BuyerZone and the LeadsCouncil recently published "The State of B2B Lead Generation 2012." We are impressed with the 19-page survey results, available in depth by clicking here or accessing the survey on the SLMA website in the research section (requires login for B2B Articles and Whitepapers).
We show some results here, with our editorial remarks, which are not part of the finished survey results.
Who’s using CRM and what are they using?
• 56% of survey respondents are using some sort of CRM system. SLMA: This number appears low, unless respondents are more representative of small business (which appears to be the case).
• 78%, with three or more marketing people on their team, report using a CRM system. SLMA: Marketing often drives CRM implementation.
• 24% of respondents don’t know the definition of CRM. SLMA: This is scary!
• Of the systems being used, SalesForce leads the pack with a 21% usage number. SLMA: Surprisingly low, but BuyerZone also quoted Forbes’ report as saying that SalesForce had only 15% of the market.
• Other systems in use include ACT! with 16%, Goldmine, Tigerpaw, and in-house systems.
• 31% are still using Excel. SLMA: this doesn’t surprise us, but it shows that after 25 years of CRM (or lesser versions) and we’ve still got nearly a third of businesses using Excel. Go figure! The cost of a web-based CRM system today is a rounding error for most companies.
Marketing Automation?
• 87% of those surveyed don’t use a marketing automation system. SLMA: this is in line with what the MA companies report.
• 12% called social media a core of their lead generation efforts.
• 50% say they are experimenting with social media.
• About 12% say they can measure social media’s ROI.
• About 52% say they can’t measure social media.
Best Lead Generation Services
• The lead generation service providing the best ROI: Word of Mouth at 81+%
• Other lead generating sources in descending value are: Lead generation services, website, and telemarketing.
We can’t do the study justice here, as it tackles and answers other questions such as:
• Which lead generation services do you currently use?
• Which lead generation services provide the highest volume of leads?
• Which service provides the best ROI?
• How quickly does your company respond to leads? (Hint: 40%+ respond in minutes)
It comes as no surprise that larger companies with in-house expertise seem to be more advanced and doing a better job than small companies.
Great insight and research. Get the full report here.
Methodology
BuyerZone took 211 completed surveys during March, 2012. 90% were BuyerZone clients; others were from LeadsCouncil. Input solicited from a press release, blogs, emailed survey to BuyerZone clients.
