iabuk.net/contact 17 April 2020

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This survey was sent to advertisers and agencies.
The objective was to identify a snapshot of market trends in lead generation digital marketing for 2011 and beyond.
We had 125 respondents in total.
The fieldwork period was across October 2011.
The survey was hosted on Survey Monkey

Nearly half of respondents were advertisers
IAB UK, Survey Monkey, October 2011

Over a third of respondents were director / head of department level
IAB UK, Survey Monkey, October 2011

Responsibility for lead generation marketing spread across different departments
Q - Who in your organisation looks after Online Lead Generation marketing?
IAB UK, Survey Monkey, October 2011

Leads acquired across a range of verticals –
Top 3 retail, finance and travel
For which vertical(s) do you actively acquire leads?
IAB UK, Survey Monkey, October 2011

Almost half define lead generation as
‘database building’ or ‘customer generation’
Which of the following terms do you use to define Online Lead Generation?
IAB UK, Survey Monkey, October 2011

Increasing the customer base is seen as the main benefit of Online Lead Generation
What do you see as the benefits of Online Lead Generation?
IAB UK, Survey Monkey, October 2011

Expensive CPA’s prevent more spending on lead generation channels
What is preventing you spending on / spending more on Online Lead Generation?
IAB UK, Survey Monkey, October 2011

E-mail and search most popular lead generation methods used
Please tick the below Online Lead Generation methods you currently use?
IAB UK, Survey Monkey, October 2011

How much are you spending on Online Lead Generation this year?
IAB UK, Survey Monkey, October 2011

…and the majority plan to spend more in 2012
And what about next year…?
IAB UK, Survey Monkey, October 2011

Spend is majority 1-20% across multiple marketing channels
Please state approximately what percentage of your Online Lead Generation budget is spent on the following online marketing channels.
IAB UK, Survey Monkey, October 2011

E-mail and search the most effective channels
How would you rank from 1-5 the effectiveness of the following methods (with 1 being very ineffective and 5 being very effective
IAB UK, Survey Monkey, October 2011

In-house lists and search providing most leads
Please select the top 3 Online Lead Generation methods that provide you with the most leads per year.
IAB UK, Survey Monkey, October 2011

Please rate on a scale of 1-5 which factors are the most important when assessing the effectiveness of your Online Lead
Generation campaign/s? (with 1 being very ineffective and 5 being very effective)
IAB UK, Survey Monkey, October 2011

E-mail and call centres used to convert leads
How do you convert your leads?
IAB UK, Survey Monkey, October 2011

Over half are not using lead generation as a marketing channel in the most effective way
Do you feel that you are using this channel as effectively as possible?
IAB UK, Survey Monkey, October 2011

Familiarity with lead generation terms vary significantly
Are you familiar with the following terms?
IAB UK, Survey Monkey, October 2011

Campaigns are managed manually and by email service providers
What technology (if any) do you use to manage your Online Lead Generation campaigns?
IAB UK, Survey Monkey, October 2011

Effective creative considered most important in optimising lead generation campaigns
What options might you use to optimise a lead generation campaign?
IAB UK, Survey Monkey, October 2011

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Retail, Finance and Travel are the top 3 verticals for lead generation.
Email and Search are the most popular methods for online lead generation.
A third of respondents reported spending over £100k of marketing budget on lead generation.
40% confirmed their intention to spend more on lead generation in 2012.
52% of respondents stated they were not using lead generation as effectively as possible.