High-Tech Market Research
Your understanding of B2B demand creation, lead generation, lead nurturing, contact data and marketing automation trends practices, challenges and metrics starts here. Our Business-to-Business Marketing Research Report comprehensively addresses the most pertinent topics. This research is a work in progress – the more participants, the more conclusive it gets. Sure you can just download the results report, but we’d really like you to participate in the study too. If you would like more information about any of the information in the report or if you have questions while taking the survey, contact us at 1-888-925-7526 or info@televerde.com.
Download the B2B Marketing Research Results Report
This is the fourth edition of this comprehensive research report covering multiple aspects of demand creation, lead generation and lead nurturing practices.
Participate in Our B2B Marketing Research Study
Each quarter we will award a high-value gift or service to two participants in our research study. Names will be chosen randomly. To qualify you’ll need to provide your contact information and respond to all relevant questions in the survey. This quarter's awards include an Amazon KindleFire or a complimentary Televerde Marketing Automation & Contact Data Assessment.
Highlights from the Current Edition of the B2B Marketing Research Report:
Lead Generation & Conversion
- Top sources of leads include email campaigns, events, webinars and outbound calling.
- Outbound calling campaigns are retaining a tight success ratio with only a 4% “quantity of leads vs. quality of leads” disparity.
- 68% recognize lead leakage/loss as a significant challenge for their companies.
- 40% don’t have an effective process for gathering sales rep feedback on lead quality and quantity.
- Lead generation is the most commonly outsourced demand creation activity (67%) along with contact data/marketing lists (45%).
Contact Data/Marketing Lists
- 55% report that their marketing contact data resides in more than one database.
- 47% report that their CRM system is the primary placeholder for their contact data while 30% report residing their contact data in their marketing automation system.
- 89% admit to experiencing marketing contact data challenges, with 51% reporting incomplete contact information and 45% reporting uncleansed, outdated and unenriched information as their most significant data-related challenges.
Lead Nurturing
- Most respondents (46%) state that the highest priority outcome of lead nurturing should be better conversion rates, followed by a higher volume of qualified leads (40%) and more disciplined lead management (32%).
- 52% report that using relevant content is the most effective use of their nurturing practices followed by the ability of nurturing to sustain ongoing contact via human touch and email (50% in both cases).
- 39% do not nurture sales-rejected leads and 41% do not nurture disengaged leads.
- 34% do not feel they have the skills in their organization to truly measure the effectiveness of their lead nurturing process.
Marketing Automation
- 24% of the respondents who do not currently have a marketing automation platform are planning to invest in one.
- Eloqua and Marketo top the list of most commonly used and considered platforms.
- 32% are using their marketing automation platform only occasionally.
- Of those that are experiencing its benefits, 58% state that better business intelligence and metrics are the primary benefits, while 52% says it’s made their lead management process more disciplined and 43% are experiencing improved conversion rates.
- 57% report challenges in deployment and management of their marketing automation platform, with bandwidth (52%) and sub-optimization of features (45%) topping the list of challenges.
