2015 SURVEY OF B2B MARKETERS:Lead Generation Priorities and Predictive Analytics

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 2

The survey highlights B2B marketers’ continuing struggle to generate high-quality leads for sales. A majority of the marketers surveyed in this report (70%) revealed that they are now measured on the amount of revenue generated from marketing and lead-generation activities.

EXECUTIVE SUMMARY

Just over one-third of the marketers surveyed said they are currently using pre-dictive analytics, but a huge majority have been doing so for less than two years. Of the companies not using predictive analyt-ics, more than half said they were likely to implement a predictive solution in the next 12-36 months.

Finally, marketers cited some of their top expectations for predictive technologies including finding new prospects, personali-zation and knowing where prospects are in the sales funnel.

ABOUT THIS SURVEY

This study was conducted by a third-party market research firm on behalf of 6sense and collected responses from 321 US-based B2B marketing professionals, 56% of which represent enterprise compa-nies with over $100 million in annual revenue.

To learn more, visit: 6sense.com/resources/

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 3

How marketers are measured:

REVENUE CONTRIBUTION AND LEAD VOLUME

Revenue resulting from marketing campaigns and tactics 70%

70%

65%

60%

23%

5%

4%

Volume of leads brought into the marketing funnel and/or sales pipeline

Campaign conversions (email clicks, actual downloads of content, etc.)

Number of sales-qualified leads accepted (MQL-to-SQL)

Brand awareness as evidenced by surveys

Other

Don’t know

% responding to the selection

QUESTION: What metrics do you use to measure the success of your marketing strategies and tactics?

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 4

SALES REJECTS 80% OF MARKETING-QUALIFIED LEADS

QUESTION: On average, what percent of your marketing-qualified leads convert to sales-qualified leads?

80%

20%

Leads rejected by sales – 80%

Leads accepted by sales – 20%

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ONE-THIRD OF COMPANIES SURVEYED ARE CURRENTLY USING PREDICTIVE ANALYTICS

QUESTION: Is your company currently using some type of predictive analytics tool?

Not using - 59%

Are using - 31%

Don’t Know - 10%

59%

31%

10%

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 6

OF THE RESPONDENTS USING PREDICTIVE ANALYTICS, 83% HAVE BEEN DOING SO FOR LESS THAN 2 YEARS

QUESTION: Approximately how long has your company been using predictive analytics?

Less than 1 year - 54%

2 years - 29%

3+ years - 17%

29%

17%

54%

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 7

OF THE COMPANIES NOT USING PREDICTIVE ANALYTICS, MORE THAN HALF ARE LIKELY TO INVEST IN THE NEXT 1-3 YEARS

QUESTION: How likely is your company to invest predictive analytics in the next 12-36 months?

Likely - 54%

Not Likely - 26%

Don’t Know - 20%

29%

17%

54%

20%

26%

54%

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 8

Data used to score prospects:

COMPANY AND CONTACT ATTRIBUTES AND PROSPECT ENGAGEMENT ON WEBSITES AND WITH DIGITAL ASSETS

QUESTION: What type of data do you use to score prospects?

Activity and engagement with our site and assets (email clicks,

asset downloads)

% responding to the selection

Contact data (title, job role, contact info)

Company data (industry, company size, revenues)

Search terms and keywords

Technologies and services being used by your prospects

76%

73%

67%

39%

19%

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 9

Marketers’ primary goals for predictive analytics:

QUALITY, QUANTITY AND DISCOVERY

Increase the overall lead quality 68%

64%

54%

51%

48%

43%

42%

Increase the volume of qualified leads

Increase the number of sales-qualified leads (MQL- SQL)

Find new prospects

Improve campaign metrics through more personalization

based on buying stage

Get insights about where prospects are in the sales funnel

Know more about which products my prospects are reviewing

% responding to the selection

QUESTION: What are your company’s primary goals for predictive analytics?

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 10

Survey respondent demographics:

ANNUAL REVENUES

Under $100 million – 44%

$100-250 million – 11%

$251-500 million – 10%

$500+ million – 36%

44%

36%

10%

11%

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Survey respondent demographics:

JOB TITLES

CEO – 1%

CMO – 9%

Director – 25%

Owner – 4%

Manager – 30%

Vice President – 11%

Individual Contributor – 14%

Other – 7%

25%

4%

30%

11%

14%9%

7%

1%

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved 12

Survey respondent demographics:

JOB ROLES

Marketing – 41%

Marketing Operations – 34%

Digital Content Marketing – 10%

Demand Generation – 14%

Analytics – 1%

41%34%

10%

14%

1%

6sense’s mission is to provide leading companies with 100 percent visibility into buyers, enabling competitive dominance

in their markets. 6sense is the central nervous system pow-ering all marketing, sales and business operations teams.

6sense predicts who will buy what products when and where they are in the buyer’s journey. The company’s predictive

intelligence platform helps B2B marketing and sales leaders uncover net-new, in-market prospects based on powerful

data science and billions of time-sensitive intent interactions.

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