It’s no secret that B2B marketing is undergoing dramatic change. Marketing professionals are under immense pressure to deliver results and justify significant program and headcount investments. The B2B Technology Marketing Community on LinkedIn conducted the 2013 lead generation survey to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices.

1. Marketing Trends
Lead Generation
l
2013 CASE STUDY
Lifepals Global Technologies
Consulting | Outsourcing

2. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 1
INTRODUCTION
Welcome to the 2013 B2B Lead Generation Report!
It’s no secret that B2B marketing is undergoing dramatic
change. Marketing professionals are under immense pressure
to deliver results and justify significant program and headcount
investments. The B2B Technology Marketing Community on
LinkedIn conducted the 2013 lead generation survey to better
understand how B2B marketers are adjusting to new challenges,
and to identify new trends and best practices.
The results are in! We received more than 800 responses and are
excited to share the results with you. We hope you find this report
an interesting read that contains the critical data points and trends
to inform your 2013 marketing plans, campaigns and budget
allocations.
Thanks to everyone who participated in the survey!
Group Owner, B2B Technology Marketing Community
hhschulze@gmail.com | +1 302-383-5817
B2B buyer behavior has
been changing dramatically
over the last few years
as buyers become more
sophisticated, and find new
ways to gather information
online and via social media.
90% of business buyers say
when they’re ready to buy,
they’ll find you.
*DemandGen Reports
Holger Schulze

3. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
The number one challenge for B2B marketers:
Generating high-quality leads
The most effective lead generation tactics used by marketers:
company website, email marketing and SEO
The greatest barrier to lead generation success is lack of resources:
Staff, budget and time
B2B marketers’ top metrics to measure marketing ROI:
Cost per lead, revenue and lead volume
The secret to B2B email success:
Provide compelling content for each stage in the buying
process to move buyers from first touch to purchase
2
Top-5 Trends in B2B Lead Generation
SURVEY HIGHLIGHTS
1
2
3
4
5

4. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 3
Generating
high-quality leads
is by far the number one
challenge for B2B marketers
(61 percent).
Generating high-quality leads
Converting leads into customers
Creating meaningful content
Demonstrating return on investment
Sourcing high-quality data/lists
Lead generation across multiple media
Generating a high-volume of leads
Marketing to a lenghtening sales cycle
Marketing to a growing number of
people involved
Generating public relations and
awareness buzz
Communicating product value
Creating overall marketing strategy
Keeping up with changes in
the marketplace
What are your biggest B2B lead generation challenges? (Select all that apply)
0% 20% 40% 60% 80%
WHAT ARE THE BIGGEST
Lead Generation Challenges?Q1

5. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 4
The most effective lead
generation tactic used by
marketers is the
company website
followed by email marketing
and SEO.
Company website
Conferences/Tradeshows
Email marketing
Search engine
optimization (SEO)
Telemarketing
Virtual events/Webinars
Public relations
Paid search (PPC)
Social media
Online advertising
Direct mail
Print Advertising
How effective are the following B2B lead generation tactics?
0% 20% 40% 60% 80% 100%
Very Effective Somewhat Effective Ineffective Do not use
HOW EFFECTIVE ARE THE
B2B Lead Generation Tactics?Q2

6. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results
Q4
5
Today’s greatest barriers to
lead generation success are
lack of resources:
staff, budget and time.
Lack of resources in staffing, budgeting or time
Lack of high quality data/lists to drive campaigns
Lack of budget
Limited ability to develop content
Lack of time & bandwidth
Lack of sufficient insight on target audience
Lack of alignment between Sales and Marketing
Lack of ability to stop executing and think strategically
Lack of reliable data to drive decisions
The economic climate
Lack of a clear value proposition
Lack of insight in competitive research
Lack of strategic direction
Not enough education on best practices
Lack of clarity on goals and objectives
Difficulty gaining support from the C-suite
Lack of support from IT
What are your greatest barriers to B2B lead generation sucess?
0% 10% 20% 30% 40% 50%
WHAT ARE THE GREATEST
Barriers to B2B Lead Generation?Q3

7. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 6
Q4
Cost per lead,
revenue and
lead volume
top the list of metrics most
B2B marketers use to measure
marketing ROI.
Cost per lead
Total revenue
Total lead volume
Lead quality
Closing rate
Web traffic
Cost per customer acquisition
Average deal size
Time to close
Don’t measure
What metrics do you use to measure marketing ROI?
0% 20% 40% 60%
WHAT metrics are used
to measure marketing ROI?Q4

8. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 7
Q4
For most marketers, between
5 and 10 percent
of qualified
leads convert
to customers. A whopping
25 percent don’t know their
conversion rates.
What percentage of your leads convert to closed-won deals?
25%
20%
15%
10%
5%
0%
00 05 10 15 20 30 40 50 60 70 80 90 100 Don’t
Know
Percentage
of Leads
Survey
responses
convert to closed-won deals?Q5WHAT PERCENTAGE OF LEADS

9. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 8
Q4
The secret to B2B email
success is
compelling content
for each stage in the buying
process to move buyers from
first touch to purchase.
Compelling content
for each stage
Offering downloadable content
Segment email campaigns
based on behavior
Segment email campaigns
based on demographics
Dynamically personalize
email content
Automatically send email
based on triggers
Allow subscribers to
specify email preferences
Use animated images
or video in design
Use loyalty/reward program
Don’t use email marketing
Include surveys, trivia or games
What B2B email tactics do you consider most effective?
0% 20% 40% 60%
are most effective?Q6 WHAT B2B email tactics

10. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 9
Q4
Networking
and speaking
engagements
drive success at trade
shows – advertising in
tradeshow materials is
the least effective tactic.
Post-show marketing
Networking during trade show
Speaking engagement as part of
the conference/tradeshow program
Demonstrations at booth
Pre-show marketing
Staffing trade show booth
appropriately
Engaging booth display and design
Utilizing social media
Have a presenter at the booth
Sponsoring trade show or
related events
Giving away a great promotional item
Games, contests or sweepstakes
at booth
Advertising in trade show materials
Don’t use tradeshows
What tradeshow tactis do you find most effective in creating qualified leads?
0% 10% 20% 30% 40% 50%
most effective in creating qualified leads?Q7WHAT TRADE SHOW TACTICS ARE THE

11. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 10
For webinar success
build compelling
content, advertise
the webinar early,
and make sure
to follow up .
Developing webinar content
Pre-webinar advertising to
gain attendees
Post-webinar marketing
and follow-up
Recruiting the right
webinar speaker(s)
Making webinar available
on demand
Creating a compelling
webinar registration page
Day of webinar execution
Producing a webinar
plan and deadlines
Setting objectives for
the webinar
What do you consider the most important aspects of an
effective B2B webinar?
0% 20% 40% 60%
aspect of an effective B2B webinar?Q8WHAT IS THE MOST IMPORTANT

12. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 11
For the minority of B2B
marketers who still
use direct mail –
letters, brochures
and 3D promo
packages
are the most effective formats.
Standard business letters
Brochures and catalogs
3 dimensional promo packages
Postcards
Sell sheets and flyers
Self-mailers
Audio or video CDs
Coupons
Promotional items, gifts, etc.
What B2B direct mail formats do you consider most effective?
0% 20% 40% 60%
We don’t use direct mail
is considered the most effective?Q9WHAT B2B DIRECT MAIL FORMAT

13. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 12
For social media success,
build relationships
with bloggers, community
moderators, and social
influencers – and don’t neglect
your corporate blog.
Building relationships with bloggers, community
moderators, and social influencers
Uploading content to social sharing
sites (YouTube, Flickr, Slideshare)
Moderating social networks
(Facebook, LinkedIn, etc)
Posting comments on
microblogs (Twitter, etc)
Including social sharing
buttons in email content
Don’t use social media tactics
Advertising on blogs, social networks
or other social media sites
Including social sharing buttons on
company website
What social media tactics do you consider most effective?
0% 10% 20% 30% 40% 50%
Posting content on company blog
are considered the most effective?Q10WHAT SOCIAL MEDIA TACTICS

14. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 13
Most B2B marketers
(43 percent) use marketing
automation software for
reporting, analytics
and dashboard
capabilities
– followed by campaign
tracking (42 percent).
Lead nurturing
Reports, analytics and
dashboards
Campaign tracking
Integration with other systems
(CRM, Web)
Email distribution and analysis
Lead management
Landing pages
Lead scoring
Lead notifications (for sales
and/or marketing)
We don’t use marketing
automation software
Lead distribution
How do you use marketing automation software in your
B2B marketing organization?
0% 10% 20% 30% 40% 50%
used in B2B marketing?Q11How IS marketing automation

15. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 14
Allocation of
marketing budgets
to lead generation runs the
gamut – from as little as 10
percent to more than 80
percent. Most B2B marketers
that took the survey, however,
don’t know (20 percent).
What percentage of your marketing budget is allocated to lead generation?
20%
15%
10%
5%
0%
00 10 20 30 40 50 60 70 80 90 100 Don’t
Know
Percentage
of Budget
Survey
responses
is allocated to lead generation?Q12WHAT PERCENTAGE OF THE BUDGET

16. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 15
Lead generation
budgets are going up
for about 50 percent of B2B
marketers. Budgets will stay flat for
44 percent. Only a small number
of marketers (7 percent) expect
lead generation budgets to shrink.
How are lead generation budgets going to change
49.0% | Increase
44.0% | No change
7.0% | Decrease
budgets changing?Q13 How are lead generation

17. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 16
The most commonly outsourced
B2B marketing function is
creative and
graphic design
(38 percent), followed by SEO
and PR (both 29 percent).
Public relations
Search engine optimization (SEO)
We don’t outsource any
Paid search (PPC)
Company website
Telemarketing
Media buying & management
Online advertising
Tradeshow booth design
& marketing
What Marketing tactics do you currently outsource?
0% 10% 20% 30% 40%
Creative/graphic design
are currently outsourced?Q14what marketing tactiCs

18. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 17
In a nutshell: Most B2B
marketers (49 percent)
have yet to figure out
how mobile
marketing fits into
their strategies.
What role does mobile marketing play in your marketing plan?
49.2% |
16.6%
15.1%
15.0%
4.0%
Already heavily engaged
in mobile marketing
| Not interested in
mobile marketing
| Still 6-12 months
from getting serious
| Getting serious in 2013
Not yet clear|
marketing play?Q15what role does mobile

19. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 18
Conferences
and tradeshows
receive the
biggest marketing
budget allocation,
followed by lead generation
programs, website and
content marketing.
Conferences/Tradeshows
Lead generation
Content Marketing
Company website
Telemarketing
Email marketing
Paid search (PPC)
Public relations
Search engine optimization (SEO)
Virtual events/webinars
Online advertising
Marketing automation
Social media
Direct mail
List purchases/
Sales Intelligence tools
Research
Print advertising
Roughly speaking, how will you allocate your B2B marketing budget in 2013?
0% 5% 10% 15% 20% 25%
allocated in 2013?Q16How are marketing budgets

20. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 19
Cost per marketing
qualified lead
ranges from less than $25
to over $500 per lead – but
most B2B marketers simply
don’t know (41 percent).
What is your average cost per marketing qualified lead (MQL)?
50%
40%
30%
20%
10%
0%
Less
Than $25
25-50 51-75 76-100 100-150 151-200 200-500 Over
$500
Not
Sure
per marketing qualified lead (MQL)?Q17 what is the average cost

21. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 20
This survey was sent to the 42,000 + members of the B2B Technology Marketing Community on
LinkedIn. 845 marketers responded – here is a detailed breakdown of the demographics.
Software
High-Tech
Advertising/Marketing
Business services
Professional services
Manufacturing
Telecommunication
Healthcare
Financial services
Government
What industry is your company in?
0% 5% 10% 15% 20% 25%
Director
Owner/CEO/President
VP/EVP/SVP
Specialist
C-Level (CMO, CFO, COO)
What is your career level?
0% 5% 10% 15% 20% 25% 30%
Manager
What is the size of your company (number of employees)?
32.6% | 10-99
25.3% | Fewer than 10
22.0% | 100-999
11.4% | 1,000-10,000
8.6% | 10,000+
CEO/President/Owner
Sales
Consultant
Product Management
Engineering
What is your role?
0% 20% 40% 60%
Marketing
SURVEY METHODOLOGY

22. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 22
We would like to thank our sponsors for supporting the
B2B Lead Generation Report:
IDG Enterprise | www.idgenterprise.com
IDG Enterprise brings together the unique brands (Computerworld, InfoWorld, Network World, CIO, DEMO, CSO, CIO
Executive Council, ITworld, CFOworld and CITEworld) to serve the information needs of our IT and security-focused
audiences. By leveraging the strengths of each individual brand, while simultaneously harnessing their collective reach
and audience affinity, we provide market leadership and media best practices for our marketing customers to engage
their customers across our portfolio.
Eloqua | www.eloqua.com
Eloqua (NASDAQ: ELOQ) is the marketing system of record for modern marketers. The company’s cloud software,
professional services and education programs provide marketers with the technology and expertise needed to help
marketing drive revenue. More than 100,000 global users from companies both large and small, rely on the marketing
automation power of Eloqua to improve demand generation and lead management while driving more qualified leads.
Eloqua’s customers include AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments.
DiscoverOrg | www.discoverorg.com
DiscoverOrg is the leading IT marketing tool used by the top IT vendors targeting the IT departments of Fortune
Ranked, Mid-Market, and SMB companies in North America. Offered in the form of a constantly refreshed database,
DiscoverOrg maps out the IT Org Charts of 15,000 companies complete with verified email addresses, direct dial phone
numbers, reporting structure, IT project updates and technology install base.
Optify | www.optify.net
Optify is a simple digital marketing software suite and the industry standard for agency marketers. Our complete cloud-
based digital marketing platform eliminates the need for standalone tools and empowers agencies to easily create and
manage demand generation programs across multiple websites, nurture and score the hottest prospects, prioritize the
highest performing programs and streamline co-branded reporting of client results - all from one login.
Strand Marketing | www.strandmarketing.com
Strand is an award-winning, strategic marketing and advertising agency focused on the unique needs of growth-oriented
high tech companies. Adept at building integrated inbound and outbound solutions, Strand’s strength is aligning
strategy with creative content and Web technology to create engaging lead-generation and brand-building campaigns.
They’re located North of Boston in Newburyport, MA.
SPONSORS

23. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 23
About the B2B Technology
Marketing Community
With more than 42,000 members, the B2B Technology
Marketing Community is the single largest LinkedIn group
exclusively focused on B2B technology marketing. This
group is for marketing professionals in B2B high-tech
industries to enable networking, sharing of ideas, best
practices and opportunities.
Join the
B2B Technology
Marketing
Community
on LinkedIn
Technology
Marketing
Group Partner
Many thanks to everybody who participated in this survey.
If you are interested in co-sponsoring upcoming surveys, or creating your
own survey report, please contact Holger Schulze at hhschulze@gmail.com.
THANK YOU

24. B2B LEAD GENERATION MARKETING TRENDS | Read the 2013 survey results 24
Holger Schulze is a B2B technology marketing
executive delivering demand, brand awareness,
and revenue growth for high-tech companies.
A prolific blogger and online community builder,
Holger manages the B2B Technology Marketing
Community on LinkedIn with over 42,000
members and writes about B2B marketing trends
in his blog Everything Technology Marketing.
Our goal is to inform and educate B2B marketers
about new trends, share marketing ideas and
best practices, and make it easier for you to find
the information you care about to do your jobs
successfully.
Holger Schulze
B2B Marketer
Email
hhschulze@gmail.com
Follow Holger on Twitter
http://twitter.com/holgerschulze
Subscribe to Holger’s
Technology Marketing Blog
http://everythingtechnologymarketing.blogspot.com
ABOUT THE AUTHOR