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© CSO Insights
Jim Dickie, CSO Insights
(303) 521-4410
Barry Trailer, CSO Insights
(415) 924-3500
Compliments of:
© CSO Insights
Terms & Conditions
Produced in the United States of America. Except as permitted under the United States
Copyright Act of 1976, no part of this material may be produced or distributed in any form or by
any means, or stored in a database or retrieval systems, without the prior written permission of
CSO Insights. For additional information, contact CSO Insights, 4524 Northfield Court, Boulder,
CO 80301, Phone: (303) 521-4410,
e-mail: [email protected].
Receipt of this material constitutes a license to use the data and information provided by CSO
Insights to support internal sales, marketing, strategic planning, and business development
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Any other use of this material requires express written permission from CSO Insights.
© CSO Insights
No portion of these materials may be reproduced or distributed in any form without the prior written permission of the authors
2010 Lead Generation Optimization
Services33.3%
Technology36.3%
Manufacturing Non-Tech
12.4%
Other
18.0%
2010 LGO Study Participation by Industry
© CSO Insights
No portion of these materials may be reproduced or distributed in any form without the prior written permission of the authors
2010 Lead Generation Optimization
0% 20% 40% 60% 80% 100%
Other (please specify)
Migrating From a Product-centric to a Customer-centric Strategy
Increasing Customer Renewals
Understanding/Enhancing the Customer Experience
Improving Customer Loyalty
Optimizing New Product Introduction Success
Optimizing Cross-selling and Up-selling
Increasing Brand Awareness
Increasing Customer Acquisition
3.7%
13.0%
17.0%
21.1%
24.7%
27.7%
41.2%
54.0%
91.2%
Top Three Strategic Marketing Objectives for 2010
© CSO Insights
No portion of these materials may be reproduced or distributed in any form without the prior written permission of the authors
2010 Lead Generation Optimization
< 5%21.1%
5% - 15%30.4%16% - 25%
15.1%
26% - 35%9.9%
>35%23.5%
Percentage of 2009 Budget Dedicated to Lead Generation
© CSO Insights
No portion of these materials may be reproduced or distributed in any form without the prior written permission of the authors
2010 Lead Generation Optimization
>25% more18.9%
11 - 25% more
19.9%
1% - 10% more33.8%
0% - 5% less17.1%
5% - 15% less6.0%
> 15% less4.4%
2010 Total Marketing Budget Compared to 2009
© CSO Insights
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2010 Lead Generation Optimization
< 5%13.3%
5% - 15%22.1%
16% - 25%
16.5%
26% - 35%14.1%
>35%28.0%
Do Not Know6.0%
Percentage of 2010 Marketing Budget Dedicated to Lead Generation
© CSO Insights
No portion of these materials may be reproduced or distributed in any form without the prior written permission of the authors
2010 Lead Generation Optimization
Leads from Marketing38.3%
Leads from Other Sources61.7%
2010 Lead Source Analysis
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2010 Lead Generation Optimization
0% 10% 20% 30% 40% 50% 60% 70%
TV/Radio
Newspaper/Print Ads
Blogs, Podcasts, MobileMarketing
Social Media
Other (please specify)
Newsletters
Direct Mail
SEO/Paid Search/Google Adwords
Telemarketing
Webinars
Web Site Registrations
Live Events/Tradeshows
E-mail Marketing
3.0%
3.8%
11.2%
12.3%
13.1%
14.8%
17.3%
26.2%
28.5%
31.1%
32.6%
45.0%
61.5%
Top Three Lead Generation ProgramsBased on Quality/Quantity of Leads
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2010 Lead Generation Optimization
0%
5%
10%
15%
20%
25%
30%
35%
<25% 25% - 50% 51% - 75% 76% - 90% >90% Do Not Know
4%
10%
18%
27%
35%
6%
11%
19%
28%
24%
8%
10%
Percentage of Customer/Prospect Data Current and Correct
Customer Data Accuracy Prospect Data Accuracy
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2010 Lead Generation Optimization
Very Poor4.5%
Poor20.9%
Adequate28.9%
Good29.7%
Excellent14.2%
Do Not Know1.7%
Ability to Drive Highly Targeted/Relevant Interactions with Customers and Prospects
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2010 Lead Generation Optimization
Yes64.7%
No35.3%
Utilize Commercial Information Services
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2010 Lead Generation Optimization
Absolutely
26.4%
Very Likely40.9%
Somewhat Likely28.0%
Unlikely4.7%
Recommend Primary Information Service Provider
© CSO Insights
No portion of these materials may be reproduced or distributed in any form without the prior written permission of the authors
2010 Lead Generation Optimization
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Direct Mail
Telemarketing
Online Advertising
Paid Search/SEO
Data Quality/Management
New Media (Blogs, Podcasts, MobileMarketing)
Web Search Optimization
E-mail Marketing
Website Design/Content
18%
36%
39%
42%
47%
52%
51%
54%
65%
43%
43%
43%
45%
49%
38%
42%
40%
28%
39%
21%
18%
13%
4%
10%
7%
6%
8%
Changes in Lead Generation Investments Next 12 Months
Investing More Investing Same Investing Less
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2010 Lead Generation Optimization
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Traditional Media Advertising
Telemarketing
Direct Mail
Web-based Marketing
42%
47%
47%
51%
51%
39%
47%
37%
7%
14%
6%
12%
Ability to Effectively Execute Lead Campaigns
Needs Improvement Meets Expectations Exceeds Expectations
© CSO Insights
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2010 Lead Generation Optimization
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Needs Improvement Meet Expectations Exceeds Expectations
47.4% 47.1%
5.5%
Ability to Execute Direct Mail Campaigns
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2010 Lead Generation Optimization
0%
10%
20%
30%
40%
50%
60%
Needs Improvement Meet Expectations Exceeds Expectations
50.6%
36.9%
12.5%
Ability to Execute Web-based Marketing Campaigns
© CSO Insights
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2010 Lead Generation Optimization
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Needs Improvement Meet Expectations Exceeds Expectations
47.3%
39.2%
13.5%
Ability to Execute Telemarketing Campaigns
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2010 Lead Generation Optimization
0%
10%
20%
30%
40%
50%
60%
Needs Improvement Meet Expectations Exceeds Expectations
41.9%
50.8%
7.3%
Ability to Execute Traditional Media Advertising Campaigns
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2010 Lead Generation Optimization
Needs Improvement
37.4%
Meets Expectations
50.3%
Exceeds
Expectations12.3%
Ability to Develop Targeted/Effective Messaging
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2010 Lead Generation Optimization
<5%11.8%
5% - 15%19.5%
16% - 25%18.8%
>25%41.7%
Do Not Know8.2%
Percentage of Lead Generation Budget for Targeted Web-based Marketing
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2010 Lead Generation Optimization
Needs Improvement
48.5%
Meets Expectations
40.8%
Exceeds Expectations
10.7%
Website's Ability to Effectively Engage/Inform Prospects
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2010 Lead Generation Optimization
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mobile Messaging, Podcasts
Online Advertising
Blogs
Paid Search
Social Media
Webinars
Search Engine Optimization
E-mail Marketing
Website and Micro-sites
2%
14%
14%
17%
18%
27%
40%
48%
54%
26%
43%
46%
37%
52%
43%
49%
45%
41%
55%
32%
31%
32%
24%
23%
8%
5%
3%
17%
10%
9%
13%
7%
7%
2%
2%
3%
Importance to Success of Web-based Marketing Efforts
Very Important Important Not Important Not Applicable
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2010 Lead Generation Optimization
Yes49.2%No
50.8%
Implemented a Lead Generation Management System
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2010 Lead Generation Optimization
Yes25.0%
No75.0%
Plans to Evaluate a Lead Generation Management System
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2010 Lead Generation Optimization
Absolutely34.9%
Very Likely31.2%
Somewhat Likely24.2%
Unlikely9.8%
Recommend Lead Generation Management Vendor
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2010 Lead Generation Optimization
No Lead Scoring
Process31.5%
Informal Lead Scoring Process
33.8%
Formal Lead
Scoring Process34.7%
Method for Scoring Leads Generated by Marketing
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2010 Lead Generation Optimization
<10%12.6%
10% - 25%
19.6%
26% - 50%17.2%51% - 75%
10.7%
>75%31.2%
Do Not Know8.6%
Percentage of Total Leads Generated Turned Over to Sales
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2010 Lead Generation Optimization
<25%7.5% 25% - 50%
10.3%
51% - 75%14.7%
76% - 90%20.7%
>90%
36.8%
Do Not Know
10.0%
Percentage of Leads Turned Over to Sales Actively Followed Up
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2010 Lead Generation Optimization
<10%11.7%
10% - 25%21.4%
26% - 50%22.4%
51% - 75%16.8%
>75%13.8%
Do Not Know14.0%
Percentage of Leads Resulting in a First Call
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2010 Lead Generation Optimization
Marketing: Formal Process34.8%
Marketing:
Informal Process25.2%
Sales Responsible33.6%
No One Responsible
6.3%
Process for Handling Lead Nurturing/Incubation
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2010 Lead Generation Optimization
Significant Increase in Lead
Conversion24.3%
Some Increase in Lead
Conversion57.2%
No Increase3.5%
Do Not Know15.0%
Impact of Lead Nurturing/Incubation
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2010 Lead Generation Optimization
<5%9.9%
5% - 10%
16.2%
11% - 25%23.5%26% - 40%
19.0%
>40%20.4%
Do Not Know11.0%
Of Deals that Close,Percentage Resulting from Marketing-Generated
Leads
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2010 Lead Generation Optimization
Yes50.7%
No49.3%
Process in Place for Tracking ROI of Lead Generation Programs
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2010 Lead Generation Optimization
0% 20% 40% 60% 80% 100%
Other (please specify)
Customer Loyalty Ratings
Percent of Customers Retained
Number of Impressions Generated
Amount of Revenue Ulitmately Closed
Number of Leads Generated
Number of Leads Converted to Sales Opportunities
2.8%
10.2%
22.3%
30.7%
79.1%
90.2%
92.6%
Metrics Used to Track ROI of Lead Generation Programs
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2010 Lead Generation Optimization
0%
10%
20%
30%
40%
50%
60%
Needs Improvement Meets Expectations Exceeds Expectations
Do Not Know
49%
38%
7%5%
60%
25%
10%
5%
Marketing's Assessment of How Sales Would Rate Leads Generated by Marketing
Quality of leads Quantity of leads
