Lead Generation 2010 Report Executive Summary

LEAD GENERATION BENCHMARK REPORT:
HOW THE BEST FIRMS FILL THE PIPELINE

2010 ITSMA and RainToday.com Lead Generation Survey
EXECUTIVE SUMMARY
November 2010
Katie Espinola
Senior Research Analyst
ITSMA
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
John Doerr
President
RAIN Group
Mike Schultz
Publisher
RainToday.com
EXECUTIVE SUMMARY
Lead Generation Benchmark Report: How the Best Firms Fill the Pipeline
2010 ITSMA and RainToday.com Lead Generation Online Survey
This report is the property of ITSMA and Raintoday.com and is provided to ITSMA and Raintoday.com
sponsors of the research program. No part of this publication may be reproduced, stored in a retrieval system,
or transmitted by any means, electronic or mechanical, without the prior written permission of ITSMA
Lexington, Massachusetts, USA and RainToday.com Framingham, Massachusetts, USA. This report shall be
treated at all times as a confidential and proprietary document for internal use only.
SV4579E 2010 ITSMA and Raintoday.com
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
ii
EXECUTIVE SUMMARY
TABLE OF CONTENTS
PAGE
Foreword ..................................................................................................................................................................1
How to Use This Report ....................................................................................................................................1
Definition of Lead Generation ...........................................................................................................................1
Executive Summary...................................................................................................................................................2
Methodology ......................................................................................................................................................2
Uncovering the Standout Performers...............................................................................................................2
Lead Generation Best Practices.......................................................................................................................3
Segment Based on Deep Knowledge of Your Target Markets ...........................................................4
Conduct Formal Research, in Addition to Other Tactics, to Gain an Understanding of
Your Target Markets Business Needs .................................................................................................6
Proactively Tap Your Network and Current Clients to Create Referrals for New
Business ..................................................................................................................................................7
Use Content That Is Relevant (Focused on the Business Issues), Provides Proof
Points, and Builds Credibility..................................................................................................................8
Use Offers and Live Experiences to Generate Leads .........................................................................9
Use the Two Most Effective Lead Generation Tactics: Presenting at Events and
Making Warm Phone Calls ................................................................................................................10
Employ Dedicated Salespeople, in Addition to Seller-Doers, to Sell Your
Companys Services and Solutions .....................................................................................................11
Measure Your Progress at Each Stage of the Sales Pipeline, in Addition to the
Pipeline Inputs and Outputs .................................................................................................................12
Appendix: Table of Contents for Lead Generation Benchmark Report: How the Best Firms Fill
the Pipeline ..........................................................................................................................................13
List of Tables .........................................................................................................................................14
List of Figures ........................................................................................................................................18
LIST OF FIGURES
Figure 1. Some companies are performing well, increasing both revenue and profitability ...................................2
Figure 2. Less than half of the companies rate their ability to generate leads as either good or
excellent...................................................................................................................................................3
Figure 3. Company Business Performance and Ability to Generate Leads ............................................................3
Figure 4. High performers segment based on deep knowledge of their target markets .........................................5
Figure 5. High performers conduct formal research to gain an understanding of their target markets
business needs .......................................................................................................................................6
Figure 6. High performers proactively tap their network and current clients to create referrals for new
business ..................................................................................................................................................7
Figure 7. High performers use content that is relevant (focused on the business issues), provides
proof points, and builds credibility..........................................................................................................8
Figure 8. High performers use offers and live experiences to generate leads ........................................................9
Figure 9. High performers use the two most effective lead generation tacticspresenting thought
leadership at events and making warm phone calls ........................................................................10
Figure 10. High performers employ dedicated salespeople in addition to seller-doers, to sell their
companys services and solutions .......................................................................................................11
Figure 11. High performers measure progress at each stage of the sales pipeline in addition to the
pipeline inputs and outputs ..................................................................................................................12
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
iii
EXECUTIVE SUMMARY
Foreword
How to Use This Report
I notice increasing reluctance on the part of executives to use judgment;
they are coming to rely too much on research, and they use it as a drunkard
uses a lamp post for support rather than for illumination.
David Ogilvy, Advertising Icon
As we compiled the results from our survey of more than
850 respondents at professional and technology
services companies, one observation stood out: not all
lead generation tactics work for everyone, yet every
tactic (even television advertising) works for some
companies, although sometimes only for a select few.
Moreover, the chosen tactics will only be effective if there
is thoughtful strategy behind them, as well as relevant
content, based on deep knowledge of the target
audience. Professional and technology services
companies will have a better chance of meeting their
marketing and sales objectives if they create an
integrated plan based on strategy, content, and tactics.
Your challenge, of course, is to understand the
landscape of possibilities to choose the best tactics that
will work for you. This report will not provide the silver
bullet for your lead generation challenges, but it most
certainly will provide you great illumination into the
following:
Why some companies succeed in lead generation

and others dont
What best practices are common among the most

successful
How your organization stacks up against your peers

As you study this report, keep in mind that every
approach has the potential to be effective in the right
situation. Review the content, offers, channels, and
tactics respondents say have been successful, and then
ask yourself the following questions:
Does this sound right for my target audience?

Will my prospects come to an event (or read a white
paper or respond to my direct mail efforts)?
Do I know who our targets are and how to reach

them (names, email addresses, and phone
numbers)?
Do I understand my target audiences industry and

specific business issues?
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
If you can answer those questions with a yes, next ask:
Do I know what the objective is if we implement this

tactic (e.g., increase brand awareness, cross-/up-sell
to existing clients, nurture leads)?
Can we do this well based on our skills, knowledge,

and experience?
Will we consistently pursue this long enough to be

successful?
If you can again answer yes to those questions, then go
ahead and test those tactics, measure your results, and
continue to tweak and improve. (If you cant implement a
tactic well, find someone who can do it for you or learn
how to do it well!)
You also have to take into account where in the buying
cycle your target buyer is. Different content and tactics
are effective at different stages of the buying cycle.
Then, no matter what you choose, you have to continue
to measure to ensure that the strategies chosen are
effective and that youre doing them well.
Remember, there always needs to be a strategy and
good content behind the tactics. Lead Generation
Benchmark Report: How the Best Firms Fill the Pipeline
will provide you the illumination (and even some support)
to develop a solid road map for your lead generation
success.
Definition of Lead Generation

For the purposes of this survey, we are defining lead
generation as:
Finding prospects and building relationships with
them to develop potential new business
opportunities, or leads, for your services.
EXECUTIVE SUMMARY
Executive Summary
Marketers priorities are changing. Lead generation
has risen to the top of technology and professional
services marketers priority lists (preceded only by
enabling sales) as companies struggle to compete
in a crowded market and gain the attention of busy
buyers. Some companies are doing very well; they
are filling their pipelines with quality leads and
experiencing growth. Others are struggling. Why
are some technology and professional services
companies succeeding while others are
languishing?
Lead Generation Benchmark Report: How the
Best Firms Fill the Pipeline, based on research
conducted by ITSMA in partnership with
RainToday.com, examines the lead generation
practices of professional services companies and
identifies the best practices that drive superior
business performance.
Methodology
In March and April 2010, ITSMA and
RainToday.com conducted a Web-based survey
on B2B services lead generation practiceshow

companies find prospective buyers and create
interest in their services and solutions. We
surveyed 859 professionals at companies that sell
various B2B services. These respondents
represented companies of all sizes, ranging from
less than $1 million to more than $20 billion in
annual services revenue. They also represented
16 vertical markets, including management
consulting; marketing, PR, or advertising services;
IT professional services/consulting; architecture/
engineering construction services; accounting, tax,
payroll, or bookkeeping services; training/executive
education; software solutions; and more.
Uncovering the Standout

Performers
In good times and bad, company performance can
be mixed. In the last fiscal year, we found that
some companies did quite well, increasing both
revenue and profitability (Figure 1).
Figure 1. Some companies are performing well, increasing both revenue and profitability
In your last fiscal year, how did your B2B services organization perform in the following areas:
% of Respondents
Compared to the past
three years our
PROFITABILITY
was
(N=725)
Compared to the past
three years our
REVENUE GROWTH
was
(N=816)
17.3
14.2
Signif icantly
worse
(decreased
by 20%
of more)
18.8
18.3
Somewhat
worse
(decreased
by 519%)
29.3
32.0
About
the same
(decreased or
increased
5% or less)
22.4
12.3
22.6
12.8
Somewhat
better
(increased
by 519%)
Signif icantly
better
(increased
by 20%
or more)
Source: ITSMA and RainToday.com Lead Generation Benchmark Report: How the Best Firms Fill the Pipeline, November 2010
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
EXECUTIVE SUMMARY
Among respondents, 34.7% reported that their

profitability, compared to the past three years, was
either somewhat or significantly better. Another
35.4% reported their revenue growth was better as
well. Who are these companies, and what are they
doing differently to achieve such stellar
performance? At the outset, we hypothesized
there would be a positive correlation with the ability
of these companies to generate leads. Our
hypotheses proved to be true. A higher percentage
of companies that improved their revenue and
profitability also reported good or excellent ability
to generate leads. Some companies hit the trifecta:
increased revenue growth, increased profitability,
and excellent or good ability to generate leads.
The remaining 18.4% of respondents were below

average performers.
Figure 3. Company Business Performance

and Ability to Generate Leads
Company Business Performance and Ability
to Generate Leads % of Respondents (N=721)
Below Average
Perf ormers
(18.4%)
High Perf ormers

(15.0%)
What differentiates these high performers from the

rest?
Figure 2. Less than half of the companies

rate their ability to generate leads as
either good or excellent
Overall, how would you rate your companys
ability to generate leads?
% of Respondents (N=859)
Poor
Fair
14.4
43.0
Good
Excellent
35.2
7.5
Source: ITSMA and RainToday.com Lead Generation

Benchmark Report: How the Best Firms Fill the Pipeline,
November 2010
To find out, we divided the respondents into three

groups based on business performance and ability
to generate leads:
High performers: Increased revenue and
profitability growth and had excellent or good
ability to generate leads
Below average performers: Decreased
revenue and profitability growth and had fair or
poor ability to generate leads
Average performers: Everyone else
Based on this classification, 15.0% of the study
respondents earned high performer status. The
majority of respondents fell into the middle, with
66.6% labeled as average performers (Figure 3).
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
Average Perf ormers

(66.6%)
Source: ITSMA and RainToday.com Lead Generation
Benchmark Report: How the Best Firms Fill the Pipeline,
November 2010
Lead Generation Best Practices

Based on the 2010 ITSMA and RainToday.com
Lead Generation Survey data, we have identified a
number of characteristics of best-practice
companies. The most significant best practices are
highlighted in this Executive Summary. (For a
more in-depth description of best practices, please
refer to the full report.)
High performing technology and professional
services companies:
Segment based on deep knowledge of their
target markets
Conduct formal research, in addition to other
tactics, to gain an understanding of their target
markets business needs
Proactively tap their network and current clients
to create referrals for new business
Use content that is relevant (focused on the
business issues), provides proof points, and
builds credibility
Use offers and live experiences to generate
leads
EXECUTIVE SUMMARY
Use the two most effective lead generation

tactics: presenting at events and making
warm phone calls
Employ dedicated salespeople, in addition to
seller-doers, to sell their companys services
and solutions
Measure their progress at each stage of the
sales pipeline, in addition to the pipeline inputs
(number of leads generated) and outputs
(closed deals and revenue)
ITSMA and RainToday.com recommend that
service companies wishing to achieve high
performer status and results implement the
following practices.
Segment Based on Deep Knowledge of

Your Target Markets
No matter its size, any company has the potential
to be well known in its target markets. The first
step is to properly define the target markets and
then properly segment them. Fortunately, most
companies agree that segmentation is important to
their lead generation programs.
This segmentation needs to be based on deep
knowledge of the target markets, specifically:
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
The composition of the target markets.

Companies must know the general profile of
their target markets, the names of the
organizations they should be targeting, the titles
of the decision makers, and, most important, the
actual names of the decision makers.
The business and company-specific issues
of the target audiences. Companies must
also be knowledgeable about their target
audiences industries, business processes, and
specific business issues at the organizational
and individual levels.
The more knowledge a company has, the better it
will be at creating relevant value propositions that
capture attention.
Our research shows that the high performers are
doing a better job at segmenting and understanding
their target markets. They are more knowledgeable
about who they should be targeting and their target
markets industry and business issues compared to
the other companies (Figure 4).
When it comes to lead generation, marketings
goal is to build contact databases, nurture
relationships, and establish credibility with regard
to its companys value proposition and track
record. To do this, marketing needs to do its
homework.
EXECUTIVE SUMMARY
Figure 4. High performers segment based on deep knowledge of their target markets
How strong is your companys knowledge of its target markets? Mean Rating
In terms of the general profile of our target
markets (best industry, geography, size, other
general characteristics)
4.1*
3.8*
3.8*
In terms of the actual names of the

organizations we should target
3.3*
3.8*
In terms of the actual titles of decision makers

within the target organizations
In terms of the actual names of decision
makers within the target organizations
3.3*
3.4*
2.7*
High Perf ormers (N~105)
Below Average and Average Perf ormers (N~599)
4.4*
Target markets' industry
3.8*
4.2*
Target markets' particular business processes
3.6*
3.9*
Individual organization's business issues

Individual decision maker's business issues
3.3*
3.7*
3.0*
Below Average and Average Perf ormers (N~79)
Note: Only asked of a subset of survey respondents.
Note: Mean rating is based on a 5-point scale, where 1=very weak and 5=very strong.
* Indicates differences are statistically significant.
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
EXECUTIVE SUMMARY
Conduct Formal Research, in Addition

to Other Tactics, to Gain an
Understanding of Your Target Markets
Business Needs
To gain the necessary knowledge about target
markets, the majority of companies are using
industry-focused activities, such as joining
professional
associations
and
industry
organizations, subscribing to on- and offline industry
publications, and attending industry conferences.
However, high performers are taking it a step

further and doing formal research. Specifically,
43.3% of the high performing companies conduct
formal research studies on buyer wants and needs
compared to only 15.1% of the below average
performers and 27.1% of the average performers
(Figure 5).
Additionally, more of the high performers are
getting closer to their prospects and clients by
creating their own on- and offline communities,
which is a highly effective way to learn about
prospects and clients business needs.
Figure 5. High performers conduct formal research to gain an understanding of their target
markets business needs
What steps does your company take to better identify and understand the business needs of your
target audience? % of Respondents (N=833)
Join prof essional associations and industry
organizations
Subscribe to on- and of f line industry
publications, as well as industry blogs, RSS
f eeds, etc.
73.8
69.1
Attend industry conf erences
62.4
Actively participate in industry associations
57.0
Collect and organize buyer f eedback f rom

partners/sales/business development
54.4
Join online industry- or solution-f ocused

communities
39.5
Subscribe to third-party sources of

inf ormation
38.8
Actively participate in industry- or solutionf ocused communities
35.3
Conduct secondary research studies
32.3
Create your own on- and of f line

communities
29.5
Conduct f ormal primary research studies

on buyer wants and needs
Other
28.1
3.0
Below
Average
Average
High
Performers Performers Performers
N=126
N=473
N=104
15.1
27.1
43.3
Differences are statistically significant.

Note: Multiple responses allowed.
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
EXECUTIVE SUMMARY
Proactively Tap Your Network and

Current Clients to Create Referrals for
New Business
We asked respondents to consider the past two
years of lead generation at their companiesall of
the ways they contact prospects, establish brand
awareness, create thought leadership, publicize,
network, and make offers. Then based on what
they know about the sources of their companys
leads, we asked for the top three vehicles that
generated quality leads.
About 58% of respondents reported that referrals
are the best source of leads. This makes sense
based
on
how
buyers
buythrough
recommendations from their professional peers.

According to both ITSMAs How Customers
Choose
Solution
Providers
Study
and
RainToday.coms How Clients Buy, potential
buyers rely on their colleagues and peers to point
them to alternative solution providers; nothing else
comes close.
Nearly all the companies that participated in the
survey are using their network and current clients
to create referrals, but the high performers are
simply better at it. Specifically, they are more
proactive when it comes to asking people in their
own network for new work, as well as at asking
their current clients for internal referrals (Figure 6).
Figure 6. High performers proactively tap their network and current clients to create
referrals for new business
How effective have these been in proactively creating referrals for new business/leads?
Mean Rating
We ask other people in our network
(e.g., past clients, other types of professionals,
alumni, f riends of the f irm, and so on)
f or ref errals f or new work
We ask our clients to send us ref errals f or new
work f rom other decision makers or
departments at their company
We ask our clients to send us ref errals f or new
work f rom people they know
that work at other companies
3.4 ab
3.1 a
2.9 b
3.2 a
2.9
2.7 a
3.0
2.8
2.6
Average Perf ormers (N~324)
Below Average Perf ormers (N~90)
Note: Mean rating is based on a 5-point scale where 1=not at all effective and 5=extremely effective.
ab
Indicates differences are statistically significant.
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
EXECUTIVE SUMMARY
Use Content That Is Relevant (Focused

on the Business Issues), Provides
Proof Points, and Builds Credibility
the most effective content is high on relevancy and

proof points. This includes content that is 100%
focused on individual prospects situation, client
testimonials, and client case studies (Figure 7).
Again from both ITSMAs How Customers Choose

Solution Providers Study and RainToday.coms
How Clients Buy research, we know that buyers
are looking for relevant, personalized content, as
well as proof that the company will deliver as
promised. It is good to see that the services
providers included in this study are in alignment
with the buyers. Most companies recognize that
The high performing companies identify a larger

range of content types that are effective to generate
leads. In fact, 7 out of the 10 content types we
asked about were rated a 3.5 or above on a 5-point
effectiveness scale. Companies with a range of
content types are better able to meet the needs of
buyers in different stages of the buying cycle.
Figure 7. High performers use content that is relevant (focused on the business issues),
provides proof points, and builds credibility
Most Effective Types of Content by Company Performance
High Performers
Average Performers
Below Average Performers
Content 100% f ocused on

individual prospect's specific
situation

situation

situation
Client testimonials
Client testimonials
Client testimonials
Client case studies and success

stories

stories

stories
Best-practice methodology based Best-practice methodology based

on our company's area of
on our company's area of
expertise
expertise
Insight into emerging business
issues and market trends
Insight on the application of
technology to solve business
problems
How-to tips, tactics, and advice
Note: Effective types of content are those with an effectiveness rating of 3.5 and above on a 5-point scale.
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
EXECUTIVE SUMMARY
Use Offers and Live Experiences to

Generate Leads
Once a company creates the necessary lead
generation content, the most effective way to
showcase its knowledge and insight is through live
experiences. Think of live experiences as the
equivalent of a products free sample. For high
performers, live experiences include in-person
events and consultative sales calls. Articles or
white papers authored by company experts are
also effective for high performers.
Comparing the most effective offers across

companies by business performance, we were
surprised to see that the average and below
average performers dont even have one offer
rated high enough to make the list (Figure 8). It is
likely that that the average and below average
performers, unlike the high performers, lack the
right content behind their offers. It is the
combination of the offer and the content that leads
to superior results.
Figure 8. High performers use offers and live experiences to generate leads
Most Effective Offers by Company Performance
High Performers
In-person conf erences and seminars
(produced by our company)
Average Performers
None
Below Average Performers

None
In-person conf erences and seminars

(produced by a third-party; we are a
sponsor or speaker)
Introductory/consultative sales call

Articles or white papers authored by
experts in our company
Note: Effective offers are those with an effectiveness rating of 3.5 and above on a 5-point scale.
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
EXECUTIVE SUMMARY
Use the Two Most Effective Lead

Generation Tactics: Presenting at Events
and Making Warm Phone Calls
As we stated at the outset of this report, there is no
silver bullet to generate leads. It is the combination
of tactics, orchestrated as part of a multimodal,
multitouch program that yields the best results. It
takes careful planning and experimentation to get
the mix, timing, and messaging right. That said,
most companies do not have unlimited time or
resources. Most need a place to start. Based on
the analysis of the data by performance, two
tactics stand out: speaking engagements and
warm phone calls (Figure 9). Therefore, at the
very least, companies should be:
Actively managing a speaker program that gets
the company thought leaders in front of
prospects
Creating the air cover to build brand awareness
and familiarity to warm prospects
Presentations and speaking engagements at
events can stand on their own. However, making
warm phone calls is a two-step process:
Warm the prospect. Through lead nurturing,
marketing progressively builds a relationship
with the prospect through multiple touches that
build awareness, stimulate interest and
educate, identify needs, and engage the
prospect in an ongoing dialogue. The best
ways to nurture and educate prospects is
through the offers mentioned earlier: the in-
person events, articles and white papers, online

seminars, and company-conducted research
reports. Of course, it is critical to use relevant
content, targeted value propositions, and proof
points to substantiate claims in these offers.
Such offers introduce the company to potential
buyers and demonstrate the companys
thought leadership and insight.
Follow up with the prospect. There could be
two scenarios for following up with a prospect.
One is marketing (telemarketing or inside sales)
makes a warm phone call to further nurture
and qualify a lead. In the other scenario, sales
makes a warm phone call to a sales-ready
lead, previously handed over to sales by
marketing.
Lead nurturing is one of the strongest ways to
reduce the effort and cost of moving a prospect
through the sales funnel. The sales process is
labor-intensive and sales resources are
expensive. Although marketing will never
replace sales, it can replace certain steps in the
sales process (e.g., lead nurturing), thus freeing
sales to be more productive and allowing sales
to engage with buyers when they are further
along the sales funnel and more likely to
purchase.
Research from CSO Insights has also shown that
when salespeople receive nurtured leads, more of
them will meet their quotas, conversion rates and
win rates will increase, and the sales cycle will be
shorter.
Figure 9. High performers use the two most effective lead generation tacticspresenting
thought leadership at events and making warm phone calls
Relevant Content
OFFERS
In-person events (produced by your company or a third-party)
Articles or white papers

Online seminars
Company-conducted and published research report
Presenting/
Speaking at Events
Warm Phone Calls
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
10
EXECUTIVE SUMMARY
Employ Dedicated Salespeople, in

Addition to Seller-Doers, to Sell Your
Companys Services and Solutions
Not all professional services companies have
dedicated professional sales forces. Instead, they
rely on partners, or seller-doers to bring in new
business and grow existing relationships.
However, the research shows that many more of
the high performing companies have staff
dedicated to selling services and solutions
compared to the below average performing
companies: 70.4% compared to 41.2%,
respectively (Figure 10). These dedicated sales
resources appear to give the high performers a leg

up on the competition. Of course, marketing, sales,
partners, company leaders, and other customerfacing employees must work together to reach the
companys lead generation goals. Nevertheless,
professional salespeople are especially important
to this process due to their focus, training, and
drive. Over time, they hold the lions share of
knowledge about the market and the companys
clients. They are also the ones delivering the
companys messages and value propositions
directly to the individual buyers.
Figure 10. High performers employ dedicated salespeople in addition to seller-doers, to

sell their companys services and solutions
Do you have staff dedicated to selling your services and solutions (i.e., professional salespeople
or business developers)? % of Respondents
High
Perf ormers
(N=108)
70.4
Average
Perf ormers
(N=479)
Below
Average
Perf ormers
(N=131)
29.6
58.2
41.3
41.2
0.4
58.8
Yes
No
Don't know
Note: Differences are statistically significant.

SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
11
EXECUTIVE SUMMARY
Measure Your Progress at Each Stage

of the Sales Pipeline, in Addition to the
Pipeline Inputs and Outputs
lead progress through the sales pipeline, such as

pipeline contribution, sales lead acceptance rates,
and lead conversion rates.
During the lead generation process, metrics are

essential to know what is and what isnt working.
Marketers have to be able to track and measure the
results of their activities, as well as the metrics at the
different stages of the sales pipeline. But most
marketers hand leads off to sales and have no way
of knowing what happens from that point on.
However, more of the high performers are

measuring these progression metrics, pipeline
contribution and campaign response rates in
particular.
According to the survey results, a good number of

companies are simply measuring the inputs and
outputs of the sales pipeline, specifically, the
number of qualified leads (input), the number of
closed deals/bookings (output), and/or revenue
growth (output) (Figure 11). Few are measuring
To effectively measure marketings activities,

companies must have in place a closed-loop
system for lead generation, lead nurturing, and
sales. Further, tracking leads and marketing
activities in spreadsheets just wont cut it anymore.
Marketing automation systems will allow marketing
to better track leads, find the optimal marketing
mix, and decrease the probability that leads will fall
through the cracks.
Figure 11. High performers measure progress at each stage of the sales pipeline in
addition to the pipeline inputs and outputs
What metrics do you regularly use to measure the success of lead generation activities?
% of Respondents (N~691)
Number of qualif ied leads
Number of closed deals/bookings
Revenue growth
Number of opportunities generated
Number of leads
Quality of leads
Lead conversion rates
Campaign response rates
Leads by marketing tactic
Total prof it generated
Cost per lead
Additional revenue f rom existing customers
Sales lead acceptance rates
Number of inbound inquiries
Pipeline contribution
Lif etime value of customers acquired
Cost per customer acquired
Other
68.3
62.7
54.0
51.5
47.8
43.8
42.8
36.0
Below
Average
Average
High
32.9
Performers
Performers
Performers
31.1
N=101
N=402
N=89
30.4
25.7
38.1
42.7
28.8
Differences
are
statistically
significant.
27.5
26.0
Below
24.3
Average
Average
High
Performers Performers Performers
19.4
N=101
N=402
N=89
15.1
1.6
19.8
23.1
38.2
Differences are statistically significant.

Note: Multiple responses allowed.
Red italicized metrics are pipeline progression metrics. Blue underlined metrics are inputs. Black metrics are outputs.
Other includes: Comparison of channelshow many customers and how much business from each channel; Cost of long term client
retention; Customer lifetime value is calculated separately for all clients; Length of time at each lead stage; Marketing ROI = Value of Closed
Deals/Marketing Cost; Number and quality of referrals made by referral sources; Number of referrals; Opt in registrations on the website and
upgrades to different membership levels; Revenue generated from closed leads; ROMI by campaign /programme; Win rate.
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
12
EXECUTIVE SUMMARY
Appendix: Table of Contents for Lead

Generation Benchmark Report: How the
Best Firms Fill the Pipeline
PAGE
Foreword ..................................................................................................................................................................1
How to Use This Report ....................................................................................................................................1
Definition of Lead Generation ...........................................................................................................................1
Executive Summary...................................................................................................................................................2
Methodology ......................................................................................................................................................2
Uncovering the Standout Performers...............................................................................................................2
Lead Generation Best Practices.......................................................................................................................3
Segment Based on Deep Knowledge of Your Target Markets ...........................................................4
Conduct Formal Research, in Addition to Other Tactics, to Gain an Understanding of
Your Target Markets Business Needs .................................................................................................6
Proactively Tap Your Network and Current Clients to Create Referrals for New
Business ..................................................................................................................................................7
Use Content That Is Relevant (Focused on the Business Issues), Provides Proof
Points, and Builds Credibility..................................................................................................................8
Use Offers and Live Experiences to Generate Leads .........................................................................9
Use the Two Most Effective Lead Generation Tactics: Presenting at Events and
Making Warm Phone Calls ................................................................................................................10
Employ Dedicated Salespeople, in Addition to Seller-Doers, to Sell Your
Companys Services and Solutions .....................................................................................................11
Measure Your Progress at Each Stage of the Sales Pipeline, in Addition to the
Pipeline Inputs and Outputs .................................................................................................................12
Chapter 1. Meeting the Lead Generation Challenge ..........................................................................................13
Lead Generation Competitive Environment ..................................................................................................13
Top Lead Generation Challenge ....................................................................................................................16
Companies Performance in the Competitive Environment .........................................................................17
Three Groups by Company Performance .....................................................................................................18
Chapter 2. First Step: Segmentation and Targeting ..........................................................................................23
Defining and Segmenting Target Markets .....................................................................................................23
Basis of Segmentation: Deep Knowledge of the Target Markets ................................................................24
Steps Taken to Gain the Necessary Knowledge ..........................................................................................28
Chapter 3. Using Referrals to Generate Leads ...................................................................................................31
Top Way to Generate Leads ..........................................................................................................................31
Sources for Referrals ......................................................................................................................................32
Chapter 4. Most Effective Types of Content and Offers ...................................................................................35
Types of Content Used ...................................................................................................................................35
Most Effective Types of Content ....................................................................................................................36
Types of Offers Used ......................................................................................................................................39
Most Effective Offers .......................................................................................................................................40
Chapter 5. Most Popular and Effective Lead Generation Tactics ...................................................................43
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
13
EXECUTIVE SUMMARY
Use of Social Media Channels .......................................................................................................................44

Changes in the Tactics Used..........................................................................................................................47
Effectiveness of Lead Generation Tactics .....................................................................................................48
No Silver Bullet, But Some Tactics Come Close ..........................................................................................49
Chapter 6. Staffing for Lead Generation ..............................................................................................................53
Chapter 7. Lead Generation Measurement .........................................................................................................56
Lead Generation Metrics.................................................................................................................................56
Appendix A. Additional Top-Line Results ...........................................................................................................59
Sales and Marketing Budgets.........................................................................................................................59
Challenges .......................................................................................................................................................61
Lead Generation Budget .................................................................................................................................63
Other Top Ways to Generate Leads ..............................................................................................................63
Other Ways to Proactively Create Referrals .................................................................................................66
Online and Offline Lead Generation Tactics .................................................................................................67
The $200,000 Question ..................................................................................................................................79
Use of External Resources .............................................................................................................................81
Target Market...................................................................................................................................................82
Appendix B. Methodology and Respondent Demographics ...........................................................................85
Methodology ....................................................................................................................................................85
Data Collection.................................................................................................................................................85
Data Analysis ...................................................................................................................................................85
Appendix C. Company Performance Index .........................................................................................................92
Appendix D. 2007 vs. 2010 Respondent Demographics ..................................................................................98
Appendix E. Crosstabs by Company Size ....................................................................................................... 102
Appendix F. Crosstabs by Industry ................................................................................................................... 134
Appendix G. Crosstabs by Company Performance ....................................................................................... 206
Appendix H. Definitions and Full Descriptions ............................................................................................... 244
Lead Generation Definition .......................................................................................................................... 244
Company Definition ...................................................................................................................................... 244
Full Descriptions of Industry Sectors ........................................................................................................... 244
Full Descriptions of Types of Content ......................................................................................................... 244
Full Descriptions of Offers ............................................................................................................................ 244
Full Descriptions of Online Tactics .............................................................................................................. 245
About ITSMA and RainToday.com..................................................................................................................... 246
About ITSMA................................................................................................................................................. 246
About RainToday.com ................................................................................................................................. 246
List of Tables
Table 1.1. Size of Sales Budget by Company Size .................................................................................................20
Table 1.2. Size of Marketing Budget by Company Size ..........................................................................................20
Table 1.3. Size of Sales Budget by Industry ............................................................................................................21
Table 1.4. Size of Marketing Budget by Industry .....................................................................................................22
Table 2.1. Steps Taken to Identify Business Needs of Target Market by Company Performance .....................29
Table 2.2. Companys Reputation by Company Size..............................................................................................30
Table 2.3. Segmentation of Target Market by Company Size ................................................................................30
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
14
EXECUTIVE SUMMARY
Table 2.4. Strength of Companys Knowledge of Its Target Market by Company Size ........................................30
Table 5.1. Tactics Used to Generate Leads by Company Size ..............................................................................45
Table 5.2. Tactics Used to Generate Leads by Company Performance ...............................................................46
Table 7.1. Metrics Used to Measure Lead Generation Success by Company Performance...............................58
Table A1. Other Challenges ......................................................................................................................................61
Table A2. Other Top Ways to Generate Leads .......................................................................................................63
Table A3. Other Ways to Proactively Create Referrals for New Business ............................................................66
Table A4. Top Tactics Used by Industry...................................................................................................................74
Table A5. Top Tactics Used by Reputation..............................................................................................................76
Table A6. Top Tactics Used by Company Size .......................................................................................................77
Table A7. Top Tactics Used by Ability to Generate Leads .....................................................................................78
Table A8. Top Tactics Used by Company Performance .........................................................................................78
Table A9. Other Ways to Use Additional Funding for Lead Generation Efforts ....................................................79
Table A10. Other Target Industries...........................................................................................................................84
Table B1. Other Industry Sectors ..............................................................................................................................88
Table C1. Region by Company Performance ..........................................................................................................96
Table D1. Industry Sector ..........................................................................................................................................99
Table E1. Company Type by Company Size ........................................................................................................ 102
Table E2. Type of Business by Company Size..................................................................................................... 102
Table E3. Industry Sector by Company Size ........................................................................................................ 103
Table E4. Functional Area by Company Size ....................................................................................................... 104
Table E5. Job Role by Company Size ................................................................................................................... 104
Table E6. Region by Company Size...................................................................................................................... 105
Table E7. Number of Full-Time Employees by Company Size ........................................................................... 105
Table E8. Dedicated Sales Staff by Company Size ............................................................................................. 106
Table E9. Companys Reputation by Company Size ........................................................................................... 106
Table E10. Profitability and Revenue Growth by Company Size ........................................................................ 107
Table E11. Profitability and Revenue Growth (Condensed) by Company Size ................................................. 108
Table E12. Size of Sales Budget by Company Size ............................................................................................ 109
Table E13. Size of Marketing Budget by Company Size ..................................................................................... 109
Table E14. People Expected to Generate Leads by Company Size .................................................................. 110
Table E15. Ability to Generate Leads by Company Size ..................................................................................... 110
Table E16. Lead Generation Challenges by Company Size ............................................................................... 111
Table E17. New Clients vs. Existing Clients by Company Size........................................................................... 112
Table E18. Change in Lead Generation Budget by Company Size .................................................................... 112
Table E19. Importance of Market Segmentation by Company Size ................................................................... 112
Table E20. Segmentation of Target Markets by Company Size ......................................................................... 113
Table E21. Segmentation Basis by Company Size .............................................................................................. 113
Table E22. Steps Taken to Identify Business Needs by Company Size ............................................................ 114
Table E23. Strength of Companys Knowledge of its Target Markets by Company Size ................................. 115
Table E24. Strength of Companys Knowledge of Target Markets Business Issues by Company Size ......... 115
Table E25. Proactively Create Referrals by Company Size ................................................................................ 116
Table E26. Effectiveness of Creating Referrals by Company Size ..................................................................... 116
Table E27. Types of Content Used to Generate Leads by Company Size ........................................................ 117
Table E28. Effectiveness of Types of Content Used by Company Size ............................................................. 118
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
15
EXECUTIVE SUMMARY
Table E29. Offers Used to Generate Leads by Company Size ........................................................................... 119
Table E30. Effectiveness of Offers Used by Company Size................................................................................ 120
Table E31. Online Tactics Used to Generate Leads by Company Size ............................................................. 121
Table E32. Effectiveness of Online Tactics Used by Company Size .................................................................. 122
Table E33. Offline Tactics Used to Generate Leads by Company Size ............................................................. 123
Table E34. Effectiveness of Offline Tactics Used by Company Size .................................................................. 124
Table E35. Other Tactics and Strategies Used to Generate Leads by Company Size ..................................... 125
Table E36. Effectiveness of Other Tactics and Strategies Used by Company Size .......................................... 126
Table E37. Tactics Used by Company Size.......................................................................................................... 127
Table E38. Metrics Used by Company Size ......................................................................................................... 128
Table E39. Most Important Metrics by Company Size ......................................................................................... 129
Table E40. Use of External Resources by Company Size .................................................................................. 130
Table E41. Target Markets Titles by Company Size ........................................................................................... 131
Table E42. Target Markets Size by Company Size ............................................................................................. 131
Table E43. Target Markets Location in Relation to Company by Company Size ............................................. 132
Table E44. Target Markets Industry by Company Size ....................................................................................... 133
Table F1. Company Type by Industry ................................................................................................................... 134
Table F2. Type of Business by Industry ................................................................................................................ 135
Table F3. Functional Area by Industry................................................................................................................... 136
Table F4. Job Role by Industry .............................................................................................................................. 137
Table F5. Region by Industry ................................................................................................................................. 138
Table F6. Annual Services Revenue by Industry ................................................................................................. 139
Table F7. Annual Services Revenue (Condensed) by Industry .......................................................................... 140
Table F8. Dedicated Sales Staff by Industry ......................................................................................................... 141
Table F9. Number of Full-Time Employees by Industry....................................................................................... 142
Table F10. Companys Reputation by Industry..................................................................................................... 143
Table F11. Profitability and Revenue Growth by Industry.................................................................................... 144
Table F12. Size of Sales Budget by Industry ........................................................................................................ 148
Table F13. Size of Marketing Budget by Industry ................................................................................................. 149
Table F14. People Expected to Generate Leads by Industry .............................................................................. 150
Table F15. Ability to Generate Leads by Industry................................................................................................. 151
Table F16. Lead Generation Challenges by Industry........................................................................................... 152
Table F17. New Clients vs. Existing Clients by Industry ...................................................................................... 154
Table F18. Change in Lead Generation Budget by Industry ............................................................................... 155
Table F19. Importance of Market Segmentation by Industry............................................................................... 156
Table F20. Segmentation of Target Markets by Industry ..................................................................................... 156
Table F21. Segmentation Basis by Industry ......................................................................................................... 157
Table F22. Steps Taken to Identify Business Needs by Industry ........................................................................ 158
Table F23. Strength of Companys Knowledge of its Target Markets by Industry ............................................. 160
Table F24. Strength of Companys Knowledge of Target Markets Business Issues by Industry .................... 162
Table F25. Proactively Create Referrals by Industry ............................................................................................ 163
Table F26. Effectiveness of Creating Referrals by Industry................................................................................. 164
Table F27. Types of Content Used to Generate Leads by Industry .................................................................... 165
Table F28. Effectiveness of Types of Content Used by Industry......................................................................... 167
Table F29. Offers Used to Generate Leads by Industry ...................................................................................... 170
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
16
EXECUTIVE SUMMARY
Table F30. Effectiveness of Offers Used by Industry ........................................................................................... 173

Table F31. Online Tactics Used to Generate Leads by Industry......................................................................... 177
Table F32. Effectiveness of Online Tactics Used by Industry ............................................................................. 180
Table F33. Offline Tactics Used to Generate Leads by Industry......................................................................... 184
Table F34. Effectiveness of Offline Tactics Used by Industry ............................................................................. 186
Table F35. Other Tactics and Strategies Used to Generate Leads by Industry................................................. 189
Table F36. Effectiveness of Other Tactics and Strategies Used by Industry ..................................................... 191
Table F37. Tactics Used by Industry ..................................................................................................................... 193
Table F38. Metrics Used by Industry ..................................................................................................................... 195
Table F39. Most Important Metrics by Industry..................................................................................................... 197
Table F40. Use of External Resources by Industry .............................................................................................. 199
Table F41. Target Markets Titles by Industry ....................................................................................................... 201
Table F42. Target Markets Size by Industry ........................................................................................................ 202
Table F43. Target Markets Location in Relation to Company by Industry ......................................................... 203
Table F44. Target Markets Industry by Industry .................................................................................................. 204
Table G1. Company Type by Company Performance ......................................................................................... 206
Table G2. Type of Business by Company Performance...................................................................................... 206
Table G3. Industry Sector by Company Performance ......................................................................................... 207
Table G4. Industry Sector (Condensed) by Company Performance .................................................................. 208
Table G5. Functional Area by Company Performance ........................................................................................ 209
Table G6. Job Role by Company Performance .................................................................................................... 209
Table G7. Region by Company Performance ....................................................................................................... 210
Table G8. Annual Services Revenue by Company Performance ....................................................................... 210
Table G9. Annual Services Revenue (Condensed) by Company Performance ................................................ 211
Table G10. Number of Full-Time Employees by Company Performance .......................................................... 211
Table G11. Dedicated Sales Staff by Company Performance ............................................................................ 212
Table G12. Companys Reputation by Company Performance .......................................................................... 212
Table G13. Size of Sales Budget by Company Performance ............................................................................. 213
Table G14. Size of Marketing Budget by Company Performance ...................................................................... 213
Table G15. People Expected to Generate Leads by Company Performance ................................................... 214
Table G16. People Expected to Generate LeadsThose With and Without Dedicated Sales Staff by
Company Performance ..................................................................................................................... 215
Table G17. Lead Generation Challenges by Company Performance ................................................................ 216
Table G18. New Clients vs. Existing Clients by Company Performance............................................................ 217
Table G19. Change in Lead Generation Budget by Company Performance ..................................................... 217
Table G20. Importance of Market Segmentation by Company Performance .................................................... 217
Table G21. Segmentation of Target Markets by Company Performance .......................................................... 218
Table G22. Segmentation Basis by Company Performance ............................................................................... 218
Table G23. Steps Taken to Identify Business Needs by Company Performance ............................................. 219
Table G24. Strength of Companys Knowledge of its Target Markets by Company Performance................... 220
Table G25. Strength of Companys Knowledge of Target Markets Business Issues by Company
Performance....................................................................................................................................... 220
Table G26. Strength of Companys Knowledge of Target Markets Business Issues (Below Average
and Average Combined) by Company Performance ...................................................................... 221
Table G27. Proactively Create Referrals by Company Performance ................................................................. 221
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
17
EXECUTIVE SUMMARY
Table G28. Effectiveness of Creating Referrals by Company Performance ...................................................... 222

Table G29. Types of Content Used to Generate Leads by Company Performance ......................................... 223
Table G30. Effectiveness of Types of Content Used by Company Performance .............................................. 224
Table G31. Effectiveness of Types of Content Used: Top Box Scores by Company Performance ................. 225
Table G32. Offers Used to Generate Leads by Company Performance ............................................................ 226
Table G33. Effectiveness of Offers Used by Company Performance ................................................................. 227
Table G34. Effectiveness of Offers Used: Top Box Scores by Company Performance ................................... 228
Table G35. Online Tactics Used to Generate Leads by Company Performance .............................................. 229
Table G36. Effectiveness of Online Tactics Used by Company Performance ................................................... 230
Table G37. Effectiveness of Online Tactics Used: Top Box Scores by Company Performance ...................... 231
Table G38. Offline Tactics Used to Generate Leads by Company Performance .............................................. 232
Table G39. Effectiveness of Offline Tactics Used by Company Performance ................................................... 233
Table G40. Effectiveness of Offline Tactics Used: Top Box Scores by Company Performance ...................... 234
Table G41. Other Tactics and Strategies Used to Generate Leads by Company Performance ...................... 234
Table G42. Effectiveness of Other Tactics and Strategies Used by Company Performance ........................... 235
Table G43. Effectiveness of Other Tactics and Strategies Used: Top Box Scores by Company
Performance....................................................................................................................................... 236
Table G44. Tactics Used by Company Performance ........................................................................................... 237
Table G45. Metrics Used by Company Performance........................................................................................... 238
Table G46. Most Important Metrics by Company Performance .......................................................................... 239
Table G47. Use of External Resources by Company Performance.................................................................... 240
Table G48. Target Markets Titles by Company Performance ............................................................................ 241
Table G49. Target Markets Size by Company Performance .............................................................................. 241
Table G50. Target Markets Location in Relation to Company by Company Performance .............................. 242
Table G51. Target Markets Industry by Company Performance ........................................................................ 243
List of Figures
Figure 1. Some companies are performing well, increasing both revenue and profitability ...................................2
Figure 2. Less than half of the companies rate their ability to generate leads as either good or
excellent...................................................................................................................................................3
Figure 3. Company Business Performance and Ability to Generate Leads ............................................................3
Figure 4. High performers segment based on deep knowledge of their target markets .........................................5
Figure 5. High performers conduct formal research to gain an understanding of their target markets
business needs .......................................................................................................................................6
Figure 6. High performers proactively tap their network and current clients to create referrals for new
business ..................................................................................................................................................7
Figure 7. High performers use content that is relevant (focused on the business issues), provides
proof points, and builds credibility..........................................................................................................8
Figure 8. High performers use offers and live experiences to generate leads ........................................................9
Figure 9. High performers use the two most effective lead generation tacticspresenting thought
leadership at events and making warm phone calls ........................................................................10
Figure 10. High performers employ dedicated salespeople in addition to seller-doers, to sell their
companys services and solutions .......................................................................................................11
Figure 11. High performers measure progress at each stage of the sales pipeline in addition to the
pipeline inputs and outputs ..................................................................................................................12
Figure 1.1. Change in Lead Generation Budget ......................................................................................................13
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
18
EXECUTIVE SUMMARY
Figure 1.2. Change in Lead Generation Budget, 2010 and 2007 ..........................................................................14
Figure 1.3. Gap Analysis: 2007 vs. 2010 Tactic Effectiveness ...............................................................................15
Figure 1.4. Lead Generation Challenges .................................................................................................................16
Figure 1.5. Ability to Generate Leads .......................................................................................................................17
Figure 1.6. Profitability and Revenue Growth ..........................................................................................................17
Figure 1.7. Excellent or Good Ability to Generate Leads by Revenue Growth .....................................................18
Figure 1.8. Excellent or Good Ability to Generate Leads by Profitability................................................................18
Figure 1.9. Company Performance...........................................................................................................................18
Figure 1.10. 2010 Annual Sales Budget...................................................................................................................19
Figure 1.11. 2010 Annual Marketing Budget ...........................................................................................................19
Figure 2.1. Companys Reputation ...........................................................................................................................23
Figure 2.2. Importance of Segmentation to Lead Generation Programs ...............................................................24
Figure 2.3. Basis of Segmentation of Target Market ...............................................................................................24
Figure 2.4. Strength of Companys Knowledge of its Target Markets ....................................................................25
Figure 2.5. Strength of Companys Knowledge of its Target Markets Business Issues ......................................26
Figure 2.6. Strength of Knowledge of Target Markets by Company Performance ...............................................27
Figure 2.7. Strength of Knowledge of Target Markets Business Issues by Company Performance ..................27
Figure 2.8. Steps Taken to Identify Business Needs of Target Market..................................................................28
Figure 3.1. Unaided: Top Ways to Generate Leads ................................................................................................31
Figure 3.2. Ways to Proactively Create Referrals....................................................................................................32
Figure 3.3. Effectiveness of Ways to Proactively Create Referrals ........................................................................32
Figure 3.4. Ways to Proactively Create Referrals by Company Performance ......................................................33
Figure 3.5. Effectiveness of Ways to Proactively Create Referrals by Company Performance ..........................33
Figure 4.1. Types of Content Used to Generate Leads ..........................................................................................35
Figure 4.2. Effectiveness of Types of Content Used to Generate Leads...............................................................36
Figure 4.3. Types of Content MatrixUsage and Effectiveness............................................................................37
Figure 4.4. Most Effective Types of Content by Company Performance ...............................................................38
Figure 4.5. Offers Used to Generate Leads .............................................................................................................39
Figure 4.6. Effectiveness of Offers Used to Generate Leads .................................................................................40
Figure 4.7. Offers MatrixUsage and Effectiveness ..............................................................................................41
Figure 4.8. Most Effective Offers by Company Performance .................................................................................42
Figure 5.1. Most Used and Least Used Lead Generation Tactics .........................................................................43
Figure 5.2. Tactics Used to Generate Leads ...........................................................................................................44
Figure 5.3. 2010 vs. 2007: Usage of Lead Generation Tactics ..............................................................................47
Figure 5.4. Effectiveness of Tactics Used to Generate Leads................................................................................48
Figure 5.5. Most Effective Lead Generation Tactics................................................................................................50
Figure 5.6. Sales and Marketing Pipeline.................................................................................................................51
Figure 5.7. Lead Generation Tactics: Unknown Effectiveness ...............................................................................52
Figure 6.1. Dedicated Sales Staff .............................................................................................................................53
Figure 6.2. Dedicated Sales Staff by Company Performance ................................................................................54
Figure 6.3. People Expected to Generate Leads at the Company.........................................................................54
Figure 6.4. People Expected to Generate Leads at the Company by Those with Dedicated Sales Staff
and Those without Dedicated Sales Staff ...........................................................................................55
Figure 7.1. Metrics Used to Measure Lead Generation Success ...........................................................................56
Figure 7.2. Top Three Metrics Used to Measure Lead Generation Success ........................................................57
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
19
EXECUTIVE SUMMARY
Figure A1. Size of Sales Budget ...............................................................................................................................59

Figure A2. Size of Marketing Budget ........................................................................................................................59
Figure A3. Comparison of Sales and Marketing Budget .........................................................................................60
Figure A4. Lead Generation Challenges ..................................................................................................................61
Figure A5. New Clients vs. Existing Clients .............................................................................................................63
Figure A6. Online Tactics Used to Generate Leads ................................................................................................67
Figure A7. Effectiveness of Online Tactics Used.....................................................................................................68
Figure A8. Online Tactics: Popularity and Effectiveness ........................................................................................69
Figure A9. Offline Tactics Used to Generate Leads ................................................................................................70
Figure A10. Effectiveness of Offline Tactics Used...................................................................................................70
Figure A11. Other Tactics and Strategies Used to Generate Leads ......................................................................71
Figure A12. Effectiveness of Other Tactics and Strategies Used...........................................................................71
Figure A13. Offline Tactics and Other Strategies: Popularity and Effectiveness ..................................................72
Figure A14. Online and Offline Tactics: Popularity and Effectiveness ...................................................................73
Figure A15. The $200,000 Question ........................................................................................................................79
Figure A16. Use of External Resources ...................................................................................................................81
Figure A17. Target Markets Titles ............................................................................................................................82
Figure A18. Target Markets Size..............................................................................................................................82
Figure A19. Target Markets Location in Relation to Company ..............................................................................83
Figure A20. Target Markets Industry .......................................................................................................................84
Figure B1. Type of Business .....................................................................................................................................86
Figure B2. Company Type ........................................................................................................................................86
Figure B3. Industry Sector .........................................................................................................................................87
Figure B4. Functional Area ........................................................................................................................................89
Figure B5. Job Role ...................................................................................................................................................89
Figure B6. Region ......................................................................................................................................................90
Figure B7. Annual Services Revenue.......................................................................................................................90
Figure B8. Number of Full-Time Employees ............................................................................................................91
Figure B9. Perspective...............................................................................................................................................91
Figure C1. Company Performance ...........................................................................................................................92
Figure C2. Company Type by Company Performance ...........................................................................................93
Figure C3. Type of Business by Company Performance........................................................................................93
Figure C4. Industry Sector by Company Performance ...........................................................................................94
Figure C5. Functional Area by Company Performance ..........................................................................................95
Figure C6. Job Role by Company Performance ......................................................................................................96
Figure C7. Annual Services Revenue by Company Performance .........................................................................97
Figure C8. Number of Full-Time Employees by Company Performance ..............................................................97
Figure D1. Type of Business .....................................................................................................................................98
Figure D2. Annual Services Revenue ................................................................................................................... 100
Figure D3. Number of Full-Time Employees......................................................................................................... 101
SV4579E
2010 ITSMA &
RainToday.com
Reproduction
Prohibited
20

Lead Generation 2010 Report Executive Summary

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Lead Generation 2010 Report Executive Summary

Hochgeladen von

Copyright:

Verfügbare Formate

LEAD GENERATION BENCHMARK REPORT:

HOW THE BEST FIRMS FILL THE PIPELINE

Why some companies succeed in lead generation

What best practices are common among the most

How your organization stacks up against your peers

Does this sound right for my target audience?

Do I know who our targets are and how to reach

Do I understand my target audiences industry and

If you can answer those questions with a yes, next ask:

Do I know what the objective is if we implement this

Can we do this well based on our skills, knowledge,

Will we consistently pursue this long enough to be

Definition of Lead Generation

on B2B services lead generation practiceshow

Uncovering the Standout

Among respondents, 34.7% reported that their

The remaining 18.4% of respondents were below

Figure 3. Company Business Performance

High Perf ormers

What differentiates these high performers from the

Figure 2. Less than half of the companies

Source: ITSMA and RainToday.com Lead Generation

To find out, we divided the respondents into three

Average Perf ormers

Lead Generation Best Practices

Use the two most effective lead generation

Segment Based on Deep Knowledge of

The composition of the target markets.

In terms of the actual names of the

In terms of the actual titles of decision makers

Target markets' industry

Target markets' particular business processes

Individual organization's business issues

Conduct Formal Research, in Addition

However, high performers are taking it a step

Attend industry conf erences

Actively participate in industry associations

Collect and organize buyer f eedback f rom

Join online industry- or solution-f ocused

Subscribe to third-party sources of

Actively participate in industry- or solutionf ocused communities

Conduct secondary research studies

Create your own on- and of f line

Conduct f ormal primary research studies

Differences are statistically significant.

Proactively Tap Your Network and

recommendations from their professional peers.

Use Content That Is Relevant (Focused

the most effective content is high on relevancy and

Again from both ITSMAs How Customers Choose

The high performing companies identify a larger

Below Average Performers

Content 100% f ocused on

Content 100% f ocused on

Content 100% f ocused on

Client case studies and success

Client case studies and success

Client case studies and success

Best-practice methodology based Best-practice methodology based

Use Offers and Live Experiences to

Comparing the most effective offers across

Below Average Performers

In-person conf erences and seminars