Published May 2012
KEY FINDINGS
Benchmarking Report
& Nurturing
The
Lead Generation and Nurturing Benchmarking Report
was produced by B2B Marketing, in
association with research partner Circle Research and sponsor The Newbury Group.
The report provides a robust overview of trends, attitudes and spending patterns in lead
generation and nurturing for B2B brands, helping marketers to benchmark their activity against
industry standards.
Findings are based on 291 interviews with B2B client-side marketers conducted in April 2012.
Benchmarking reports are a regular series of products produced by B2B Marketing.
They are available free to Premium Members of B2B Marketing, or otherwise can be purchased online for £150 plus VAT. Key findings available to download for free.
1. B2B marketers are highly focused on leads
2. Increasing ‘quality’ of leads is marketers’ highest
priority objective
The highest priorities for respondents are increasing quality and quantity of leads generated
– as identified by 53 per cent and 50 per cent respectively.
3. Marketers expect to increase spend
in lead generation/nurturing activities
Almost seventy per cent of survey participants expect to increase investment in lead activity in the
next 12 months.
4. Live events and telemarketing
are best for lead quality
Live events were cited as best for quality of leads by 43 per cent of respondents compared to 40 per cent
for telemarketing, while email was top on quantity.
5. Content is the biggest challenge
in lead activity
6. Email is most effective
for generating new leads
Forty two per cent of respondents identified email as the number one channel for generating new leads when it
comes to targeting new customers.
•
Respondent company by size
•
Industry sectors•
Job titles•
Geographical location•
Value of product or service offered•
Responsibility for lead generation and nurturingSection 2: Approach to lead generation and nurturing
•
Separate disciplines•
Focus on lead generation and nurturing activities•
Importance of lead activities•
Most important lead-orientated activities•
Biggest challengesSection 3: Targeting customer types
•
Customer focus•
Customer prioritisation•
Targeting techniquesSection 4: Budgeting
•
Budget allocation to lead activities•
Proportion of budget allocated to lead activities•
Year-on-year change in lead generationSection 5: Measurement and ROI
•
Measurement of ROI•
Reasons for failure to measure ROI on lead activities•
Measurement criteria used•
Importance of metrics •
Demonstration of ROISection 6: Lead generation
•
Processes for lead generation•
Approach to lead generation•
Understanding the cost of lead generation•
Activities used to generate leads•
Effectiveness of different activities in generation techniques•
Role of content in lead generationSection 7: Lead nurturing
•
Use of lead scoring•
Lead scoring process•
Lead scoring criteria•
Accuracy of lead scoring•
Percentage of sales-ready leads generated•
Conversion rates for sales-ready leads•
Use of lead nurturing•
Channels used to nurture leads•
Effectiveness of nurturing channels Importance of content•
Recycling of leads•
Approach to lead recyclingSection 8: Technology and service providers
This report will help you:
benchmark your lead generation and nurturing activity, qualify your results, integrate
marketing with sales, validate internal results against the market, review key trends in lead generation and
nurturing activity and optimise your future spending plans.
You can
buy this report now
for just £99* + VAT (full price is £150 + VAT). To secure this preferential price use
promotion code ‘exec_lead’.
B2B Marketing produces over 20 reports per year, including:
•
Benchmarking reports:
indepth analysis of key channels, helping marketers benchmark their activities against
industry standards.
•
Best practice guides:
practical guidance focused on key objectives or utilising particular marketing tools or
techniques.
•
Business cases:
insight and data to help build a case towards a specific marketing investment.
