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2013 Lead Generation: Optimum Techniques for Managing Lead-Gen Campaigns

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How are your b2b marketing colleagues using lead-generation techniques to fill the pipeline with leads that convert? This new research suggests that lead-gen efforts rely on alignment, integration and metrics to optimize a pipeline with leads that sales teams will accept, and then work with marketing to bring to them to conclusion.

The 2013 Lead Generation: Optimum Techniques for Managing Lead-Gen Campaigns report offers an examination into how b2b marketers are accomplishing—or, in some cases, not accomplishing—their lead-gen goals, and why.

Readers of this research will learn:

  • The most prevalent lead-gen metrics marketers are concerned with.
  • Marketers' projections of sales growth in 2014.
  • The most effective lead-nurturing techniques, combined with the types of demand-gen content marketers are using to drive those nurturing programs.
  • The state of sales-marketing alignment, and competitive advantages to be gained by optimizing here.
  • Obstacles marketers are facing in implementing optimum lead-gen processes.

What's more, this report contains a segmented breakdown of two key marketer constituents: technology companies and small-to-midsize companies. In two extensive appendices, the report breaks out the lead-gen practices of tech marketers compared with non-tech marketers, as well of SMB marketers versus large companies. The differences these two sectors experience and their best-practices in lead-gen illustrate how lead-gen processes can be optimized here based on company profile.

  • 2013 Lead Generation: Optimum Techniques for Managing Lead-Gen Campaigns is for b2b marketing managers and directors, content marketers, business development professionals and sales executives who are eager to improve their lead-gen processes, to fill the pipeline with qualified, actionable prospects, and nurturing them to conclusion.
  • This report is filled with 54 pages of facts and benchmarks with more than 45 charts and analyses that you can immediately apply to your lead-generation processes and are free to include in presentations.
  • Based on 282 survey respondents representative of the true b2b market.

Research Takeaways

Accelerating Adoption

Research Finding: Lead-gen adoption is gaining ground, with 81% of marketers at least moderate participants, compared with 74% last year, and with 47% who are “very” or “fully” involved.

Takeaway: Despite gaining ground, lead-gen efforts are not universal, nor are they always optimized based on successful practices. B2b marketers can learn from the practices of their peers, to refine their lead-gen efforts for better future results, and gain a competitive advantage as a result.

Nurturing leads

Research Finding: In addition to sales calls, the most effective kinds of lead-nurturing techniques include email newsletters, white papers, thought-leadership content and a number of other channels. In fact, content marketing increasingly drives the lead-gen process today.

Takeaway: B2B marketers should capitalize on content marketing strategies, to drive leads into the pipeline and—importantly—accelerate their progress through to a sale with appropriate, targeted content at each stage of the buyer's journey.

Measurement

Research Finding: Metrics—the right metrics—are essential to gauging the performance of lead-generation efforts. Marketers agree than sales conversion rate is a key measurement, but also that sales-accepted leads, customer lifetime value and lead scores are important. ROI, closing rates and cost-per-lead are powerful metrics for evaluating lead-gen programs themselves.

Takeaway: Sales-marketing alignment is essential here. Marketers must work with sales to determine appropriate lead scoring techniques, appropriate lead volumes, and targeted closing rates, and provide programs to drive leads through the funnel.

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