B2B marketers: RainToday.com asked me to participate in authoring an ebook about the one piece of advice marketers simply cannot generate leads without.
This 36-page report was published today and includes advice from not only yours truly, but also Jill Konrath, author of Selling to Big Companies, Brian Carroll, author of Lead Generation for the Complex Sale, Suzanne Lowe, author of Marketplace Masters - How Professional Services Firms Compete to Win, and Ardath Albee, B2B Marketing Strategist, Marketing Interactions (with whom I've played blog-tag previously.)
Here’s a question that crops up more and more frequently. Forrester B2B marketing clients want to know “What are the average conversion rates for leads to opportunities and opportunities to sales in......?” You can fill in the blank with:
Industry: high tech, financial services, healthcare etc. Tactic: email marketing, paid search placement, direct mail postcards, etc. Size: small businesses, enterprises, firms over $250M in revenue, etc. Product type: durable, consumer, high technology, software, etc. Channel: direct sales, telesales, distributors, resellers, etc.
And create a tremendous array of opportunities to research. Opportunities so vast it boggles my mind, and makes me wonder how Forrester might provide this kind of information on a reliable, relevant basis at minimum cost to ourselves and our clients.
In the spirit of exploring this dilemma further, I’d like to hear from our blog readers – B2B in particular – on these two questions:
1) What specific sources of information have you found for these types of benchmarks? (Go ahead and mention competitors, you won’t hurt my feelings…) And how detailed, or reliable, do these sources need to be?