• No results found

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

N/A
N/A
Protected

Academic year: 2021

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

Copied!
24
0
0

Loading.... (view fulltext now)

Full text

(1)

0DUNHWLQJ7UHQGV

/($'*(1(5$7,21





6859(<5(68/76

BYŸ(OLGERŸ3CHULZE

3PONSOREDŸBY

(2)
(3)
(4)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



'ENERATINGŸHIGH

QUALITYŸLEADS

ISŸBYŸFARŸTHEŸNUMBERŸONEŸ

CHALLENGEŸFORŸ""ŸMARKETERS

ŸPERCENT ŸŸŸ

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%

:+$7$5(7+(%,**(67

/HDG*HQHUDWLRQ&KDOOHQJHV"

(5)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4HEŸMOSTŸEFFECTIVEŸLEADŸ

GENERATIONŸTACTICŸUSEDŸBYŸ

MARKETERSŸISŸTHE

COMPANYŸWEBSITE

FOLLOWEDŸBYŸEMAILŸMARKETINGŸ

ANDŸ3%/

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

+2:())(&7,9($5(7+(

%%/HDG*HQHUDWLRQ7DFWLFV"

(6)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76

4



4ODAYSŸGREATESTŸBARRIERSŸTOŸ

LEADŸGENERATIONŸSUCCESSŸARE

LACKŸOFŸRESOURCES

STAFF ŸBUDGETŸANDŸTIME

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%

:+$7$5(7+(*5($7(67

%DUULHUVWR%%/HDG*HQHUDWLRQ"

(7)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4

#OSTŸPERŸLEAD Ÿ

REVENUEŸANDŸ

LEADŸVOLUME

TOPŸTHEŸLISTŸOFŸMETRICSŸMOSTŸ

""ŸMARKETERSŸUSEŸTOŸMEASUREŸ

MARKETINGŸ2/)

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%

:+$70(75,&6$5(86('

WRPHDVXUHPDUNHWLQJ52,"

(8)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4

&ORŸMOSTŸMARKETERS ŸBETWEEN

ŸANDŸŸPERCENTŸ

OFŸQUALIÚED

LEADSŸCONVERT

TOŸCUSTOMERSŸ!ŸWHOPPINGŸ

ŸPERCENTŸDONTŸKNOWŸTHEIRŸ

CONVERSIONŸRATES

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

(9)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4

4HEŸSECRETŸTOŸ""ŸEMAILŸ

SUCCESSŸIS

COMPELLINGŸCONTENT

FORŸEACHŸSTAGEŸINŸTHEŸBUYINGŸ

PROCESSŸTOŸMOVEŸBUYERSŸFROMŸ

ÚRSTŸTOUCHŸTOŸPURCHASE

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 Don’t use email marketing Include surveys, trivia or games

What B2B email tactics do you consider most effective?

0% 20% 40% 60%

DUHPRVWHIIHFWLYH"

(10)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4

.ETWORKINGŸ

ANDŸSPEAKINGŸ

ENGAGEMENTS

DRIVEŸSUCCESSŸATŸTRADEŸ

SHOWSŸkŸADVERTISINGŸINŸ

TRADESHOWŸMATERIALSŸISŸ

THEŸLEASTŸEFFECTIVEŸTACTIC

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 Don’t use tradeshows

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

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

PRVWHIIHFWLYHLQFUHDWLQJTXDOLILHGOHDGV"

(11)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



&ORŸWEBINARŸSUCCESS

BUILDŸCOMPELLINGŸ

CONTENT ŸADVERTISEŸ

THEŸWEBINARŸEARLY Ÿ

ANDŸMAKEŸSUREŸ

TOŸFOLLOWŸUPŸ

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%

DVSHFWRIDQHIIHFWLYH%%ZHELQDU"

(12)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



&ORŸTHEŸMINORITYŸOFŸ""Ÿ

MARKETERSŸWHOŸSTILLŸ

USEŸDIRECTŸMAILŸkŸŸ

LETTERS ŸBROCHURESŸ

ANDŸ$ŸPROMOŸ

PACKAGES

Ÿ

AREŸTHEŸMOSTŸEFFECTIVEŸFORMATS

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

LVFRQVLGHUHGWKHPRVWHIIHFWLYH"

(13)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



&ORŸSOCIALŸMEDIAŸSUCCESS

BUILDŸRELATIONSHIPS

WITHŸBLOGGERS ŸCOMMUNITYŸ

MODERATORS ŸANDŸSOCIALŸ

INÛUENCERSŸkŸANDŸDONTŸNEGLECTŸ

YOURŸCORPORATEŸBLOG

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 Don’t 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

DUHFRQVLGHUHGWKHPRVWHIIHFWLYH"

(14)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



-OSTŸ""ŸMARKETERSŸ

ŸPERCENT ŸUSEŸMARKETINGŸ

AUTOMATIONŸSOFTWAREŸFORŸ

REPORTING ŸANALYTICSŸ

ANDŸDASHBOARDŸ

CAPABILITIES

ŸkŸFOLLOWEDŸBYŸCAMPAIGNŸ

TRACKINGŸŸPERCENT 

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 don’t use marketing automation software Lead distribution

How do you use marketing automation software in your

B2B marketing organization?

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

XVHGLQ%%PDUNHWLQJ"

(15)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



!LLOCATIONŸOFŸ

MARKETINGŸBUDGETS

TOŸLEADŸGENERATIONŸRUNSŸTHEŸ

GAMUTŸkŸFROMŸASŸLITTLEŸASŸŸ

PERCENTŸTOŸOVERŸŸPERCENTŸ

-OSTŸ""ŸMARKETERSŸTHATŸHAVEŸ

TAKENŸTHEŸSURVEY ŸHOWEVER ŸDONTŸ

KNOWŸŸPERCENT 

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

(16)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



,EADŸGENERATION

BUDGETSŸAREŸGOINGŸUP

FORŸABOUTŸŸPERCENTŸOFŸ""Ÿ

MARKETERSŸ"UDGETSŸSTAYŸÛATŸFORŸ

ŸPERCENTŸ/NLYŸAŸSMALLŸNUMBERŸ

OFŸMARKETERSŸŸPERCENT ŸEXPECTŸ

LEADŸGENERATIONŸBUDGETSŸTOŸSHRINK

How are lead generation budgets going to change

49.0% | Increase

44.0% | No change

7.0% | Decrease

EXGJHWVFKDQJLQJ"

(17)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4HEŸMOSTŸCOMMONLYŸOUTSOURCEDŸ

""ŸMARKETINGŸFUNCTIONŸIS

CREATIVEŸANDŸ

GRAPHICŸDESIGN

ŸPERCENT ŸFOLLOWEDŸBYŸ3%/Ÿ

ANDŸ02ŸBOTHŸŸPERCENT Ÿ

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

DUHFXUUHQWO\RXWVRXUFHG"

(18)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



)NŸAŸNUTSHELLŸ-OSTŸ""Ÿ

MARKETERSŸŸPERCENT Ÿ

HAVEŸYETŸTOŸÚGUREŸOUT

HOWŸMOBILEŸ

MARKETINGŸÚTSŸINTOŸ

THEIRŸSTRATEGIES

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

|

PDUNHWLQJSOD\"

(19)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



#ONFERENCESŸ

ANDŸTRADESHOWSŸ

RECEIVEŸTHEŸ

BIGGESTŸMARKETINGŸ

BUDGETŸALLOCATION

FOLLOWEDŸBYŸLEADŸGENERATIONŸ

PROGRAMS ŸWEBSITEŸANDŸ

CONTENTŸMARKETING

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%

DOORFDWHGLQ"

(20)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



#OSTŸPERŸMARKETINGŸ

QUALIÚEDŸLEADŸ

RANGESŸFROMŸLESSŸTHANŸŸ

TOŸOVERŸŸPERŸLEADŸkŸBUTŸ

MOSTŸ""ŸMARKETERSŸSIMPLYŸ

DONTŸKNOWŸŸPERCENT 

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 SureNot

SHUPDUNHWLQJTXDOLILHGOHDG 04/ "

(21)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



4HISŸSURVEYŸWASŸSENTŸTOŸTHEŸ Ÿ ŸMEMBERSŸOFŸTHEŸ""Ÿ4ECHNOLOGYŸ-ARKETINGŸ#OMMUNITYŸONŸ

,INKED)NŸŸMARKETERSŸRESPONDEDŸkŸHEREŸISŸAŸDETAILEDŸBREAKDOWNŸOFŸTHEŸDEMOGRAPHICS

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

(22)

%%/($'*(1(5$7,210$5.(7,1*75(1'6_



5($'7+(6859(<5(68/76



7EŸWOULDŸLIKEŸTOŸTHANKŸOURŸSPONSORSŸFORŸSUPPORTINGŸTHEŸ

"",EAD'ENERATION2EPORT

)$'Ÿ%NTERPRISEŸŸ\ŸŸ

WWWIDGENTERPRISECOM

)$'Ÿ%NTERPRISEŸBRINGSŸTOGETHERŸTHEŸUNIQUEŸBRANDSŸ#OMPUTERWORLD Ÿ)NFO7ORLD Ÿ.ETWORKŸ7ORLD Ÿ#)/ Ÿ$%-/ Ÿ#3/ Ÿ#)/Ÿ

%XECUTIVEŸ#OUNCIL Ÿ)4WORLD ŸANDŸ#&/WORLD ŸTOŸSERVEŸTHEŸINFORMATIONŸNEEDSŸOFŸOURŸ)4ŸANDŸSECURITY FOCUSEDŸAUDIENCESŸ"YŸ

LEVERAGINGŸTHEŸSTRENGTHSŸOFŸEACHŸINDIVIDUALŸBRAND ŸWHILEŸSIMULTANEOUSLYŸHARNESSINGŸTHEIRŸCOLLECTIVEŸREACHŸANDŸAUDIENCEŸ

AFÚNITY ŸWEŸPROVIDEŸMARKETŸLEADERSHIPŸANDŸMEDIAŸBESTŸPRACTICESŸFORŸOURŸMARKETINGŸCUSTOMERSŸTOŸENGAGEŸTHEIRŸCUSTOMERSŸ

ACROSSŸOURŸPORTFOLIO

%LOQUAŸŸ\ŸŸ

WWWELOQUACOM

%LOQUAŸ .!3$!1Ÿ %,/1 Ÿ ISŸ THEŸ MARKETINGŸ SYSTEMŸ OFŸ RECORDŸ FORŸ MODERNŸ MARKETERSŸ 4HEŸ COMPANYSŸ CLOUDŸ SOFTWARE Ÿ

PROFESSIONALŸSERVICESŸANDŸEDUCATIONŸPROGRAMSŸPROVIDEŸMARKETERSŸWITHŸTHEŸTECHNOLOGYŸANDŸEXPERTISEŸNEEDEDŸTOŸHELPŸ

MARKETINGŸDRIVEŸREVENUEŸ-OREŸTHANŸ ŸGLOBALŸUSERSŸFROMŸCOMPANIESŸBOTHŸLARGEŸANDŸSMALL ŸRELYŸONŸTHEŸMARKETINGŸ

AUTOMATIONŸPOWERŸOFŸ%LOQUAŸTOŸIMPROVEŸDEMANDŸGENERATIONŸANDŸLEADŸMANAGEMENTŸWHILEŸDRIVINGŸMOREŸQUALIÚEDŸLEADSŸ

%LOQUASŸCUSTOMERSŸINCLUDEŸ!/. Ÿ$OWŸ*ONES Ÿ!$0 Ÿ&IDELITY Ÿ0OLYCOM ŸANDŸ.ATIONALŸ)NSTRUMENTSŸ

$ISCOVER/RGŸŸ\ŸŸ

WWWDISCOVERORGCOMŸ

$ISCOVER/RGŸ ISŸ THEŸ LEADINGŸ )4Ÿ MARKETINGŸ TOOLŸ USEDŸ BYŸ THEŸ TOPŸ )4Ÿ VENDORSŸ Ÿ TARGETINGŸ THEŸ )4Ÿ DEPARTMENTSŸ OFŸ &ORTUNEŸ

2ANKED Ÿ-ID -ARKET ŸANDŸ3-"ŸCOMPANIESŸINŸ.ORTHŸ!MERICAŸ/FFEREDŸINŸTHEŸFORMŸOFŸAŸCONSTANTLYŸREFRESHEDŸDATABASE Ÿ

$ISCOVER/RGŸMAPSŸOUTŸTHEŸ)4Ÿ/RGŸ#HARTSŸOFŸ ŸCOMPANIESŸCOMPLETEŸWITHŸVERIÚEDŸEMAILŸADDRESSES ŸDIRECTŸDIALŸPHONEŸ

NUMBERS ŸREPORTINGŸSTRUCTURE Ÿ)4ŸPROJECTŸUPDATESŸANDŸTECHNOLOGYŸINSTALLŸBASEŸ

/PTIFYŸŸ\ŸŸ

WWWOPTIFYNET

/PTIFYŸISŸAŸSIMPLEŸDIGITALŸMARKETINGŸSOFTWAREŸSUITEŸANDŸTHEŸINDUSTRYŸSTANDARDŸFORŸAGENCYŸMARKETERSŸ/URŸCOMPLETEŸCLOUD

BASEDŸDIGITALŸMARKETINGŸPLATFORMŸELIMINATESŸTHEŸNEEDŸFORŸSTANDALONEŸTOOLSŸANDŸEMPOWERSŸAGENCIESŸTOŸEASILYŸCREATEŸANDŸ

MANAGEŸDEMANDŸGENERATIONŸPROGRAMSŸACROSSŸMULTIPLEŸWEBSITES ŸNURTUREŸANDŸSCOREŸTHEŸHOTTESTŸPROSPECTS ŸPRIORITIZEŸTHEŸ

HIGHESTŸPERFORMINGŸPROGRAMSŸANDŸSTREAMLINEŸCO BRANDEDŸREPORTINGŸOFŸCLIENTŸRESULTSŸ ŸALLŸFROMŸONEŸLOGIN

3TRANDŸ-ARKETINGŸŸŸ\ŸŸŸ

WWWSTRANDMARKETINGCOMŸ

3TRANDŸISŸANŸAWARD WINNING ŸSTRATEGICŸMARKETINGŸANDŸADVERTISINGŸAGENCYŸFOCUSEDŸONŸTHEŸUNIQUEŸNEEDSŸOFŸGROWTH ORIENTEDŸ

HIGHŸ TECHŸ COMPANIESŸ !DEPTŸ ATŸ BUILDINGŸ INTEGRATEDŸ INBOUNDŸ ANDŸ OUTBOUNDŸ SOLUTIONS Ÿ 3TRANDSŸ STRENGTHŸ ISŸ ALIGNINGŸ

STRATEGYŸWITHŸCREATIVEŸCONTENTŸANDŸ7EBŸTECHNOLOGYŸTOŸCREATEŸENGAGINGŸLEAD GENERATIONŸANDŸBRAND BUILDINGŸCAMPAIGNSŸ

4HEYREŸLOCATEDŸ.ORTHŸOFŸ"OSTONŸINŸ.EWBURYPORT Ÿ-!Ÿ

(23)
(24)

References

Related documents

During the thesis work, I measured six different parameters: the number of emergency processes, hash table entry number, caching replacement policy, cache entry

from pension split plus top-up; middle of SSAG range, leaves wife with 46.5% of income Briere v. on unequalized pension, SSAG rejected by judge Spousal support varied to

Meets expectations -- student demonstrates sufficient knowledge, skills, and abilities or does what is expected of students in collegiate business programs.. Does not meet

5.4.1 The Head of PSD holds responsibility for the management of police information and as such has responsibility for overseeing all related functions for

The Canadian Federal Government, on the other hand, manages the industrial quota, sets a target milk price each year, operates a support price program for butter and skim milk

Family Conference » entitled “CROSS ROADS 2019 VISIONARY DEVELOPMENTS IN CHILD AND FAMILY LAW”. Under the supervision of the Legal Officer Frédéric BREGER, I worked on

The targeted real estate ads reminded consumers to check state licenses before hiring a real estate professional and provided the Department’s website for consumers and licensed real

Third group include the countries that the government is responsible for enactment of accounting standards in it’s (for example, Australia, China, France, and Malaysia). Some