© TechTarget

2013 Lead Management Study

© TechTarget 2

What is your current CRM system?

37%

24%

10%8%

4%3% 3% 2% 2% 1% 1%

7%

© TechTarget 3

What is your current Marketing Automation System?

Marketo

Oracle/E

loqua

Marketo w

ith S

ales Insig

ht

Salesforce

.com/P

ardot

Hubspot

Salesforce

.com/E

xactT

arget

Act-On

ClickD

imensio

ns

Silverpop

Aprimo

IBM/U

nica

Constant C

ontact

Microso

ft

Outsource

To 3rd Party

OtherNone

15%

13%

7% 7% 7%5%

2% 2% 2% 2% 2% 1% 1% 1%

14%

19%

© TechTarget 4

Which best describes how leads generated from 3rd parties get loaded into your system?

An external vendor handles preliminary follow-up before leads are loaded

Sent to Sales or Channel Partners directly via spreadsheets or CRM system

Loaded into a MAS*, then sent to Sales via CRM system

Loaded into a CRM system, then to MAS*

Loaded into MAS*, then sent to Sales via CRM system (when qualified)

4%

17%

19%

28%

33%

*Marketing Automation System

© TechTarget 5

Which best describes your current processing model for leads generated by 3rd parties?

Leads are tele-qualified by an outside vendor - then sent to Sales

Leads are email marketed to/nurtured - then tele-qualified - then sent to Sales

Leads go through internal tele-qualification - then sent to Sales

Leads go directly to Sales for follow-up

Leads are email marketed to/nurtured - then sent to Sales

5%

20%

20%

24%

32%

© TechTarget 6

Are you scoring leads?

Yes, using demographics (ie title, company size)

only

Yes, based on both demographics and be-

havioral activity

Yes, based on behavioral activity only

No

8%

37%

23%

33%

© TechTarget 7

What mechanisms will increase a score to create an Marketing Qualified Lead (MQL)?

Other

Competitive Research (ie Google searches on competitors)

Multiple Leads from the same account

Consumption of Late Stage/ Decision Content

Open Email

Click on Email

View Demo

Product Downloads

Visits to your Website

Multiple Asset Downloads

Contact Me Requests

3%

13%

32%

34%

46%

50%

57%

57%

62%

78%

88%

© TechTarget 8

Does your scoring logic decrease scores?

Yes No

53%

47%

© TechTarget 9

What mechanisms will decrease score?

Other

Inactivity in 45 days

Inactivity in 30 days

Nothing - scores never go down

Inactivity in 60+ days

Click on Unsubscribe

15%

12%

15%

22%

38%

53%

© TechTarget 10

Do you send leads through an email nurture program?

Yes - all leads are nurtured Yes - some leads are nurtured No - no nurture program

24%

48%

28%

© TechTarget 11

What factors into your nurture tracks?

59%

50% 50%46% 45%

37%35%

32%29% 27%

5%

*Online, In-Person Event, Webinar, etc

© TechTarget 12

For leads that are nurtured, what best describes the process?

Other

1 email click changes status to MQL

2 email clicks changes status to MQL

3+ email clicks changes status to MQL

Download of Decision-Stage content changes to MQL

25%

18%

12%

16%

29%

© TechTarget 13

Who does the initial tele-qualification of your leads?

External 3rd-Party Internal Sales Associates/Inside Sales

We send leads directly to Field/Outside Sales

8%

76%

16%

© TechTarget 14

What information must a tele-qualifier gather in order to send to Sales?

Other

Traditional BANT scoring

Detailed information about the project*

Confirm contact information

Validated an interest in speaking with your Sales team

8%

37%

40%

57%

69%

*Size of deal, existing technology environment, org chart/buying team

© TechTarget 15

How are tele-qualifiers measured, goaled, compensated?

Other

Number of dials per day

Number of inquiries sent to sales

Amount of pipelined revenue contributed

23%

11%

31%

35%

© TechTarget 16

How many touches does a tele-qualifier attempt before disqualifying a lead?

1 2 3 4 5+ Not tracked

1%

5%

25%

13%

26%

31%

© TechTarget 17

What % of leads from 3rd Parties go to sales after tele-qualification?

0-5% 6-10% 11-15% 16-20% 21-30% 31+%

27%

23%

15%

11% 11%

14%

© TechTarget 18

Approximately what % of leads does Sales successfully contact?

0-10% 11-20% 21-30% 31-40% 41-50% 51-75% 76-100% I don't know

9%

16%

11%

7% 7%

12%13%

25%

© TechTarget 19

Approximately how many touches does a Sales Rep attempt before disqualifying a lead?

1 2 3 4 5+ Leads are never disqual-

ified

I don't know

2%

7%

23%

9%

15%

10%

34%

© TechTarget 20

Approximately what time frame are they tasked with follow-up?

24 hours 25-48 hours 3-5 days 6-10 days 10+ days No time frame

21%

33%

16%

5%4%

21%

© TechTarget 21

What % of leads generated via 3rd parties end up converting to opportunities?

0-5% 6-10% 11-15% 16-20% 21-30% 31+% I don't know

27%

15%

8%6%

4% 4%

37%

© TechTarget

Questions?

Please contact marketresearch@techtarget.com