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MarketingSherpa's 2012 B2B Marketing Benchmark Report

A $447 Value: Research and insights on attracting and converting the modern B2B buyer

2012 B2B Marketing Benchmark Report

The 2012 B2B Marketing Benchmark Report includes:

  • 157 charts and analytical commentary
  • 1,745 surveyed marketers used
  • Marketing insights on: Automation, personas, propositions, content and more
  • Creating compelling value propositions that convert
  • Funnel optimization strategies: Journey to sales conversion
  • Success Stories: Revenue-oriented funnel marketing campaign supports 700% two-year growth, multichannel product campaign boosts sales pipeline by 30%

New Research Reveals: Challenges intensify to win over modern B2B buyers

According to new research surveyed from 1,745 marketers even the most effective B2B marketing tactics such as website design, SEO and email marketing saw up to a 50% decline in their overall effectiveness from the previous year.

This alarming statistic, along with a growing list of pertinent challenges, is more evidence that times are tough and organizations must adapt to meet new buyer expectations. Modern B2B buyers are researching purchasing decisions online long before they engage with sales. They are equipped with information and are reluctant to purchase due to the struggling economy.

Winning them over requires organizations to adjust their marketing approach and focus their energy on overcoming new barriers that now stand in the way.

To help marketers regain their focus and tackle these challenges, MarketingSherpa has released the new 2012 B2B Marketing Benchmark. This report analyzes the strategies and tactics of top performing B2B organizations, so you can learn from their success and apply proven tactics to increase the effectiveness of your campaigns.

Inside you'll find the most up-to-data research and analysis on the marketing tactics that were most successfully applied at every stage of the sales funnel, from lead generation to sales conversion including:

  • Tying all activities into revenue and continually optimize performance
  • Influencing change throughout organizational levels
  • Building strategies for buyer-centric lead generation and funnel optimization

The 188-page 2012 B2B Marketing Benchmark Report includes a broad range of all components of B2B marketing and will examine the top challenges B2B marketers are facing, the barriers that exist in preventing success, and best practices in overcoming them to attract and convert the modern B2B buyer.

In short, this comprehensive study provides practical research and insight on what works – and what doesn’t – in today’s extremely competitive B2B environment.


B2B Marketing Success Stories: Tales from the trenches

The report is packed with useful information including B2B marketers' success stories from your peers on:

  1. Analytics-based content campaign drives 26,000 new monthly visits
  2. Multichannel product campaign boosts sales pipeline by 30%
  3. Alignment and automation leads to improved lead quality
  4. Integrated nurturing approach creates 70% increase in inbound calls
  5. Revenue-oriented funnel marketing campaign supports 700% two-year growth

The 2012 B2B Marketing Benchmark Report is a comprehensive reference guide containing more than 157 charts with analytical commentary, hundreds of informative insights from your peers, several abridged case studies of real-life social marketing success stories, and more. Highlights from the new report include:

  • The strategic priorities of CMOs and senior marketing executives for B2B marketing
  • How organizations allocate B2B marketing budgets and key performance indicators
  • Top tactics B2B marketers use to generate leads including social media, email marketing and more
  • The opportunities that exist for B2B marketers in funnel optimization for lead generation ROI


Top 10 Questions Answered in the 2012 B2B Marketing Benchmark Report

  1. How has the B2B marketing environment changed over the past year?
  2. What are the top barriers to B2B marketing success?
  3. How are CMO's increasing lead generation ROI?
  4. What are the latest B2B benchmark marketing budgets and KPIs?
  5. What are the best tactics in developing buyer personas?
  6. How do I create compelling value propositions that resonate and convert?
  7. How has the modern buyer affected lead generation campaigns?
  8. What is the key to sales and marketing alignment issues?
  9. How do you define the funnel stages for improved ROI?
  10. What role does marketing analytics play in delivering value to C-Suite?


Special Sections: Marketing insights, case studies, and charts

The 2012 B2B Marketing Benchmark Report is more than just data. This year’s report gives you analysis and insight on topics critical to the future success of B2B marketers:

  • CMO insights on strategies for increasing lead generation ROI
  • A bird’s eye view of lead generation tactics
  • Critical B2B marketing metrics
  • Marketer insights on greatest funnel optimization challenges
  • Lead scoring, nurturing, qualification

Learn marketing efficiencies in every stage of the buying cycle, form prospects to leads to loyal customers, and then closing the loop with sound marketing analytics for continued improvement.



Summary of Contents:


  • Chapter 1: B2B Marketing Maturity, Challenges and Priorities (pg.9-32)
    • B2B Marketing Process Maturity
    • B2B marketing challenges
    • Most challenging funnel processes
    • Barriers to B2B marketing success
    • B2B marketer insights on top barriers to success
    • B2B marketing needs for improvement
    • Top funnel priorities
       
  • Chapter 2: CMO Perspectives on strategic objectives, challenges and ROI (pg.33-45)
    • Top strategic priorities for CMOs
    • CMO insights on challenges and barriers to success
    • CMOs indicate lead generation ROI
    • CMO insights on strategies for increasing lead generation ROI
       
  • Chapter 3: Benchmarking B2B marketing budgets and KPIs (pg.46-70)
    • Determining B2B marketing budgets
    • Key performance indicators
    • Average deal size
    • Length of B2B sales cycles
    • Cost-per-lead
    • Value-per-lead
    • Cost-per-acquisition
    • Closing rate of all leads
    • Closing rate of qualified leads
    • Percentage of total lead volume that is sales-ready
       
  • Chapter 4: Personas, Propositions and Content: Building Blocks for Success (pg. 71-86)
    • Getting to know your customers - establishing buyer personas
    • Use of buyer personas demonstrates improved ROI
    • Use of buyer personas
    • Top tactics in developing buyer personas
    • Creating compelling value propositions that resonate and convert
    • Use of value propositions
    • Top tactics for developing effective value propositions
    • Building trust with authentic and engaging content
    • Analyzing content development tactics
    • Frequency of content publishing and delivery
       
  • Chapter 5: Lead Generation Campaigns for the Modern B2B Buyer (pg. 87-122)
    • A bird’s eye view of lead generation tactics
    • Website design, management and optimization
    • Search engine optimization (SEO)
    • Email marketing
    • Tradeshows
    • Webinars
    • Paid search (PPC)
    • Direct mail
    • Social media
    • Print advertising
    • Marketers weigh in on top lead generation tactics
       
  • Chapter 6: Tackling Sales and Marketing Alignment Issues (pg. 126-134)
    • Ensuring alignment for success and sanity
    • Presence of an alignment problem among B2Bs
    • Alignment processes and indicators
    • Sales’ perceptions of marketing performance
       
  • Chapter 7: The Journey to Sales Conversion – Funnel Optimization Strategies (pg. 135-169)
    • Funnel optimization demonstrates improved ROI
    • Mapping the buyer’s path
    • Defining funnel stages demonstrates improved ROI
    • Defining the marketing-sales funnel
    • Recognition of funnel stages
    • Lead qualification
    • Lead qualification maturity demonstrates improved ROI
    • Use of lead qualification
    • Top lead qualification criteria
    • Lead scoring
    • Lead scoring maturity demonstrates improved ROI
    • Use of lead scoring
    • Top lead scoring criteria
    • Lead nurturing
    • Use of lead nurturing demonstrates improved ROI
    • Use of lead nurturing
    • Conversion of nurtured to qualified leads
    • Marketing automation
    • Use of marketing automation software demonstrates improved ROI
    • Use of marketing automation software
    • Implementation marketing automation software features
    • Marketer insights on greatest funnel optimization challenges
       
  • Chapter 8: Enabling Continuous Improvement with Marketing Analytics (pg.170-177)
    • Critical B2B marketing metrics
    • Delivering value to the C-Suite
       
  • Chapter 9: Tales from the trenches - B2B marketing success stories (pg. 178-182)
    • Case briefing: Analytics-based content campaign drives 26,000 new monthly visits
    • Case briefing: Multichannel product campaign boosts sales pipeline by 30%
    • Case briefing: Alignment and automation leads to improved lead quality
    • Case briefing: Integrated nurturing approach creates 70% increase in inbound calls
    • Case briefing: Revenue-oriented funnel marketing campaign supports 700% two-year growth
       
  • Appendix (pg.183-188)
    • Benchmark survey demographics
    • Glossary