HOW LEAD GENERATION IMPACTS THE BOTTOM LINE BENCHMARK REPORT

ZoomInfo recently surveyed lead and demand generation managers in order to better understand their successes and pain points.

The purpose of this survey was to compile the results and create a benchmark report so you can maximize your own lead generation efforts.

About this Report

BENCHMARK REPORT 3

Lead and demand generation managers are responsible for getting highly qualified leads into the top of the sales funnel and nurturing them into paying customers. They’re also tasked with working closely with the sales team to increase ROI. ZoomInfo recently surveyed lead and demand generationmanagers to gather insight on their successes and challenges.

BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW:

In terms of where there’s room for

improvement in their marketing efforts, 57%

of respondents said lead generation

Google Pay Per Click (PPC) campaigns were

reported to be the most successful top of the

funnel lead generation strategy in terms of ROI

by 38% of respondents

The findings in this report include

four graphs that analyze the goals

and challenges of lead and demand

generation managers. The report

can be used to benchmark how your

current strategy is doing compared

to other organizations, increase ROI,

and drive more revenue.

TABLE OF CONTENTS4 How lead nurturing is divided

between sales and marketing

5 Most successful lead generation

strategies in terms of ROI

6 Challenges faced

7 Room for improvement

8 Conclusion

43%

38%

57%

43% of respondents said that the

responsibility of lead nurturing is divided by

the sales and marketing alignment

57% of people surveyed said that the part

of their job that keeps them up at night is

generating quality leads into the top of the

funnel

57%

BENCHMARK REPORT 4

How lead nurturing is divided between sales and marketing

RECOMMENDATION

To drive more revenue, your sales

and marketing teams need to

be aligned. According to Sirius

Decisions, B2B organizations with

tightly aligned sales and marketing

operations achieved 24% faster

three-year revenue growth, and

27% faster three-year profit growth

(SOURCE: SIRIUSDECISIONS).

10% Other

43% Marketing and sales alignment 29% CRM distributes leads to the sales

team and the sales reps handle them

from there

24% Marketing nurture programs 19% Marketing qualification team/BDR

43% 29%

24% 19% 10%

* Respondents selected all that applied.

SUMMARY

43% of respondents said that the

responsibility of lead nurturing is

divided by the sales and marketing

alignment.

BENCHMARK REPORT 5

Successful lead generation strategies

RECOMMENDATION

Surprisingly, only 19% of

respondents said that email

marketing was a successful strategy

for getting leads into the top of the

funnel. With the proper strategy in

place, email marketing campaigns

can be run to target the right buyers

with relevant messaging, increasing

the number of high quality leads into

the funnel.

EMAIL MARKETING / 19%

PURCHASED TARGETED LISTS / 14%

GOOGLE PAY PER CLICK (PPC) CAMPAIGNS / 38%

TELEMARKETING / 14%

SOCIAL MEDIA ADVERTISING / 14%

OTHER / 19%

SEO / 19%

SEM / 19%

TRADESHOW/WEBINARS / 19%

SUMMARY

Google Pay Per Click (PPC)

campaigns were reported to be the

most successful top of the funnel

lead generation strategy, as reported

by 38% of respondents.

* Respondents selected all that applied.

BENCHMARK REPORT 6

Biggest challenges faced

10% Incomplete or missing lead details

57% Generating quality leads into the top of

the funnel

10% Lack of follow up from the sales team

33% Identifying your target audience

strategy

19% Lead conversation opportunities

RECOMMENDATION

We recommend segmenting your

market and targeting the exact

prospects you’re looking for based

on industry, company location and

size, revenue, title, and job function.

This will help you start educated conversations

and develop relationships, which will generate

quality leads into the top of the funnel.

10% 10% 19%33% 57%

SUMMARY

57% of people surveyed said that

the part of their job that keeps them

up at night is generating quality leads

into the top of the funnel

* Respondents selected all that applied.

BENCHMARK REPORT 7

Room for improvement

RECOMMENDATION

We recommend identifying your

buyer personas. Doing so will

uncover your top industries and

customers and allow you to target

leads with similar characteristics.

57% Lead generation

38% Identifying your target audience

strategy

33% Lead follow up

29% Cleaning, updating, and growing your

B2B database

38%

57%

29%

33%

SUMMARY

In terms of where there’s room for

improvement in their marketing

efforts, 57% of respondents said

lead generation.

* Respondents selected all that applied.

BENCHMARK REPORT 8

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ContactConclusion

YOUR BEST BUYERS. FOUND.

ZoomInfo can help you segment your

market and ensure you’re targeting the

right people. We’ll identify your buyer

personas and fuel the top of your funnel

with quality contacts matching the

characteristics of your best buyers.