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OPTIMAL LEADGENERATIONMETHODS
HOW THE WORLD’S TOP SALES AND MARKETING LEADERS ESTABLISH THEIR BRAND, GENERATE LEADS, AND BUILD PIPELINE
Research performed by Ken Krogue, Gabe Larsen, and Bryan Parry
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No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under section 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of XANT. Requests for permission should be addressed to the Legal Department, XANT, 1712 South East Bay Boulevard, Suite #100, Provo, Utah 84606.
© 2017 XANT All rights reserved, including the right of reproduction in whole or in part or in any form.
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EXECUTIVE SUMMARY
Marketing and sales don’t always get along. According to a survey done by Corporate Executive Board, marketers called sales people, “incompetent”, “cowboys”, and “simple-minded.” The same survey also looked at common words used by sales people to describe marketers: “paper-pushers”, “academics”, and “irrelevant”. The survey noted that 87% of the words used by sales and marketing to describe each other were negative.1
In order to help solve this problem, XANT asked 678 sales and marketing leaders their opinion on key issues regarding marketing tactics, brand management, lead generation, pipeline creation, and marketing challenges. The aim of the survey was to begin the conversation to help marketing and sales align on both strategic and tactical actions needed to be successful.
ADOPTION
Every company adopts different lead generation methods but sales and marketing professionals agree that company websites are the most widely adopted strategy (83%) followed closely by email marketing (74%). Company blogs had the biggest increase in adoption since the survey was last performed in 2013 (19%). When asked what lead generation methods would be continued in the coming year, 93% of sales and marketing leaders, who currently use inside sales to generate leads, said they would continue using it—the highest percentage of any method. Inside sales was also the highest-ranked method for new adoption by those who weren’t currently using it (13%).
Sales and marketing disagree most about what marketing strategies would continue into the next year—sales leaders are in favor of sales development and inside sales and marketing leaders are in favor of paid media and mobile ads.
1 https://hbr.org/2011/11/how-the-rift-between-sales-and
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EFFECTIVENESS
Marketing and sales leaders often differ on their opinions on what methods are the most effective at creating brand awareness, leads, and pipeline, but there are some things they can agree to. Small events targeted at executives were rated as the most effective way of generating positive brand awareness (79%) and generating quality leads (77%). Sales and marketing leaders agreed that company websites (28%) and inside sales (27%) were the most effective for generating a high quantity of leads. LinkedIn saw the biggest improvement in its ability to generate leads (28%) since the survey was last performed in 2013 (44%). Both sales and marketing leaders agreed that sales development was the most effective tactic for generating pipeline (73%). Each department had marketing strategies that they liked more than the other—for creating brand awareness, marketing leaders had a much higher opinion of social media than sales leaders did. For generating leads, sales graded events—both tradeshows and small executive events—higher than marketing. For generating pipeline, sales thought more highly of Google+ and sponsorships than marketing did while marketing liked webinars and search marketing.
CHALLENGES
When sales and marketing leaders were asked what their biggest marketing challenge was, nearly half (49%) reported they were not getting enough leads. Interestingly, companies with larger marketing budgets saw quality of leads as more of an issue than quantity of leads. Sales and marketing leaders disagree most about the importance of developing a company’s brand (22% higher for sales) and the need to work within a budget (41% higher for marketing).
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ADOPTION TRENDS
Company websites are the most adopted lead generation method (83%) Although there are hundreds of lead generation methods companies can choose from, both sales and marketing leaders reported that company websites are the most adopted (83%). Closely following websites are email marketing (73.6%) and LinkedIn (68.8%). Interesting to note, social media in general was well-adopted this year with LinkedIn, Facebook, and Twitter all making it on the top ten list.
6.8%7.5%7.9%
9.1%9.9%10.3%11.0%
12.4%13.1%
23.9%25.5%
27.6%31.8%31.9%
33.7%34.2%
36.5%38.2%
40.1%41.0%
43.5%46.9%47.5%
52.9%53.1%
62.0%68.8%
73.6%82.7%
0% 20% 40% 60% 80%
Outdoor mediaOther Web 2.0
TV adsRadio
Other SocialVirtual Events
Rich mediaMobile Ads
PinterestGoogle+Channel
Paid MediaSmall Exec Events
Online AdsPrint Ads
Public RelationsDirect Mail
Sales DevelopmentVideo
SponsorshipsWebinars
Search MarketingTwitter
FacebookBlogs
TradeshowsLinkedIn
EmailCompany Website
% of Respondents
Adoption Rates of Lead Gen Methods
6
Search marketing (80%) and webinars (71%) are more highly adopted by companies with larger marketing budgets
Companies with larger marketing budgets can take advantage of more lead generation methods. With their larger budgets, these companies’ sales and marketing leaders focus a lot of their energy on search marketing (80%) and webinars (71%). These two strategies saw the biggest difference of adoption between high and low marketing budgets.
42%
34%
26%24% 24%
7%
80%
71%
63%
56%
29%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
SearchMarketing
Webinars Online Ads Small ExecEvents
Google+ Radio
Ado
ptio
n Ra
te
Luxury Marketing Strategies
Less than $500,000
$5000,000 or greater
7
Blogs (8%), LinkedIn (7%), and video (5%) saw the biggest increases in adoption since 2013
Haven’t blogs been around a long time? Yes, but blogs saw the biggest increase in adoption (8%) as sales and marketing leaders are refocusing their efforts and using different mediums to produce content such as their own blog, partner blogs, and free publishing sites like Medium. LinkedIn’s popularity is growing and was the second biggest increase (7%) in adoption as B2B leaders are finding it more and more effective at generating leads. Video continues to see more use as a key marketing strategy as adoption increased (5%). Videos are being used wherever possible as prospects and customers can more easily digest them than heavier content so expect this trend to continue to rise.
45%
62%
35%
53%
69%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Blogs
LinkedInVideo
Online Ads
Public Relatio
ns
Small Exec Events
Direct M
ail
Tradeshows
Sponsorships
Print A
ds
Inside Sales
Change in Adoption Rate from 2013
2013
2017
8
Inside sales is the strategy more sales and marketing leaders (13%) are willing to try this year than any other method
Despite a slight drop from the previous study (see above graph), inside sales ranked the highest among all strategies for new adoption in the coming year. 13% of sales and marketing leaders who hadn’t been using it previously say they will try it in the upcoming year.
13%
11%
9% 9%8%
8% 8% 7% 7% 7% 7% 7% 6% 6% 6% 6%
4% 4% 4%3% 3%
2%
0%
5%
10%
15%
Inside SalesEmail
Webinars
Search Marketin
g
Sponsorships
Company Website
Small Exec Events
Video
Channel/Partn
ersBlogs
Tradeshows
Public Relatio
ns
Online Ads
Direct M
ail
Paid Media
Mobile Ads
Sales Development
Print a
ds
Google+
stra
tegy
New Adoption of Lead Generation Strategies
9
Sales favored LinkedIn (9% higher) while marketing preferred paid media (5% higher)
Sales and marketing leaders disagreed most about the benefit LinkedIn will have in the future for generating leads. Marketing leaders believe paid media (15%) will see the biggest adoption increase while sales did not (10%).
11%10%
2%
15%
0%
5%
10%
15%
20%
25%
Inside Sales
Search Marketin
g
Sponsorships
Public Relatio
nsBlogs
Online Ads
Webinars
Direct M
ail
Rich Media
Paid Media
% o
f Non
-Use
r Res
pond
ents
Difference in Opinion on New Adoption of Lead Gen Strategies
Sales
Marketing
10
93% of sales and marketing leaders who currently use inside sales say they will continue using it
When sales and marketing leaders were asked if they would continue using each of their current lead generation methods, 93% said they would continue using inside sales.
76.3%
78.3%
80.8%
81.8%
82.2%
82.5%
82.7%
83.1%
84.0%
84.6%
87.2%
88.0%
89.6%
90.3%
93.3%
70% 80% 90% 100%
Sponsorships
Public Relations
Channel/Partners
Search Marketing
Tradeshows
Small Exec Events
Blogs
Webinars
Sales Development
Company Website
Inside Sales
strategy
Strategies to be Continued into 2017
11
Sales and marketing disagree on the future effectiveness of inside sales (10% higher for sales) and paid media (17% higher for marketing
Sales development and inside sales were judged to be more effective lead generation methods in the future. Interestingly, marketing leaders reported that mobile ads and paid media would be the most effective lead generation methods in the future.
96%
48%
86%
65%
0%
20%
40%
60%
80%
100%
Inside Sales
Sales Development
Print A
ds
Google+
Sponsorships
Online Ads
Public Relatio
ns
VideoBlogs
Mobile Ads
Paid Media
Sales and Marketing Opinions on Continued Usage
Sales
Marketing
12
ADOPTION VS. EFFECTIVENESS
Small executive events (79%) and partner relationships (77%) are effective yet underutilized ways to increase brand awareness
In order to determine which strategies were underutilized, we compared adoption rates with effectiveness. Examining brand awareness revealed that small executive events (79%) and partnerships (77%) were effective but less-adopted. LinkedIn was well adopted despite the fact that leaders didn’t believe it was effective at creating brand awareness.
Small Exec EventsTradeshows
WebinarsPublic Relations
Channel/Partners Email
Company WebsiteSponsorshipsPaid Media
Sales Dev
Direct Mail
Online AdsRich Media
Video
Print Ads
Inside Sales
50%
65%
80%
10% 50% 90%
Bra
nd A
war
enes
s Ef
fect
iven
ess
Adoption Rate
Adoption vs. Effectiveness - Brand Awareness
13
Channel selling is an untapped yet effective resource for generating leads
Sales and marketing leaders who use channel selling reported that it is effective at generating leads, but a relatively small number utilized it. This indicates that channel selling is an opportunity for sales and marketing leaders to more effectively generate leads. While channel selling is under-utilized, Twitter may be over-utilized as it’s less effective but highly adopted.
Small Exec Events
TradeshowsWebinars
Public Relations
Channel/Partners
Company Website
SponsorshipsPaid Media
Sales Dev
Direct Mail
Online Ads
Rich Media
Video
Print Ads
Inside Sales
40%
60%
80%
0% 45% 90%
Lead
Gen
erat
ion
Effe
ctiv
enes
s
Adoption Rate
Adoption vs. Effectiveness - Lead Generation
14
LinkedIn’s limited ability to generate pipeline may not justify its high adoption rate
Several strategies ended up in the top left corner of the below quadrant indicating that they may be under-utilized but effective methods for generating pipeline. LinkedIn, in the bottom right quadrant, is highly adopted, but not as effective at generating pipeline compared to other methods.
Small Exec EventsTradeshows
Webinars
Public Relations
Channel/PartnersEmail
Company Website
SponsorshipsPaid Media
Sales Dev
Direct MailOnline Ads
Rich Media
Video
Print Ads
Inside Sales
30%
55%
80%
0% 50% 100%
Pipl
elin
e C
reat
ion
Effe
ctiv
enes
s
Adoption Rate
Adoption vs. Effectiveness - Pipeline Creation
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EFFECTIVENESS
BRAND AWARENESS
Small executive events were identified as the best way to generate high quality brand awareness (79%)
The top two preferred methods for creating high-quality brand awareness were both events—small events tailored to executives and tradeshows. Although these events may not create a lot of brand awareness, the personal touch allows a company to directly communicate its mission to customers and prospects.
79% 77% 75% 74% 74% 72% 71% 70% 69% 68% 66% 66% 65% 64%57% 55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Small Exec Events
Tradeshows
Webinars
Public Relatio
ns
Channel/Partn
ersEmail
Company Website
Sponsorships
Paid Media
Sales Development
Direct M
ail
Online Ads
Rich Media
Video
Print A
ds
Inside Sales
Effe
ctiv
enes
s In
dex
Effectiveness at Generating Brand Awareness
16
LinkedIn experienced the biggest increase in effectiveness at generating brand awareness (9%), while sales development saw the biggest decrease (2%).
LinkedIn became more appealing for creating brand awareness in 2017 (9% increase). Opinions about the effectiveness of sales development at creating brand awareness have decreased the most in the last few years (2%).
57%
70%66% 68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Online Ads
Public Relatio
nsVideo
Search Marketin
g
Direct M
ail
Tradeshows
Print A
ds
Sales Development
Effe
ctiv
enes
s In
dex
Change in Effectiveness at Creating Brand Awareness
2013
2017
17
Marketing and sales disagreed the most on the effectiveness of company websites (10% higher for marketing) and Google+ (7% higher for sales) at generating brand awareness
Marketing reported company website as being more effective at generating quality brand awareness (10 percentage points higher) but their view of Google+ was 7 percentage points lower than sales.
50%
65%
43%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Google+
Channel/Partn
ers
Sales Development
Print A
ds
Direct M
ail
FacebookVideo
Paid Media
LinkedInBlogs
Company Website
Sales and Marketing Opinions on Brand Awareness
Sales Marketing
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LEAD GENERATION
Small executive events (77%) and webinars (73%) were identified as the best ways to generate quality leads
Small events focused on executives were reported as the best way to generate brand awareness and high quality leads. Being face to face with a customer allows sales and marketing leaders to generate the most qualified leads (77%). Webinars although known for their ability to generate quantity of leads were the second most effective at generating quality of leads.
77%73% 72% 72% 71% 71%
68% 67% 66% 64% 63% 62%59% 57%
54%51% 51% 49%
44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Small Exec Events
Webinars
Tradeshows
Sales Development
Virtual E
vents
Channel/Partn
ers
Company Website
Inside SalesEmail
Online Ads
Paid Media
Sponsorships
Rich Media
Direct M
ailBlogs
Video
Public Relatio
ns
Print A
ds
Effe
ctiv
enes
s In
dex
Effectiveness at Generating Leads
19
LinkedIn (28%) and online ads (14%) experienced the biggest increase in lead generation effectiveness
When it comes to generating leads, sales and marketing leaders’ opinions about the effectiveness of LinkedIn (28%) and online ads (14%) increased the most. The effectiveness of sales development saw a slight decrease (2%) in effectiveness since 2013.
44%50%
74%72%
64%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Online Ads
Video
Webinars
SponsorshipsEmail
Tradeshows
Direct M
ail
Sales Development
Change in Opinion of Effectiveness at Generating Leads
2013
2017
20
Sales and marketing disagree on the effectiveness of tradeshows (33% higher for sales) and print ads (47% higher for marketing)
Sales leaders believe tradeshows (96%) are more effective at generating leads than marketing leaders (63%). However, sales saw print ads (3%) as being much less effective than marketing (50%).
96%
3%
63%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Tradeshows
Small Exec Events
Channel/Partn
ers
Sales Development
SponsorshipsEmail
Search marketin
gVideo
Public re
lations
Print a
ds
Sales and Marketing Opinions on Lead GenerationSales
Marketing
21
Company websites (28%) and inside sales (27%) were identified as the best high-volume lead generation strategies
Company websites are the most widely-adopted high-volume lead generation method. When asked about their top-three methods, company websites were consistently identified. However, inside sales had the highest percentage of respondents who ranked it as their number one method.
0%
5%
10%
15%
20%
25%
30%
Company Website
Inside Sales
TradeshowsEmail
Sales Development
Search Marketin
g
Webinars
Direct M
ail
Small Exec Events
Channel/Partn
ers
Paid Media
SponsorshipsBlogs
Online Ads
stra
tegy
High-Volume Lead Generation TacticsRank 3
Rank 2
Rank 1
22
PIPELINE CREATION
Sales development (73%) is the most effective strategy for generating pipeline
While sales development was one of the lower-ranked methods for brand awareness, sales and marketing leaders agree that it’s the number one method for effectively generating pipeline. Interestingly, small executive events have been at the top or near the top of every list as an effective method for creating brand awareness, generating leads, and creating pipeline. Although somewhat similar to sales development, having a professional sales team who sells remotely (inside sales) can be a very effective way at generating qualified pipeline because of the targeted account strategy that many sales people take.
73% 72% 71% 71%67% 67%
64% 63% 63%59% 59% 57%
52% 52% 51% 48%44%
0%
20%
40%
60%
80%
Sales Development
Small exec events
Inside Sales
Tradeshows
Channel/Partn
ers
Webinars
Virtual e
vents
Company Website
Sponsorships
Rich media
Paid media
Online Ads
Direct m
ail
Public re
lations
Video
Effe
ctiv
enes
s In
dex
Effectiveness at Generating Pipeline
23
Sales and marketing disagreed the most on Google+ (15% higher for sales) and Webinars’ (8% higher for marketing) ability to generate quality pipeline.
While not seen as extremely effective, Google+ did appeal much more to sales leaders than to marketing leaders to create pipeline. Marketing placed more value in webinars and search marketing than sales did.
49%
59%
34%
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Google+
Sponsorships
Public Relatio
ns
Tradeshows
Channel/Partn
ers
Small Exec Events
Direct M
ail
Sales Development
Company Website
Search Marketin
g
Webinars
Sales and Marketing Opinions on Pipeline Creation Effectiveness
Sales
Marketing
24
Inside sales and sales development are more effective at generating leads than brand awareness while public relations is more effective at generating brand awareness than leads
In general, marketing strategies that are good for creating brand awareness are also better at creating leads. However there are some methods that serve different purposes better than others. For example, because of the nature of inside sales, it was seen as being much more effective at generating leads than brand awareness. Public relations, on the other hand, generated strong brand awareness, but wasn’t as effective at generating leads.
Sales Dev
Inside Sales
Tradeshows
Channel/Partners
Webinars
Company Website
Sponsorships
Rich media
Paid mediaOnline Ads
Direct mail
Public relationsVideo
Print adsTwitter
Small exec events
40%
45%
50%
55%
60%
65%
70%
75%
80%
50% 55% 60% 65% 70% 75% 80%
Lead
Gen
erat
ion
Brand Awareness
Brand Awareness vs. Lead Generation
25
Inside sales and sales development were more effective at generating pipeline than leads
When comparing lead generation and pipeline generation, there is more alignment than with brand awareness. Inside sales and sales development are more effective at generating pipeline than leads—this suggests that inside sales and sales development generate more qualified leads. Online ads are less effective at generating qualified pipeline than leads overall.
Sales Dev Small exec events
Inside Sales TradeshowsChannel/Partners
Webinars
Virtual events
Company Website
SponsorshipsRich media
Paid media
Online AdsDirect mailPublic relations
VideoPrint ads
30%
55%
80%
40% 45% 50% 55% 60% 65% 70% 75% 80%
Pipe
line
Gen
erat
ion
Lead Generation
Lead Generation vs. Pipeline Creation
26
TOP B2B MARKETING CHALLENGES
Nearly half (49%) of all sales and marketing leaders reported they were not getting enough leads.
In general, sales and marketing leaders agreed that quantity of leads is the biggest challenge in the business-to-business (B2B) marketing world followed by the need to convert those leads to customers.
20.6%
21.7%
24.3%
24.9%
25.1%
30.5%
37.2%
38.5%
42.5%
48.9%
0% 10% 20% 30% 40% 50% 60%
Customer retention and loyalty
Improving sales support
Understanding prospectbehavior
Working within budget
Developing company's brand
Increasing product awareness
Reaching decision makers
Improving lead quality
Converting leads to customers
Generating more leads
% of Respondents
Top 10 B2B Marketing Challenges
27
Sales and marketing disagree the most on the importance of developing the company’s brand (5% higher for sales) and working within the marketing budget (9% higher for marketing)
Sales (26%) emphasized developing the company’s brand more than marketing (21%), while marketing (31%) focused on the difficulty of working within their marketing budget more than sales (22%).
26%22%21%
31%
0%
10%
20%
30%
40%
50%
60%
Developing company's brand
Reaching decision makers
Improving sales support
Generating m
ore leads
Converting le
ads to custo
mers
Understanding prospect behavior
Increasing product awareness
Improving le
ad quality
Customer retentio
n and loyalty
Working w
ithin budget
Difference Between Sales and Marketing's Opinions of Top Marketing Challenges
Sales
Marketing
28
Companies with larger marketing budgets struggle with not having good lead quality while companies with smaller marketing budgets struggle having good lead quantity
Companies with smaller marketing budgets cite their top problem as having an insufficient quantity of leads. Marketing departments with bigger budgets had problems of their own, however—with improving lead quality and better enabling their sales teams as the stand-out challenges.
Annual Marketing Budget Biggest Challenge
Less than $100,000 Generating more leads
$100,000 to $499,999 Generating more leads
$500,000 to $999,999 Converting leads into customers
$1 to $4.9 million Improving lead quality
$5 to $9.9 million Reaching decision makers
$10 to $19.9 million Improving lead quality
$20 to $49.9 million Enabling sales, improving sales support
29
APPENDIX
ABOUT THE RESEARCH TEAM
Ken Krogue
Ken Krogue was the Founder and President of InsideSales.com (now XANT). Ken has been intimately involved in the research performed by XANT since the first landmark speed-to-response study done with Dr. James Oldroyd while he was at MIT in 2007 and again with Harvard Business Review in 2011. Ken is a prominent thought leader in the inside sales space and second ranking person nationally in social selling strategies. Ken has been out of the research role for over a year with health concerns due to an automobile accident, but prior to that was a weekly columnist for Forbes.com and an international speaker. Ken has two new books due out.
Gabe Larsen
Gabe joined XANT with over 15 years of experience in revenue generation, from helping financial clients price and trade complex derivatives at Goldman Sachs to helping multinational organizations penetrate new markets at Accenture and Gallup. Gabe co-hosts the award-winning Sales Acceleration podcast and acts as VP of Marketing and Sales Development, where his expertise and research have helped more than 200 clients solve their biggest problems in the sales acceleration space.
Bryan Parry
Bryan Parry joined XANT in January 2016 as a Research Analyst. In this role, he is responsible for performing analysis to discover insights related to sales acceleration and the sales industry in general in order to support XANT’s position of innovation. Bryan earned a bachelor of science degree in statistics from Brigham Young University.
30
METHODOLOGY
We performed a survey, where we asked sales and marketing professionals their opinions of how their marketing mix worked2 in the last year. The following are the lead generation strategies we considered in our survey:
Marketing Method Categories
Online
Company website
Outbound
Sales Development
Email/electronic marketing Inside Sales
Search marketing
Traditional
Radio
Blogs Direct mail
Online display ads Print advertising
Other Web 2.0 Outdoor media
Online video Public relations
Rich media TV Advertising
Mobile Ads
Events
Tradeshows, Conferences
Social
Facebook Sponsorships/Associations
Twitter Channel
LinkedIn Small executive events
Google+ Virtual on-demand events
31
Pinterest Webinars, Webcasts
Some of these methods could fit into more than one category, but for the purposes of this study, we will group methods as they are above.
1 Note: Whenever “effectiveness” is reported, whether of generating brand awareness, leads, or pipeline, survey respondents were given options “Ineffective”, “Not very effective”, “Somewhat effective”, and “Highly effective”. To create a simple comparison among the various lead gen methods, an index was calculated:
Effect iveness Index = 2 * (% of respondents who selected “Highly effect ive”) + (% of respondents who selected “Somewhat effect ive”) – (% of respondents who selected “Not very effect ive”) – 2 * (% of respondents who selected “ Ineffect ive”)
This number was then adjusted to a 100 point scale in order to improve clarity of graphs and ease of interpretation.
32
SURVEY DEMOGRAPHICS
Sales representative20%
Marketing director or management
14%
Sales manager12%
Other (Please specify)
11%Sales executive (VP, SVP, EVP)
9%
Sales director7%
Non-marketing, non-sales senior executive (CEO, President, COO, CFO)
7%
Marketing executive (VP, SVP, EVP)6%
Other marketing position6%
The senior-most sales executive in the company (CSO,
CRO, or equivalent)4%
The senior-most marketing executive in the company (CMO
or equivalent)4%
Title Distribution
Software & Technology32%
Business Services24%
Other13%
Finance & Insurance8%
Manufacturing7%
Retail & Wholesale Distribution
5%
Media, Entertainment, Leisure, or Consumer-
Oriented Services4%
Health & Wellness3%
Education2%
Utilities and Telecommunications
1% Public Sector
0%
Industry Distribution
Less than $5 million36%
$5 to $19.9 million21%$20 to $49.9 million
9%
$50 to $99.9 million7%
$100 to $249 million5%
$250 to $499 million2%
$500 to $999 million2%
$1 to $4.9 billion3%
$5 to $9.9 billion1%
$10 billion or more3%
Prefer not to
say11%
Revenue Distribution
33
1 - 1021%
11 - 10037%
101 - 50022%
501 - 2,0009%
2,000 - 5,0004%
5,000+8%
Employee Count Distribution
Only consume
rs7%
Divided between consumers and
businesses31%
Only business
es62%
Buying Audience Distribution
United States of America
79%
Canada6%
India3% Other
12%
Country Distribution
Male66%
Female31%
Prefer not to say
2%
Gender Distribution18-25
years old6%
26-35 years old
22%
35-45 years old
22%
Older than 45
years old50%
Age Distribution