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Benchmarking Report: 		Lead Generation & Nurturing,[object Object],Joel Harrison,[object Object],Editor, B2B Marketing,[object Object],www.b2bmarketing.net,[object Object]
Background: who we are, what we do and why,[object Object],Dedicated information resource focused on empowering, enlightening and enthusing B2B marketers,[object Object],Independently owned and operated since 2003,[object Object],Range of products and services, including: conferences, seminars, awards, webcasts, best practice guides, workshops, buyers guides, research…,[object Object],www.b2bmarketing.net,[object Object]
Benchmarking Reports,[object Object],www.b2bmarketing.net,[object Object],Aims and objectives:,[object Object],[object Object]
Help marketing decision makers make better, more informed decisions,[object Object]
What did we want to find out?,[object Object],In reality, how focused are B2B marketers on leads?,[object Object],How sophisticated is their lead-orientated activity?,[object Object],How important are marketing automation platforms in all this?,[object Object],What’s the role of B2B telemarketing going forward?,[object Object],www.b2bmarketing.net,[object Object]
Data collection: How did the study work?,[object Object],Emailed our 35,000 database,[object Object],Invited them to complete the questionnaire in exchange for a copy of the findings,[object Object],225 client-side marketers participated,[object Object],60-page report published in spring,[object Object],Available free to Premium Members and otherwise to purchase for £150 plus VAT,[object Object],www.b2bmarketing.net,[object Object]
So what did we find…?,[object Object],www.b2bmarketing.net,[object Object]
1. Lead generation and nurturing are key issues for B2B marketers,[object Object],www.b2bmarketing.net,[object Object]
Prioritisation of lead generation activity,[object Object],www.b2bmarketing.net,[object Object],Question: How important is lead generation for you?,[object Object],For 80% of respondents its either the top or one of the top priorities.,[object Object]
Current budget for lead generation activities,[object Object],www.b2bmarketing.net,[object Object],Question: Do you allocate a specific portion of your budget to lead generation activities?,[object Object]
Future budget for lead generation,[object Object],www.b2bmarketing.net,[object Object],Question: How does your 2011 lead generation budget compare with 2010?,[object Object],Over 40% of respondents have increased budget to lead generation.,[object Object]
Techniques for lead generation & nurturing,[object Object],www.b2bmarketing.net,[object Object],Email and websites were most popular; webcasts were amongst the least popular, together with advertising. ,[object Object]
2. Level of sophistication of lead orientated activity is low,[object Object],www.b2bmarketing.net,[object Object]
Measurability of lead generation,[object Object],www.b2bmarketing.net,[object Object],Question: How measurable is your lead generation activity?,[object Object],One third of respondents could only measure a portion of their lead generation activity. ,[object Object]
Use of lead scoring,[object Object],www.b2bmarketing.net,[object Object],Question: Do you use lead scoring techniques to better understand the leads that you are generating, and manage their handover to sales?,[object Object],Only 40% of respondents have a comprehensive approach to lead generation.,[object Object]
Effectiveness of lead scoring,[object Object],www.b2bmarketing.net,[object Object],Question: How effective would you say that your lead scoring activities are? ,[object Object],It’s early days for lead nurturing – 50% of companies say it’s failing or don’t really know yet.,[object Object]
Lead handover framework,[object Object],www.b2bmarketing.net,[object Object],Question: Do you have a framework for the handover of leads?,[object Object],Only one third have a framework for handover that is actually followed. ,[object Object]
3. Marketing automation adoption is slow,[object Object],www.b2bmarketing.net,[object Object]
Use of marketing automation technology,[object Object],www.b2bmarketing.net,[object Object],Question: Have you implemented a marketing automation platform, or are you looking at this technology for the future?,[object Object],Only 20% of lead-focused companies actually use marketing automation. ,[object Object]
4. Telemarketing still plays a key role in lead generation and nurturing,[object Object],www.b2bmarketing.net,[object Object]
Effectiveness of different techniques,[object Object],www.b2bmarketing.net,[object Object],Question: Which techniques were most effective in terms of quantity and quality of leads generated? ,[object Object],Telemarketing delivers the highest quality of leads; email the highest quantity.,[object Object]
Lead qualification,[object Object],www.b2bmarketing.net,[object Object],Question: Which techniques were most effective in terms of qualifying leads?,[object Object],Telemarketing is by far most effective for lead qualification.,[object Object]
Biggest challenges,[object Object],www.b2bmarketing.net,[object Object],Question: What is the biggest challenge you face looking ahead in terms of your lead generation and nurturing activities?,[object Object],One third of companies are most worried about inhouse data – telemarketing is potentially the best solution.,[object Object]
Conclusions,[object Object],Lead generation and nurturing are key challenges for B2B marketers…,[object Object],… however, the level of sophistication of activity is generally very low,[object Object],Despite the hype, marketing automation is at early stages of adoption,[object Object],Telemarketing still drives the highest quality leads and is best for qualification.,[object Object],www.b2bmarketing.net,[object Object]
More detail in the full report,[object Object],www.b2bmarketing.net,[object Object],Lead Generation and Nurturing Benchmarking Report,[object Object],Available free with Premium Membership or to purchase from our website,[object Object],www.b2bmarketing.net/resources/lead-generation-nurturing-benchmarking-research,[object Object]
Thank you,[object Object],Joel Harrison,[object Object],Editor, B2B Marketing,[object Object],Tel: 020 7438 1373,[object Object],Email: joel.harrison@b2bmarketing.net,[object Object],www.b2bmarketing.net,[object Object]

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