B2B lead generation and nurturing still remains one of the hottest topics in B2B marketing – the process of cultivating leads, creating demand generation and lead conversion is one of the most effective ways to align marketing with sales, improve marketing efficiency through marketing automation and, ultimately, generate revenue. But what does best practice look like, and what kind of targets should you be aiming for?
This benchmarking guide provides a clear picture of B2B marketers’ attitudes to lead generation marketing and nurturing activities, various tools and techniques used to achieve their marketing objectives, as well as results. The data from the report is based on 291 interviews with B2B client-side marketers conducted in April 2012. This research looks at key areas such as importance of lead activities, targeting techniques, budget allocation, measurement and ROI, quality versus quantity of leads, technology and service providers.
This guide will help you:
- Benchmark your lead generation and nurturing activity – enable comparison with other B2B marketers on activity, spend, ROI, suppliers and solutions.
- Qualify your own results – determine whether you are maximising the potential of your activity or spend.
- Integrate with sales – develop a productive relationship delivering the right kind of leads at the right time.
- Validate internal results against the market – assist in reporting to senior or board level personnel.
- Review key trends in lead generation and nurturing activity – examine patterns in approach, targeting, technique effectiveness and key challenges that marketers face.
- Optimise your future spending plans – enable the right search marketing strategy to be utilised and delivered going forward.
This guide is suitable for:
- Marketing directors
- Heads of marketing
- Marketing managers
- Marketing executives
- Heads of social media
- Anyone in the process of defining – or re-defining social media strategies. SHOW LESS READ MORE >
Section 1 – About the respondents
1.1 Respondent company by size
1.2 Industry sectors
1.3 Job titles
1.4 Geographical location
1.5 Value of product or service offered
1.6 Responsibility for lead generation and nurturing
Section 2 – Approach to lead generation and nurturing
2.1 Separate disciplines
2.2 Focus on lead gen and nurturing
2.3 Importance of lead activities
2.4 Most important lead-orientated activities
2.5 Biggest challenges
Section 3 – Targeting and customer types
3.1 Customer focus
3.2 Customer prioritisation
3.3 Targeting techniques
Section 4 – Budgeting
4.1 Budget allocation to lead activities
4.2 Proportion of budget allocated to lead activities
4.3 Year-on-year change in lead generation allocation
Section 5 – Measurement and ROI
5.1 Measurement of ROI
5.2 Reasons for failure to measure ROI on lead activities
5.3 Measurement criteria used
5.4 Importance of metrics
5.5 Demonstration of ROI
Section 6 – Lead generation
6.1 Processes for lead generation?
6.2 Approach to lead generation
6.3 Understanding the cost of lead generation
6.4 Activities used to generate leads
6.5 Effectiveness of different activities in generating leads
6.6 Quality versus quantity for lead generation techniques
6.7 Role of content in lead generation
Section 7 – Lead nurturing
7.1 Use of lead scoring
7.2 Lead scoring processes
7.3 Lead scoring criteria
7.4 Accuracy of lead scoring
7.5 Percentage of sales-ready leads generated
7.6 Conversion rates for sales-ready leads
7.7 Use of lead nurturing
7.8 Channels used to nurture leads
7.9 Effectiveness of nurturing channels
7.10 Importance of content
7.11 Recycling of leads
7.12 Approach to lead recycling
Section 8 – Technology and service providers
8.1 Use of marketing automation platforms
8.2 Marketing automation platforms used
8.4 Use of outsourcing suppliers
8.5 Use of telemarketing