Newest Research: B-to-B Marketing Lead Generation, Nurturing, & Conversion Stats & Tactics Presented June 26, 2007 Research Drawn From: Anne Holland, Content Director MarketingSherpa, Inc. Stefan Tornquist, Research Director MarketingSherpa, Inc. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 1 Based on Real-life Data: MarketingSherpa Methodology Our research comes from 5 sources: 1. Surveys of Real-life Marketers 2. Surveys of End Consumers & Biz Execs 3. Lab tests and partnered research 4. “Best of” data from 500+ research orgs 5. Sherpa Exclusive Case Studies – 750+ Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 2 Marketers Say: Biggest challenge Indexed to 100 Marketing to a growing number of people involved in the buying process Competing in lead generation across multiple media Generating public relations 'buzz' Creating perceived value in 'cutting edge' product benefits Research Drawn From: 133 126 115 112 111 83 76 0 50 100 150 Marketing to a lengthening sales cycle Arguing for budget without enough tracking & measurement capability Keeping pace with marketing innovation © 2007 MarketingSherpa Inc. 3 Prospects Say: Committees Getting Larger © 2007 MarketingSherpa Inc. 25 Participants in the buying process 20 21.0 15 13.5 10 Research Drawn From: 5 6.8 0 100 to 500 employees 501 to 1,000 Over 1,000 employees 4 White Papers: Lift Your Barrier? People who are using white papers less frequently Don't have to register/ provide personal information Prefer the medium itself (listening to podcasts for example) 71% 42% Less biased information 40% Research Drawn From: More accurate information 38% Faster/easier access to information 33% 0% © 2007 MarketingSherpa Inc. 15% 30% 45% 60% 75% 5 Webinars: Varying Audiences © 2007 MarketingSherpa Inc. Weekly 1% 20% Deciders Contributors Every other week 18% 5% 21% 12% 13% 9% 13% 17% 8% 17% 7% 32% 0% 5% 10% 15% 20% 25% 30% 35% Every month Every other month Research Drawn From: Once per quarter Every six months Once in the last year 6 Telemarketing Still Works © 2007 MarketingSherpa Inc. Some vendors were added to our list/database for consideration. 53% 54% 48% 38% 40% 45% 39% 41% 37% 31% 0% 20% Someone from my organization attended an online event Some vendors were invited to provide additional information electronically or by phone. Research Drawn From: Some vendors were invited to pitch their products in person. Someone from my organization attended an inperson event Decision makers Contributors 40% 60% © 2007 MarketingSherpa Inc. 7 Tech Buyers Say They Found You © 2007 MarketingSherpa Inc. 100% 20% 25% They found us 80% 80% They found us 75% 60% 40% Research Drawn From: We found them We found them 20% 0% Decision makers Contributors 8 Where Did They Look? Rarely/Never Always Sometimes 2% 83% 15% Google search 25% 26% 50% IT vendor website 26% 21% 53% Online IT pub 29% 20% 52% Directories Research Drawn From: 33% 19% 49% IT community site 43% 13% 44% Analyst site 54% 14% 32% Yahoo search 73% 5% 22% MSN search 50% 75% 100% 9 -100% -75% -50% -25% 0% 25% Search Engine Optimization Report Card 60% First page - any natural listing 53% 27% Top 3 natural results 32% 33% First page natural results - not top 3 21% Research Drawn From: 29% Second page natural results 16% 0% 15% 30% Large tech orgs. SMBs 45% 60% 75% © 2007 MarketingSherpa Inc. 10 Is Your Homepage Optimized? Research Drawn From: © 2007 MarketingSherpa Inc. 90% 80% 60% 53% 30% Dominant graphical image on top of page 0% Large org. sites Small org. sites 11 Example: Before and After Design Research Drawn From: 12 Is Your Lead Gen Offer Form Optimized? Research Drawn From: 13 New Lead Nurturing Media 90% 75% 71% 60% 45% 30% Research Drawn From: 78% 64% 15% 0% Decision makers viewing email on mobile devices © 2007 MarketingSherpa Inc. RSS 'nice to have' Listen to bus/tech related podcasts (any audio content) 14 Good News: Lead Conversion Rates © 2007 MarketingSherpa Inc. 2007 avg. 17% 34% Best 1,000 practice inquiries mktg. 170 57.8 12% 40% 1,000 inquiries 120 48 Inquiries to qualified leads Research Drawn From: QL to prospects Prospects to sales 16% 9.2 20% 9.6 15 MarketingSherpa 2007 Business Technology Benchmark Guide Our research team welcomes feedback and/or questions. feedback@Marketing Research Drawn From: Sherpa.com 189 pages & 10 Eyetracking heatmaps New results data from 1,083 real-life marketers' campaigns 4,658 execs reveal what works when marketing to them MarketingSherpa, Inc. 499 Main Street Warren, RI 02885 (877) 895-1717 Outside the U.S.(401) 247-7655 http://www.MarketingSherpa.com For instant download plus printed copy: http://BizTechTeleseminar2007.MarketingSherpa.com © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 16