B2B Demand Generation Benchmark IndustryView Trends and best practices from the industry

Transcription

1 B2B Demand Generation Benchmark IndustryView 2013 Trends and best practices from the industry

2 Abstract This report identifies the most effective demand generation channels, content and offers, as well as forecasts where marketers will prioritize their demand generation spending in It is based on a survey of 155 marketers collected between Sept. 26, 2012 and Nov. 12, 2012.

3 Percentage of Marketers Using Each Channel In-house marketing Search engine optimization Social media (not ads) Trade shows & events 3rd-party lead originators Search engine advertising Telemarketing / cold calling 3rd-party marketing Display advertising (CPM) 3rd-party webinars Percent of respondents using each channel Most marketers have forgone traditional media, with the exception of trade shows and events, in favor of digital channels.

4 Perceived Quantity of Leads by Channel 3rd-party lead originators Search engine advertising In-house marketing Trade shows & Events Search engine optimization 3rd-party webinars 3rd-party marketing Telemarketing / cold calling Display advertising (CPM) Retargeting advertising High Quantity Medium Quantity Low Quantity Marketers chose digital channels for producing a high volume of leads. Again, trade shows and events were the exception.

5 Perceived Quality of Leads by Channel In-house marketing Search engine optimization Telemarketing / cold calling Trade shows & Events 3rd-party webinars 3rd-party lead originators Social media (not ads) Search engine advertising Direct mail Retargeting advertising High Quality Medium Quality Low Quality The two most popular channels in-house marketing and search engine optimization were identified most often as producing high quality leads.

6 Perceived Lead Cost by Channel Social media (not ads) In-house marketing Search engine optimization Social media ads 3rd-party marketing 3rd-party webinars Retargeting advertising Direct mail 3rd-party lead originators Display advertising (CPM) Low Cost Moderate Cost High Cost Marketers perceived Social media (not ads) as being low cost, despite marketers not seeing the channel as producing a high quantity or quality of leads.

7 Perceived Quantity of Leads by Content or Offer Free trials Live demos with reps White papers Webinars Video demos Videos Price quotes ebooks Surveys Learn more / contact us High Quantity Medium Quantity Low Quantity Here s how each content or offer ranked from the highest to lowest percentage of marketers viewing them as high volume.

8 Perceived Quality of Leads by Content or Offer Live demos with reps Price quotes Free trials Webinars Learn more / contact us Video demos Case studies White papers Videos Surveys High Quality Medium Quality Low Quality Here s how the types of content or offers ranked from the highest to lowest percentage of marketers viewing the content or offer as high quality.

9 Percentage of Marketers Using Each Content or Offer Learn more / contact us Videos White papers Case studies Live demos with reps Price quotes Webinars Surveys Video demos Free trials Percent of respondents using each content or offer For marketers, popularity didn t coincide with success in producing high quality or quantity of leads.

10 Performance: Marketing Automation Users vs. Non-Users MA users Non-MA users Far above expectations In line with expectations Far below expectations Above expectations Slightly below expectations Not sure About 56 percent of marketing automation users rated their demand generation as in line, above or far above expectations, compared to 41 percent of non-ma users.

11 Overall Demand Generation Spend Plans for % 32% 62% Spend more Spend the same Spend less Stop spending Not sure The chart shows how marketers will adjust their spending relative to what they allocated for programs in The majority plan to spend more or the same.

12 Demand Generation Spend Plans by Channel in 2013 Retargeting advertising Social media (not ads) Social media ads Search engine advertising 3rd-party webinars Search engine optimization In-house marketing 3rd-party marketing 3rd-party lead originators Trade shows & Events Spend More Spend Same Spend Less The chart reveals that marketers plan to spend more on retargeting advertising, social media (not ads), and social media ads in 2013.

13 Sample Demographics by Number of Employees 8% 5% 3% 5% 19% 60% ,000-4,999 5,000-9,999 > 10,000 The pie graph shows the breakdown of respondents by the number of employees in their company.

14 Sample Demographics by Marketing Budget 5% 7% 10% 9% 48% < 250K 250K - 500K 500K - 1M 1M - 2.5M 2.5M - 5M >5M - 10M Not sure 10% 11% The pie graph shows the breakdown of respondents by the size of their marketing budget.

15 Sample Demographics by Marketing Position 20% 6% 6% 32% C-Level Senior VP VP Director Manager Coordinator / Specialist Other 25% 9% This pie chart shows the breakdown of respondents by position within the marketing industry.

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