BuyerZone surveyed a few hundred B2B lead buyers and asked them lots of questions about their lead generation practices. They told us a bunch of great information – but we distilled down the key takeways in this infographic.

1. T H E 2 013 S TAT E O F
B 2 B L E A D G E N E R AT I O N
SPOILER: TECHNOLOGY (STILL) MAKES A DIFFERENCE.
T E C H N O L O G Y M AT T E R S ( D U H )
A N D C R M I S W H E R E I T A L L S TA R T S .
OVERALL USE OF CRM HAS INCREASED
BUT ADOPTION OF CRM INCREASED
MOST AMONGST LARGER
COMPANIES.
18%
FROM 56% IN 2012 TO 74% IN 2013
(THESE GUYS)
50%
91%
OF COMPANIES WITH LESS THAN
10 EMPLOYEES USE CRM
39%
OF COMPANIES WITH MORE THAN
11 EMPLOYEES USE CRM
61%
USE MARKETING
AUTOMATION
30%
DON’T USE MARKETING
AUTOMATION AND...
STILL DON’T KNOW
WHAT IT IS. YIKES.
T H E B I G G E R YO U A R E , T H E M O R E
( M A R K E T I N G ) A U T O M AT E D Y O U G E T.
26%
OF COMPANIES WITH BETWEEN
11 AND 100 EMPLOYEES USE
MARKETING AUTOMATION.
76%
18%
OF COMPANIES WITH OVER
100 EMPLOYEES USE
MARKETING AUTOMATION.
OF COMPANIES WITH LESS
USE
MARKETING AUTOMATION.
ILE
E R DAT A B
C U S T O M THAN 10 A S E M O B
EMPLOYEES
ILE
C U S T O M E R DAT A B A S E M O B
TECHNOLOGY IMPROVES PERCEP TION
ILE
C U S T O M E R DAT A B A S E M O B
O F L E A D Q U A L I T Y.
THOSE WHO AGREE THEIR LEADS
ILE
C S T O M E R DAT A B A S E M O B
ARE OFUREASONABLE QUALITY
THOSE WHO DISAGREE THAT THEIR LEADS
ARE OF REASONABLE QUALITY
USE CRM SYSTEMS. (89%)
53%
ARE LESS LIKELY
TO USE CRM. (78%)
USE MARKETING
AUTOMATION .
DON’T USE
MARKETING
AUTOMATION.
ONLY
29%
USE MARKETING
AUTOMATION
53%
90%
UNDERSTAND
THEY’RE GETTING
ENOUGH LEADS.
ARE ADAMANT THEY
ARE NOT GETTING
ENOUGH LEADS.
SPEED OF LEAD FOLLOW-UP MIGHT
N O T B E S O I M P O R TA N T.
16%
FEWER
49%
FOLLOW UP WITHIN AN HOUR
THIS YEAR OVER LAST.
SAY THE FIRST PLACE A LEAD
IS ROUTED IS SALES.
63%
NURTURE ME!
ARE BUYING EARLY STAGE LEADS.
ONLY
34%
OF THOSE USING CRM + M/A
FOLLOW UP WITHIN AN HOUR.
WHILE
HMMMMMMMM
64%
HMMMMMMMM
OF THOSE NOT USING CRM + MA
FOLLOW UP WITHIN AN HOUR.
THE TAKEAWAY:
SPEED OF LEAD FOLLOW-UP SHOULD MATCH THE STAGE
OF THE LEAD AND B2B MARKETERS USING TECHNOLOGY
SEEM TO BE GET TING THAT.
OVER ALL , B2B MARK ETER S S TILL
AREN’T GETTING ENOUGH LEADS.
56%
45%
SLIGHTLY DISAGREE OR
STRONGLY DISAGREE
THAT THEY ARE GETTING
ENOUGH LEADS, ONLY A
SAY LEAD GEN
BUDGETS ARE
GROWING.
2% DROP FROM 2012.
AND 31% SAID THAT WITH
AN UNLIMITED LEAD
GENER ATION BUDGET, THEY
WOULD BUY MORE LEADS.
C O M PA N I E S A R E U S I N G
LOTS OF LEAD SOURCES.
THE NUMBER OF SOURCES USED
BY B2B MARKETERS HA S
INCREA SED BY OVER
50%
4.1
6.4
SOURCES IN 2012
SOURCES IN 2013
THE BIGGER YOU ARE, THE WIDER YOUR NET.
COMPANIES
WITH OVER 100
EMPLOYEES USE
AN AVERAGE OF
COMPANIES WITH BETWEEN
11 AND 100 EMPLOYEES
USE AN AVERAGE OF
COMPANIES WITH FEWER
THAN 10 EMPLOYEES USE
AN AVERAGE OF
SOURCES
SOURCES
SOURCES
8.4
6.1
4.5
B2B M ARK ETER S ARE TR ACK IN G
B U T T H O S E W H O D O N ’ T, W O N ’ T.
13%
OF B2B MARKETERS DON’T TR ACK LEADS.
OF WHICH 53% STRONGLY DISAGREE THAT THEY GET ENOUGH LEADS.
BUT HOW COULD THEY EVEN KNOW?
T E C H C O U L D R E A L LY B E N E F I T
S M A L L B U S I N E S S E S B U T H A S N ’ T Y E T.
W H AT W E K N OW
COMPANIES WITH FEWER THAN
10 EMPLOYEES
ONLY 50 % USE CRM.
COMPANIES WITH MORE THAN
10 EMPLOYEES
91% USE CRM.
26 % WITH FEWER THAN 10 0 EMPLOY EES
ONLY 18 % USE MARKETING
USE MARK ETING AUTOMATION,
AUTOMATION.
AND 76 % WITH MORE THAN 10 0
71% ROUTE LEADS
DIRECTLY TO SALES.
41% ROUTE LEADS
DIRECTLY TO SALES.
BUT
AND YET
64%
SLIGHTLY OR STRONGLY
DISAGREE THAT THE
QUALITY OF LEADS THEY
RECEIVE IS REASONABLE.
EMPLOY EES USE M/A .
O N LY
50%
SLIGHTLY OR STRONGLY
DISAGREE THAT THE
QUALITY OF LEADS THEY
RECEIVE IS REASONABLE.
IF COMPANIES THAT USE CRM AND M/A ARE HAPPIER WITH
THE QUALIT Y OF LEADS, THEN EVEN THOUGH SMALL BUSINESSES
ARE LESS LIKELY TO USE TECHNOLOGY, THEY SHOULD.
Source: Data aggregated from a survey of 175+ BuyerZone clients, emedia
clients and B2B members of LeadsCouncil.
BuyerZone is the leading online B2B lead generation company. Learn
more at www.buyerzone.com/leads.
© 2 013 B U Y E R ZO N E .CO M , LLC
Co-sponsored by emedia and LeadsCouncil