Marketing Trends

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2013 8VLY L8LT8
by Holger Schulze
Sponsored |y
Eloquo | DlscoverCrg | Sfrond Morkeflng | Cpflly |
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We|come to the 2013 B2B Lead Generat|on Peport!
lt's no secret that B2B market|ng |s undergo|ng dramat|c
change. Market|ng proess|ona|s are under |mmense pressure
to de||ver resu|ts and |ust|y s|gn||cant program and headcount
|nvestments. The B2B Techno|ogy Market|ng Commun|ty on
L|nkedln conducted the 2013 |ead generat|on survey to better
understand how B2B marketers are ad|ust|ng to new cha||enges,
and to |dent|y new trends and best pract|ces.
The resu|ts are |n! We rece|ved over 800 responses and are
exc|ted to share the resu|ts w|th you. We hope you w||| |nd th|s
report an |nterest|ng read that conta|ns the cr|t|ca| data po|nts
and trends to |norm your 2013 market|ng p|ans, campa|gns and
budget a||ocat|ons.
Thanks to everyone who part|c|pated |n the survey!
Group Owner, B2B Techno|ogy Market|ng Commun|ty
hhschu|ze_gma||.com | 1 302-383-5817
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS
The number one cha||enge for B2B marketers:
Generat|ng h|gh qua||ty |eads
The most effective |ead generation tactics used by marketers:
company webs|te, ema|| market|ng and SEO
The greatest barrier to |ead generation success is |ack of resources:
Sta, budget and t|me
B2B marketers' top metrics to measure marketing RO:
Cost per |ead, revenue and |ead vo|ume
The secret to B2B emai| success:
Prov|de compe|||ng content or each stage |n the buy|ng
process to move buyers rom |rst touch to purchase
2
ep-S rends |n 020 Lead 0enerat|en
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2
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Generarin_ |i_|
qualiry leads
is |y lar r|e num|er one
c|allen_e lor B2B markerers
(o1 percenr).
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
awarness buzz
Communicating product value
Creating overall marketing strategy
Keeping up with changes in
the marketplace
What are your biggest B2B lead generation challenges? (Select all that apply)
0% 20% 40% 60% 80%
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T|e mosr ellecrive lead
_enerarion racric used |y
markerers is r|e
company we|sire
lollowed |y email markerin_
and SE.
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
How effective are the following B2B lead generation tactics?
0% 20% 40% 60% 80% 100%
Very Effrective Somewhat Effective Ineffective Do not use
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS
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Today's _rearesr |arriers ro
lead _enerarion success are
lack ol resources:
srall, |ud_er and rime.
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%
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 6
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Cosr per lead,
revenue and
lead volume
rop r|e lisr ol merrics mosr
B2B markerers use ro measure
markerin_ F.
Cost per lead
Total revenue
Total lead volume
Lead quality
Closing rate
Web traffic
Cost per customer acquisition
Average deal size
Time to close
Dont measure
What metrics do you use to measure marketing ROI?
0% 20% 40% 60%
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 7
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For mosr markerers, |erween
S and 10 percenr
ol qualiled
leads converr
ro cusromers. A w|oppin_
2S percenr don'r know r|eir
conversion rares.
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 Dont
Know
Percentage
of Leads
Survey
responses
coovc|t to c|oscd-Woo dca|s
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 8
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T|e secrer ro B2B email
success is
compellin_ conrenr
lor eac| sra_e in r|e |uyin_
process ro move |uyers lrom
lrsr rouc| ro purc|ase.
Compelling content
for each stage
Offering downloadable content
Segment email campaigns
based on behavior
Segment email campaigns
based on demographics
Dynamically personalize
email content
Automatically send email
based on triggers
Allow subscribers to
specify email preferences
Use animated images
or video in design
Use loyalty/reward program
Dont use email marketing
Include surveys, trivia or games
What B2B email tactics do you consider most effective?
0% 20% 40% 60%
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Nerworkin_
and speakin_
en_a_emenrs
drive success ar rrade
s|ows adverrisin_ in
rrades|ow marerials is
r|e leasr ellecrive racric.
Post-show marketing
Networking during trade show
Speaking engagement as part of
the conference/tradeshow program
Demonstrations at booth
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
Giving away a great promotional item
Games, contests or sweepstakes
at booth
Advertising in trade show materials
Dont use tradeshows
What tradeshow tactis do you find most effective in creating qualified leads?
0% 10% 20% 30% 40% 50%
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For we|inar success
|uild compellin_
conrenr, adverrise
r|e we|inar early,
and make sure
ro lollow up .
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
Creating a compelling
webinar registration page
Day of webinar execution
Producing a webinar
plan and deadlines
Setting objectives for
the webinar
What do you consider the most important aspects of an
effective B2B webinar?
0% 20% 40% 60%
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For r|e minoriry ol B2B
markerers w|o srill
use direcr mail
lerrers, |roc|ures
and 3D promo
packa_es
are r|e mosr ellecrive lormars.
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 dont use direct mail
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS !2
For social media success,
|uild relarions|ips
wir| |lo__ers, communiry
moderarors, and social
inluencers and don'r ne_lecr
your corporare |lo_.
Building relationships with bloggers,
community moderators and social
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 in email content
Dont use social media tactics
Advertising on blogs, social networks
or other social media sites
Including social sharing buttons on
company website
What social media tactics do you consider most effective?
0% 10% 20% 30% 40% 50%
Posting content on company blog
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS !3
Mosr B2B markerers
(43 percenr) use markerin_
auromarion solrware lor
reporrin_, analyrics
and das||oard
capa|iliries
lollowed |y campai_n
rrackin_ (42 percenr).
Lead nurturing
Reports, analytics and
dashboards
Campaign tracking
Integration with other systems
(CRM, Web)
Email distribution and analysis
Lead management
Landing pages
Lead scoring
Lead notifications (for sales
and/or marketing)
We dont use marketing
automation software
Lead distribution
How do you use marketing automation software in your
B2B marketing organization?
0% 10% 20% 30% 40% 50%
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Allocarion ol
markerin_ |ud_ers
ro lead _enerarion runs r|e
_amur lrom as lirrle as 10
percenr ro over 80 percenr.
Mosr B2B markerers r|ar |ave
raken r|e survey, |owever, don'r
know (20 percenr).
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 Dont
Know
Percentage
of Budget
Survey
responses
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS !5
Lead _enerarion
|ud_ers are _oin_ up
lor a|our S0 percenr ol B2B
markerers. Bud_ers sray lar lor
44 percenr. nly a small num|er
ol markerers (7 percenr) expecr
lead _enerarion |ud_ers ro s|rink.
How are lead generation budgets going to change
49.0% | Increase
44.0% | No change
7.0% | Decrease
budgcts c|aog|og
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T|e mosr commonly oursourced
B2B markerin_ luncrion is
crearive and
_rap|ic desi_n
(38 percenr), lollowed |y SE
and FF (|or| 2 percenr).
Public relations
Search engine optimization (SEO)
We dont 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
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS !7
n a nurs|ell: Mosr B2B
markerers (4 percenr)
|ave yer ro l_ure our
|ow mo|ile
markerin_ lrs inro
r|eir srrare_ies.
What role does mobile marketing play in your marketing plan?
49.2%
|
16.6%
15.1%
15.0%
4.0%
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
|
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Conlerences
and rrades|ows
receive r|e
|i__esr markerin_
|ud_er allocarion,
lollowed |y lead _enerarion
pro_rams, we|sire and
conrenr markerin_.
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
Roughly speaking, how will you allocate your B2B marketing budget in 2013?
0% 5% 10% 15% 20% 25%
a||ocatcd |o 2018
I
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS !9
Cosr per markerin_
qualiled lead
ran_es lrom less r|an $2S
ro over $S00 per lead |ur
mosr B2B markerers simply
don'r know (41 percenr).
What is your average cost per marketing qualified lead (MQL)?
50%
40%
30%
20%
10%
0%
Less
Than $25
25-50 51-75 76-100 100-150 151-200 200-500 Over
$500
Not
Sure
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 20
T|is survey was senr ro r|e 42,000 mem|ers ol r|e B2B Tec|nolo_y Markerin_ Communiry on
Linkedn. 84S markerers responded |ere is a derailed |reakdown ol r|e demo_rap|ics.
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
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 22
We would like ro r|ank our sponsors lor supporrin_ r|e
B2B Lead Generation Report:
IDG Enterprise | www.id_enrerprise.com
DG Enrerprise |rin_s ro_er|er r|e unique |rands (Compurerworld, nloWorld, Nerwork World, C, DEM, CS, C
Execurive Council, Tworld, and CFworld) ro serve r|e inlormarion needs ol our T and securirylocused audiences. By
levera_in_ r|e srren_r|s ol eac| individual |rand, w|ile simulraneously |arnessin_ r|eir collecrive reac| and audience
allniry, we provide marker leaders|ip and media |esr pracrices lor our markerin_ cusromers ro en_a_e r|eir cusromers
across our porrlolio.
EIoqua | www.eloqua.com
Eloqua (NASDA: EL) is r|e markerin_ sysrem ol record lor modern markerers. T|e company's cloud solrware,
prolessional services and educarion pro_rams provide markerers wir| r|e rec|nolo_y and experrise needed ro |elp
markerin_ drive revenue. More r|an 100,000 _lo|al users lrom companies |or| lar_e and small, rely on r|e markerin_
auromarion power ol Eloqua ro improve demand _enerarion and lead mana_emenr w|ile drivin_ more qualiled leads.
Eloqua's cusromers include AN, Dow Jones, ADF, Fideliry, Folycom, and Narional nsrrumenrs.
DiscoverOrg | www.discoveror_.com
Discoverr_ is r|e leadin_ T markerin_ rool used |y r|e rop T vendors rar_erin_ r|e T deparrmenrs ol Forrune
Fanked, MidMarker, and SMB companies in Norr| America. llered in r|e lorm ol a consranrly relres|ed dara|ase,
Discoverr_ maps our r|e T r_ C|arrs ol 1S,000 companies complere wir| veriled email addresses, direcr dial p|one
num|ers, reporrin_ srrucrure, T pro|ecr updares and rec|nolo_y insrall |ase.
Optify | www.oprily.ner
prily is a simple di_iral markerin_ solrware suire and r|e indusrry srandard lor a_ency markerers. ur complere cloud
|ased di_iral markerin_ plarlorm eliminares r|e need lor srandalone rools and empowers a_encies ro easily creare and
mana_e demand _enerarion pro_rams across mulriple we|sires, nurrure and score r|e |orresr prospecrs, prioririze r|e
|i_|esr perlormin_ pro_rams and srreamline co|randed reporrin_ ol clienr resulrs all lrom one lo_in.
5trand Marketing | www.srrandmarkerin_.com
Srrand is an awardwinnin_, srrare_ic markerin_ and adverrisin_ a_ency locused on r|e unique needs ol _rowr|orienred
|i_| rec| companies. Adepr ar |uildin_ inre_rared in|ound and our|ound solurions, Srrand's srren_r| is ali_nin_
srrare_y wir| crearive conrenr and We| rec|nolo_y ro creare en_a_in_ lead_enerarion and |rand|uildin_ campai_ns.
T|ey're locared Norr| ol Bosron in New|uryporr, MA.
80N8088
828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 23
About the B2B TechnoIogy
Marketing Community
Wir| over 42,000 mem|ers, r|e B2B Technology
Marketing Community is r|e sin_le lar_esr Linkedn _roup
exclusively locused on B2B rec|nolo_y markerin_. T|is
_roup is lor markerin_ prolessionals in B2B |i_|rec|
indusrries ro ena|le nerworkin_, s|arin_ ol ideas, |esr
pracrices and opporruniries.
Join tbe
B2B TECHNOLOGY
MARKETlNG
COMMUNlTY
on LinkedIn
Technology
Marketing
Group Fartner
Many r|anks ro every|ody w|o parricipared in r|is survey.
l you are inreresred in cosponsorin_ upcomin_ surveys, or crearin_ your
own survey reporr, please conracr Hol_er Sc|ulze ar ||sc|ulze@_mail.com.
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828 LLA LhLATIh NAkLTIh TLh8 | REA ThE 2O18 SuRVEY RESuLTS 24
Hol_er Sc|ulze is a B2B rec|nolo_y markerin_
execurive deliverin_ demand, |rand awareness,
and revenue _rowr| lor |i_|rec| companies.
A prolilic |lo__er and online communiry |uilder,
Hol_er mana_es r|e B2B Tec|nolo_y Markerin_
Communiry on Linkedn wir| over 42,000
mem|ers and wrires a|our B2B markerin_ rrends
in |is |lo_ Everyr|in_ Tec|nolo_y Markerin_.
ur _oal is ro inlorm and educare B2B markerers
a|our new rrends, s|are markerin_ ideas and
|esr pracrices, and make ir easier lor you ro lind
r|e inlormarion you care a|our ro do your |o|s
successlully.
HoIger 5cbuIze
B2B Markerer
EmaiI
||sc|ulze@_mail.com
FoIIow HoIger on Twitter
|rrp://rwirrer.com/|ol_ersc|ulze
5ubscribe to HoIger's
TecbnoIogy Marketing Iog
|rrp://everyr|in_rec|nolo_ymarkerin_.|lo_spor.com
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