B2B Lead Generation 2016 Status Quo for the 2017 KickStart

1An effective lead generation technique will have your sales pipeline streamlining with quality leads that can eventually convert. Correspondingly, in planning for that trump card of a technique, you need the latest marketing trends, technologies and data in order to know where you can adjust your lead generation efforts and gain satisfactory results. So here’s some significant statistics we’d gather and like to share.

  • 74% of marketers say converting leads is their top priority. (HubSpot)
  • 57% of B2B organisations identify that converting qualified leads into paying customers is a top funnel priority. (Marketing Sherpa)
  • 17% of marketers spend over 15 hours a week on lead generation. (Marketing Charts)
  • Outbound leads cost 39% more than inbound leads. (HubSpot)
  • Between 28% and 35% percent of B2B leads come from marketing, while 45% to 52% on average are generated by sales teams. (Direct Marketing)
  • Verifying business leads before passing it to the sales team is conducted by only 56% of B2B companies. (PureB2B)
  • With 61% of B2B marketers immediately forwarding leads to sales, qualified leads only amount to 27%. (PureB2B)
  • Sales reps ignore 50% of marketing leads. (B2B Lead)
  • The three most common lead generation strategies are email, event and content marketing. (DM News)
  • Live events (conferences, trade shows and forums) remain the top lead generation source for B2B marketers. (MediaPost)
  • When it comes to content and what drives the call to action, whitepaper and eBook downloads are the top producers of leads, according to 59% of respondents. Other tools are contact forms at 39%, webinars at 37%, and free trials at 35%. (MediaPost)
  • 59% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Marketing Charts)
  • More than two thirds of companies report struggling with lead generation. (Lattice Engines)
  • 51% of local businesses surveyed said that lead generation is a challenge.(ReachLocal)
  • 65% of marketers say generating traffic and leads is their top challenge. (HubSpot)
  • Most marketers are not satisfied with the effectiveness of their lead-generation programs. 80% report their efforts are only “slightly” or “somewhat” effective, and only 16% rate their efforts as “very” or “extremely” effective. 4% say their lead-generation programs as not effective at all. (MediaPost)
  • Only 5-10% of qualified leads successfully convert for marketers. (B2B Technology Marketing Community)
  • Only 17% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot)
  • Only 19% of CMOs identify that improving database hygiene as a top strategic priority for lead generation activity. (Marketing Sherpa)
  • 68% of B2B companies will use landing pages to nurture new sales leads for future conversion. (Marketing Sherpa)
  • Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost. (Forrester)
  • Email nurtured leads make 47% larger purchases than non-nurtured leads. (Annuitas)
  • A CRM system is believed by 84% of companies to be beneficial in determining the quality of leads. (Demand Metric Research Corporation)
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Annuitas)
  • Outsourcing lead generation is thought to be 43% more efficient than in-house due to expertise and experience. (Fearless Competitor)
  • The top three responsibilities (in order of importance) of B2B marketers are brand and positioning, lead generation, and brand communications followed. However, B2B marketers expect that two years from now the top three will be understanding buyers, marketing technology tools, and market / competitor analysis (lead gen drops to #5 on the list). (eMarketer)

B2B Marketing Strategy Stats in 2016 to Guide you this 2017         

With 2016 concluded, begin planning for your B2B marketing strategy for that another lap around the sun with these relevant data.

  • The three most common lead generation strategies are email, event and content marketing. (DM News)
  • Inbound organizations are 4 times as likely to rate their marketing strategy as effective. (HubSpot)
  • Just 61% of marketers believe their marketing strategy is effective. (HubSpot)
  • 72% of organizations that calculate ROI say their marketing strategy is effective. (HubSpot)
  • More than eight out of ten (81%) of companies rate their digital marketing strategy successful to some extent at achieving their important goals, with 12% rating it “very successful”. (Ascend2)
  • More than two thirds of companies report struggling with lead generation. (Lattice Engines)
  • Lead generation strategies were only successful for 13% of business in accomplishing their main objectives. (PureB2B)
  • Amazingly 68% of B2B companies have not identified their sales funnel. (Marketing Sherpa)
  • When sales and marketing teams are in sync, companies become 67% better at closing deals. (Marketo)
  • Companies with aligned sales and marketing generated 208% more revenue from their marketing. (Marketing Profs)
  • B2B companies who don’t align sales marketing teams cost themselves upwards of 10% revenue each year. (IDC)
  • B2B organisations that aligned their sales and marketing operations achieved 24%. faster three-year revenue growth and 27% faster three-year profit. (Sirius Decisions)
  • Only 44% of companies are using any kind of lead scoring tree. (Decision Tree)
  • 57% of B2B organisations identify that converting qualified leads into paying customers is a top funnel priority. (Marketing Sherpa)
  • Only 19% of CMOs identify that improving database hygiene as a top strategic priority for lead generation activity. (Marketing Sherpa)
  • 46% of marketers say photography is critical to their current marketing and storytelling (CMO Council)
  • The top information used by marketers to inform paid optimization strategies is analytics (27%), followed by conversion rates (20%) and A/B testing (17%). (Formstack)

B2B Marketing Analytics & Metrics and Customer Experience Stats in 2016 to Guide you this 2017

Did you know that there is still 18% of small businesses who does not track anything at all? Or that only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity? Shocking, right? Have a look at where B2B marketing & metrics and customer experience stands last year and make sure you come up with tactics this year to avoid an increase in that 18% and 45%.

Marketing Analytics and Metrics

  • 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (Contently)
  • Less than 30% of small businesses use website analytics, call tracking, or coupon codes. 18% of small businesses admit to not tracking anything at all. (MediaPost)
  • B2B marketers consistently cite sales lead quality, sales, and higher conversion rates as the top 3 most important metrics.(Content Marketing Institute)
  • 31% of B2B marketers say that sales lead quality is the most important metric.(Content Marketing Institute)
  • 2% of global marketers say they’re focused on predictive analytics and segmentation to better target and engage key audiences. (The GDMA &The Winterberry Group)
  • The top information used by marketers to inform paid optimization strategies is analytics (27%), followed by conversion rates (20%) and A/B testing (17%). (Formstack)
  • Measuring the revenue impact from digital marketing spend remains the toughest challenge for B2B marketers. (DemandWave)
  • The top three responsibilities of B2B marketers, in order of importance, are brand and positioning, lead generation and brand communications. But two years from now B2B marketers expect the top three will be understanding buyers, marketing technology tools and market/competitor analysis. (eMarketer)

Customer Experience

  • B2B marketers believe customer experience, personalization, and big data hold the most promise over the next five years. 22% of B2B marketers surveyed named customer experience as the greatest opportunity.(Econsultancy and Adobe)
  • Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year. (Kapost)
  • 83% of CMOs stated that their organizational culture is crucial in the team’s productivity and quality of services they deliver. (PureB2B)
  • Approximately 90% of B2B companies are likely to switch partners even with just one single bad experience. (com )
  • Only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity. (FierceCMO)
  • Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric—organizational structure. (Kapost)
  • 56% of customers are more likely to buy with a personalized experience. (Usabilla)
  • 41% of customers interact with ads targeted at their interests compared to random ones. (Usabilla)
  • 45% of online customers buy more from sites offering personalized product recommendations. (Usabilla)
  • 94% of marketers say that optimizing creative workflows will be important in delivering a great customer experience.(Adobe)
  • Marketers are investing more heavily in the tools that help create great customer experience. (Kapost)
  • 70% of marketers will be investing in CRM, 69% in CMS and 67% in data analytics as the importance of improving the customer journey rises. (ALF Insight)

Imperative Maitenance in Data-Driven B2B Marketing

As effortless as it may sound when said, maintaining data is not actually something that you can just breeze through. Even key employees, in many instances, acclimate to the gaps brought about by terrible data and the matter in question gets to distinctly escape the B2B marketing leaders. Taken cover behind those bounces and unsubscribes, is a hollow, brimming with wasted cash carelessly spent on B2B marketing of poor database.

A Data Hygiene and Enrichment Report conducted on 2015 gave way to the formulation of a five stage preparation as suggestion to enhancing contact database to boost client’s experience — and eventually, a B2B marketing’s potency. They are as follows; (1) Evaluate the current state of your database; (2) Build a data governance plan; (3) Formulate a data standardization strategy; (4) Identify channels for appending data and (5) Assess the tools at your disposal.

Creating a game plan for administrating and standardizing data are vital elements for a data driven B2B marketing. However, it is the initial step that is the most decisive: assessing the status quo of your database.

Correspondingly, this is the part where data check tools turns out to be very crucial: at the absolute starting point of the procedure. Coupled with a verification service to refresh obsolete records, dispose flawed data, and reaching out to past leads, you will take out a hefty portion of the email deliverability problems that always confront a large number of marketers.

Utilizing data to test theories and make choices has always been a much better solution for creating B2B marketing strategies than relying on instincts. However, it follows that if you want a data driven B2B marketing to work for you, prioritizing the quality of your data is a given.  For sub par data will throw off all your subsequent data and will also bound to hurt your B2B marketing endeavors.

 

What Your IT Prospects Want to Read in Your Email & How to Deliver the Right Content

Content materials that offer “practical advice” are what technology buyers, like those in your IT contacts list, want to read the most, among other things. This is according to a recent study cited by the Content Marketing Institute where the respondents consisted of both vendors and buyers in the tech sector. As a subset of this group, the prospects in your IT contact list most likely share the same preferences.

This post takes a look at the content that your IT prospects want to read in your B2B email marketing blasts and discusses some ideas to help you meet their content demands.

The survey mentioned by CMI reveals a lot of useful information on the things that make up quality content from the point of view of tech buyers and sellers. About 65% of respondents prefer to read best practices; 59% wantcompetitive comparisons” while 54% are attracted towards how-to guides. From the tech vendors’ side, 64% use facts/figures as foundations for their offer, 62% include business/technical aspects, and 58% use recent developments.

Another area that the above study sheds light on is the effect of content age on readership. About 41% of tech buyers want to read information that is at most one year old, 28% accept information between 12 to 18 months old, and 31% say information more than 18 months old is still valid.

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Five Little Tips for Big Results in Using Pinterest to Target IT Managers

Pinterest is fast becoming the next big social media phenomenon. Within a matter of a few months, site traffic has increased five-fold while its user base has grown around 150% since the start of 2012, giving new opportunities in social media marketing. Companies are now using Pinterest to boost marketing activities such as growing their B2C or B2B database.

But unlike B2C brands which have the luxury of being able to pin eye-catching images of their products, B2B marketers such as those from IT companies looking to expand their lists of IT managers may find it quite challenging to represent their products or services in attractive pictures. But with a bit of creative thinking, B2B marketing specialists can effectively use Pinterest as part of their social media marketing strategy. Here are five tips to help you achieve this:

1. Use visually-appealing images.
IT-related products and services can be very difficult to capture in a nice image, but there are tons of other visually-appealing alternatives that indirectly refer to your company or brand. You can pin pictures showing your company culture or a bunch of happy customers. You can also use visualizations from blogs, articles, or pages that focus on building your B2B database. You can also use book covers, slides, and software screenshots.

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Software Marketing Survival Guide: Tip #10 – Best Practices for Building and Maintaining Trust

The lack of trust from customers and prospects is one of the causes of failure not only in marketing but also in business as a whole. That’s why this blog post focuses on five best marketing practices to develop and maintain trust not merely to convert your IT leads into paying customers but to build customer loyalty as well.

1. Represent your brand. A brand is the totality of the experiences and expectations your customers or prospects have with your product or service. Thus, to a large part, your brand depends on perception. As such, you want your clients and prospects to positively perceive your product, your employees, your processes, your company, and you.

2. Communicate responsively. At every level in dealing with your customer or prospect, you have to respond to or initiate a meaningful, informative conversation. Whether growing your IT leads database or nurturing your software customers, you have to communicate with them in such a way that they always get something in return.

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Software Marketing Survival Guide: Tip #7 – Avoid These Email Marketing Tripwires

According to a recent study, inbox placement rates (IRPs), a key metric in email deliverability, have decreased to 76.5% in 2011. Return Path, an email certification company, attributes this decline to tighter screening measures by ISPs and an increase in the number of companies engaged in email marketing. That’s why you need to avoid the following email marketing tripwires to make sure your emails reach recipients in your mailing list.

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Software Marketing Survival Guide: Tip #6 – How to Build a Software Community

From a B2B marketing standpoint, the value of a well-established software community is priceless. It’s a dynamic venue for generating feedback, bringing users and prospects together, growing software/IT leads database, and promoting your brand. If you’re wondering how you can build one for your own product, take a look at the following guidelines.

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Software Marketing Survival Guide: Tip #4 – Sharpening Your Shareware Conditions

By offering trial-ware versions of their commercial products, software developers are not only improving the marketability of existing or new applications but are providing value to customers and prospects as well. But these offerings do also have their own set of special issues. This blog post takes a hard look at the factors to consider when setting the terms and conditions for use of your shareware.

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