As we wrap up the year, let's look at B2B trends. Digital lead generation channels continue to rise in popularity with B2B marketers while more traditional methods fall to the wayside, according to a research report released recently by research consultancy Software Advice.
The 2012 B2B Demand Generation Benchmark Survey kicked off this fall with a survey. In support, we posted it on our blog to share with our readers. The poll ran for about three weeks and garnered 155 responses from mostly C-level executives (Learn more about the sample below). The goal was to help marketing professionals prioritize demand generation spend next year based on channels and content offers their peers find more successful.
In addition to the results provided below, Software Advice created a video with Eloqua Marketing Programs Director Elle Woulfe that discusses the implications of these results. CRM Analyst Ashley Verrill interviewed Woulfe about possible reasons for marketers opinions about success by channel. She also points out reasons why certain content offers and channels are more successful than others, and how that could change. Watch the entire interview here.
What are the most popular channels for B2B marketing?
This chart ranks each channel from most to least popular.
Which channels produce the highest quality and quantity of leads?
They asked marketers whether they would describe each channel they use as producing a high, medium or low quantity and quality of leads.
Which channels produce the lowest cost leads?
They asked marketers whether they would describe each channel as having a high, medium or low cost-per-lead.
Which content offers produce the highest quality and quantity of leads?
We also asked marketers whether they would describe each content offer as producing a high, medium or low quantity and quality of leads.
What are the most popular channels for B2B marketing?
This chart ranks each channel from most to least popular.
Does marketing automation make a difference?
The chart below compares marketing automation users and non-users for demand generation performance relative to expectations for the program.
What will you spend on demand generation next year?
The chart below shows how marketers will adjust their spending plans relative to what they allocated for programs this year.
Will you change spending by channel?
We also wanted to evaluate demand generation spend plans by channel.
About the sample by industry, number of employees, marketing budget, seniority.
Now your turn: What do you think about these lead generation trends?
