According to an infographic and study recently released by LeadJen, a B2B lead generation company, director level professionals in marketing organizations and those with functional responsibility
for sales are most likely to respond to prospecting efforts from marketing technology vendors.
Marketing Functions Most Likely To Respond To Lead Generation |
Function | % Response |
Biz Dev/Sales & Marketing | 26% |
Executive/Strategy | 21% |
Other | 15% |
Branding/Creative | 1% |
Marketing Technology | 10% |
Digital/Email/Web Marketing | 14% |
Social Media | 5% |
Marcom/PR | 8% |
Source: LeadJen, May 2014 |
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The infographic also shows that 49% of appointments are set with budget
owners, including those with director, vice president or CXO title paths. By contrast, 22% of appointments are set with managers specializing in marketing functions such as digital, e-commerce and
social media. These marketing managers, even without direct budget control, have a clear influence on spending decisions.
Director Level Most Receptive To Lead Generation |
Function | % Response |
Director | 30% |
Manager | 22% |
Vice President | 11% |
Individual Contributor | 11% |
CXO | 8% |
Coordinator/Specialist | 6% |
Other | 12% |
Source: LeadJen, May 2014 |
The infographic provides
insight into which lead generation tactics are most successful for marketing technology vendors, the best day and time to set appointments with marketers, and which months are most active for lead
generation to this audience.
Marketers with visibility into and functional responsibility for sales account for the highest percentage of qualified appointments at 26%
- 30% of
appointments are set with the first call attempt, and 26% of appointments are set when a prospect responds to an email or phone call
- Outreach to marketers require 169 attempts (calls, voice
mail messages or emails) to yield one qualified appointment
- Fall is the strongest season for lead generation, with 38% of appointments set September through November
- The most
productive days for setting appointments with marketers are Tuesday and Wednesday, and 2-3 pm Eastern is the best time to reach a marketing executive live
Jenny Vance, president of
LeadJen, says “… marketing technology vendors have a captive audience of prospects who are willing to learn about new products and services… strong message focused on
benefits… and the right calling cadence… (makes) lead generation efforts to marketers effective… “
What it takes to get a qualified appointment:
- 169
attempts: calls, voicemail messages or emails
- 20 conversations: live dialogue, referrals, follow ups and “no” responses
- 6% response rate: % of accounts attempted to
qualified appointments
Tuesday and Wednesday are the best days to reach a marketer (percent responding):
- Monday 19%
- Tuesday
23%
- Wednesday 23%
- Thursday 20%
- Friday 15%
Midday (Eastern) best time to reach a marketer (%
responding):
- 9-10 am 6%
- 10-11 am 11%
- 11-12 pm 13%
- 12-1 pm 13%
- 1-2 pm 13%
- 2-3
pm 14%
- 3-4 pm 12%
- 4-5 pm 10%
The first call is the most fruitful (% responding):
- Call 1 30%
- Call 2 14%
- Call 3 7%
- Call 4 2%
Inbound response 26%
Referral or call
back 9%
N.B. Prospecting to Marketers graphically presents best practices compiled from lead generation
campaigns targeting marketers from 2010-2013, including 264,300 outreach attempts, and nearly 32,000 conversations with marketing executives. These calls resulted in 1,561 qualified appointments, $4.5
million in revenue generated and an additional $7 million in pipeline value.
For additional information and access to
Infographic from LeadJen, please visit here.