This document provides a robust overview of trends, attitudes and spending patterns in lead generation and nurturing for business-to-business brands, helping marketers to benchmark their activity against industry standards and focus on aspects of their activity that needs improving. This guide was produced in association with the Newbury Group.
Overview:
The related disciplines of lead generation and lead nurturing are increasingly being recognised as critical parts of the B2B marketers’ role. The recession demanded that marketers become more accountable to sales, and both developing a steady flow of new business prospects, and the nurturing of those prospects through to a position where they are ‘sales ready’ are tasks that are increasingly being enabled by new technology and communication methods.
This Benchmarking Report provides the most definitive picture yet of B2B marketers’ attitudes to lead generation and nurturing, the different tools and techniques employed to achieve these objectives and – most importantly – typical outcomes and results. The data it contains is based on an in-depth survey of over 600 B2B marketers from various different sectors, discussing their current lead generation and nurturing techniques, and attitudes to these disciplines looking ahead.
This research will help you:
- Benchmark your lead generation and nurturing activity - enable comparison with other B2B marketers and brands on activity, spend and ROI.
- 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.
- Rationalise your activities - 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 involved in the process of defining – or re-defining social media strategies
Overview:
Section 1 – Methodology and participant group
1.1 Size of participant’s company (number of employees)
1.2 Annual turnover of participant’s company
1.3 Industry categorisation
1.4 Job title
Section 2 – Current lead generation and nurturing activities
2.1 Prioritisation of lead generation activity
2.2 Objectives of lead-orientated activity
2.3 Lead-specific budget allocation
2.4 Reasons for not having a specific lead-specific budget allocation
2.5 Budget change for lead-orientated activity in the last 12 months
Section 3 – Focus on new versus existing customers
3.1 Targets for lead-orientated activity
3.2 Budget split between activity focused on new and existing customers
3.3 Evolution of targeting
3.4 Targeting in terms of company size
3.5 Different techniques used to target different audiences
3.6 Expected role of different techniques looking ahead
Section 4 – Effectiveness and measurability
4.1 Quality versus quantity for effectiveness
4.2 Measurability of activity
4.3 Metrics used and importance attached to them
4.4 Ability to demonstrate ROI on lead activity
4.5 Ability to measure conversion
4.6 Conversion rate for sales-ready leads
4.7 Current use of marketing automation technology
Section 5 – Lead management processes
5.1 Valuation of leads
5.2 Effectiveness of your lead scoring activities
5.3 Lead management and handover
5.4 Lead qualification
5.5 Channel integration
5.6 Lead recycling
5.7 Lead conversion
Section 6 – Resourcing
6.1 Current use of outsourcing
6.2 Types of suppliers currently employed
6.3 Role of telemarketing for new customers
6.4 Database accuracy
Section 7 – Looking ahead
7.1 Biggest challenges going forward
7.2 Expected investment in lead nurturing going forward
7.3 Investment in marketing techniques going forward
