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Here are the raw results:
The usage rates of the more insider, industry-specific sources do vary, though. The two most focused, insider options on this list are market research firms and industry experts.
- Usage of research firms and industry experts were both much higher among companies who rate their marketing and sales alignment highly (6 or higher on our 10 point scale) than among those who rate their marketing and sales alignment less than 5.
- Users of those insider info sources had a 70% adoption rate of CRM systems, compared to a 55% rate among the entire group.
Essentially these results echo a point we made in our survey white paper: we see these B2B companies falling into two different camps. One is more savvy about modern marketing techniques, with forward-looking marketing departments that are eager to try new tools and tactics. The other is more conservative, sticking with their tried and true sources of new customers.
Which group are you in? Actively looking for new additions to your marketing arsenal, or trying to execute on your traditional approaches?
Check it out.
We've compiled whitepapers, an infographic and quick guides that cover important topics in the world of online lead generation. And we're not done yet -- more content and tools will continue to be added.
So head over to our Resource Center and check out topics like:
- The State of B2B Lead Generation: our 2012 report
- Marketing and Sales alignment
- SEO for Lead Generation
- And more...
What's that you say? You wanted to see me describe some of what we learned in our recent B2B lead gen study in a video? Boy is it your lucky day!
Download the full white paper here. What do you think - should I stick to the written word, or is there a video career in my future?
Back in March, we announced the survey here, and subsequently promoted it to current BuyerZone clients, through our partner LeadsCouncil, and using other online channels. Conversation about these findings is flying around Twitter and we're looking forward to getting more in-depth with the results in the coming weeks.
We've also summarized the results in a suitable-for-framing infographic that packs a ton of our major takeaways into one snazzy image. Take a look at the State of B2B Lead Generation infographic - and grab the code at the bottom of that page if you'd like to share it on your own site or blog.
What's your reaction? Do these results reflect what you see in B2B lead gen? What questions should we ask when we redo this survey next year? Let us know what you think below.
Our research (from a few hundred B2B lead buyers, mostly our clients) says only 12% are using social media as a core lead generation source. And though another 50% are testing social media, the numbers are quite striking in terms of being able to measure ROI:
So, what does this mean? Companies are willing to give social media a go, that much is for sure. But B2B companies are still struggling with measuring the success, which I suspect is derived from the remaining stigma that it's a B2C play. And while it is easy to see the applications and successes for B2C companies, it can't be an excuse forever. The good news is, maybe that sentiment is changing, as a recent IBM CEO survey indicates "B2B CEOs (are) quick to point out that social media is not just a B2C phenomenon as many in the B2B arena have mistakenly believed".
Time will tell.
We've shared some reader reviews and opinions from BuyerZone staffers as well, to help you understand why these blogs are the cream of the crop.
Go check out our list of great B2B blogs for some great reading. Or let us know who we missed in the comments below.
Today, let's look at the use of CRM software. We've talked previously about some keys to ensuring a successful implementation, but firstly, are B2B companies even using CRM systems? Our data says yes, with more than half of the folks we surveyed indicating they do use the software. But that number still seems a bit low given all the talk about lead tracking and management, lead nurturing and more - don't you think? Seems like total CRM adoption still has a ways to go.
According to Carroll, a true Universal Lead Definition meets the following criteria:
Read the full post.
- Fits the profile of your ideal customer
- Has been qualified as sales-ready
- Spells out the responsibilities and accountabilities of sales and marketing
- Makes marketing and sales more efficient
Caroll also sites a recent MarketingSherpa study that found that 61% of B2B marketers are sending leads to sales without any qualification. In our forthcoming report on the State of B2B Lead Generation, we too found a similar lack of alignment amongst B2B marketing and sales teams. Our data indicates only 36% of respondents perceive alignment between marketing and sales within their organization as a 9 or 10 (with 10 being extremely aligned).
These data points underscore that we as B2B marketers have a ways to go until total harmony is reached between marketing and sales.
Do you have a Universal Lead Definition? If so, let us know in the comments below.
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