How are B2B marketers optimizing their funnel?

HOW ARE B2B MARKETERS Omarketingsherpa OPTIMIZING THEIR FUNNEL? Top 5 most effective demand generation tactics Percentage of organizations indicating "very effective" for each tactic. 1 1. Website design, management and optimization – 31% 2. SEO 29% 3. Email marketing- 26% 4. Content marketing 23% 5. Tradeshows 20% 2. Top 3 tactics for creating engaging content Percentage of organizations indicating "very effective" for each tactic. 1. Using a multichannel messaging strategy 2. Improving thought leadership 3. Segmenting the delivery of content 46% 45% 37% 3 The average percentage of B2B inquiries that are qualified and ready for Sales 27% The percentage of B2B organizations that verify a valid business lead for leads before they are passed to Sales 56% 5 The average percentage of B2B leads that will buy 20% Target the right customers through ways they like to seek information. Create value propositions that differentiate and resonate. 11 Multichannel B2B marketing with an integrated campaign. When tactics have been done individually the ROI has been significantly lower. Top 3 funnel priorities Do you Use a Marketing Automation Software Solution? Lead generation 60% Yes Convert qualified leads into paying 24% 57% customers No 76% Branding, reputation 45% and awareness Average cost of B2B leads Less than $50 $50 - $75 26% 12% $76 - $99 $100 - $150 $151 - $200 $201 - $250 $251 - $300 $301 - $500 $501 - $1,000 Over $1,000 8% Thought leadership 15% 10% activities have had 5% the best yield for us. 4% 7% 7% 5% Frequency of Lead Nurturing Touches Daily 9% Improvements to the lead nurturing Weekly 22% process have had the most impact on Monthly 34% 4 Quarterly 15% increasing ROI. Annually 2% Top 5 critical marketing metrics in determining ROI and marketing contribution The percentage of organizations that have not identified their funnel Closing rate 58% Total lead volume 54% Identified 32% Total revenue 49% Not Identified Percentage of qualified leads out of total inquiries 48% 68% Cost-per-lead 44% Omarketingsherpa Source: ©2011 MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded June 2011, N=1,745 Author: Jen Doyle powered by MECLABS Graphic Design By: Sean Kinberger www.MarketingSherpa.com 21