I thought I'd share some key takeaways:
State of B2B Demand Generation
Jay Gaines from SiriusDecisions keynoted the conference with some interesting thoughts about the state of demand generation. Over the past few years, demand generation techniques have improved vastly - it's now a well-oiled machine, but the training wheels are still on.
- Tools and technology are on the rise, and marketers are doubling their investment in business intelligence and marketing automation/CRM software. But less than 25% of businesses are leveraging these tools to their fullest (especially marketing automation).
- And though marketers have many more tools at their disposal -- allowing for targeting, segmenting, lead scoring, nurturing and the like, many are still resorting to the tried and true tactics of "spray and pray" -- sending generic email blasts hoping to drive leads.
- The balance of inbound lead channels versus outbound lead channels is still skewing towards inbound. Inbound leads are always a good thing (especially when factoring in cost), but you still need a balance of the two, which we talk about at length in our recent whitepaper.
- As we all know, not all leads will close. According to Jay, 80% of Sales Qualified Leads (SQLs) don't close. Thus, there is an immense amount of "lead waste" if you aren't prepared to turn those "wasted" leads into future opportunities with lead nurturing. The key is to manage the waste with smart but not overly complex lead nurturing campaigns. Campaigns that address the reason for non-closure, for instance, and not just a one-size-fits-all maze of emails that are unlikely to turn a prospect back into your pipeline.