Lead Generation Benchmark Report


MarketingSherpa's 2012 Lead Generation Benchmark Report

Need More Leads: New Research Reveals What works

The 2012 Lead Generation Benchmark Report includes:

  • 1,915 Companies Surveyed
  • 163 pages – Most extensive study on lead generation available
  • 63 charts and analytical commentary
  • 50+ answers to the most challenging lead gen questions
  • 4 Case briefings with actionable data, key insights from marketers and CMOs
  • Learn how-to develop an effective strategy for generating high-quality leads
  • Tips on budgeting, improving lead quality, nurturing and ROI
  • Evaluate optimal lead generation performance
  • How to select the best lead generation technology and tools for 2012
  • Download free excerpt
Published May, 2012

This publication is sponsored by Act-On Software


Need More Leads: New Research Reveals What works

The way your audience communicates with you on a daily basis is evolving right before your eyes. Many of your "ideal customers" are busy right now researching your company, requesting brochures, looking up product reviews, tweeting and even comparing you to your competiton at this very moment. All without picking up a phone or contacting your sales team.

This is the new norm for the modern buyer: social, independent, and knowledgeable.

Being successful in this new environment largely depends on the understanding of your audience, your messaging, and your channels. Only when you understand – and meet – your audience's needs and preferences, can you create memorable experiences that will resonate and convert.

To help you improve your lead quality and generate more ROI, MarketingSherpa conducted the most extensive lead generation survey available with feedback from more than 1,900 B2B & B2C companies.

MarketingSherpa’s new 2012 Lead Generation Benchmark Report offers marketers actionable data, key insights from marketers and CMOs, as well as in-depth analytical commentary from a team of marketing and lead generation experts. The goal of this reports is to help you develop an effective strategy that will generate high-quality leads, and excel against the competition.

This new report will help you learn:

  • How to determine top lead generation tactics despite declining effectiveness
  • How to improve lead conversion when faced with a skeptical audience
  • How to determine marketing budgets for 2012, even with limited resources
  • How to evaluate optimal lead generation performance
  • How to attribute multichannel lead generation campaigns to revenue
  • How to select the best lead generation technology and tools for 2012

Actionable Steps for Improving Lead Quality and Generating ROI

Inside the 163-page report we'll equip you with steps on how to improve your lead quality, specifically addressing the following questions:

  1. How to determine the top lead generation tactics for 2012 when all tactics are declining in effectiveness?
    • In our 2012 B2B Marketing Benchmark Study, we uncovered that all lead generation tactics, including online and offline tactics, experienced severe declines in effectiveness from 2010 to 2011. This report will reveal the top strategies for improving this effectiveness for 2012.
  2. How to improve lead conversion, despite a skeptical audience that doesn’t want to talk to Sales?
    • We cannot simply generate leads and consider them "sales territory" anymore, forgetting about them once they have converted. If we engage leads with sales before they are ready, we risk losing the sale by disregarding our buyer's preferences.
  3. How to determine the marketing budgets for 2012, despite limited resources?
    • We will reveal average allocations of lead generation budgets, as well as budgeting trends for 2012 to support your decisions.
  4. How to evaluate lead generation performance for 2012, to ensure you are out-performing your competition?
    • This report includes results for key industry benchmarks, including cost-per-lead, cost-per-acquisition, average length of sales cycle and average sale amount – broken out by organization size, primary market and industry sector.
  5. How to attribute lead generation campaigns to revenue when so many campaigns include multichannel efforts?
    • We have identified the most commonly used tactics for multichannel lead attribution and will discuss the most effective strategies so you can tie your activities in to revenue and optimize your campaigns.
  6. How to select the best lead generation technology and tools for 2012?
    • You will the top marketing tools and technologies for 2012, and gain valuable insights from marketers and CMOs on lead generation technology.

Case Studies, Charts, and Insights Included in the Benchmark:

  • Latest processes used to plan, execute and measure lead generation programs (p. 12)
  • How many organizations monitor lead quality before sending leads to Sales? (p. 13)
  • Factors organizations consider when determining a qualified lead (p. 17)
  • How often do organizations use lead nurturing campaigns to improve lead quality? (p. 18)
  • What to expect for ROI of lead generation activities (p. 23)
  • How long is the average sales cycle? (p. 28)
  • Average sale or deal size, by industry sector (p. 35)
  • How much do organizations pay, on average, for one qualified lead? (p. 37)
  • Average cost for each new customer, by primary market (p. 43)
  • Are value propositions tested to optimize their effectiveness in driving conversions? (p. 47)
  • Messaging strategies organizations find most effective for lead nurturing (p. 50)
  • At what level do organizations integrate online and offline marketing tactics? (p. 55)
  • Top lead generation tactics for 2012 (p. 66)
  • Which online lead gen methods generate the greatest traffic and conversions? (p. 86)
  • Most important fields collected on a lead generation form (p. 88)
  • What objectives are offline lead generation tactics able to achieve? (p. 95)
  • Lead attribution promote quality and ROI (p. 97)
  • What do CMOs consider to be their top strategic priorities for lead generation? (p. 125)
  • How do organizations set marketing budgets that drive growth? (p. 128)
  • Marketing technologies organizations use the most (p. 136)
  • Which tactics improve database hygiene? (p. 148)
  • Evaluating the performance of lead gen activities for optimization and improvement (p. 149)
  • Which metrics really matter? (p. 150)