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This second annual study on B2B Lead Generation Marketing ROI & Performance Evaluation examines the impact of the economic downturn on lead generation marketing effectiveness, current priorities for marketers, and the practices that distinguish those marketing organizations with better effectiveness and growth. Marketing excellence requires that marketers adapt to changing conditions as they work to maintain their effectiveness and deliver business results. There are lessons to be learned from those marketers who indicated their lead generation marketing was more effective than their competitors and how they differ from those with less effective marketing. Marketing organizations that can take actions to addess the challenges of today's economy are likely to adopt new practices and emerge stronger.
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B-to-B Lead Generation:
Figure 1: Impact of Economic Conditions on Lead Generation Marketing Effectiveness
31% 19% 12%
16% 20% -4%
25% 30% -5%
19% 24% -5%
21% 28% -7%
14% 31% -17%
17% 37% -20%
14% 35% -21%
Figure 2: Marketing Budget Alignment to Goals
26%
24%
35%
30%
23%
23%
6%
9%
3%
6%
8%
7%
0% 20% 40% 60% 80% 100%
2009
2008
Figure 3: Budget Level Relative to Value Potential
Figure 4: Priorities to Impact Financial Performance
27%
36%
21%
16%
Figure 5: Lead Generation Management Practices
Figure 6: Lead Generation Effectiveness
Figure 7: Lead Generation Effectiveness Compared to 2008
Figure 8: Expected Growth for Lead Generation Marketers
Figure 9: Economic Impact Based on Expected Growth
Figure 10: Lead Generation Effectiveness and Expected Growth
Figure 11: Use of Marketing ROI / Profitability Metrics – B2B Lead Gen vs. All Marketers
Figure 12: Lead Gen Marketing Effectiveness – Users of ROI Metrics vs. Traditional Metrics
Figure 13: Lead Generation Management – Users of ROI Metrics vs. Traditional Metrics
Figure 14: Lead Generation Practices Based on Effectiveness
Figure 15: Comparison of Economic Downturn Impact by Lead Generation Management Effectiveness
Figure 16: Budgets Relative to Profit Potential Based on Effectiveness
% with Budget Below Value Potential
Total More Effective Org's Less Effective Org's
Generating new lead volume 38% 25% 64%
Generating quality leads 43% 33% 63%
Nurturing stalled leads 48% 48% 60%
Improving sales conversion rates 37% 25% 56%
Conditioning leads to improve the average value per closed customer
39% 31% 49%
Decreasing the time from new lead to sale close for shorter sales cycles
37% 34% 46%
Figure 17: Marketing Operations Comparisons Based on Effectiveness
Figure 18: Marketing Budget Alignment by Effectiveness Relative to the Competition
Figure 19: Marketing Operations Based on Budget Alignment
Figure 20: Integrated Marketing by Company Size
Figure 21: Improving Performance by Company Size
Figure 22: Budget Alignment by Company Size
Figure 23: Region
Figure 24: Company Size Based on Annual Revenue
Figure 25: Role of Marketing
Figure 26: Marketing Budget
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