THE STATE OF

LEAD GENERATIONBenchmarks for the Complex Sale

Ascend2 Research Conducted in Partnership with KoMarketing, March 2017

© 2017 KoMarketing Associates, LLC komarketing.comB2B Online Marketing

Lead generation continues to drive new business results.

But what strategies and tactics are significantly increasing lead generation effectiveness in a complex sale situation?

To find out, KoMarketing and Ascend2 fielded the State of Lead Generation Survey.

The data in this edition of the study, titled The State of Lead Generation – Benchmarks for the Complex Sale, exclusively represents the opinions of marketers who are focused on a lengthy sales cycle involving numerous purchase influencers.

We thank these busy professionals for sharing their valuable insights with us, and you.

This research has been produced for your use. Put it to work in your own marketing strategy. Clip the charts and write about them in your blog or post them on social media.

Please share this research credited as published.

Enjoy!

State of Lead Generation for the Complex Sale

© 2017 KoMarketing Associates, LLC komarketing.comB2B Online Marketing

Type of Sales Cycle in this ReportThe complex sale – involving a long cycle with numerous influencers – requires significantly different strategies and tactics than does the direct sale. Therefore, the data charted in this report exclusively represents the 48% of companies in our study who most often encounter the complex sale (long cycle, many influencers) in their marketing programs.

Most Important Lead Generation GoalsImproving the quality of leads generated is a top priority for 78% of marketing influencers encountering the complex sale. The quality of leads handed-off to sales significantly impacts an organization’s ability to achieve the next most important goal of acquiring new customers.

23%

25%

28%

35%

38%

52%

78%

Reducing cost to acquire leads

Converting website visitors to leads

Automating marketing processes

Measuring performance/ROI

Increasing quantity of leads

Acquiring new customers

Improving quality of leads

What are the most important goals of a lead generation strategy?

Competitive Comparison of Strategic SuccessA total of 46% of complex sale marketers describe their organization’s lead generation strategy as very successful and a further 35% consider it somewhat successful in comparison to their competitors. The remaining 19% consider their lead generation strategy as comparatively unsuccessful at achieving important lead generation goals.

Significant Barriers to Lead Generation SuccessThere are many barriers to achieving lead generation success in the complex sale scenario. The most significant – or difficult for marketers to overcome – is improving the quality of leads that the sales organization is responsible for converting to customers.

25%

34%

34%

35%

38%

42%

51%

Reducing cost to acquire leads

Automating marketing processes

Converting website visitors to leads

Increasing quantity of leads

Measuring performance/ROI

Acquiring new customers

Improving quality of leads

What are the most significant barriers to achieving lead generation success?

© 2017 KoMarketing Associates, LLC komarketing.comB2B Online Marketing

Comparative Analysis of Goals and BarriersThe most important goal for lead generation – improving the quality of leads – is also the most significant barrier to success in the complex sale. This confirms that the development of an effective lead generation strategy must focus on the people, processes and technologies addressing this issue.

Most Effective Lead Generation Tactics UsedMarketing content (47%) via the email channel (50%) are the most effective tactics used to generate quality leads for the complex sale.

Content is a common denominator to other effective marketing tactics such as social media (38%) and search engine optimization (37%) as well.

How Lead Generation Effectiveness is ChangingA convincing 88% majority of complex sale marketers believe the effectiveness of lead generation is increasing to some extent, with 46% describing the increase as significant. The remaining 12% continue to struggle with lead generation effectiveness.

Executional Difficulty of Lead Generation TacticsContent marketing, social media marketing and SEO are the most difficult lead generation tactics to execute for the complex sale for 52%, 47% and 35% of complex sale marketers respectively. Tactical difficulty translates into executional time and resources required.

23%

25%

28%

35%

38%

52%

78%

Reducing cost to acquire leads

Converting website visitors to leads

Automating marketing processes

Measuring performance/ROI

Increasing quantity of leads

Acquiring new customers

Improving quality of leads

Comparing important goals to significant barriers

51%

42%

38%

35%

34%

34%

25%

Paid search or online advertising

Landing page/website optimization

Webinars or virtual events

Search engine optimization

Social media marketing

Content marketing

Email marketing

What are the most e�ective online tactics used for lead generation?

50%

47%

38%

37%

35%

35%

30%

© 2017 KoMarketing Associates, LLC komarketing.comB2B Online Marketing

Tactical Resources Used for Lead Generation75% of complex sale marketers outsource all or part of their lead generation tactics. The more time and resource intensive a tactic is – such as content marketing, social media and SEO – the more likely an organization is to require outside assistance to execute it.

Comparative Analysis of Effectiveness and DifficultyWhen prioritizing a plan-of action to effectively generate quality leads in a complex sale scenario, a balance must be struck between tactical effectiveness and executional difficulty. A tactic will succeed only if resources are available to execute it effectively.

Email marketing

Paid search or online advertising

Landing page/website optimization

Webinars or virtual events

Search engine optimization

Social media marketing

Content marketing

What are the most di�cult online tactics used for lead generation?

52%

47%

35%

33%

32%

31%

26%

Paid search or online advertising

Landing page/website optimization

Webinars or virtual events

Search engine optimization

Social media marketing

Content marketing

Email marketing

Comparing tactical e�ectiveness to executional di�culty

50%

47%

38%

37%

35%

35%

30%

52%

47%

35%

33%

32%

31%

26%

© 2017 KoMarketing Associates, LLC komarketing.comB2B Online Marketing

Number of Employees

• More than 500 43%• 50 to 500 32%• Fewer than 50 25%

Role in the Company

• Owner / Partner / CXO 50%• VP / Director / Manager 44%• Non-Management 6%

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ABOUT THE RESEARCH PARTNERS

Our Mission: Deliver strategic online marketing programs tailored to maximize results. We help B2B organizations get found online, drive more leads, and build brand visibility. We do this through strategic search, social media and content marketing programs tailored to your specific business challenges.

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METHODOLOGY

Ascend2 benchmarks the performance of popular digital marketing strategies and tactics using a standardized questionnaire and a proprietary 3-Minute Survey format.

This survey was fielded online to a panel of research subscribers and marketing influencers by KoMarketing and Ascend2 and the report was published in March, 2017.

Survey Respondents: N=102 Complex Sale Segment

Marketing technology companies and digital marketing agencies partner with Ascend2 to reliably generate demand and supplement content for their firms. Our Research Partner Programs are transparent – spotlighting your brand and the interests of your market. If marketing professionals are your ideal prospects, we can help you find more of them.

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