![Page 1: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/1.jpg)
B-to-B Lead Generation:
![Page 2: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/2.jpg)
![Page 4: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/4.jpg)
![Page 6: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/6.jpg)
![Page 9: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/9.jpg)
Figure 1: Impact of Economic Conditions on Lead Generation Marketing Effectiveness
31% 19% 12%
16% 20% -4%
25% 30% -5%
19% 24% -5%
21% 28% -7%
14% 31% -17%
17% 37% -20%
14% 35% -21%
![Page 10: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/10.jpg)
Figure 2: Marketing Budget Alignment to Goals
26%
24%
35%
30%
23%
23%
6%
9%
3%
6%
8%
7%
0% 20% 40% 60% 80% 100%
2009
2008
![Page 11: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/11.jpg)
Figure 3: Budget Level Relative to Value Potential
![Page 12: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/12.jpg)
Figure 4: Priorities to Impact Financial Performance
27%
36%
21%
16%
![Page 13: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/13.jpg)
Figure 5: Lead Generation Management Practices
![Page 14: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/14.jpg)
Figure 6: Lead Generation Effectiveness
Figure 7: Lead Generation Effectiveness Compared to 2008
![Page 15: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/15.jpg)
Figure 8: Expected Growth for Lead Generation Marketers
![Page 16: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/16.jpg)
Figure 9: Economic Impact Based on Expected Growth
![Page 17: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/17.jpg)
Figure 10: Lead Generation Effectiveness and Expected Growth
![Page 18: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/18.jpg)
Figure 11: Use of Marketing ROI / Profitability Metrics – B2B Lead Gen vs. All Marketers
![Page 19: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/19.jpg)
Figure 12: Lead Gen Marketing Effectiveness – Users of ROI Metrics vs. Traditional Metrics
![Page 20: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/20.jpg)
Figure 13: Lead Generation Management – Users of ROI Metrics vs. Traditional Metrics
![Page 21: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/21.jpg)
Figure 14: Lead Generation Practices Based on Effectiveness
![Page 22: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/22.jpg)
Figure 15: Comparison of Economic Downturn Impact by Lead Generation Management Effectiveness
![Page 23: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/23.jpg)
Figure 16: Budgets Relative to Profit Potential Based on Effectiveness
% with Budget Below Value Potential
Total More Effective Org's Less Effective Org's
Generating new lead volume 38% 25% 64%
Generating quality leads 43% 33% 63%
Nurturing stalled leads 48% 48% 60%
Improving sales conversion rates 37% 25% 56%
Conditioning leads to improve the average value per closed customer
39% 31% 49%
Decreasing the time from new lead to sale close for shorter sales cycles
37% 34% 46%
![Page 24: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/24.jpg)
Figure 17: Marketing Operations Comparisons Based on Effectiveness
![Page 25: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/25.jpg)
Figure 18: Marketing Budget Alignment by Effectiveness Relative to the Competition
![Page 26: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/26.jpg)
Figure 19: Marketing Operations Based on Budget Alignment
![Page 27: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/27.jpg)
![Page 28: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/28.jpg)
Figure 20: Integrated Marketing by Company Size
![Page 29: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/29.jpg)
Figure 21: Improving Performance by Company Size
Figure 22: Budget Alignment by Company Size
![Page 30: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/30.jpg)
![Page 31: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/31.jpg)
Figure 23: Region
![Page 32: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/32.jpg)
Figure 24: Company Size Based on Annual Revenue
Figure 25: Role of Marketing
![Page 33: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/33.jpg)
Figure 26: Marketing Budget
![Page 34: B-to-B Lead Generation: 2009 Marketing ROI & Performance Evaluation Study](https://reader031.vdocument.in/reader031/viewer/2022020306/540512898d7f729e768b4a12/html5/thumbnails/34.jpg)