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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.
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© 2 0 13 B U Y E R Z O N E . C O M , L L C
Source: Data aggregated from a survey of 175+ BuyerZone clients, emedia clients and B2B members of LeadsCouncil.
Co-sponsored by emedia and LeadsCouncil
BuyerZone is the leading online B2B lead generation company. Learn more at www.buyerzone.com/leads.
B 2 B LE A D GENER AT I O NT H E 2 013 S TAT E OF
S P O I L E R : T E C H N O L O G Y ( S T I L L ) M A K E S A D I F F E R E N C E .
TECH N O LO GY M AT TE R S (DU H)
A N D CR M I S W H E R E I T A LL S TA R T S .
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) AU TO M ATE D YO U G E T.
TECH N O LO GY I M PR OV E S PE R CE P T I O N
O F LE A D QUA L I T Y.
OVERALL USE OF CRM HAS INCREASED
BUT ADOPTION OF CRM INCREASED MOST AMONGST LARGER
COMPANIES.
OF COMPANIES WITH OVER 100 EMPLOYEES USE MARKETING AUTOMATION.
SAY THE FIRST PLACE A LEAD IS ROUTED IS SALES.
SLIGHTLY DISAGREE OR
STRONGLY DISAGREE
THAT THEY ARE GETTING
ENOUGH LEADS, ONLY A
2% DROP FROM 2012.
SAY LEAD GEN BUDGETS ARE GROWING.
FOLLOW UP WITHIN AN HOUR THIS YEAR OVER LAST.
H M M M M M M M M
H M M M M M M M M
THOSE WHO AGREE THEIR LEADS ARE OF REASONABLE QUALITY
THOSE WHO DISAGREE THAT THEIR LEADS ARE OF REASONABLE QUALITY
USE MARKETING AUTOMATION
ONLY
USE CRM SYSTEMS. (89%)
UNDERSTAND THEY’RE GETTING ENOUGH LEADS.
ARE ADAMANT THEY ARE NOT GETTING ENOUGH LEADS.
FEWER
ARE BUYING EARLY STAGE LEADS.
SPEED OF LEAD FOLLOW-UP SHOULD MATCH THE STAGE OF THE LEAD AND B2B MARKETERS USING TECHNOLOGY
SEEM TO BE GETTING THAT.
OF THOSE USING CRM + M/A FOLLOW UP WITHIN AN HOUR.
OF THOSE NOT USING CRM + MA FOLLOW UP WITHIN AN HOUR.
DON’T USE MARKETING
AUTOMATION.
ON
LY
WH
ILE
ARE LESS LIKELY TO USE CRM. (78%)
OF COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES USE MARKETING AUTOMATION.
OF COMPANIES WITH LESS THAN 10 EMPLOYEES USE
MARKETING AUTOMATION.
(THESE GUYS)
OF COMPANIES WITH LESS THAN 10 EMPLOYEES USE CRM
USE MARKETING AUTOMATION
DON’T USE MARKETING AUTOMATION AND...
STILL DON’T KNOW WHAT IT IS. YIKES.
OF COMPANIES WITH MORE THAN 11 EMPLOYEES USE CRM
FROM 56% IN 2012 TO 74% IN 201318%
50%
76%
53%
49%
56% 45%
4.1
4.56.18.4
13%
6.4
63%
34%
64%
16%
29%
90%
26%
18%
39% 61% 30%
91%
S PE E D O F LE A D FO LLOW- U P M I G H T
N OT B E SO I M P O R TA N T.
THE TAKEAWAY:
SOURCES IN 2012
SOURCESSOURCESSOURCES
COMPANIES WITH FEWER THAN 10 EMPLOYEES USE
AN AVERAGE OF
COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES
USE AN AVERAGE OF
COMPANIES WITH OVER 100 EMPLOYEES USE AN AVERAGE OF
SOURCES IN 2013
OV E R A LL , B 2 B M A R K E TE R S S T I LL
A R E N ’ T G E T T I N G E N O U G H LE A DS .
CO M PA N I E S A R E US I N G
LOT S O F LE A D SO U R CE S .
B 2 B M A R K E TE R S A R E T R ACK I N G
B U T T H OSE W H O D O N ’ T, WO N ’ T.
TECH CO U LD R E A LLY B E N E F I T
S M A LL B US I N E SSE S B U T H A S N ’ T Y E T.
AND 31% SAID THAT WITH AN UNLIMITED LEAD GENERATION BUDGET, THEY WOULD BUY MORE LEADS.
IF COMPANIES THAT USE CRM AND M/A ARE HAPPIER WITH THE QUALITY OF LEADS, THEN EVEN THOUGH SMALL BUSINESSES
ARE LESS LIKELY TO USE TECHNOLOGY, THEY SHOULD.
THE NUMBER OF SOURCES USED BY B2B MARKETERS HAS INCREASED BY OVER
THE BIGGER YOU ARE, THE WIDER YOUR NET.
OF B2B MARKETERS DON’T TRACK LEADS.
OF WHICH 53% STRONGLY DISAGREE THAT THEY GET ENOUGH LEADS.
B U T H OW CO U LD T H E Y E V E N K N OW?
ONLY 50% USE CRM.
ONLY 18% USE MARKETING
AUTOMATION.
91% USE CRM. 26% WITH FEWER THAN 100 EMPLOYEES
USE MARKETING AUTOMATION,
AND 76% WITH MORE THAN 100
EMPLOYEES USE M/A.
50%
NURTURE ME!
COMPANIES WITH FEWER THAN 10 EMPLOYEES
WH
AT
WE
KN
OW
COMPANIES WITH MORE THAN 10 EMPLOYEES
71% ROUTE LEADS DIRECTLY TO SALES.
41% ROUTE LEADS DIRECTLY TO SALES.
BUT AND YETSLIGHTLY OR STRONGLY
DISAGREE THAT THE QUALITY OF LEADS THEY RECEIVE IS REASONABLE.
SLIGHTLY OR STRONGLY DISAGREE THAT THE
QUALITY OF LEADS THEY RECEIVE IS REASONABLE.
64% 50%ONLY
53% USE MARKETING AUTOMATION.
CUSTOMER DATABASEMOBILE
CUSTOMER DATABASE MOBILE
CUSTOMER DATABASEMOBILE
CUSTOMER DATABASE MOBILE