Key B2B Lead Generation Statistics That Will Drive Your Results

The majority of B2B marketers are skeptical about the value social media for lead generation

A 2013 Business.com survey of 500 pay-per-lead advertisers found that a majority of B2B marketers were skeptical about the value of using social media tools for lead generation. More than 66% favored outbound marketing (inside sales, telemarketing, live events and tradeshows).

While content marketing and social media sharing were in use by 71% of B2B marketers, only about 22% rated these methods as “effective,” with customer testimonials and case studies rated as the highest performing types of lead generation.

References:
Why Social Media Is Overrated For Lead Generation | The Sales Insider 2013
Sales – The Most Effective B2B Lead Generation Methods : MarketingProfs 2013

 

Forrester research tried to find the answer to the following question: How can modern marketers find a clearer path to effective, sales-generating customer engagement?

Forrester surveyed 328 B2B marketers about their use of 16 different marketing tactics across the following four LEAD-TO-REVENUE (L2R) STAGES:

  1. Stage – Awareness (Get Found)
  2. Stage – Lead Generation (Socialize)
  3. Stage – Lead Nurturing (Engage Deeper)
  4. Stage – Post-Sale/Retention (Continue to Actively Market)

Here is what “top performers” (companies that have – self reportedly – overachieved their goals) are doing.

STAGE 1 – AWARENESS (Get Found) Top performers embrace the reality that today’s buyers are empowered and willing to begin their purchase and vendor selection process very early via search engines, (B2B) social networks and other digital platforms. e.g. vendors track the “digital footprint” of buyer’s, analyze it and match needs with findable content that will start a dialogue…

STAGE 2 – LEAD GENERATION (Socialize) This is about getting getting visible and giving prospective buyers the opportunity to get to know a company (solution offering). Top performers leverage: trade shows search engine optimization email marketing company sponsored in-person events (24% of top performers vs. only 11%) Just take a look at how in-person events squash virtual events when it comes to effectiveness (24% versus 11% among top performers). It’s a reminder that human contact remains a premium value in business dealings, an important point that often gets forgotten.

STAGE 3 – Lead Nurturing (Engage Deeper) Top performers focus on increasing digital engagement with warm and hot leads; i.e., more events (in-person and virtual) and more communications (email and social). Tactics include: targeted email campaigns, web events, and increased social media communication.

STAGE 4 – Post-Sale/Retention (Continue to Actively Market) Top performers focus on existing customers as it’s less expensive to keep an existing customer than to acquire a new one.

Notes: Companies self-reported this information in Forrester’s reference survey: Q4 2012 B2B Marketing Tactics and Benchmarks.

More: Forrester Research, Inc. Benchmark Report: How Top Marketers Do Lead Generation, Part 1 – Act-On Blog

Since the marketing function has to contribute 30-50% of a sales pipeline, the need for quality leads is a key indicator that the marketing team is doing its job.

This selection of key b2b lead generation statistics can be helpful to review/align your lead generation campaigns.

  • B2B companies that blog generate 67% more leads than companies that don’t.
  • Over 50% of B2B marketers do not use direct mail to generate leads.
  • The most effective B2B lead generation tactics are inside sales, executive events, telemarketing, tradeshows and conferences, and email or electronic newsletters.
  • 49% of B2B marketers site social media marketing as the most difficult lead generation tactic to execute (eMarketer)
  • For B2B software marketers, however, the top sources of new business are organic search, SEM/PPC advertising, and word of mouth referrals.
  • Nearly half (45%) of companies are using some form of CRM to store lead data, and 84% of those companies have a standard in place for scoring lead quality.
  • 37% of B2B marketers are using marketing automation to generate leads.
  • 44% of B2B marketers have generated leads via LinkedIn, whereas only 39% have generated leads through Facebook and just 30% through Twitter.

 

Mailchimp: The average unique click rate is at 3,15%

Email marketing service MailChimp.com sends billions of emails per month for its 5 m users. Their email marketing benchmark data has been generated by scanning hundreds of millions of emails delivered by their system, including a differentiation by industry etc. Here are the overall averages for two important email marketing KPI‘s:

  • UNIQUE OPEN RATE: 22,31%
  • UNIQUE CLICK RATE: 3,15% (also known as Click-Through-Rate etc.)

Some explanations to the provided analytics: “unique click rate” aka “click-through rate” (CTR). Click rate, sometimes referred to as Click-Through Rate or CTR, is a measure of the performance of an email marketing campaign. Unlike open rate, the click rate represents an exact measure of the performance using data collected as the reader clicks through a link within any given message.

References: 20 Marketing Statistics That Will Drive 2014 [INFOGRAPHIC] – AllTwitter B2B Lead Generation Trends 2013 (B2B Technology Marketing Community) Marketing Strategy – B2B Lead Generation Trends for 2014: MarketingProfs Business Software Buying Trends 2013- Capterra Industry Survey Lead Generation Trends in 2014 – ReachForce B2B Lead Generation