than 80
15%
percent. Most B2B marketers
that took the survey, however,
10%
don’t know (20 percent).
5%
0%
00
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
10
20
30
40
50
60
70
80
90
100
Don’t
Know
Percentage
of Budget
14
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
How are lead generation budgets going to change
49.0% | Increase
44.0% | No change
7.0% | Decrease
lead generation budgets to shrink.
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
15
Q14
what marketing tactiCs
are currently outsourced?
The most commonly outsourced
What Marketing tactics do you currently outsource?
B2B marketing function is
creative and
graphic design
Creative/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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
10%
20%
30%
40%
16
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
marketing fits into
their strategies.
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
|
16.6% |
15.1% |
15.0% |
4.0% |
49.2%
Already heavily engaged
in mobile marketing
Not interested in
mobile marketing
Still 6-12 months
from getting serious
Getting serious in 2013
Not yet clear
17
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
Email 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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
5%
10%
15%
20%
25%
18
Q17
what is the average cost
per marketing qualified lead (MQL)?
Cost per marketing
qualified lead
What is your average cost per marketing qualified lead (MQL)?
50%
ranges from less than $25
to over $500 per lead – but
40%
most B2B marketers simply
don’t know (41 percent).
30%
20%
10%
0%
Less
Than $25
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
25-50
51-75
76-100
100-150
151-200
200-500
Over
$500
Not
Sure
19
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 is your role?
What industry is your company in?
Software
Marketing
High-Tech
CEO/President/Owner
Advertising/Marketing
Business services
Sales
Professional services
Manufacturing
Consultant
Telecommunication
Product Management
Healthcare
Financial services
Engineering
Government
0%
5%
10%
15%
20%
25%
What is your career level?
0%
20%
40%
60%
What is the size of your company (number of employees)?
Manager
25.3% | Fewer than 10
Director
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%
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
20
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 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
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
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
Join the
B2B Technology
Marketing
Community
on LinkedIn
practices and opportunities.
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
23
ABOUT THE AUTHOR
Holger Schulze is a B2B technology marketing
executive delivering demand, brand awareness,
Holger Schulze
B2B Marketer
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
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
successfully.
Subscribe to Holger’s
Technology Marketing Blog
http://everythingtechnologymarketing.blogspot.com
B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
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