2015 SURVEY OF B2B MARKETERS:

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1 2015 SURVEY OF B2B MARKETERS: Lead Generation Priorities and Predictive Analytics 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved

2 EXECUTIVE SUMMARY The survey highlights B2B marketers continuing struggle to generate high-quality leads for sales. A majority of the marketers surveyed in this report (70%) revealed that they are now measured on the amount of revenue generated from marketing and lead-generation activities. Just over one-third of the marketers surveyed said they are currently using predictive analytics, but a huge majority have been doing so for less than two years. Of the companies not using predictive analytics, more than half said they were likely to implement a predictive solution in the next months. Finally, marketers cited some of their top expectations for predictive technologies including finding new prospects, personalization and knowing where prospects are in the sales funnel. ABOUT THIS SURVEY This study was conducted by a third-party market research firm on behalf of 6sense and collected responses from 321 US-based B2B marketing professionals, 56% of which represent enterprise companies with over $100 million in annual revenue. To learn more, visit: 6sense.com/resources/ 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 2

3 How marketers are measured: REVENUE CONTRIBUTION AND LEAD VOLUME What metrics do you use to measure the success of your marketing strategies and tactics? Revenue resulting from marketing campaigns and tactics 70% Volume of leads brought into the marketing funnel and/or sales pipeline 70% Campaign conversions ( clicks, actual downloads of content, etc.) 65% Number of sales-qualified leads accepted (MQL-to-SQL) 60% Brand awareness as evidenced by surveys 23% Other 5% Don t know 4% % responding to the selection 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 3

4 SALES REJECTS 80% OF MARKETING-QUALIFIED LEADS On average, what percent of your marketing-qualified leads convert to sales-qualified leads? 20% Leads rejected by sales 80% Leads accepted by sales 20% 80% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 4

5 ONE-THIRD OF COMPANIES SURVEYED ARE CURRENTLY USING PREDICTIVE ANALYTICS Is your company currently using some type of predictive analytics tool? 10% 31% Not using - 59% Are using - 31% Don t Know - 10% 59% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 5

6 OF THE RESPONDENTS USING PREDICTIVE ANALYTICS, 83% HAVE BEEN DOING SO FOR LESS THAN 2 YEARS Approximately how long has your company been using predictive analytics? 17% 29% Less than 1 year - 54% 2 years - 29% 3+ years - 17% 54% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 6

7 OF THE COMPANIES NOT USING PREDICTIVE ANALYTICS, MORE THAN HALF ARE LIKELY TO INVEST IN THE NEXT 1-3 YEARS How likely is your company to invest predictive analytics in the next months? 17% 20% 29% Likely - 54% 26% Not Likely - 26% Don t Know - 20% 54% 54% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 7

8 Data used to score prospects: COMPANY AND CONTACT ATTRIBUTES AND PROSPECT ENGAGEMENT ON WEBSITES AND WITH DIGITAL ASSETS What type of data do you use to score prospects? Activity and engagement with our site and assets ( clicks, asset downloads) 76% Contact data (title, job role, contact info) 73% Company data (industry, company size, revenues) 67% Search terms and keywords 39% Technologies and services being used by your prospects 19% % responding to the selection 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 8

9 Marketers primary goals for predictive analytics: QUALITY, QUANTITY AND DISCOVERY What are your company s primary goals for predictive analytics? Increase the overall lead quality 68% Increase the volume of qualified leads 64% Increase the number of sales-qualified leads (MQL- SQL) 54% Find new prospects 51% Improve campaign metrics through more personalization based on buying stage 48% Get insights about where prospects are in the sales funnel 43% Know more about which products my prospects are reviewing 42% % responding to the selection 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 9

10 Survey respondent demographics: ANNUAL REVENUES 10% 11% 36% Under $100 million 44% $ million 11% $ million 10% $500+ million 36% 44% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 10

11 Survey respondent demographics: JOB TITLES 4% 25% 30% CEO 1% CMO 9% Director 25% Owner 4% Manager 30% Vice President 11% 7% 11% Individual Contributor 14% 1% 9% 14% Other 7% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 11

12 Survey respondent demographics: JOB ROLES 41% 34% Marketing 41% Marketing Operations 34% Digital Content Marketing 10% Demand Generation 14% Analytics 1% 10% 14% 1% 47 Lusk Street San Francisco, CA (415) sense, All Rights Reserved 12

13 6sense s mission is to provide leading companies with 100 percent visibility into buyers, enabling competitive dominance in their markets. 6sense is the central nervous system powering all marketing, sales and business operations teams. 6sense predicts who will buy what products when and where they are in the buyer s journey. The company s predictive intelligence platform helps B2B marketing and sales leaders uncover net-new, in-market prospects based on powerful data science and billions of time-sensitive intent interactions. 47 Lusk Street San Francisco, CA (415) SenseInc 6SenseInc