B-to-B Lead Generation:

Figure 1: Impact of Economic Conditions on Lead Generation Marketing Effectiveness

31% 19% 12%

16% 20% -4%
25% 30% -5%
19% 24% -5%
21% 28% -7%
14% 31% -17%
17% 37% -20%
14% 35% -21%
Figure 2: Marketing Budget Alignment to Goals

2008 24% 30% 23% 9% 6% 7%

2009 26% 35% 23% 6% 8%

3%

0% 20% 40% 60% 80% 100%

Figure 3: Budget Level Relative to Value Potential
Figure 4: Priorities to Impact Financial Performance

16%

27%

21%

36%
Figure 5: Lead Generation Management Practices
Figure 6: Lead Generation Effectiveness

Figure 7: Lead Generation Effectiveness Compared to 2008

Figure 8: Expected Growth for Lead Generation Marketers
Figure 9: Economic Impact Based on Expected Growth
Figure 10: Lead Generation Effectiveness and Expected Growth
Figure 11: Use of Marketing ROI / Profitability Metrics – B2B Lead Gen vs. All Marketers
Figure 12: Lead Gen Marketing Effectiveness – Users of ROI Metrics vs. Traditional Metrics
Figure 13: Lead Generation Management – Users of ROI Metrics vs. Traditional Metrics
Figure 14: Lead Generation Practices Based on Effectiveness
Figure 15: Comparison of Economic Downturn Impact by Lead Generation Management Effectiveness
Figure 16: Budgets Relative to Profit Potential Based on Effectiveness

% with Budget Below Value Potential

Total More Effective Org's Less Effective Org's

Generating new lead volume 38% 25% 64%

Generating quality leads 43% 33% 63%

Nurturing stalled leads 48% 48% 60%

Improving sales conversion rates 37% 25% 56%

Conditioning leads to improve the

39% 31% 49%
average value per closed customer

Decreasing the time from new lead to

37% 34% 46%
sale close for shorter sales cycles
Figure 17: Marketing Operations Comparisons Based on Effectiveness
Figure 18: Marketing Budget Alignment by Effectiveness Relative to the Competition
Figure 19: Marketing Operations Based on Budget Alignment
Figure 20: Integrated Marketing by Company Size
Figure 21: Improving Performance by Company Size

Figure 22: Budget Alignment by Company Size

Figure 23: Region
Figure 24: Company Size Based on Annual Revenue

Figure 25: Role of Marketing

Figure 26: Marketing Budget