The State of B2B Lead Generation 2013: Infographic

The State of B2B Lead Generation 2013: Infographic

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BuyerZone surveyed a few hundred B2B lead buyers and asked them lots of questions about their lead generation practices. They told us a bunch of great information – but we distilled down the key takeways in this infographic.

Text of The State of B2B Lead Generation 2013: Infographic

  • 1. T H E 2 013 S TAT E O FB 2 B L E A D G E N E R AT I O N SPOILER: TECHNOLOGY (STILL) MAKES A DIFFERENCE.T E C H N O L O G Y M AT T E R S ( D U H ) A N D C R M I S W H E R E I T A L L S TA R T S . OVERALL USE OF CRM HAS INCREASEDBUT ADOPTION OF CRM INCREASED MOST AMONGST LARGER COMPANIES.18%FROM 56% IN 2012 TO 74% IN 2013(THESE GUYS)50%91%OF COMPANIES WITH LESS THAN 10 EMPLOYEES USE CRM39%OF COMPANIES WITH MORE THAN 11 EMPLOYEES USE CRM61%USE MARKETING AUTOMATION30%DONT USE MARKETING AUTOMATION AND...STILL DONT KNOW WHAT IT IS. YIKES.T H E B I G G E R YO U A R E , T H E M O R E ( M A R K E T I N G ) A U T O M AT E D Y O U G E T.26%OF COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES USE MARKETING AUTOMATION.76%18%OF COMPANIES WITH OVER 100 EMPLOYEES USE MARKETING AUTOMATION.OF COMPANIES WITH LESS USE MARKETING AUTOMATION.ILE E R DAT A B C U S T O M THAN 10 A S E M O B EMPLOYEESILE C U S T O M E R DAT A B A S E M O BTECHNOLOGY IMPROVES PERCEP TION ILE C U S T O M E R DAT A B A S E M O BO F L E A D Q U A L I T Y. THOSE WHO AGREE THEIR LEADS ILE C S T O M E R DAT A B A S E M O B ARE OFUREASONABLE QUALITYTHOSE WHO DISAGREE THAT THEIR LEADS ARE OF REASONABLE QUALITYUSE CRM SYSTEMS. (89%)53%ARE LESS LIKELY TO USE CRM. (78%)USE MARKETINGAUTOMATION .DONT USE MARKETING AUTOMATION.ONLY29% USE MARKETING AUTOMATION53%90%UNDERSTAND THEYRE GETTING ENOUGH LEADS.ARE ADAMANT THEY ARE NOT GETTING ENOUGH LEADS.SPEED OF LEAD FOLLOW-UP MIGHT N O T B E S O I M P O R TA N T.16% FEWER49%FOLLOW UP WITHIN AN HOUR THIS YEAR OVER LAST.SAY THE FIRST PLACE A LEAD IS ROUTED IS SALES.63%NURTURE ME!ARE BUYING EARLY STAGE LEADS.ONLY34%OF THOSE USING CRM + M/A FOLLOW UP WITHIN AN HOUR.WHILEHMMMMMMMM64%HMMMMMMMMOF THOSE NOT USING CRM + MA FOLLOW UP WITHIN AN HOUR.THE TAKEAWAY:SPEED OF LEAD FOLLOW-UP SHOULD MATCH THE STAGE OF THE LEAD AND B2B MARKETERS USING TECHNOLOGY SEEM TO BE GET TING THAT.OVER ALL , B2B MARK ETER S S TILL ARENT GETTING ENOUGH LEADS.56%45%SLIGHTLY DISAGREE OR STRONGLY DISAGREE THAT THEY ARE GETTING ENOUGH LEADS, ONLY ASAY LEAD GEN BUDGETS ARE GROWING.2% DROP FROM 2012.AND 31% SAID THAT WITH AN UNLIMITED LEAD GENER ATION BUDGET, THEY WOULD BUY MORE LEADS.C O M PA N I E S A R E U S I N G LOTS OF LEAD SOURCES. THE NUMBER OF SOURCES USED BY B2B MARKETERS HA S INCREA SED BY OVER50% 4.16.4SOURCES IN 2012SOURCES IN 2013THE BIGGER YOU ARE, THE WIDER YOUR NET.COMPANIES WITH OVER 100 EMPLOYEES USE AN AVERAGE OFCOMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES USE AN AVERAGE OFCOMPANIES WITH FEWER THAN 10 EMPLOYEES USE AN AVERAGE OFSOURCESSOURCESSOURCES8.46.14.5B2B M ARK ETER S ARE TR ACK IN G B U T T H O S E W H O D O N T, W O N T.13%OF B2B MARKETERS DONT TR ACK LEADS.OF WHICH 53% STRONGLY DISAGREE THAT THEY GET ENOUGH LEADS.BUT HOW COULD THEY EVEN KNOW?T E C H C O U L D R E A L LY B E N E F I T S M A L L B U S I N E S S E S B U T H A S N T Y E T.W H AT W E K N OWCOMPANIES WITH FEWER THAN 10 EMPLOYEESONLY 50 % USE CRM.COMPANIES WITH MORE THAN 10 EMPLOYEES91% USE CRM. 26 % WITH FEWER THAN 10 0 EMPLOY EESONLY 18 % USE MARKETINGUSE MARK ETING AUTOMATION,AUTOMATION.AND 76 % WITH MORE THAN 10 071% ROUTE LEADS DIRECTLY TO SALES.41% ROUTE LEADS DIRECTLY TO SALES.BUTAND YET64%SLIGHTLY OR STRONGLY DISAGREE THAT THE QUALITY OF LEADS THEY RECEIVE IS REASONABLE.EMPLOY EES USE M/A .O N LY50%SLIGHTLY OR STRONGLY DISAGREE THAT THE QUALITY OF LEADS THEY RECEIVE IS REASONABLE.IF COMPANIES THAT USE CRM AND M/A ARE HAPPIER WITH THE QUALIT Y OF LEADS, THEN EVEN THOUGH SMALL BUSINESSES ARE LESS LIKELY TO USE TECHNOLOGY, THEY SHOULD.Source: Data aggregated from a survey of 175+ BuyerZone clients, emedia clients and B2B members of LeadsCouncil.BuyerZone is the leading online B2B lead generation company. Learn more at www.buyerzone.com/leads. 2 013 B U Y E R ZO N E .CO M , LLC Co-sponsored by emedia and LeadsCouncil