This presentation enables B2B marketers to benchmark the success of their lead activities against their peers. Findings are based on 291 interview with B2B client-side marketers.

1. Lead Generation
& Nurturing
Benchmarking Report
Published May 2012
KEY FINDINGS
Lead Generation & Nurturing Benchmarking Report 2012 IN ASSOCIATION WITH SPONSORED BY

2. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/lead-
benchmarking
About this report
The Lead Generation and Nurturing Benchmarking Report was produced by B2B Marketing, in
association with research partner Circle Research and sponsor The Newbury Group.
The report provides a robust overview of trends, attitudes and spending patterns in lead
generation and nurturing for B2B brands, helping marketers to benchmark their activity against
industry standards.
Findings are based on 291 interviews with B2B client-side marketers conducted in April 2012.
Benchmarking reports are a regular series of products produced by B2B Marketing.
They are available free to Premium Members of B2B Marketing, or otherwise can be purchased online for £150 plus VAT.
Key findings available to download for free.
Lead Generation & Nurturing Benchmarking Report 2012

3. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/lead-
benchmarking
1. B2B marketers are highly focused on leads
Sixty eight per cent of respondents rated their organisation six out of 10 for lead-orientated objectives.
Lead Generation & Nurturing Benchmarking Report 2012

4. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/lead-
benchmarking
2. Increasing ‘quality’ of leads is marketers’ highest
priority objective
The highest priorities for respondents are increasing quality and quantity of leads generated
– as identified by 53 per cent and 50 per cent respectively.
Lead Generation & Nurturing Benchmarking Report 2012

5. KEY FINDINGS
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020 7438 1370
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benchmarking
3. Marketers expect to increase spend
in lead generation/nurturing activities
Almost seventy per cent of survey participants expect to increase investment in lead activity in the
next 12 months.
Lead Generation & Nurturing Benchmarking Report 2012

6. KEY FINDINGS
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020 7438 1370
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benchmarking
4. Live events and telemarketing
are best for lead quality
Live events were cited as best for quality of leads by 43 per cent of respondents compared to 40 per cent
for telemarketing, while email was top on quantity.
Lead Generation & Nurturing Benchmarking Report 2012

7. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/lead-
benchmarking
5. Content is the biggest challenge
in lead activity
Twenty four per cent of respondents reported creating content for lead activity was their top issue.
Lead Generation & Nurturing Benchmarking Report 2012

8. KEY FINDINGS
Order the full report today:
020 7438 1370
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benchmarking
6. Email is most effective
for generating new leads
Forty two per cent of respondents identified email as the number one channel for generating new leads when it
comes to targeting new customers.
Lead Generation & Nurturing Benchmarking Report 2012

9. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/lead-
Contents for full report benchmarking
Section 1: About the respondents
• Respondent company by size • Industry sectors • Job titles • Geographical location • Value of product or service offered
• Responsibility for lead generation and nurturing
Section 2: Approach to lead generation and nurturing
• Separate disciplines • Focus on lead generation and nurturing activities • Importance of lead activities
• Most important lead-orientated activities • Biggest challenges
Section 3: Targeting customer types
• Customer focus • Customer prioritisation • Targeting techniques

Section 4: Budgeting
• Budget allocation to lead activities • Proportion of budget allocated to lead activities • Year-on-year change in lead generation
Section 5: Measurement and ROI
• Measurement of ROI • Reasons for failure to measure ROI on lead activities • Measurement criteria used • Importance of metrics 

• Demonstration of ROI
Section 6: Lead generation
• Processes for lead generation • Approach to lead generation • Understanding the cost of lead generation • Activities used to generate

leads • Effectiveness of different activities in generation techniques • Role of content in lead generation
Section 7: Lead nurturing
• Use of lead scoring • Lead scoring process • Lead scoring criteria • Accuracy of lead scoring • Percentage of sales-ready leads
generated • Conversion rates for sales-ready leads • Use of lead nurturing • Channels used to nurture leads • Effectiveness of
nurturing channels Importance of content • Recycling of leads • Approach to lead recycling
Section 8: Technology and service providers
• Use of marketing automation platforms • Marketing automation platforms used • Use of outsourcing suppliers • Use of telemarketing

Lead Generation & Nurturing Benchmarking Report 2012

10. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/lead-
Buy this report benchmarking
This report will help you: benchmark your lead generation and nurturing activity, qualify your results, integrate
marketing with sales, validate internal results against the market, review key trends in lead generation and
nurturing activity and optimise your future spending plans.
You can buy this report now for just £99* + VAT (full price is £150 + VAT). To secure this preferential price use
promotion code ‘exec_lead’.
B2B Marketing produces over 20 reports per year, including:
•  enchmarking reports: indepth analysis of key channels, helping marketers benchmark their activities against
B
industry standards.
•  est practice guides: practical guidance focused on key objectives or utilising particular marketing tools or
B
techniques.
• Business cases: insight and data to help build a case towards a specific marketing investment.
• Technology evaluation guides: indepth functional comparison data on a particular type of marketing technology.
For more information on B2B Marketing membership, or to buy:
Go to b2bmarketing.net/membership
Email membership@b2bmarketing.net, or call the membership team on 020 7438 1370
*Promotion valid until 31 May 2012, cannot be used in conjunction with other offers.
Lead Generation Nurturing Benchmarking Report 2012