2015 survey of b2b marketers - 6Sense

2015 SURVEY OF B2B MARKETERS: Lead Generation Priorities and Predictive Analytics

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225 • © 2015 6sense, All Rights Reserved

EXECUTIVE SUMMARY The survey highlights B2B marketers’ continuing struggle to generate high-quality leads for sales. A majority of the marketers surveyed in this report (70%) revealed that they are now measured on the amount of revenue generated from marketing and lead-generation activities. Just over one-third of the marketers surveyed said they are currently using predictive analytics, but a huge majority have been doing so for less than two years. Of the companies not using predictive analytics, more than half said they were likely to implement a predictive solution in the next 12-36 months. Finally, marketers cited some of their top expectations for predictive technologies including finding new prospects, personalization and knowing where prospects are in the sales funnel.

ABOUT THIS SURVEY This study was conducted by a third-party market research firm on behalf of 6sense and collected responses from 321 US-based B2B marketing professionals, 56% of which represent enterprise companies with over $100 million in annual revenue. To learn more, visit: 6sense.com/resources/


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How marketers are measured:

REVENUE CONTRIBUTION AND LEAD VOLUME QUESTION: What metrics do you use to measure the success of your marketing strategies and tactics?

Revenue resulting from marketing campaigns and tactics

70%

Volume of leads brought into the marketing funnel and/or sales pipeline

70%

Campaign conversions (email clicks, actual downloads of content, etc.)

65%

Number of sales-qualified leads accepted (MQL-to-SQL)

60%

Brand awareness as evidenced by surveys

23%

Other

Don’t know

5% 4% % responding to the selection


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SALES REJECTS 80% OF MARKETING-QUALIFIED LEADS QUESTION: On average, what percent of your marketing-qualified leads convert to sales-qualified leads?

20% Leads rejected by sales – 80% Leads accepted by sales – 20%

80%


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ONE-THIRD OF COMPANIES SURVEYED ARE CURRENTLY USING PREDICTIVE ANALYTICS QUESTION: Is your company currently using some type of predictive analytics tool?

10% 31% Not using - 59% Are using - 31% Don’t Know - 10%

59%


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OF THE RESPONDENTS USING PREDICTIVE ANALYTICS, 83% HAVE BEEN DOING SO FOR LESS THAN 2 YEARS QUESTION: Approximately how long has your company been using predictive analytics?

17% 29% Less than 1 year - 54% 2 years - 29% 3+ years - 17%

54%


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OF THE COMPANIES NOT USING PREDICTIVE ANALYTICS, MORE THAN HALF ARE LIKELY TO INVEST IN THE NEXT 1-3 YEARS QUESTION: How likely is your company to invest predictive analytics in the next 12-36 months?

20% 17% 29% Likely - 54%

26%

Not Likely - 26% Don’t Know - 20%

54% 54%


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Data used to score prospects:

COMPANY AND CONTACT ATTRIBUTES AND PROSPECT ENGAGEMENT ON WEBSITES AND WITH DIGITAL ASSETS QUESTION: What type of data do you use to score prospects?

Activity and engagement with our site and assets (email clicks, asset downloads)

76%

Contact data (title, job role, contact info)

73%

Company data (industry, company size, revenues)

67%

Search terms and keywords

39%

Technologies and services being used by your prospects

19% % responding to the selection


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Marketers’ primary goals for predictive analytics:

QUALITY, QUANTITY AND DISCOVERY QUESTION: What are your company’s primary goals for predictive analytics?

Increase the overall lead quality

68%

Increase the volume of qualified leads

64%

Increase the number of sales-qualified leads (MQL- SQL)

54%

Find new prospects

51%

Improve campaign metrics through more personalization based on buying stage

48%

Get insights about where prospects are in the sales funnel

43%

Know more about which products my prospects are reviewing

42% % responding to the selection


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Survey respondent demographics:

ANNUAL REVENUES

10% 11%

36%

Under $100 million – 44% $100-250 million – 11% $251-500 million – 10% $500+ million – 36%

44%


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JOB TITLES

4% CEO – 1%

30% 25%

CMO – 9% Director – 25% Owner – 4% Manager – 30% Vice President – 11%

7%

11%

Individual Contributor – 14% Other – 7%

9% 1%

14%


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JOB ROLES

34%

Marketing – 41% Marketing Operations – 34%

41%

Digital Content Marketing – 10% Demand Generation – 14% Analytics – 1%

10% 14% 1%


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6sense’s mission is to provide leading companies with 100 percent visibility into buyers, enabling competitive dominance in their markets. 6sense is the central nervous system powering all marketing, sales and business operations teams. 6sense predicts who will buy what products when and where they are in the buyer’s journey. The company’s predictive intelligence platform helps B2B marketing and sales leaders uncover net-new, in-market prospects based on powerful data science and billions of time-sensitive intent interactions.

47 Lusk Street San Francisco, CA 94107 • www.6sense.com • (415) 212-9225

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