Download - 2013 TechTarget Lead Management Study
© TechTarget
2013 Lead Management Study
© TechTarget 2
What is your current CRM system?
37%
24%
10%8%
4%3% 3% 2% 2% 1% 1%
7%
© TechTarget 3
What is your current Marketing Automation System?
Marketo
Oracle/E
loqua
Marketo w
ith S
ales Insig
ht
Salesforce
.com/P
ardot
Hubspot
Salesforce
.com/E
xactT
arget
Act-On
ClickD
imensio
ns
Silverpop
Aprimo
IBM/U
nica
Constant C
ontact
Microso
ft
Outsource
To 3rd Party
OtherNone
15%
13%
7% 7% 7%5%
2% 2% 2% 2% 2% 1% 1% 1%
14%
19%
© TechTarget 4
Which best describes how leads generated from 3rd parties get loaded into your system?
An external vendor handles preliminary follow-up before leads are loaded
Sent to Sales or Channel Partners directly via spreadsheets or CRM system
Loaded into a MAS*, then sent to Sales via CRM system
Loaded into a CRM system, then to MAS*
Loaded into MAS*, then sent to Sales via CRM system (when qualified)
4%
17%
19%
28%
33%
*Marketing Automation System
© TechTarget 5
Which best describes your current processing model for leads generated by 3rd parties?
Leads are tele-qualified by an outside vendor - then sent to Sales
Leads are email marketed to/nurtured - then tele-qualified - then sent to Sales
Leads go through internal tele-qualification - then sent to Sales
Leads go directly to Sales for follow-up
Leads are email marketed to/nurtured - then sent to Sales
5%
20%
20%
24%
32%
© TechTarget 6
Are you scoring leads?
Yes, using demographics (ie title, company size)
only
Yes, based on both demographics and be-
havioral activity
Yes, based on behavioral activity only
No
8%
37%
23%
33%
© TechTarget 7
What mechanisms will increase a score to create an Marketing Qualified Lead (MQL)?
Other
Competitive Research (ie Google searches on competitors)
Multiple Leads from the same account
Consumption of Late Stage/ Decision Content
Open Email
Click on Email
View Demo
Product Downloads
Visits to your Website
Multiple Asset Downloads
Contact Me Requests
3%
13%
32%
34%
46%
50%
57%
57%
62%
78%
88%
© TechTarget 8
Does your scoring logic decrease scores?
Yes No
53%
47%
© TechTarget 9
What mechanisms will decrease score?
Other
Inactivity in 45 days
Inactivity in 30 days
Nothing - scores never go down
Inactivity in 60+ days
Click on Unsubscribe
15%
12%
15%
22%
38%
53%
© TechTarget 10
Do you send leads through an email nurture program?
Yes - all leads are nurtured Yes - some leads are nurtured No - no nurture program
24%
48%
28%
© TechTarget 11
What factors into your nurture tracks?
59%
50% 50%46% 45%
37%35%
32%29% 27%
5%
*Online, In-Person Event, Webinar, etc
© TechTarget 12
For leads that are nurtured, what best describes the process?
Other
1 email click changes status to MQL
2 email clicks changes status to MQL
3+ email clicks changes status to MQL
Download of Decision-Stage content changes to MQL
25%
18%
12%
16%
29%
© TechTarget 13
Who does the initial tele-qualification of your leads?
External 3rd-Party Internal Sales Associates/Inside Sales
We send leads directly to Field/Outside Sales
8%
76%
16%
© TechTarget 14
What information must a tele-qualifier gather in order to send to Sales?
Other
Traditional BANT scoring
Detailed information about the project*
Confirm contact information
Validated an interest in speaking with your Sales team
8%
37%
40%
57%
69%
*Size of deal, existing technology environment, org chart/buying team
© TechTarget 15
How are tele-qualifiers measured, goaled, compensated?
Other
Number of dials per day
Number of inquiries sent to sales
Amount of pipelined revenue contributed
23%
11%
31%
35%
© TechTarget 16
How many touches does a tele-qualifier attempt before disqualifying a lead?
1 2 3 4 5+ Not tracked
1%
5%
25%
13%
26%
31%
© TechTarget 17
What % of leads from 3rd Parties go to sales after tele-qualification?
0-5% 6-10% 11-15% 16-20% 21-30% 31+%
27%
23%
15%
11% 11%
14%
© TechTarget 18
Approximately what % of leads does Sales successfully contact?
0-10% 11-20% 21-30% 31-40% 41-50% 51-75% 76-100% I don't know
9%
16%
11%
7% 7%
12%13%
25%
© TechTarget 19
Approximately how many touches does a Sales Rep attempt before disqualifying a lead?
1 2 3 4 5+ Leads are never disqual-
ified
I don't know
2%
7%
23%
9%
15%
10%
34%
© TechTarget 20
Approximately what time frame are they tasked with follow-up?
24 hours 25-48 hours 3-5 days 6-10 days 10+ days No time frame
21%
33%
16%
5%4%
21%
© TechTarget 21
What % of leads generated via 3rd parties end up converting to opportunities?
0-5% 6-10% 11-15% 16-20% 21-30% 31+% I don't know
27%
15%
8%6%
4% 4%
37%