How do CRM and Marketing Automation impact B2B lead generation?
I recently saw the infographic below (via BuyerZone) about B2B lead generation, and thought it was worth highlighting here, along with a little commentary. The results in the graphic come from an early 2012 survey of ’200+ BuyerZone clients and other B2B companies.’
The key takeaways for me were:
- CRM (Customer Relationship Management) platforms have become much more mainstream, and their use seems to also indicate a more sophisticated and well-rounded approach to marketing, and a small improvement (from 6.99 to 7.31) in overall sales/marketing alignment.
- Marketing Automation, however, is still relatively unused (and not well understood) by this group of respondents. But for those using it, Marketing Automation is driving significantly increased satisfaction with overall lead volumes and lead quality.
- The range of survey scores (6.99 to 8.13) is perhaps not as wide as I might have expected. A one point spread, after all, is only a 10% difference on a ten point scale.
- B2B marketing budgets appear to be increasing almost across the board, and especially for marketing (and sales) teams using CRM, Marketing Automation, and social marketing tactics.
According to this group, marketing and sales alignment improves with use of:
- Marketing Automation (assumed, though there’s not a specific score given for this below)
- Social marketing (for lead generation purposes)
- A rapid response process for ‘inbound leads’
- A wide variety of lead sources
If you’re in a B2B company, how does this data look to you? Anything seem surprising here?