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The B2B Marketing community has been humbled by the recent recession. This economic crisis has forced marketers to operate with limited resources, while facing a need to produce a higher level of quality leads than ever before. Through budget cuts and increased expectations, the organizations that persevered were the ones who effectively applied the most efficient marketing tactics for every stage of the sales funnel, from lead generation to sales conversion, and then closed the loop with sound marketing analytics for continual improvement. B2B organizations face buying cycles of varying complexities, but at the core of all buying cycles lay three. | o Y market ng sherpa powered by MEC powered by MECLABS EXCERPT Special Rate Sponsor 2011 B2B Marketing BenchMark Report Research and Insights on Elevating Marketing Effectiveness from Lead Generation to Sales Conversion Note This is an authorized excerpt from the full Marketing Sherpa 2011B2B Marketing Benchmark Report. To download the entire Report go to Sherpastore.com 2011B2BMarketingReport or call 877-895-1717 2011 B2B Marketing Benchmark Report Research and Insights on Elevating Marketing Effectiveness from Lead Generation to Sales Conversion Lead Author Jen Doyle Senior Research Analyst Contributing Authors Sergio Balegno Research Director Production Editor Brad Bortone Editorial Production Manager marketingsherpa powered by MECLABS 2011 B2B Marketing Benchmark Report US 447 ISBN 978-1-936390-03-8 Copyright 2010 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means electronic or mechanical including photocopying recording faxing emailing posting online or by any information storage and retrieval system without written permission from the Publisher. To purchase additional copies of this report please visit http www.SherpaStore.com Yes bulk discounts are available for multiple copies. Contact Customer Service MarketingSherpa LLC 1 877 895-1717 outside US call 401-247-7655 Service@SherpaStore.com 499 Main Street Warren RI 02885 USA i Copyright 2000-2010 MarketingSherpa LLC. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com. For more copies visit http www.SherpaStore.com MarketingSherpa 2011 B2B Marketing Benchmark Report Table of Contents Table of Contents.ii Director s Note.2 Executive Summary.3 Chart B2B marketing challenges.4 Chart Marketing budget changes.5 Chart The effectiveness of marketing tactics.6 Chart Average length of sales cycle.7 Chart Recognized sales funnel stages.8 Chart The implementation of marketing automation software.9
