The State of B2B Lead Nurturing - 2014 Report

Source: The State of B2B Lead Nurturing Survey by Bizo & Oracle Marketing Cloud, May 2014

THE STATE OF B2B LEAD NURTURING Survey Data and Key Findings on Strategies,

Technologies, and What Lies Ahead


Overview Goal: In May 2014, Bizo, in association with Oracle Marketing Cloud,

surveyed more than 500 business executives about their companies’ lead

nurturing challenges and strategies. The survey revealed that, even as the

importance of marketing’s role has grown, many organizations are still

struggling to develop comprehensive, multi-channel lead nurturing

programs, and that tremendous opportunities lie ahead.

Methodology: The survey was sent to a random sample of Bizo’s

marketers database, resulting in 505 total responses with 23 percent of

respondents from SMB’s, 41 percent at mid-size companies, and 36 percent

at enterprise brands.


B2B Marketers Have a Seat at the Revenue Table More than half of the marketers surveyed report that 20-60% of

their companies’ revenues are marketing sourced.

Question: What percentage of your company’s overall revenue goal is marketing-sourced revenue?


Lead Nurturing is a Key Strategy 94% of marketers use lead nurturing.

Question: How important is lead nurturing to your marketing efforts?


Marketers are Allocating Spend Toward Lead Nurturing

More than one third of marketers claim that less than 25% of their budgets goes toward prospecting new leads.

Question: Approximately what percentage of your marketing budget goes toward acquiring new prospects versus building relationships with existing ones?


Marketing Automation Is Core to the Marketing Technology Stack

72% of marketers use marketing automation for lead nurturing.

Question: Are you currently using marketing automation for lead nurturing?


Marketers Need to Optimize Email Nurturing Performance

79% of marketers say their email open rates don’t exceed 20% on average.

Question: On average, what is your email open rate?


It’s Tough to Get Email Addresses in the First Place 44% of marketers say only 1-5% of website visitors provide an

email address.

Question: On average, what percentage of anonymous visitors to your website do you estimate ultimately convert by supplying an email address?


Marketers believe that social media, paid search, and display retargeting can be used to nurture prospects.

Question: Which marketing channels do you consider playing a role in nurturing your prospects? Check all that apply.

Multiple Marketing Channels Can Nurture Leads


89% of marketers are interested in nurturing anonymous and known prospects beyond email.

Question: How interested would you be in a technology that allowed you to nurture anonymous and known prospects without using email?

The Future of Lead Nurturing Lies Beyond the Inbox


!  Marketing organizations are increasingly responsible for

contributing to the sales pipeline.

!  Email marketing is widely used, but does not reach a

significant proportion of known contacts.

!  Less than 5 percent of anonymous website visitors fill out

contact forms on business websites.

!  In order to help fill the sales pipeline, marketing must

embrace a truly multi-channel lead nurturing strategy that

goes beyond traditional email marketing approaches.

Takeaways


Learn More

Access more B2B marketing resources.

Subscribe to the Bizo blog.

Join the conversation.

https://www.youtube.com/user/BizoB2B

http://blog.bizo.com/

http://www.bizo.com/resource-center/

https://twitter.com/Bizo

https://www.linkedin.com/company/440829

https://www.facebook.com/bizoinc

The State of B2B Lead Nurturing - 2014 Report

Marketing

Transcript of The State of B2B Lead Nurturing - 2014 Report