A look at three B2B lead generation trends from this year’s B2B Technology Marketers B2B Lead Generation Report worth incorporating into your marketing programs. For information on how to execute better B2B marketing including adopting these trends visit the B2b Lead Generation and Nurturing services page.
B2B Lead Generation Trend #1: Metrics
As more B2B marketers move to integrated Sales CRM and Marketing Automation platforms B2B marketing performance measurement increasing in importance. The LinkedIn Technology Marketing Group has provided metrics benchmarks that provide insight into how B2B technology marketers are using metrics to evaluate marketing performance.
When measuring lead generation marketing performance our recommendation is to:
- Focus on measuring and reporting against your marketing objectives: attracting prospects, acquiring prospects, nurturing prospectsm, qualifying sales readiness.
- Use diagnostic metrics such as Click Through Rates to improve tactical performance not to report marketing results.
- Start with the built-in reports provided by your marketing automation platform. These will give you consistent and comparable data.
- Marketing contribution to revenue generation is a challenging number to establish. Focus on a revenue “touched by marketing” metric to support marketing’s business contribution.
Here are the core B2B Lead Generation performance metrics we track and what they measure.
Metric from Pardot, Google Analytics, & SEOmoz
|Revenue||Revenue Touched By Marketing|
Overall and By Program
|Attract Prospects||# of Visitors|
|Acquire Prospects||# of Prospects|
|Nurture Prospects||# of Active Prospects|
|Qualify Sales Readiness||# of Assigned Prospects|
|Program Diagnostics||Cost Per Lead|
Click Through Rates
Form Completion Rates
Visitors per channel
Click Through Rates
Pages Per Visit
Time on Site
|Website Diagnostics||Domain Authority|
Targeted Keyword Rank
B2B Lead Generation Trend #2: Compelling Content Targeting Decision Stages
While the report identifies content as a key email tactic, better B2B Content Marketing is an essential lead generation tactic in all marketing programs. Most B2B marketing campaigns are under-investing in content development and merchandizing that targets different buyer decision stages. This chart will help your evaluate your content strategy by decision stage:
If Your Customer Is Asking
What’s My Problem
How Do I Fix My Problem
Are You Right For Me
|Education & Thought Leadership||Solutions & Product Suitability||Credentials & Decision Support|
What To Share With Them:
B2B Lead Generation Trend #3: B2B Social Media
Social Media has arrived as an effective B2B marketing tactic. But to produce measurable results you need to focus on the basics: blogging, influencer relations, and posting high-value content on social sharing sites like LinkedIn, YouTube, Flickr/Picassa, and Google+.
That is a quick recap of three key B2B Lead Generation trends you should include in your marketing budget. There are several other interesting trends highlighted in the research. See below for the full study results.