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

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4 What are your biggest B2B lead generation challenges? (Select all that apply) 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 0% 20% 40% 60% 80%

5 Company website Conferences/Tradeshows marketing Search engine optimization (SEO) Telemarketing Virtual events/webinars How effective are the following B2B lead generation tactics? Public relations Paid search (PPC) Social media Online advertising Direct mail Print Advertising 0% 20% 40% 60% 80% 100% Very Effrective Somewhat Effective Ineffective Do not use

6 What are your greatest barriers to B2B lead generation sucess? 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 0% 10% 20% 30% 40% 50%

7 What metrics do you use to measure marketing ROI? 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 0% 20% 40% 60%

8 Survey responses 25% 20% 15% 10% What percentage of your leads convert to closed-won deals? 5% 0% Don t Know Percentage of Leads

9 What B2B tactics do you consider most effective? Compelling content for each stage Offering downloadable content Segment campaigns based on behavior Segment campaigns based on demographics Dynamically personalize content Automatically send based on triggers Allow subscribers to specify preferences Include surveys, trivia or games Use animated images or video in design Use loyalty/reward program Don t use marketing 0% 20% 40% 60%

10 What tradeshow tactis do you find most effective in creating qualified leads? Networking during trade show Speaking engagement as part of the conference/tradeshow program Demonstrations at booth Post-show marketing 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 Don t use tradeshows Giving away a great promotional item Games, contests or sweepstakes at booth Advertising in trade show materials 0% 10% 20% 30% 40% 50%

11 What do you consider the most important aspects of an effective B2B webinar? 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 Setting objectives for the webinar Creating a compelling webinar registration page Day of webinar execution Producing a webinar plan and deadlines 0% 20% 40% 60%

12 What B2B direct mail formats do you consider most effective? We don t use direct mail Standard business letters Brochures and catalogs 3 dimensional promo packages Postcards Promotional items, gifts, etc. Sell sheets and flyers Self-mailers Audio or video CDs Coupons 0% 20% 40% 60%

13 What social media tactics do you consider most effective? Posting content on company blog 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 on company website Including social sharing buttons in content Don t use social media tactics Advertising on blogs, social networks or other social media sites 0% 10% 20% 30% 40% 50%

14 How do you use marketing automation software in your B2B marketing organization? Reports, analytics and dashboards Campaign tracking Integration with other systems (CRM, Web) Lead nurturing 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 0% 10% 20% 30% 40% 50%

15 What percentage of your marketing budget is allocated to lead generation? Survey responses 20% 15% 10% 5% 0% Don t Know Percentage of Budget

16 How are lead generation budgets going to change 49.0% Increase 44.0% No change 7.0% Decrease

17 What Marketing tactics do you currently outsource? Creative/graphic design Public relations Search engine optimization (SEO) We don t outsource any Paid search (PPC) Tradeshow booth design & marketing Company website Telemarketing Media buying & management Online advertising 0% 10% 20% 30% 40%

18 What role does mobile marketing play in your marketing plan? 49.2% 16.6% 15.1% Still 6-12 months from getting serious 15.0% Getting serious in % Already heavily engaged in mobile marketing Not interested in mobile marketing Not yet clear

19 Roughly speaking, how will you allocate your B2B marketing budget in 2013? Conferences/Tradeshows Lead generation Content Marketing Company website Telemarketing 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 0% 5% 10% 15% 20% 25%

20 50% 40% 30% What is your average cost per marketing qualified lead (MQL)? 20% 10% 0% Less Than $ Over $500 Not Sure

21 What industry is your company in? What is your role? Software High-Tech Advertising/Marketing Business services Professional services Manufacturing Telecommunication Healthcare Financial services Government Marketing CEO/President/Owner Sales Consultant Product Management Engineering 0% 5% 10% 15% 20% 25% 0% 20% 40% 60% What is your career level? What is the size of your company (number of employees)? Manager Director Owner/CEO/President VP/EVP/SVP Specialist C-Level (CMO, CFO, COO) 32.6% % Fewer than % % 1,000-10, % 10,000+ 0% 5% 10% 15% 20% 25% 30%

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