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TRENDS Report
Presented by
Technology
Marketing
Group Partner
B2B Lead
Generation
LEAD GENERATION
TREND REPORT
TABLE OF CONTENTS
Introduction
Key survey findings
Lead Generation Priorities
Lead Generation Challenges
Lead Generation Effectiveness
Effective Tactics
Barriers to Success
Marketing Metrics
Lead Conversion Success
Marketing Sourced Revenue
Optimum Number of Form Fields
Essential Form Fields
Best Performing Offers & Calls to Action
To gate or not to gate?
Most Effective Email Tactics
Most Effective Tradeshow Tactics
Webinar Success Factors
Most Effective Social Media Tactics
Social Media for Lead Generation
Most Effective LinkedIn Features
Marketing Automation Usage
Follow-Up Success Factors
Lead Generation Budget Allocation
Lead Generation Budget Trends
Outsourced Marketing Tactics
Mobile Marketing
Content Marketing Technologies
Methodology & Demographics
Sponsors overview
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Holger Schulze
Group Founder
Technology Marketing
Community on LinkedIn
hhschulze@gmail.com
Technology
Marketing
Group Partner
More B2B
Marketing Reports
It’s no secret that B2B marketing is undergoing dramatic change, putting
B2B marketing professionals under increasing pressure to deliver results
and justify program and headcount investments.
The B2B Technology Marketing Community on LinkedIn conducted the
2015 lead generation survey to better understand how B2B marketers are
adjusting to new challenges, and to identify new trends and best practices.
We received over 600 responses and this unique report shares the critical
data points and trends for busy B2B marketing professionals to inform your
marketing plans, campaigns and budget allocations.
Many thanks to everyone who participated in this survey!
We hope you will enjoy this report.
Holger Schulze
INTRODUCTION
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KEY SURVEY FINDINGS
Increasing the quality of leads is the top priority for a majority (68%) of B2B
professionals, followed by increasing lead volume (55%). This reversal in priorities
points to a bigger trend toward quality over quantity.
59% of respondents said generating high quality leads is their biggest B2B lead
generation challenge, matching the increased focus on lead quality.
Lack of resources such as staff, funding and time remains the biggest obstacle to
successful B2B lead generation for 61% of respondents.
Help is on the way for 58% of marketers who say their lead generation budget will
increase.
Despite the hype around mobile marketing, most respondents are not sure what
role mobile marketing will play in their strategies (45%).
The 5 Major Trends in Lead Generation
1
2
3
4
5
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Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing
lead volume (55%). This reversal points to a bigger trend toward quality over quantity. Further down the list are
goals such as improving the ability to measure and analyze the impact of marketing initiatives (41%) and improving
marketing and sales alignment (39%).
Lead Generation Priorities
Q: What are your top 3 lead generation priorities for the next 12 months?
68%Increase
lead quality
#1
Increase
lead volume
55%
41%
#2
#3
Improve ability to
measure and analyze
marketing impact
39%
38%
30%
14%
5%
#4 Improve marketing
and sales alignment
#5 Improve marketing
efficiency (do more with less)
#6 Implement new
technologies and tactics
#7 Reduce cost per lead
#8 Other / not sure
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59% of respondents identified generating high-quality leads to be their biggest B2B lead generation challenge.
Interestingly, this top challenge matches the top priority of increasing lead quality, and it ranks far above other
marketing challenges such as converting leads to customers (42%), delivering effective lead nurturing programs
(37%), and demonstrating the impact on revenues and ROI (36%).
Lead Generation Challenges
59%
42%
Converting
leads into
customers
Delivering
effective lead
nurturing
programs
BIGGEST B2B LEAD
GENERATION CHALLENGES
Generating
high-quality leads
37%
Demonstrating
impact on
revenue / ROI
36%
Reaching new / expanded audiences 37%
Generating a high-volume of leads 37%
Creating meaningful content 36% | Sourcing high-quality data/lists 27%
Marketing to a growing number of people involved in the buying process 20%
Lead generation across multiple media 20%
Communicating product value 19%
Creating overall marketing strategy and positioning 19%
Marketing to a lengthening sales cycle 18%
Generating public relations and awareness buzz 17%
Keeping up with changes in the marketplace and technologies 14%
Providing enough actionable information with new leads 14%
Other / Not sure 2%
Q: What are your biggest B2B lead generation challenges?
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When it comes to gauging the effectiveness of existing lead generation programs, most marketers are not satisfied.
80% report their efforts are only slightly or somewhat effective, while just 16% rate their efforts as very or extremely
effective. And 4% report their lead generation programs as not effective at all.
Lead Generation Effectiveness
Q: How would you rate the overall effectiveness of your lead generation efforts?
Not at all effective Slightly effective Somewhat effective Very effective Extremely effective
4%
2%
26%
54%
report their efforts
are only slightly or
somewhat effective
rate their efforts as
very or extremely
effective
14%
16%
80%
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One of the most surprising results
of the survey is that events and
conferences have seen a strong
resurgence as the most effective lead
generation tactic (up from the number
three spot in the previous survey).
Company website has dropped to the
number two spot, followed by search
engine optimization. The least popular
tactics in our survey are mobile
marketing and print advertising.
Effective Tactics
Q: How effective are the following B2B lead
generation tactics?
0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12%
1%
9%
8%
28%
33%
27%
20%
9%
42%
24%
41 %
27%
59%
48%
1 1 %
16%
14%
12%
10%
15%
17%
23%
30%
13%
22%
22%
24%
15%
30%
46%
53%
50%
55%
38%
33%
39%
43%
49%
35%
43%
29%
41 %
22%
20%
32%
30%
27%
25%
24%
19%
17%
13%
10%
12%
10%
8%
7%
4%
2%
Very effective Somewhat effective Ineffective Do not use
Events /
conferences /
tradeshows
Company
website
Search engine
optimization (SEO)
Email
marketing
Webinars
Telemarketing
Paid search
(PPC)
Public
relations
Social media
Content
syndication
Blogging
Direct mail
Online
advertising
Mobile
marketing
Print
advertising
0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 100%
12%
1%
9%
8%
28%
33%
27%
20%
9%
42%
24%
41 %
27%
59%
48%
1 1 %
16%
14%
12%
10%
15%
17%
23%
30%
13%
22%
22%
24%
15%
30%
46%
53%
50%
55%
38%
33%
39%
43%
49%
35%
43%
29%
41 %
22%
20%
32%
30%
27%
25%
24%
19%
17%
13%
10%
12%
10%
8%
7%
4%
2%
Very effective Somewhat effective Ineffective Do not use
Events /
conferences /
tradeshows
Company
website
Search engine
mization (SEO)
Email
marketing
Webinars
Telemarketing
Paid search
(PPC)
Public
relations
Social media
Content
syndication
Blogging
Direct mail
Online
advertising
Mobile
marketing
Print
advertising
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Lack of resources, such as staff, funding and time, remains the biggest obstacle to successful B2B lead generation
for 61% of respondents. This is followed by lack of quality data (42%), and limited insight into target audiences
(38%). This is followed by lack of quality data (42%), and limited ability to develop content (38%).
Barriers to Success
Q: What are your greatest barriers to B2B lead generation success?
Lack of
sufficient
insight on
target audience
61% 42% 38%
Barriers to B2B
lead generation
#1 #2 #3
Lack of
resources
(staffing, budget
or time)
Lack of high-
quality data /
lists to drive
campaigns
Limited ability to develop content 37% | Lack of alignment between sales and marketing 35% |
Lack of ability to stop executing and think strategically 31% | Lack of reliable data to drive decisions 27% |
Lack of a clear value proposition 21% | Not enough education on best practices 18% |
Difficulty gaining support from the C-suite 18% | Lack of clarity on goals and objectives 17% |
Lack of insight in competitive research 15% | Lack of support from IT 14% | The economic climate / lack of demand 12% |
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Despite marketing priorities shifting to lead quality over quantity, when measuring marketing ROI, 59% of
marketers still rely on total lead volume as a top metric (up from the number three spot in our last survey). Total
lead volume may be easy to measure, but it tells marketers little about the suitability of those leads and how likely
they are to convert.
Least popular are metrics that measure the reach of campaigns (15%), customer lifetime value (17%), and the time
to close (19%).
Marketing Metrics
Q: What metrics do you routinely use to measure marketing ROI?
59%
51%
Lead
volume
Total revenue
100 20 30 40 50 60
50%Web traffic
Cost per lead 46% | Lead quality 46% | Lead-to-close ratio 44% | Closing rate 34% | Average deal size 32% |
Cost per customer acquisition 30% | Social Engagement / Followers / Likes 24% | Time to close 19% | Customer lifetime value 17% |
Reach 15% | Don’t measure 7% | Other 1% |
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Nearly a quarter don’t
know the degree to
which their efforts result
in closed-won deals.
A surprising number of marketers are unable to gauge the conversion success of
their lead generation programs.
Lead Conversion Success
Q: What percentage of your leads convert to closed won deals?
0-5 6-10 11-15 16-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100
10%
0%
20%
30%
14% 15%
10% 10% 10%
6%
3%
4%
2%
1% 0%
1/4 don’t know 24%
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On the revenue side, 64% of respondents say marketing leads contribute 25% or less to overall revenue, while 15%
put it at half or more.
Marketing Sourced Revenue
Q: What percentage of revenue can you confidently attribute to marketing sourced leads?
0% 1-10% 11-25% 26-50% 51-75% 76-100%
4%
30%
34%
16%
10%
5%
64%
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For B2B marketers, the ideal number of fields on web registration and download forms is between three and five
for 79% of respondents, while only 16% said it was six or more.
Optimum Number of Form Fields
Q: What do you consider the ideal number of fields on web registration / download forms?
3-5 fields
79%6+ fields
16%
FORM
1
2
3
4
5
6
7
8
9
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On registration and download forms, email is (not surprisingly) the single most essential field for 97% of marketers,
followed by name (92%) and company (79%). Least essential are postal address (11%), followed by company
size (12%).
Essential form fields
Q: What registration / download form fields do you consider most essential vs nice to have?
92%
97%
79%
FORM
1 EMAIL
NAME
COMPANY
PHONE
TITLE / ROLE
COUNTRY
INDUSTRY
CUSTOM QUESTION
STATE
2
3
4
5
6
7
8
9
COMPANY SIZE
ADDRESS
8
9
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Whitepaper and eBook downloads are by far the top producers of leads, according to 59% of respondents. Other
effective tools are contact forms (39%), webinars (37%) and free trials (35%).
Best Performing Offers & Calls to Action
Q: What website offers and calls to action do you find most effective in generating qualified leads?
WHITEPAPER
EBOOK
DOWNLOADS
CONTACT US
FORMS
WEBINAR
PRESENTATIONS
59%
39% 37%
FREE
TRIALS
35%
FREE
TRIAL
One-on-one product demo 28% | Newsletter 18% | How to Buy / pricing requests 16% | Recorded product demo 15% |
Software downloads 14% | Raffles / giveaways 5% | Podcast presentations 4% | Not sure / Other 4%
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Webinar presentations are the most common content to be gated behind registration forms for 80% of marketers.
Other frequently gated offers are whitepaper and ebook downloads (79%), free trials (77%) and one-on-one
product demos (75%). Least gated are product collateral (21%) and podcasts (34%).
To gate or not to gate?
Q: What content and offers do you typically gate and place behind a registration form?
One-on-one product demo 75% | Software downloads 72% | Raffles / giveaways 58% |
How to Buy / pricing requests 53% | Newsletter 52% | Case studies 40% | Recorded product demo 38% |
Podcast presentations 31% | Product collateral 20%
WEBINAR
PRESENTATIONS
WHITE PAPERS & EBOOKS
FREE TRIALS
80%
79%
77%
Share the LEAD GENERATION TREND Report 17
Among effective email practices, delivering compelling content at each stage of the buying process is most
popular, drawing 56% of responses. This is followed by offering downloadable content (49%) and behavior-based
segmentation (45%).
Most Effective Email Tactics
Q: What email tactics do you consider most effective?
COMPELLING CONTENT
FOR EACH STAGE IN
THE BUYING PROCESS
OFFERING
DOWNLOADABLE
CONTENT
SEGMENT EMAIL
CAMPAIGNS BASED
ON BEHAVIOR
56% 49% 45%
Automatically send email based on triggers 33% | Dynamically personalize email content 32% |
Segment email campaigns based on demographics 30% | Allow subscribers to specify email preferences 19% |
Include surveys, trivia or games 12% | Use animated images or video in design 11% | Use loyalty/reward programs 10% |
Don’t use email marketing 6% | Other 2%
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Getting speaking engagements at tradeshows is again the most effective tradeshow tactic for 46% of marketers.
Networking (38%), booth demos (31%), and pre- / post-show marketing (30%) follow close behind. Least effective
tactics are advertising in tradeshow materials (8%) and games / contests / sweepstakes at the booth (11%).
Most Effective Tradeshow Tactics
Q: What tradeshow tactics do you find most effective in creating qualified leads?
46%
38%
SPEAKING
ENGAGEMENT
NETWORKING
31%
30%
BOOTH DEMO
PRE- / POST-SHOW
MARKETING
Engaging booth display and design 29% | Staffing trade show booth appropriately 28% | Don’t use tradeshows 18% |
Sponsoring tradeshow or related events 18% | Utilizing social media 17% | Have a presenter at the booth 14% |
Giving away a great promotional item 13% | Games, contests or sweepstakes at booth 12%
Advertising in tradeshow materials 9% | Other 3%
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According to our participants, a successful webinar should start with well-developed content (48%) and effective
pre-webinar promotion (46%). Post-webinar promotion (43%) and recruiting the right presenters (36%) also
ranked high.
Webinar Success Factors
Q: What do you consider the most important aspects of an effective B2B webinar?
EFFECTIVE
B2B WEBINAR
Developing webinar content
Pre-webinar promotion to gain attendees
Post-webinar marketing and follow-up
Recruiting the right webinar speaker(s)
48%
46%
43%
36%
Making webinar available on demand 32% | Setting objectives for the webinar 22% | Don’t use webinars 21% |
Creating a compelling webinar registration page 19% | Day of webinar execution 14% | Producing a webinar plan and deadlines 13% |
Other 2%
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Posting content on a company blog is the most effective tactic for 45% of marketers. Engaging in online
conversations with audiences (44%) and building strong relationships with bloggers, community moderators
and social influencers (42%) round out the top 3 strategies. Least effective is social media advertising (15%) and
microblogging (16%).
Most Effective Social Media Tactics
Q: What social media tactics do you consider most effective?
Posting content on
company blog
45%
Engaging in online
conversations with
audience and followers
Building relationships
with bloggers, community
moderators, & social
influencers
44% 42%
Uploading content to social sharing sites (YouTube, Flickr, SlideShare, etc.) 40% |
Moderating social networks (Facebook, LinkedIn, etc.) 29% | Including social sharing buttons on company website 24% |
Including social sharing buttons in email content 19% | Posting comments on microblogs (Twitter, etc.) 17% |
Advertising on blogs, social networks or other social media sites 15% | Don’t use social media tactics 10% | Other 2%
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Among social networking platforms, LinkedIn takes the lead and is rated “effective” by 79% of B2B marketers.
YouTube follows at a distant 42% and Twitter was equally “effective - ineffective”. Facebook, in contrast, drew the
highest “ineffective” rating at 48%.
Social Media for Lead Generation
Q: How effective are the following social platforms in generating leads?
EFFECTIVEINEFFECTIVE
79%
48%
42% 40%
22%
40%
15%
29%
Effective Ineffective I don’t use it
YouTube 42% 29% 28%
Twitter 40% 40% 20%
SlideShare 29% 13% 58%
Facebook 22% 48% 31%
Custom
communities
20% 9% 71%
Google + 16% 35% 49%
Vimeo 13% 70% 77%
Instagram 5% 14% 81%
Pinterest 5% 15% 80%
Spiceworks 5% 6% 89%
Quora 3% 6% 91%
StumbleUpon 3% 8% 90%
Tumblr 2% 12% 86%
Flickr 1% 11% 87%
Foursquare 1% 9% 90%
Vine 1% 8% 91%
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Among LinkedIn marketers, publishing is most supportive of lead generation according to 51% of responses,
followed by group participation (48%), and commenting and status sharing (39%). Paid methods such as InMail
(28%) and LinkedIn Advertising (29%) rank markedly lower.
Most Effective LinkedIn Features
Q: What LinkedIn features do you think best support your lead generation activities?
Joining groups 36% | Advertising on LinkedIn 30% | Messaging via groups 29% | InMail 26% | Updating my status regularly 23% |
Advanced Search 22% | We don’t use LinkedIn for marketing 8% | Not sure / Other 14%
PUBLISHING
PARTICIPATING
IN GROUP
DISCUSSIONS
LIKING, COMMENTING,
SHARING STATUS UPDATES
ACROSS MY NETWORK
51%
48% 39%
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Marketing automation adoption is growing nicely for most B2B marketers. Today, it is most commonly used for
email distribution (53%), campaign tracking (49%), reporting and analytics (49%). Least common uses were lead
notification (39%) and distribution (28%).
Marketing Automation Usage
Q: How do you use marketing automation software in your B2B marketing organization?
EMAIL DISTRIBUTION
AND ANALYSIS
CAMPAIGN TRACKING
REPORTS, ANALYTICS
AND DASHBOARDS
53%
49%
49%
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After contacting a prospect, a knowledgeable sales rep is the most important factor of the ensuing conversation,
according to 77% of respondents, followed closely by the speed of follow up (76%) and the degree to which the
sales rep can relate to the prospect’s role in their organization (76%).
Follow-Up Success Factors
Q: When you are contacting a prospect after they have downloaded or consumed information
related to a specific solution, how important are the following aspects of that communication?
Sales representative is
highly knowledgeable
and able to answer
prospect's questions promptly
Contact takes place
within prospect's
desired timeframe
Sales representative
is well suited to speak
with someone at prospect's
level within their organization
77% 76% 76%
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53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of
their budget is allocated to lead generation.
Lead Generation Budget Allocation
Q: What percentage of your marketing programs budget is allocated to lead generation?
0 10 20 30 40 50 60 70 80 90 100 Don’t know
1%
7%
8%
9% 9%
14%
allocate more than half of
their budget to lead generation
allocate less than half of their
budget to lead generation
9%
13%
11%
4%
14%
2%
53%
34%
Share the LEAD GENERATION TREND Report 26
58% of marketers say their lead generation budget
will increase in the coming year. This is up from
49% in the last survey. Only 6% say lead generation
budget will decrease.
Lead Generation Budget Trends
Q: How is your lead generation budget going to change over the next 12 months?
58%36%
6%
INCREASE
NO
CHANGE
DECREASE
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Creative and graphic design are the most commonly outsourced marketing function (30%), followed closely by
public relations, search engine optimization and paid search. Marketing automation, campaign development and
virtual event planning are the least outsourced.
Outsourced Marketing Tactics
Q: What marketing tactics do you currently outsource?
0 5 10 15 20 25 30
Creative / graphic design
Public relations
Search engine optimization (SEO)
Paid search (PPC)
30%
29%
28%
27%
Telemarketing 25% | Don’t outsource any 22% | Tradeshow booth design & marketing 22% | Company website 22% |
Content production 20% | Online advertising 15% | Media buying & management 15% | Social media 14% | Print / Advertising 14% |
Mobile app development 11% | Direct mail 10% | Email marketing 9% | Virtual events / webinars 9% | Campaign development 8% |
Marketing automation operation 7% | Other 1%
Share the LEAD GENERATION TREND Report 28
Despite the hype around mobile marketing, most respondents are not sure what role mobile marketing will play in
their strategies (45%). Only 6% say they are already heavily engaged. 18% say they are not interested
in mobile marketing.
Mobile Marketing
Q: What role does mobile marketing play in your marketing plan?
Already heavily engaged in mobile marketing
Getting serious this year
Still 6-12 months from getting serious
Not yet clear
Not interested in mobile marketing
5%
14%
17%
19%
45%
Share the LEAD GENERATION TREND Report 29
When it comes to automating content creation, approval and delivery, 58% utilize Customer Relationship
Management (CRM) platforms. This is followed by Web Content Management Systems (44%) and Marketing
Automation Software (38%). Least utilized marketing technologies include Enterprise Communications
Management (4%), Marketing Resource Management (4%), and Customer Experience Management (5%).
Content Marketing Technologies
Q: What marketing technologies do you currently use to automate content creation, approval, and delivery?
58%Customer Relationship
- Management (CRM)
44%Web Content
Management System
(Web CMS)
38%Marketing
Automation
Software (MAS)
Marketing Analytics 33% | Social Media Management / Automation 29% | None 20% | Content Marketing Platform 17% |
Issue, Project Tracking, Collaboration and Approval Platform 9% | Digital Asset Management (DAM) 9% |
Marketing Resource Management (MRM) 5% | Customer Experience Management (CXM) 4% |
Enterprise Communication Management (ECM) 3% | Other 2%
Share the LEAD GENERATION TREND Report 30
METHODOLOGY & DEMOGRAPHICS
CAREER LEVEL
26% 23% 22% 14% 8% 7%
Manager Owner / CEO / President Director VP / EVP / SVP Specialist C-Level (CMO, CFO, COO)
DEPARTMENT
Marketing – Communications Digital Marketing Marketing Operations Corporate Marketing Product or Solutions Marketing Sales
Channel Marketing CEO/President/Owner Field Marketing Partner Alliance Marketing Product Management IT
INDUSTRY
Advertising/Marketing Software HighTech Professional services Business services Manufacturing Telecommunication
Financial services Cybersecurity / Information security Healthcare
COMPANY SIZE
1-10 11-100 101-250 251-500 501-1000 1001-2500 2501-5000 5001-10K 10K+
54% 46% 44% 41% 39% 32% 29% 24% 21% 18% 17% 9%
25% 31% 12% 8% 6% 4% 7%3% 4%
22% 22% 20% 13% 8% 1%3% 3%7%
This survey was conducted from May through June 2015 in cooperation with the B2B Technology
Marketing Community on LinkedIn. We collected 626 responses from B2B marketing professionals.
Here is a detailed breakdown of the demographics.
Share the LEAD GENERATION TREND Report 31
BrightTALK | www.brighttalk.com
BrightTALK provides webinars and videos for professionals and their communities. At BrightTALK, we believe
that people learn the most when they hear directly from those who know the subject best. We also believe
that this experience is enhanced through a dialog between speakers and the audience. Every day thousands
of thought leaders are actively sharing their insights, their ideas and their most up-to-date knowledge with
professionals all over the globe through the video and webinar technologies that BrightTALK has created. Our
online event tools offer a dynamic environment for everyone involved. It is the interactions we witness and the
advancement of knowledge in our online communities that excites us the most.
Demodia | www.demodia.com
Demodia is a multi-award winning B2B demand generation agency delivering marketing strategy, campaign
development and content marketing services to some of the worlds leading organisations. Using a digital
marketing methodology developed through our years of experience working with companies around the
globe, we help our clients to understand their market position and messaging, evolve their marketing strategy,
design websites, and develop automated lead nurturing, sales enablement, social media and content marketing
programmes.
SPONSORS
We would like to thank our sponsors for
supporting the Lead Generation Trends Report.
DiscoverOrg | www.DiscoverOrg.com
DiscoverOrg is the leading sales and marketing intelligence tool used by top technology vendors, staffing
companies, and IT consultants all over the world. With a constantly-refreshed database — at least once every
90 days — users have access to in-depth org charts on over 20,000 companies with contact data that includes
verified email addresses, direct-dial phone numbers, internal reporting structures and more. With unlimited
access to contextual data on over 400,000 decision makers, DiscoverOrg customers can connect with the
right prospects at the right company with the right messages at precisely the right time.
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IDG Enterprise | www.idgenterprise.com
IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO,
CSO and ITworld) 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.
LeadLifter | www.leadlifter.com
Would you like to turn more of your anonymous website visitors into sales ready leads? To do that, you need
to offer something that compels qualified prospects to take action. A buyer’s curiosity about pricing can give
you that edge. Imagine a simple call-to-action added to your website and email campaigns surfacing dozens
of new sales opportunities each week.
LeadLifter’s ‘Request a Quote’ tool, EchoQuote™, is like a Lead Magnet. It attracts and captures serious buyers
from the sea of anonymous visitors without displaying or publishing your pricing. Discover why B2B Marketers
consistently rank EchoQuote™ as the #1 source for leads that make it into the sales funnel.
SPONSORS
We would like to thank our sponsors for
supporting the Lead Generation Trends Report.
emedia | www.emedia.co.uk
emedia, part of Ziff Davis, are in leaders in the global B2B lead generation space and still unrivalled in qualified,
multi-channel delivery through the US, EMEA and APAC. Garnering reader interest in business purchase
browsing for the last 15 years, we use a multitude of client-led, industry and native content to introduce buyers
to sellers in the IT, Marketing, HR, Finance and Business Management arenas.
Share the LEAD GENERATION TREND Report 33
TrustRadius | www.trustradius.com
TrustRadius is the leading site for business software users to share real-world insights through in-depth reviews
and networking. We help users make better product selection, implementation, and usage decisions. Founded
by successful entrepreneurs and backed by the Mayfield Fund, TrustRadius is bringing transparency and
efficiency to the $3.7 trillion business technology market
ValueExchange | www.valueexchange.co.uk
ValueExchange is a strategic B2B social media training and consultancy organisation, based in the UK. Led by
highly qualified experience marketing practitioners, ValueExchange help businesses raise their profiles online,
generate leads and realise the true value of social media.
SPONSORS
We would like to thank our sponsors for
supporting the Lead Generation Trends Report.
OnPath | www.onpath.com
OnPath is an award-winning B2B lead generation company located in Ottawa Canada. We combine traditional
business to business outbound call center services with digital marketing to generate more qualified leads
and sales ready appointments for complex products and services. Let us do all the sales prospecting and lead
nurturing so you can focus on making your numbers. Most of our customers include Fortune 500 companies
throughout North America but if you are a small or medium-sized business ask us about our new and exciting
program OnPath Works for SMBs.
All Rights Reserved. Copyright 2015 Crowd Research Partners.
This work is licensed under a Creative Commons Attribution 4.0 International License.

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B2B-Lead-Generation-Report

  • 2. LEAD GENERATION TREND REPORT TABLE OF CONTENTS Introduction Key survey findings Lead Generation Priorities Lead Generation Challenges Lead Generation Effectiveness Effective Tactics Barriers to Success Marketing Metrics Lead Conversion Success Marketing Sourced Revenue Optimum Number of Form Fields Essential Form Fields Best Performing Offers & Calls to Action To gate or not to gate? Most Effective Email Tactics Most Effective Tradeshow Tactics Webinar Success Factors Most Effective Social Media Tactics Social Media for Lead Generation Most Effective LinkedIn Features Marketing Automation Usage Follow-Up Success Factors Lead Generation Budget Allocation Lead Generation Budget Trends Outsourced Marketing Tactics Mobile Marketing Content Marketing Technologies Methodology & Demographics Sponsors overview 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
  • 3. Share the LEAD GENERATION TREND Report 3 Holger Schulze Group Founder Technology Marketing Community on LinkedIn hhschulze@gmail.com Technology Marketing Group Partner More B2B Marketing Reports It’s no secret that B2B marketing is undergoing dramatic change, putting B2B marketing professionals under increasing pressure to deliver results and justify program and headcount investments. The B2B Technology Marketing Community on LinkedIn conducted the 2015 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices. We received over 600 responses and this unique report shares the critical data points and trends for busy B2B marketing professionals to inform your marketing plans, campaigns and budget allocations. Many thanks to everyone who participated in this survey! We hope you will enjoy this report. Holger Schulze INTRODUCTION
  • 4. Share the LEAD GENERATION TREND Report 4 KEY SURVEY FINDINGS Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing lead volume (55%). This reversal in priorities points to a bigger trend toward quality over quantity. 59% of respondents said generating high quality leads is their biggest B2B lead generation challenge, matching the increased focus on lead quality. Lack of resources such as staff, funding and time remains the biggest obstacle to successful B2B lead generation for 61% of respondents. Help is on the way for 58% of marketers who say their lead generation budget will increase. Despite the hype around mobile marketing, most respondents are not sure what role mobile marketing will play in their strategies (45%). The 5 Major Trends in Lead Generation 1 2 3 4 5
  • 5. Share the LEAD GENERATION TREND Report 5 Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing lead volume (55%). This reversal points to a bigger trend toward quality over quantity. Further down the list are goals such as improving the ability to measure and analyze the impact of marketing initiatives (41%) and improving marketing and sales alignment (39%). Lead Generation Priorities Q: What are your top 3 lead generation priorities for the next 12 months? 68%Increase lead quality #1 Increase lead volume 55% 41% #2 #3 Improve ability to measure and analyze marketing impact 39% 38% 30% 14% 5% #4 Improve marketing and sales alignment #5 Improve marketing efficiency (do more with less) #6 Implement new technologies and tactics #7 Reduce cost per lead #8 Other / not sure
  • 6. Share the LEAD GENERATION TREND Report 6 59% of respondents identified generating high-quality leads to be their biggest B2B lead generation challenge. Interestingly, this top challenge matches the top priority of increasing lead quality, and it ranks far above other marketing challenges such as converting leads to customers (42%), delivering effective lead nurturing programs (37%), and demonstrating the impact on revenues and ROI (36%). Lead Generation Challenges 59% 42% Converting leads into customers Delivering effective lead nurturing programs BIGGEST B2B LEAD GENERATION CHALLENGES Generating high-quality leads 37% Demonstrating impact on revenue / ROI 36% Reaching new / expanded audiences 37% Generating a high-volume of leads 37% Creating meaningful content 36% | Sourcing high-quality data/lists 27% Marketing to a growing number of people involved in the buying process 20% Lead generation across multiple media 20% Communicating product value 19% Creating overall marketing strategy and positioning 19% Marketing to a lengthening sales cycle 18% Generating public relations and awareness buzz 17% Keeping up with changes in the marketplace and technologies 14% Providing enough actionable information with new leads 14% Other / Not sure 2% Q: What are your biggest B2B lead generation challenges?
  • 7. Share the LEAD GENERATION TREND Report 7 When it comes to gauging the effectiveness of existing lead generation programs, most marketers are not satisfied. 80% report their efforts are only slightly or somewhat effective, while just 16% rate their efforts as very or extremely effective. And 4% report their lead generation programs as not effective at all. Lead Generation Effectiveness Q: How would you rate the overall effectiveness of your lead generation efforts? Not at all effective Slightly effective Somewhat effective Very effective Extremely effective 4% 2% 26% 54% report their efforts are only slightly or somewhat effective rate their efforts as very or extremely effective 14% 16% 80%
  • 8. Share the LEAD GENERATION TREND Report 8 One of the most surprising results of the survey is that events and conferences have seen a strong resurgence as the most effective lead generation tactic (up from the number three spot in the previous survey). Company website has dropped to the number two spot, followed by search engine optimization. The least popular tactics in our survey are mobile marketing and print advertising. Effective Tactics Q: How effective are the following B2B lead generation tactics? 0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 100% 12% 1% 9% 8% 28% 33% 27% 20% 9% 42% 24% 41 % 27% 59% 48% 1 1 % 16% 14% 12% 10% 15% 17% 23% 30% 13% 22% 22% 24% 15% 30% 46% 53% 50% 55% 38% 33% 39% 43% 49% 35% 43% 29% 41 % 22% 20% 32% 30% 27% 25% 24% 19% 17% 13% 10% 12% 10% 8% 7% 4% 2% Very effective Somewhat effective Ineffective Do not use Events / conferences / tradeshows Company website Search engine optimization (SEO) Email marketing Webinars Telemarketing Paid search (PPC) Public relations Social media Content syndication Blogging Direct mail Online advertising Mobile marketing Print advertising 0% 1 0% 20% 30% 40% 50% 60% 70% 80% 90% 100% 12% 1% 9% 8% 28% 33% 27% 20% 9% 42% 24% 41 % 27% 59% 48% 1 1 % 16% 14% 12% 10% 15% 17% 23% 30% 13% 22% 22% 24% 15% 30% 46% 53% 50% 55% 38% 33% 39% 43% 49% 35% 43% 29% 41 % 22% 20% 32% 30% 27% 25% 24% 19% 17% 13% 10% 12% 10% 8% 7% 4% 2% Very effective Somewhat effective Ineffective Do not use Events / conferences / tradeshows Company website Search engine mization (SEO) Email marketing Webinars Telemarketing Paid search (PPC) Public relations Social media Content syndication Blogging Direct mail Online advertising Mobile marketing Print advertising
  • 9. Share the LEAD GENERATION TREND Report 9 Lack of resources, such as staff, funding and time, remains the biggest obstacle to successful B2B lead generation for 61% of respondents. This is followed by lack of quality data (42%), and limited insight into target audiences (38%). This is followed by lack of quality data (42%), and limited ability to develop content (38%). Barriers to Success Q: What are your greatest barriers to B2B lead generation success? Lack of sufficient insight on target audience 61% 42% 38% Barriers to B2B lead generation #1 #2 #3 Lack of resources (staffing, budget or time) Lack of high- quality data / lists to drive campaigns Limited ability to develop content 37% | Lack of alignment between sales and marketing 35% | Lack of ability to stop executing and think strategically 31% | Lack of reliable data to drive decisions 27% | Lack of a clear value proposition 21% | Not enough education on best practices 18% | Difficulty gaining support from the C-suite 18% | Lack of clarity on goals and objectives 17% | Lack of insight in competitive research 15% | Lack of support from IT 14% | The economic climate / lack of demand 12% |
  • 10. Share the LEAD GENERATION TREND Report 10 Despite marketing priorities shifting to lead quality over quantity, when measuring marketing ROI, 59% of marketers still rely on total lead volume as a top metric (up from the number three spot in our last survey). Total lead volume may be easy to measure, but it tells marketers little about the suitability of those leads and how likely they are to convert. Least popular are metrics that measure the reach of campaigns (15%), customer lifetime value (17%), and the time to close (19%). Marketing Metrics Q: What metrics do you routinely use to measure marketing ROI? 59% 51% Lead volume Total revenue 100 20 30 40 50 60 50%Web traffic Cost per lead 46% | Lead quality 46% | Lead-to-close ratio 44% | Closing rate 34% | Average deal size 32% | Cost per customer acquisition 30% | Social Engagement / Followers / Likes 24% | Time to close 19% | Customer lifetime value 17% | Reach 15% | Don’t measure 7% | Other 1% |
  • 11. Share the LEAD GENERATION TREND Report 11 Nearly a quarter don’t know the degree to which their efforts result in closed-won deals. A surprising number of marketers are unable to gauge the conversion success of their lead generation programs. Lead Conversion Success Q: What percentage of your leads convert to closed won deals? 0-5 6-10 11-15 16-20 21-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 10% 0% 20% 30% 14% 15% 10% 10% 10% 6% 3% 4% 2% 1% 0% 1/4 don’t know 24%
  • 12. Share the LEAD GENERATION TREND Report 12 On the revenue side, 64% of respondents say marketing leads contribute 25% or less to overall revenue, while 15% put it at half or more. Marketing Sourced Revenue Q: What percentage of revenue can you confidently attribute to marketing sourced leads? 0% 1-10% 11-25% 26-50% 51-75% 76-100% 4% 30% 34% 16% 10% 5% 64%
  • 13. Share the LEAD GENERATION TREND Report 13 For B2B marketers, the ideal number of fields on web registration and download forms is between three and five for 79% of respondents, while only 16% said it was six or more. Optimum Number of Form Fields Q: What do you consider the ideal number of fields on web registration / download forms? 3-5 fields 79%6+ fields 16% FORM 1 2 3 4 5 6 7 8 9
  • 14. Share the LEAD GENERATION TREND Report 14 On registration and download forms, email is (not surprisingly) the single most essential field for 97% of marketers, followed by name (92%) and company (79%). Least essential are postal address (11%), followed by company size (12%). Essential form fields Q: What registration / download form fields do you consider most essential vs nice to have? 92% 97% 79% FORM 1 EMAIL NAME COMPANY PHONE TITLE / ROLE COUNTRY INDUSTRY CUSTOM QUESTION STATE 2 3 4 5 6 7 8 9 COMPANY SIZE ADDRESS 8 9
  • 15. Share the LEAD GENERATION TREND Report 15 Whitepaper and eBook downloads are by far the top producers of leads, according to 59% of respondents. Other effective tools are contact forms (39%), webinars (37%) and free trials (35%). Best Performing Offers & Calls to Action Q: What website offers and calls to action do you find most effective in generating qualified leads? WHITEPAPER EBOOK DOWNLOADS CONTACT US FORMS WEBINAR PRESENTATIONS 59% 39% 37% FREE TRIALS 35% FREE TRIAL One-on-one product demo 28% | Newsletter 18% | How to Buy / pricing requests 16% | Recorded product demo 15% | Software downloads 14% | Raffles / giveaways 5% | Podcast presentations 4% | Not sure / Other 4%
  • 16. Share the LEAD GENERATION TREND Report 16 Webinar presentations are the most common content to be gated behind registration forms for 80% of marketers. Other frequently gated offers are whitepaper and ebook downloads (79%), free trials (77%) and one-on-one product demos (75%). Least gated are product collateral (21%) and podcasts (34%). To gate or not to gate? Q: What content and offers do you typically gate and place behind a registration form? One-on-one product demo 75% | Software downloads 72% | Raffles / giveaways 58% | How to Buy / pricing requests 53% | Newsletter 52% | Case studies 40% | Recorded product demo 38% | Podcast presentations 31% | Product collateral 20% WEBINAR PRESENTATIONS WHITE PAPERS & EBOOKS FREE TRIALS 80% 79% 77%
  • 17. Share the LEAD GENERATION TREND Report 17 Among effective email practices, delivering compelling content at each stage of the buying process is most popular, drawing 56% of responses. This is followed by offering downloadable content (49%) and behavior-based segmentation (45%). Most Effective Email Tactics Q: What email tactics do you consider most effective? COMPELLING CONTENT FOR EACH STAGE IN THE BUYING PROCESS OFFERING DOWNLOADABLE CONTENT SEGMENT EMAIL CAMPAIGNS BASED ON BEHAVIOR 56% 49% 45% Automatically send email based on triggers 33% | Dynamically personalize email content 32% | Segment email campaigns based on demographics 30% | Allow subscribers to specify email preferences 19% | Include surveys, trivia or games 12% | Use animated images or video in design 11% | Use loyalty/reward programs 10% | Don’t use email marketing 6% | Other 2%
  • 18. Share the LEAD GENERATION TREND Report 18 Getting speaking engagements at tradeshows is again the most effective tradeshow tactic for 46% of marketers. Networking (38%), booth demos (31%), and pre- / post-show marketing (30%) follow close behind. Least effective tactics are advertising in tradeshow materials (8%) and games / contests / sweepstakes at the booth (11%). Most Effective Tradeshow Tactics Q: What tradeshow tactics do you find most effective in creating qualified leads? 46% 38% SPEAKING ENGAGEMENT NETWORKING 31% 30% BOOTH DEMO PRE- / POST-SHOW MARKETING Engaging booth display and design 29% | Staffing trade show booth appropriately 28% | Don’t use tradeshows 18% | Sponsoring tradeshow or related events 18% | Utilizing social media 17% | Have a presenter at the booth 14% | Giving away a great promotional item 13% | Games, contests or sweepstakes at booth 12% Advertising in tradeshow materials 9% | Other 3%
  • 19. Share the LEAD GENERATION TREND Report 19 According to our participants, a successful webinar should start with well-developed content (48%) and effective pre-webinar promotion (46%). Post-webinar promotion (43%) and recruiting the right presenters (36%) also ranked high. Webinar Success Factors Q: What do you consider the most important aspects of an effective B2B webinar? EFFECTIVE B2B WEBINAR Developing webinar content Pre-webinar promotion to gain attendees Post-webinar marketing and follow-up Recruiting the right webinar speaker(s) 48% 46% 43% 36% Making webinar available on demand 32% | Setting objectives for the webinar 22% | Don’t use webinars 21% | Creating a compelling webinar registration page 19% | Day of webinar execution 14% | Producing a webinar plan and deadlines 13% | Other 2%
  • 20. Share the LEAD GENERATION TREND Report 20 Posting content on a company blog is the most effective tactic for 45% of marketers. Engaging in online conversations with audiences (44%) and building strong relationships with bloggers, community moderators and social influencers (42%) round out the top 3 strategies. Least effective is social media advertising (15%) and microblogging (16%). Most Effective Social Media Tactics Q: What social media tactics do you consider most effective? Posting content on company blog 45% Engaging in online conversations with audience and followers Building relationships with bloggers, community moderators, & social influencers 44% 42% Uploading content to social sharing sites (YouTube, Flickr, SlideShare, etc.) 40% | Moderating social networks (Facebook, LinkedIn, etc.) 29% | Including social sharing buttons on company website 24% | Including social sharing buttons in email content 19% | Posting comments on microblogs (Twitter, etc.) 17% | Advertising on blogs, social networks or other social media sites 15% | Don’t use social media tactics 10% | Other 2%
  • 21. Share the LEAD GENERATION TREND Report 21 Among social networking platforms, LinkedIn takes the lead and is rated “effective” by 79% of B2B marketers. YouTube follows at a distant 42% and Twitter was equally “effective - ineffective”. Facebook, in contrast, drew the highest “ineffective” rating at 48%. Social Media for Lead Generation Q: How effective are the following social platforms in generating leads? EFFECTIVEINEFFECTIVE 79% 48% 42% 40% 22% 40% 15% 29% Effective Ineffective I don’t use it YouTube 42% 29% 28% Twitter 40% 40% 20% SlideShare 29% 13% 58% Facebook 22% 48% 31% Custom communities 20% 9% 71% Google + 16% 35% 49% Vimeo 13% 70% 77% Instagram 5% 14% 81% Pinterest 5% 15% 80% Spiceworks 5% 6% 89% Quora 3% 6% 91% StumbleUpon 3% 8% 90% Tumblr 2% 12% 86% Flickr 1% 11% 87% Foursquare 1% 9% 90% Vine 1% 8% 91%
  • 22. Share the LEAD GENERATION TREND Report 22 Among LinkedIn marketers, publishing is most supportive of lead generation according to 51% of responses, followed by group participation (48%), and commenting and status sharing (39%). Paid methods such as InMail (28%) and LinkedIn Advertising (29%) rank markedly lower. Most Effective LinkedIn Features Q: What LinkedIn features do you think best support your lead generation activities? Joining groups 36% | Advertising on LinkedIn 30% | Messaging via groups 29% | InMail 26% | Updating my status regularly 23% | Advanced Search 22% | We don’t use LinkedIn for marketing 8% | Not sure / Other 14% PUBLISHING PARTICIPATING IN GROUP DISCUSSIONS LIKING, COMMENTING, SHARING STATUS UPDATES ACROSS MY NETWORK 51% 48% 39%
  • 23. Share the LEAD GENERATION TREND Report 23 Marketing automation adoption is growing nicely for most B2B marketers. Today, it is most commonly used for email distribution (53%), campaign tracking (49%), reporting and analytics (49%). Least common uses were lead notification (39%) and distribution (28%). Marketing Automation Usage Q: How do you use marketing automation software in your B2B marketing organization? EMAIL DISTRIBUTION AND ANALYSIS CAMPAIGN TRACKING REPORTS, ANALYTICS AND DASHBOARDS 53% 49% 49%
  • 24. Share the LEAD GENERATION TREND Report 24 After contacting a prospect, a knowledgeable sales rep is the most important factor of the ensuing conversation, according to 77% of respondents, followed closely by the speed of follow up (76%) and the degree to which the sales rep can relate to the prospect’s role in their organization (76%). Follow-Up Success Factors Q: When you are contacting a prospect after they have downloaded or consumed information related to a specific solution, how important are the following aspects of that communication? Sales representative is highly knowledgeable and able to answer prospect's questions promptly Contact takes place within prospect's desired timeframe Sales representative is well suited to speak with someone at prospect's level within their organization 77% 76% 76%
  • 25. Share the LEAD GENERATION TREND Report 25 53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of their budget is allocated to lead generation. Lead Generation Budget Allocation Q: What percentage of your marketing programs budget is allocated to lead generation? 0 10 20 30 40 50 60 70 80 90 100 Don’t know 1% 7% 8% 9% 9% 14% allocate more than half of their budget to lead generation allocate less than half of their budget to lead generation 9% 13% 11% 4% 14% 2% 53% 34%
  • 26. Share the LEAD GENERATION TREND Report 26 58% of marketers say their lead generation budget will increase in the coming year. This is up from 49% in the last survey. Only 6% say lead generation budget will decrease. Lead Generation Budget Trends Q: How is your lead generation budget going to change over the next 12 months? 58%36% 6% INCREASE NO CHANGE DECREASE
  • 27. Share the LEAD GENERATION TREND Report 27 Creative and graphic design are the most commonly outsourced marketing function (30%), followed closely by public relations, search engine optimization and paid search. Marketing automation, campaign development and virtual event planning are the least outsourced. Outsourced Marketing Tactics Q: What marketing tactics do you currently outsource? 0 5 10 15 20 25 30 Creative / graphic design Public relations Search engine optimization (SEO) Paid search (PPC) 30% 29% 28% 27% Telemarketing 25% | Don’t outsource any 22% | Tradeshow booth design & marketing 22% | Company website 22% | Content production 20% | Online advertising 15% | Media buying & management 15% | Social media 14% | Print / Advertising 14% | Mobile app development 11% | Direct mail 10% | Email marketing 9% | Virtual events / webinars 9% | Campaign development 8% | Marketing automation operation 7% | Other 1%
  • 28. Share the LEAD GENERATION TREND Report 28 Despite the hype around mobile marketing, most respondents are not sure what role mobile marketing will play in their strategies (45%). Only 6% say they are already heavily engaged. 18% say they are not interested in mobile marketing. Mobile Marketing Q: What role does mobile marketing play in your marketing plan? Already heavily engaged in mobile marketing Getting serious this year Still 6-12 months from getting serious Not yet clear Not interested in mobile marketing 5% 14% 17% 19% 45%
  • 29. Share the LEAD GENERATION TREND Report 29 When it comes to automating content creation, approval and delivery, 58% utilize Customer Relationship Management (CRM) platforms. This is followed by Web Content Management Systems (44%) and Marketing Automation Software (38%). Least utilized marketing technologies include Enterprise Communications Management (4%), Marketing Resource Management (4%), and Customer Experience Management (5%). Content Marketing Technologies Q: What marketing technologies do you currently use to automate content creation, approval, and delivery? 58%Customer Relationship - Management (CRM) 44%Web Content Management System (Web CMS) 38%Marketing Automation Software (MAS) Marketing Analytics 33% | Social Media Management / Automation 29% | None 20% | Content Marketing Platform 17% | Issue, Project Tracking, Collaboration and Approval Platform 9% | Digital Asset Management (DAM) 9% | Marketing Resource Management (MRM) 5% | Customer Experience Management (CXM) 4% | Enterprise Communication Management (ECM) 3% | Other 2%
  • 30. Share the LEAD GENERATION TREND Report 30 METHODOLOGY & DEMOGRAPHICS CAREER LEVEL 26% 23% 22% 14% 8% 7% Manager Owner / CEO / President Director VP / EVP / SVP Specialist C-Level (CMO, CFO, COO) DEPARTMENT Marketing – Communications Digital Marketing Marketing Operations Corporate Marketing Product or Solutions Marketing Sales Channel Marketing CEO/President/Owner Field Marketing Partner Alliance Marketing Product Management IT INDUSTRY Advertising/Marketing Software HighTech Professional services Business services Manufacturing Telecommunication Financial services Cybersecurity / Information security Healthcare COMPANY SIZE 1-10 11-100 101-250 251-500 501-1000 1001-2500 2501-5000 5001-10K 10K+ 54% 46% 44% 41% 39% 32% 29% 24% 21% 18% 17% 9% 25% 31% 12% 8% 6% 4% 7%3% 4% 22% 22% 20% 13% 8% 1%3% 3%7% This survey was conducted from May through June 2015 in cooperation with the B2B Technology Marketing Community on LinkedIn. We collected 626 responses from B2B marketing professionals. Here is a detailed breakdown of the demographics.
  • 31. Share the LEAD GENERATION TREND Report 31 BrightTALK | www.brighttalk.com BrightTALK provides webinars and videos for professionals and their communities. At BrightTALK, we believe that people learn the most when they hear directly from those who know the subject best. We also believe that this experience is enhanced through a dialog between speakers and the audience. Every day thousands of thought leaders are actively sharing their insights, their ideas and their most up-to-date knowledge with professionals all over the globe through the video and webinar technologies that BrightTALK has created. Our online event tools offer a dynamic environment for everyone involved. It is the interactions we witness and the advancement of knowledge in our online communities that excites us the most. Demodia | www.demodia.com Demodia is a multi-award winning B2B demand generation agency delivering marketing strategy, campaign development and content marketing services to some of the worlds leading organisations. Using a digital marketing methodology developed through our years of experience working with companies around the globe, we help our clients to understand their market position and messaging, evolve their marketing strategy, design websites, and develop automated lead nurturing, sales enablement, social media and content marketing programmes. SPONSORS We would like to thank our sponsors for supporting the Lead Generation Trends Report. DiscoverOrg | www.DiscoverOrg.com DiscoverOrg is the leading sales and marketing intelligence tool used by top technology vendors, staffing companies, and IT consultants all over the world. With a constantly-refreshed database — at least once every 90 days — users have access to in-depth org charts on over 20,000 companies with contact data that includes verified email addresses, direct-dial phone numbers, internal reporting structures and more. With unlimited access to contextual data on over 400,000 decision makers, DiscoverOrg customers can connect with the right prospects at the right company with the right messages at precisely the right time.
  • 32. Share the LEAD GENERATION TREND Report 32 IDG Enterprise | www.idgenterprise.com IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO and ITworld) 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. LeadLifter | www.leadlifter.com Would you like to turn more of your anonymous website visitors into sales ready leads? To do that, you need to offer something that compels qualified prospects to take action. A buyer’s curiosity about pricing can give you that edge. Imagine a simple call-to-action added to your website and email campaigns surfacing dozens of new sales opportunities each week. LeadLifter’s ‘Request a Quote’ tool, EchoQuote™, is like a Lead Magnet. It attracts and captures serious buyers from the sea of anonymous visitors without displaying or publishing your pricing. Discover why B2B Marketers consistently rank EchoQuote™ as the #1 source for leads that make it into the sales funnel. SPONSORS We would like to thank our sponsors for supporting the Lead Generation Trends Report. emedia | www.emedia.co.uk emedia, part of Ziff Davis, are in leaders in the global B2B lead generation space and still unrivalled in qualified, multi-channel delivery through the US, EMEA and APAC. Garnering reader interest in business purchase browsing for the last 15 years, we use a multitude of client-led, industry and native content to introduce buyers to sellers in the IT, Marketing, HR, Finance and Business Management arenas.
  • 33. Share the LEAD GENERATION TREND Report 33 TrustRadius | www.trustradius.com TrustRadius is the leading site for business software users to share real-world insights through in-depth reviews and networking. We help users make better product selection, implementation, and usage decisions. Founded by successful entrepreneurs and backed by the Mayfield Fund, TrustRadius is bringing transparency and efficiency to the $3.7 trillion business technology market ValueExchange | www.valueexchange.co.uk ValueExchange is a strategic B2B social media training and consultancy organisation, based in the UK. Led by highly qualified experience marketing practitioners, ValueExchange help businesses raise their profiles online, generate leads and realise the true value of social media. SPONSORS We would like to thank our sponsors for supporting the Lead Generation Trends Report. OnPath | www.onpath.com OnPath is an award-winning B2B lead generation company located in Ottawa Canada. We combine traditional business to business outbound call center services with digital marketing to generate more qualified leads and sales ready appointments for complex products and services. Let us do all the sales prospecting and lead nurturing so you can focus on making your numbers. Most of our customers include Fortune 500 companies throughout North America but if you are a small or medium-sized business ask us about our new and exciting program OnPath Works for SMBs.
  • 34. All Rights Reserved. Copyright 2015 Crowd Research Partners. This work is licensed under a Creative Commons Attribution 4.0 International License.