© 2 0 13 B U Y E R Z O N E . C O M , L L C

Source: Data aggregated from a survey of 175+ BuyerZone clients, emedia clients and B2B members of LeadsCouncil.

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B 2 B LE A D GENER AT I O NT H E 2 013 S TAT E OF

S P O I L E R : T E C H N O L O G Y ( S T I L L ) M A K E S A D I F F E R E N C E .

TECH N O LO GY M AT TE R S (DU H)

A N D CR M I S W H E R E I T A LL S TA R T S .

T H E B I G G E R YO U A R E , T H E M O R E

(M A R K E T I N G) AU TO M ATE D YO U G E T.

TECH N O LO GY I M PR OV E S PE R CE P T I O N

O F LE A D QUA L I T Y.

OVERALL USE OF CRM HAS INCREASED

BUT ADOPTION OF CRM INCREASED MOST AMONGST LARGER

COMPANIES.

OF COMPANIES WITH OVER 100 EMPLOYEES USE MARKETING AUTOMATION.

SAY THE FIRST PLACE A LEAD IS ROUTED IS SALES.

SLIGHTLY DISAGREE OR

STRONGLY DISAGREE

THAT THEY ARE GETTING

ENOUGH LEADS, ONLY A

2% DROP FROM 2012.

SAY LEAD GEN BUDGETS ARE GROWING.

FOLLOW UP WITHIN AN HOUR THIS YEAR OVER LAST.

H M M M M M M M M

H M M M M M M M M

THOSE WHO AGREE THEIR LEADS ARE OF REASONABLE QUALITY

THOSE WHO DISAGREE THAT THEIR LEADS ARE OF REASONABLE QUALITY

USE MARKETING AUTOMATION

ONLY

USE CRM SYSTEMS. (89%)

UNDERSTAND THEY’RE GETTING ENOUGH LEADS.

ARE ADAMANT THEY ARE NOT GETTING ENOUGH LEADS.

FEWER

ARE BUYING EARLY STAGE LEADS.

SPEED OF LEAD FOLLOW-UP SHOULD MATCH THE STAGE OF THE LEAD AND B2B MARKETERS USING TECHNOLOGY

SEEM TO BE GETTING THAT.

OF THOSE USING CRM + M/A FOLLOW UP WITHIN AN HOUR.

OF THOSE NOT USING CRM + MA FOLLOW UP WITHIN AN HOUR.

DON’T USE MARKETING

AUTOMATION.

ON

LY

WH

ILE

ARE LESS LIKELY TO USE CRM. (78%)

OF COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES USE MARKETING AUTOMATION.

OF COMPANIES WITH LESS THAN 10 EMPLOYEES USE

MARKETING AUTOMATION.

(THESE GUYS)

OF COMPANIES WITH LESS THAN 10 EMPLOYEES USE CRM

USE MARKETING AUTOMATION

DON’T USE MARKETING AUTOMATION AND...

STILL DON’T KNOW WHAT IT IS. YIKES.

OF COMPANIES WITH MORE THAN 11 EMPLOYEES USE CRM

FROM 56% IN 2012 TO 74% IN 201318%

50%

76%

53%

49%

56% 45%

4.1

4.56.18.4

13%

6.4

63%

34%

64%

16%

29%

90%

26%

18%

39% 61% 30%

91%

S PE E D O F LE A D FO LLOW- U P M I G H T

N OT B E SO I M P O R TA N T.

THE TAKEAWAY:

SOURCES IN 2012

SOURCESSOURCESSOURCES

COMPANIES WITH FEWER THAN 10 EMPLOYEES USE

AN AVERAGE OF

COMPANIES WITH BETWEEN 11 AND 100 EMPLOYEES

USE AN AVERAGE OF

COMPANIES WITH OVER 100 EMPLOYEES USE AN AVERAGE OF

SOURCES IN 2013

OV E R A LL , B 2 B M A R K E TE R S S T I LL

A R E N ’ T G E T T I N G E N O U G H LE A DS .

CO M PA N I E S A R E US I N G

LOT S O F LE A D SO U R CE S .

B 2 B M A R K E TE R S A R E T R ACK I N G

B U T T H OSE W H O D O N ’ T, WO N ’ T.

TECH CO U LD R E A LLY B E N E F I T

S M A LL B US I N E SSE S B U T H A S N ’ T Y E T.

AND 31% SAID THAT WITH AN UNLIMITED LEAD GENERATION BUDGET, THEY WOULD BUY MORE LEADS.

IF COMPANIES THAT USE CRM AND M/A ARE HAPPIER WITH THE QUALITY OF LEADS, THEN EVEN THOUGH SMALL BUSINESSES

ARE LESS LIKELY TO USE TECHNOLOGY, THEY SHOULD.

THE NUMBER OF SOURCES USED BY B2B MARKETERS HAS INCREASED BY OVER

THE BIGGER YOU ARE, THE WIDER YOUR NET.

OF B2B MARKETERS DON’T TRACK LEADS.

OF WHICH 53% STRONGLY DISAGREE THAT THEY GET ENOUGH LEADS.

B U T H OW CO U LD T H E Y E V E N K N OW?

ONLY 50% USE CRM.

ONLY 18% USE MARKETING

AUTOMATION.

91% USE CRM. 26% WITH FEWER THAN 100 EMPLOYEES

USE MARKETING AUTOMATION,

AND 76% WITH MORE THAN 100

EMPLOYEES USE M/A.

50%

NURTURE ME!

COMPANIES WITH FEWER THAN 10 EMPLOYEES

WH

AT

WE

KN

OW

COMPANIES WITH MORE THAN 10 EMPLOYEES

71% ROUTE LEADS DIRECTLY TO SALES.

41% ROUTE LEADS DIRECTLY TO SALES.

BUT AND YETSLIGHTLY OR STRONGLY

DISAGREE THAT THE QUALITY OF LEADS THEY RECEIVE IS REASONABLE.

SLIGHTLY OR STRONGLY DISAGREE THAT THE

QUALITY OF LEADS THEY RECEIVE IS REASONABLE.

64% 50%ONLY

53% USE MARKETING AUTOMATION.

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