Richard Robinson, Industry Leader, Google presents on: The Acceleration of Everything and Joel Harrison, Editor, B2B Marketing takes you through the B2B 'Benchmarking Report: Lead Generation and Nuturing'.

4. The Acceleration of
Everything
Richard Robinson,
Industry Leader , Google
Google Confidential and Proprietary 4

5. Internet users worldwide
2010 1.8 B
Mobile Subscribers
2010
4.6 B
Digital information in the world –
videos, photos, music, texts, etc.
2010
800 exabytes
Google Confidential and Proprietary

6. Internet users worldwide
2010 1.8 B
2020 5B
Mobile Subscribers
2010
4.6 B
2020 10 B
Digital information in the world –
videos, photos, music, texts, etc.
2010
800 exabytes
2020 53 zettabytes and Proprietary
Google Confidential

7. For Business, The Web is The First Point of
Research
Small
For 99% of
Business Owners,
65% of the C-Suite Search Engines are the 100% ofPolicy
conduct 6+ work-related most effective tool for Influencers use the
Searches daily finding suppliers Web to research the issues
Base:
C-level title, business decision-maker at company with annual revenues $1B+
Government staff (federal/state/local), NGO and think tank employees active in policy research
Business professionals involved in purchase decision making at companies of 1-500 employees
Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;
7

8. Online Research Before Business Meeting
This… Before This…

9. Meeting New Business Contacts Online First
This… Before This…

10. Online Demos Before Connecting at a Trade
Show
This… Before This…

11. Business is No Longer Location Bound
This… Instead of This…
1
1

12. Blurring of boundaries
Acceleration of everything

13. Video
1/3 of all
Internet traffic is
online video
2bn
videos watched per
day
48 hours of
video uploaded to
YouTube every
minute
1
3

14. Salesforce.com use video for customer
engagement
7,500 video views a day = 46 hyper-efficient reps
a) average video view is 2 minutes
Assumptions
b) average hyper-efficient rep pitches 8 hours a day, no breaks
1
4

15. Mobile April 10
April 11
24% 36%
of the UK now have smartphones now have smartphones
of the UK
4% 15%
UK Queries coming from UK Queries coming from mobile
mobile
176%
YOY growth
Source: IAB Mobile Adspend Study, April 2010

16. Being Visible Increasingly Means Mobile
Nearly half (47%) of Europe’s iPhone 4G & Android
X
business elite access content via a
smartphone on a weekly basis
Google B2B-related Mobile Query Growth* HTC Incredible
Smartphone Launches
Moto Droid & Eris
Android Nexus One
iPhone 3GS
Android G1 Android myTouch
iPhone 3G Blackberry Storm
iPhone
Palm Pre
*Based on a basket of the top 27,000 words within the B2B vertical.
Source: Google Internal Data
1
6

17. Mobile Also Drives Business Transaction
59%
would rather make
a business-related
65%
are comfortable
purchase over
the mobile web than
making a business- over the phone
79%
of execs are
related purchase on
a mobile device
comfortable providing
business contact
information to a
mobile website
Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010
Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile
device; I would rather make a business-related purchase over the mobile web than over the phone.
(strongly agree, agree, don’t know, disagree, strongly disagree) 1
7

18. Social
Over 850 million people on social networking sites
600 million users on Facebook
600 million users on
90 million tweets per day on Twitter
20% Tweets contain reference to a product or brand
50%+ of YouTube videos have been rated or commented on
18

19. But . . .
a page on a social
networking site is
not a social strategy
19

20. Integrate Social Efforts Across Platforms
2
0

21. 21

22. Better retargeting leads to better understanding in
conversion attribution
Search click
Display network DisplayMagazine
NY view Affiliate blog iVillage Google CONVERSION
05/15/11 05/30/11 06/11/11 06/11/11 06/12/11 06/12/11
07:32:21 PM 12:41:08 AM 03:25:02 PM 08:21:09 PM Display view AM
10:25:05 10:32:57 AM
Display Affiliate click
network Floodlight
Advertiser site tagging
Display Display view Affiliate click Display view this Search click Advertiser site
network tracks
Call centre Sale Sales rep Resellers

23. Use analytics and integrated marketing platforms in a
multi-channel world
Analytics Lead
Nurturing
Site Data
Traffic Data Marketing
Automation
Clickstream
CRM
Attribution

24. What next?
More engaging More social
More local More mobile

26. Benchmarking Report:
Lead Generation & Nurturing
Joel Harrison
Editor, B2B Marketing
www.b2bmarketing.net

27. Background: who we are, what
we do and why
• Dedicated information resource focused on
empowering, enlightening and enthusing B2B
marketers
• Independently owned and operated since 2003
• Range of products and services, including:
conferences, seminars, awards, webcasts, best
practice guides, workshops, buyers guides,
research…
www.b2bmarketing.net

28. … in other words, we’re much
more than just a magazine!
(Although we still do have a magazine… and it’s really good!)
www.b2bmarketing.net

29. Benchmarking Reports
Aims and objectives:
• To provide in-depth
quality analysis of trends
and opinions on key
issues
• Help marketing decision
makers make better,
more informed decisions
www.b2bmarketing.net

30. Lead Generation & Nurturing
Benchmarking Report
Why this subject?
• B2B marketers have always had to focus on
results
• The recession has made this even more
important
• Marketing Automation vendors are focusing
more attention on this issue
www.b2bmarketing.net

31. What did we want to find out?
• In reality, how focused are B2B marketers on
leads?
• How sophisticated is their lead-orientated
activity?
• How important are marketing automation
platforms in all this?
• What’s the role of B2B telemarketing going
forward?
www.b2bmarketing.net

32. Data collection:
How did the study work?
• Emailed our 35,000 database
• Invited them to complete the questionnaire in
exchange for a copy of the findings
• 225 client-side marketers participated
• 60-page report published in spring
• Available free to Premium Members and otherwise
to purchase for £150 plus VAT
www.b2bmarketing.net

33. So what did we find…?
www.b2bmarketing.net

34. 1. Lead generation and nurturing
are key issues for B2B marketers
www.b2bmarketing.net

35. Prioritisation of lead generation activity
Question: How important is
lead generation for you?
For 80% of respondents
its either the top or one
of the top priorities.
www.b2bmarketing.net

36. Current budget for lead generation activities
Question: Do you allocate a specific
portion of your budget to lead
generation activities?
www.b2bmarketing.net

37. Future budget for lead generation
Question: How does your 2011
lead generation budget compare
with 2010?
Over 40% of respondents
have increased budget to
lead generation.
www.b2bmarketing.net

38. Techniques for lead generation & nurturing
Email and websites
were most popular;
webcasts were
amongst the least
popular, together
with advertising.
www.b2bmarketing.net

39. 2. Level of sophistication of lead
orientated activity is low
www.b2bmarketing.net

40. Measurability of lead generation
Question: How measurable is
your lead generation activity?
One third of respondents
could only measure a
portion of their lead
generation activity.
www.b2bmarketing.net

41. Use of lead scoring
Question: Do you use lead
scoring techniques to better
understand the leads that you
are generating, and manage
their handover to sales?
Only 40% of respondents
have a comprehensive
approach to lead
generation.
www.b2bmarketing.net

42. Effectiveness of lead scoring
Question: How effective would
you say that your lead scoring
activities are?
It’s early days for lead
nurturing – 50% of companies
say it’s failing or don’t really
know yet.
www.b2bmarketing.net

43. Lead handover framework
Question: Do you have
a framework for the
handover of leads?
Only one third have a
framework for
handover that is
actually followed.
www.b2bmarketing.net

44. 3. Marketing automation
adoption is slow
www.b2bmarketing.net

45. Use of marketing automation
technology
Question: Have you
implemented a marketing
automation platform, or are
you looking at this
technology for the future?
Only 20% of lead-focused
companies actually use
marketing automation.
www.b2bmarketing.net

46. 4. Telemarketing still plays a key
role in lead generation and
nurturing
www.b2bmarketing.net

47. Effectiveness of different techniques
Question: Which
techniques were most
effective in terms of
quantity and quality of
leads generated?
Telemarketing
delivers the highest
quality of leads;
email the highest
quantity.
www.b2bmarketing.net

48. Lead qualification
Question: Which techniques were
most effective in terms of
qualifying leads?
Telemarketing is by far most
effective for lead
qualification.
www.b2bmarketing.net

49. Biggest challenges
Question: What is the biggest
challenge you face looking ahead
in terms of your lead generation
and nurturing activities?
One third of companies are
most worried about inhouse
data – telemarketing is
potentially the best solution.
www.b2bmarketing.net

50. Conclusions
• Lead generation and nurturing are key
challenges for B2B marketers…
• … however, the level of sophistication of activity
is generally very low
• Despite the hype, marketing automation is at
early stages of adoption
• Telemarketing still drives the highest quality
leads and is best for qualification.
www.b2bmarketing.net

51. More detail in the full report
Lead Generation and Nurturing
Benchmarking Report
Available free with Premium
Membership or to purchase
from our website
www.b2bmarketing.net/resourc
es/lead-generation-nurturing-
benchmarking-research
www.b2bmarketing.net

52. Thank you
Joel Harrison
Editor, B2B Marketing
Tel: 020 7438 1373
Email: joel.harrison@b2bmarketing.net
www.b2bmarketing.net