Lead Generation Methods 2013 & Market Size Study: Ken Krogue - Founder
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Lead Generation Methods 2013 & Market Size Study
Ken Krogue - Founder
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Founded: 2002
Market Leader: #1 for B2B Inside Sales Professionals
Patents: 3, Pending: 6
Location: Provo, UT
Annual Growth: 110%+
Venture Investors:– US Ventures– Hummer Winblad– Josh James
Dave ElkingtonCEO
Ken KroguePresident
Founders
InsideSales.com Background
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Forbes: forbes.com/sites/kenkrogue
Blog: kenkrogue.com
Ken KroguePresident& Founder
Forbes Contributor & #1 Blog
#1 ranked Blog in the world on the topic of ‘Inside Sales’ and ‘Lead Response Management’
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Recent Research
2013 Top Sales Challenges Survey
2012 DreamforceResponseAudit
2013 Lead Gen Methodologies
2013 LeadsCon ResponseAudit
2013 Distance EducationResponseAudit
2013 Inside Sales Market Size Survey
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc.
Market Size Results
Copyright © InsideSales.com Inc. All Rights Reserved© InsideSales.com Inc. InInclue
Dr. Oldroyd Study (while at MIT)
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Inside Sales Industry Growth
Source: 2009 infoUSA/MIT Study
.5%vs
7.5%15x
Original 2009 Market Size Study
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Total and Projected Sales Reps
2011 2012 2013 20200
2000000
4000000
6000000
8000000
10000000
12000000
14000000
16000000
18000000
2,700,996 2,806,335 2,915,782 3,389,052
Outside Sales
Inside Sales
Source: BLS.gov & 2013 Market Size Study
1.3%vs
3.9%3x
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Projected # of Inside Sales Reps
2011 2020 (BLS.gov projected)0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
2,700,996 3,389,052
10,749,504
12,047,948
Outside SalesmenInside Salesmen
13.5 million sales reps
15,437,000
Source: BLS.gov & 2013 Market Size Study
Copyright © InsideSales.com Inc. All Rights Reserved
Number of Sales Reps
2011 2012 20130
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
19.7% 20.2% 20.6%
Outside SalesmenInside Salesmen
More than 20% of sales reps are pure inside sales
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Inside Sales Rep Count Total
2.81 Million Estimated Current Inside Sales Reps
3.9% Growth rate for 2013(1.3% growth for Outside Sales)
2.92 Million
Projected Reps by the end of 2013
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Reps by Selected Industry
Man
ufac
turin
g
Trans
porta
tion
Softw
are
Telec
omm
unica
tions
Finan
ce
Techn
ical S
ervic
es
Man
agem
ent C
onsu
lting
Adver
tisin
g/ P
R
Educa
tion
Health
care
0
100,000
200,000
300,000
400,000
Inside Sales Employees Outside Sales Employees
Source: BLS.gov
Inside Sales larger than Outside Sales
Source: BLS.gov & 2013 Market Size Study
Inside Sales
same as Outside Sales
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Sales Team Composition
2011 2012 201340%
45%
50%
55%
60%
45%48%
49%55%
52%51%
Outside SalesInside Sales
Inside Sales represents 49% of sales teams
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Average Headcount Growth
2011 2012 20130
5
10
15
20
25
30
35
40
45
50
2831
36
4143 43
InsideOutside
26% Growth
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Sales Employment by States, 2011
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Inside Sales Growth by Region
21%
50%52%
30% 33%
37%
29%
31%
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Growth of IS Industries 2012
Internet Services / Web Development . . . . . . . . . . . . . . 93%
Software Engineering / Programming . . . . . . . . . . . . . . 83%
Advertising, Public Relations, and Related Services . . . 42%
Transportation, Distribution, and Warehousing . . . . . . . 26%
Consulting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20%
Telecommunications . . . . . . . . . . . . . . . . . . . . . . . . . . . 19%
Manufacturing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16%
Media and Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . 11%
Other Services (Except Public Administration) . . . . . . . 6%
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Changing of the guard
Inside Sales vs. Outside Sales
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Total Revenue: IS vs OS
2010 2011 2012 2013 2014 $-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Inside SalesOutside Sales
Source: 2013 Market Size Study
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2010 2011 2012 2013 201475%
76%
77%
78%
79%
80%
81%
82%
83%
84%
85%
InsideOutside
Quota Attainment: IS vs OS
Source: 2013 Market Size Study
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Sales Team Models
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Common Team Models
2011 2012 201330%
35%
40%
45%
50%
55%
Generalist Generalist GeneralistSemi-Generalist Semi-Generalist Semi-GeneralistSemi-Specialist Semi-Specialist Semi-SpecialistSpecialist Specialist Specialist
Specialists and Semi-Specialists are the most commonly used
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Quota by Team Model
2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
Generalist Generalist GeneralistSemi-Generalist Semi-Generalist Semi-GeneralistSemi-Specialist Semi-Specialist Semi-SpecialistSpecialist Specialist Specialist
Specialists and Semi-Specialists attain their quota more often
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Most Used Methods of Lead Generation
1 Company Web site 15 Telemarketing2 Email 16 Seminars3 Tradeshows, Conferences 17 Online Display Ads4 LinkedIn 18 Online Video5 Inside Sales 19 Google+6 Facebook 20 Rich media 7 Sponsorships 21 Radio8 Search Marketing 22 TV Advertising9 Webinars, Webcasts 23 Virtual, On-Demand Events
10 Print Advertising 24 Other Web 2.0 Tools11 Twitter 25 Pinterest12 Direct Mail 26 Outdoor Media13 Blogs 27 Other14 Public Relations
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Most Effective Business Awareness
1 Company Web site 15 Telemarketing2 Email 16 Twitter3 Tradeshows, Conferences 17 Online Video4 Inside Sales 18 Online Display Ads5 Linkedin 19 Google+6 Webinars, Webcasts 20 Rich media 7 Sponsorships 21 Radio8 Search Marketing 22 TV Advertising9 Facebook 23 Virtual, On-Demand Events
10 Blogs 24 Other Web 2.0 Tools11 Direct Mail 25 Pinterest12 Seminars 26 Outdoor Media13 Print Advertising 27 Other14 Public Relations
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Most Effective Lead Generation
1 Company Website 15 Public Relations2 Email 16 Twitter3 Tradeshows, Conferences 17 Online Display Ads4 Inside Sales 18 Online Video5 Webinars, Webcasts 19 Google+6 Linkedin 20 Rich media 7 Search Marketing 21 Radio8 Sponsorships 22 TV Advertising9 Direct Mail 23 Virtual, On-Demand Events
10 Seminars 24 Other Web 2.0 Tools11 Telemarketing 25 Other12 Blogs 26 Pinterest13 Facebook 27 Outdoor Media14 Print Advertising
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Method Most Used
Website 1
Email 2
Tradeshow 3
LinkedIn 4
Inside Sales 5
Facebook 6
Sponsorships 7
Search Marketing 8
Webinars 9
Print 10
Twitter 11
Direct Mail 12
Blogs 13
PR 14
Telemarketing 15
Seminars 16
Online Display Ads 17
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Method Awareness
Website 1
Email 2
Tradeshow 3
Inside Sales 4
LinkedIn 5
Webinars 6
Sponsorships 7
Search Marketing 8
Facebook 9
Blogs 10
Direct Mail 11
Seminars 12
Print 13
PR 14
Telemarketing 15
Twitter 16
Online Video 17
Online Display Ads 18
Copyright © InsideSales.com Inc. All Rights Reserved
Method Lead Gen
Website 1
Email 2
Tradeshow 3
Inside Sales 4
Webinars 5
LinkedIn 6
Search Marketing 7
Sponsorships 8
Direct Mail 9
Seminars 10
Telemarketing 11
Blogs 12
Facebook 13
Print 14
PR 15
Twitter 16
Online Display Ads 17
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Method Most Used Awareness Lead Gen Variance
Website 1 1 1 0
Email 2 2 2 0
Tradeshow 3 3 3 0
LinkedIn 4 5 6 -2
Inside Sales 5 4 4 +1
Facebook 6 9 13 -7
Sponsorships 7 7 8 -1
Search Marketing 8 8 7 +1
Webinars 9 6 5 +4
Print 10 13 14 -4
Twitter 11 16 16 -5
Direct Mail 12 11 9 +3
Blogs 13 10 12 +1
PR 14 14 15 -1
Telemarketing 15 15 11 +4
Seminars 16 12 10 +6
Online Display Ads 17 18 17 0
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Business Awareness High Use
0 75 1500
140
280
Use
Bu
sin
es
s A
wa
ren
es
s
Hig
h
HighLow
Low
WebsiteEmailTradeshowInside Sales
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Business Awareness Low Use
0 75 1500
140
280
Use
Bu
sin
es
s A
wa
ren
es
s
Hig
h
HighLow
Low
OtherOutdoor MediaPinterestOther Web 2.0On-Demand Events
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Business Awareness Under-Used
0 75 1500
140
280
Use
Bu
sin
es
s A
wa
ren
es
s
Hig
h
HighLow
Low
WebinarsSearch MarketingSponsorships
SeminarsPublic RelationsTelemarketing
Copyright © InsideSales.com Inc. All Rights Reserved
0 75 1500
140
280
Use
Bu
sin
es
s A
wa
ren
es
s
Business Awareness Over-Used
Hig
h
HighLow
Low
FacebookDirect MailPrint AdsTwitter
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0 75 1500
120
240
Use
Le
ad
Ge
ne
rati
on
Lead Generation High Use
Hig
h
HighLow
Low
WebsiteEmailTradeshowInside Sales
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0 75 1500
120
240
Use
Le
ad
Ge
ne
rati
on
Lead Generation Low Use
Hig
h
HighLow
Low
OtherOutdoor MediaPinterestOther Web 2.0On-Demand EventsTV Advertising
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SeminarsTelemarketing
0 75 1500
120
240
Use
Le
ad
Ge
ne
rati
on
Lead Generation Under-Used
Hig
h
HighLow
Low
WebinarsSearch Marketing
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0 75 1500
120
240
Use
Le
ad
Ge
ne
rati
on
LinkedinFacebookPrint AdsTwitter
Lead Generation Over-Used
Hig
h
HighLow
Low
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Tools Used by Inside Sales Reps
List/Lead Providers
Appointment Setting
DashboardsDialers
ACDsIncentives
Social MediaCoaching
CRM
Calendaring
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Tools: Most Used
Tools UsingCalendaring Tools 92%
CRM 80%
Conferencing / Presentation Software 70%
Social Media Tools 67%
Reporting / Dashboard Tools 66%
Compensation / Commission / Incentive Tools 65%
List / Lead Providers 57%
Training Tools 52%
Coaching Tools 45%
Appointment Setting Tools 34%
ACDs (Automated Call Distributers) 13%
Dialers 13%
IVRs (Interactive Voice Recognition) 8%
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Tools: Most Used
ToolsPlan to
UseTraining Tools 25%
Coaching Tools 25%
Appointment Setting Tools 19%
Reporting / Dashboard Tools 19%
Social Media Tools 18%
Dialers 17%
Compensation / Commission / Incentive Tools 16%
List / Lead Providers 15%
Conferencing / Presentation Software 14%
CRM 11%
ACDs (Automated Call Distributers) 10%
IVRs (Interactive Voice Recognition) 9%
Calendaring Tools 4%
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Tools: Most Used
ToolsDon't Plan
to Use
IVRs (Interactive Voice Recognition) 83%
ACDs (Automated Call Distributers) 77%
Dialers 70%
Appointment Setting Tools 47%
Coaching Tools 30%
List / Lead Providers 28%
Training Tools 23%
Compensation / Commission / Incentive Tools 19%
Conferencing / Presentation Software 16%
Social Media Tools 15%
Reporting / Dashboard Tools 15%
CRM 9%
Calendaring Tools 5%
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Tools: Highest Quota Attainment
Tools% of
Quota
Coaching tools 77%
Compensation / Commission / Incentive Tools 76%
Training Tools 76%
Calendaring Tools 76%
Reporting / Dashboard Tools 76%
Dialers 76%CRM 75%
List / Lead Providers 75%
Appointment Setting Tools 75%Social Media Tools 75%
Conferencing / Presentation Software (e.g. WebEx, GoToMeeting) 73%
IVR - Interactive Voice Recognition 73%
ACD - Automated Call Distributer 70%
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Tools: Highest Quota Attainment
Tools UsingPlan to
Use
Don't Plan to
Use% of
QuotaCalendaring Tools 92% 4% 5% 76%
CRM 80% 11% 9% 75%
Conferencing / Presentation Software 70% 14% 16% 73%
Social Media Tools 67% 18% 15% 75%
Reporting / Dashboard Tools 66% 19% 15% 76%
Compensation / Commission / Incentive Tools 65% 16% 19% 76%
List / Lead Providers 57% 15% 28% 75%
Training Tools 52% 25% 23% 76%
Coaching Tools 45% 25% 30% 77%
Appointment Setting Tools 34% 19% 47% 75%
ACDs (Automated Call Distributers) 13% 10% 77% 70%
Dialers 13% 17% 70% 76%
IVRs (Interactive Voice Recognition) 8% 9% 83% 73%
Under-Utilized Tools
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Tools: By Industry 2012
Average Spent on Tools / technology
per IS Rep
Average Quota Per IS Rep
in 2012
Internet services/web development $7,487 $290,395
Software Engineering/Programming $6,841 $138,385
Manufacturing $12,512 $117,212
Consulting $4,815 $80,443
Telecommunications $21,517 $30,694
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Inside Sales vs Outside Sales 2011
Remote45%
Onsite32%
Travel12%
Commute2%
Other10%
Remote79%
Onsite6%
Travel2%
Commute3%
Other10%
Inside Sales Outside Sales
Source: 2011 InsideSales.com, 2ND SURVEY
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Source: 2013 Market Size Study
Inside Sales vs Outside Sales 2013
Commuting and Travel
8%
Travel4%
Remote58%
Onsite6%
Meetings and Other Activities
25%
Commuting and Travel
7%
Travel17%
Remote23%
Onsite34%
Meetings and Other Activities
20%
Inside Sales Outside Sales
Copyright © InsideSales.com Inc. All Rights Reserved 2007-2012 ResponseAudit Research Studies – InsideSales.com
ResponseAuditTM
Dreamforce 2009 2,875 39.9% 41:07 1.07
Cloudforce 2010 472 30.7% 49:49 1.32
LeadsCon East 2010 57 35.1% 56:05 2.00
Dreamforce 2011 3,051 51.4% 57:28 1.20
AA-ISP 2011 159 54.7% 40:24 2.60
AA-ISP 2012 696 64.2% 39:20 2.05
Dreamforce 2012 2,148 55.0% 38:30 1.57
Distance Education 69 73.0% 24:18 3.48
LeadsCon 2013 311 49.8% 17:17 1.63
Companies
AvgResponse Time by Phone
% Respondedby Phone or
Avg Response Attempts
Avg
40:28
Copyright © InsideSales.com Inc. All Rights Reserved2007-2012 ResponseAudit Research Studies – InsideSales.com
ResponseAuditTM
Dreamforce 2009 2,875 39.9% 41:07 1.07
Cloudforce 2010 472 30.7% 49:49 1.32
LeadsCon East 2010 57 35.1% 56:05 2.00
Dreamforce 2011 3,051 51.4% 57:28 1.20
AA-ISP 2011 159 54.7% 40:24 2.60
AA-ISP 2012 696 64.2% 39:20 2.05
Dreamforce 2012 2,148 55.0% 38:30 1.57
Distance Education 69 73.0% 24:18 3.48
LeadsCon 2013 311 49.8% 17:17 1.63
Companies
AvgResponse Time by Phone
% Respondedby Phone or
Avg Response Attempts
Avg
1.88
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Average First Call Time by Study
Lead
sCon
Cloud
forc
e
Distan
ce E
duca
tion
Sales
2.0
Sellin
g Pow
er
Dream
forc
e0
12
24
36
48
17:1721:50
24:1827:44
31:44
38:30
Ho
urs
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Average # of Attempts by Study
Distan
ce E
duca
tion
Sales
2.0
Lead
sCon
Cloud
forc
e
Dream
forc
e
Sellin
g Pow
er0
1
2
3
43.48
2.22
1.63 1.48 1.36 1.29
Nu
mb
er
of
Att
em
pts
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Top Performers (First Call Under 5 Mins)
1
2
3
4
5
6
7
8
9
10
12
11
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Come Meet us at our Booth #517
Get 3 New Research StudiesAnd See Your Response Times!
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Join InsideSales.com Tomorrow
David Elkington
CEO and Co-founderInsideSales.com
Session: Wring the Most Value Out of Your Leads and the Metrics Behind It Date: Wednesday, March 20th Time: 3:00PM – 3:45PM
Room: Events Center C-3
Copyright © InsideSales.com Inc. All Rights Reserved
eMail: [email protected]
Forbes: forbes.com/sites/kenkrogue
Blog: kenkrogue.com
LinkedIn: linkedin.com/in/kenkrogue
Twitter: @kenkrogue
Ken KroguePresident& Founder
Connect with me!
Questions?
Copyright © InsideSales.com Inc. All Rights Reserved
Come Meet us at our Booth #517
Get 3 New Research StudiesAnd See Your Response Times!
Copyright © InsideSales.com Inc. All Rights Reserved
Join InsideSales.com Tomorrow
David Elkington
CEO and Co-founderInsideSales.com
Session: Wring the Most Value Out of Your Leads and the Metrics Behind It Date: Wednesday, March 20th Time: 3:00PM – 3:45PM
Room: Events Center C-3
Copyright © InsideSales.com Inc. All Rights Reserved
eMail: [email protected]
Forbes: forbes.com/sites/kenkrogue
Blog: kenkrogue.com
LinkedIn: linkedin.com/in/kenkrogue
Twitter: @kenkrogue
Ken KroguePresident& Founder
Connect with me!