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Demand Generation & SEO Benchmark Report

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Demand Generation & SEO Benchmark Report

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  1. Demand Generation & SEO Benchmark Report © 2014 Demand Metric Research Corporation. All Rights Reserved. Benchmark Report Demand Generation & SEO: Sponsored By:

  2. TABLE OF CONTENTS 3 4 5 9 11 14 Introduction Executive Summary The State of Demand Generation Demand Generation Areas of Investment Paid Media vs. Organic Search Website Experience 23 26 27 Analyst Bottom Line About Conductor About Demand Metric 19 21 Demand Generation Challenges The ROI of Demand Generation 25 Acknowledgements 17 Demand Generation Metrics 28 Appendix – Survey Background TABLE OF CONTENTS 3 4 5 9 11 14 Introduction Executive Summary The State of Demand Generation Demand Generation Areas of Investment Paid Media vs. Organic Search Website Experience 23 26 27 Analyst Bottom Line About Conductor About Demand Metric 19 21 Demand Generation Challenges The ROI of Demand Generation 25 Acknowledgements 17 Demand Generation Metrics 28 Appendix – Survey Background

  3. INTRODUCTION Demand generation is an increasingly important marketing function, so important in fact that many organizations now have dedicated demand generation managers and teams in place. Marketing activities that create awareness for products, services and the companies that provide them fall under the definition of demand generation. Today, demand generation has achieved distinction in its own right as a foundational, mission-critical strategy for many sales and marketing organizations. Paid media has become a staple in the demand generation diet. When the organization is hungry for more leads, the demand generation team knows it can use paid media to quickly pump up the flow of leads. This process has become increasingly refined to the point where it is now a fairly exact science driven by metrics, and mature demand generation processes are able to forecast revenue with great precision. There really isn’t a downside to this form of demand generation. However, has the process’ appetite for paid media caused organizations to neglect the role of organic search in demand generation? Do organizations see differences in the quality of leads produced through paid versus earned media? To find out, Conductor sponsored a study, the result of which is this report. The study’s primary goal was to learn more about the role of SEO in demand generation, as well as gaining a current view of the state of the demand generation process. The data gathered during this study will provide marketers with benchmarks and insights to ensure their demand generation process strikes the right balance between paid and earned media usage, while better understanding the value of SEO and the website experience in demand generation. INTRODUCTION Demand generation is an increasingly important marketing function, so important in fact that many organizations now have dedicated demand generation managers and teams in place. Marketing activities that create awareness for products, services and the companies that provide them fall under the definition of demand generation. Today, demand generation has achieved distinction in its own right as a foundational, mission-critical strategy for many sales and marketing organizations. Paid media has become a staple in the demand generation diet. When the organization is hungry for more leads, the demand generation team knows it can use paid media to quickly pump up the flow of leads. This process has become increasingly refined to the point where it is now a fairly exact science driven by metrics, and mature demand generation processes are able to forecast revenue with great precision. There really isn’t a downside to this form of demand generation. However, has the process’ appetite for paid media caused organizations to neglect the role of organic search in demand generation? Do organizations see differences in the quality of leads produced through paid versus earned media? To find out, Conductor sponsored a study, the result of which is this report. The study’s primary goal was to learn more about the role of SEO in demand generation, as well as gaining a current view of the state of the demand generation process. The data gathered during this study will provide marketers with benchmarks and insights to ensure their demand generation process strikes the right balance between paid and earned media usage, while better understanding the value of SEO and the website experience in demand generation.

  4. EXECUTIVE SUMMARY Two-thirds of participants were marketing professionals, most from B2B companies reporting revenue growth in the most recently completed fiscal year. The analysis of this study provides these findings about the current state of demand generation: Almost an equal number report that demand generation is a low, medium or high priority and area of investment. Half of those in the high priority/investment group report their demand generation efforts are effective or very effective, while only 18% of the low group claims this level of effectiveness. Three fourths are neutral to very dissatisfied with the monthly volume of leads their demand gen process produces. Search Engine Optimization (SEO) is the top area of current investment for those who indicate that demand generation is a high priority. SEO ranks third for those stating demand generation is a low priority. For organizations that are investing most heavily in demand generation, 92% agree or strongly agree that their organic online presence is critical to their demand generation success. In four key categories – volume of leads, quality of leads, consistency of leads and conversion rate – organically sourced leads outperform paid media-sourced leads by double-digit margins. The top three metrics used to track performance of the demand gen process are web traffic, leads generated and email open rates. None of these metrics were statistically significant related to greater demand gen process effectiveness. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix at the end of this report. EXECUTIVE SUMMARY Two-thirds of participants were marketing professionals, most from B2B companies reporting revenue growth in the most recently completed fiscal year. The analysis of this study provides these findings about the current state of demand generation: Almost an equal number report that demand generation is a low, medium or high priority and area of investment. Half of those in the high priority/investment group report their demand generation efforts are effective or very effective, while only 18% of the low group claims this level of effectiveness. Three fourths are neutral to very dissatisfied with the monthly volume of leads their demand gen process produces. Search Engine Optimization (SEO) is the top area of current investment for those who indicate that demand generation is a high priority. SEO ranks third for those stating demand generation is a low priority. For organizations that are investing most heavily in demand generation, 92% agree or strongly agree that their organic online presence is critical to their demand generation success. In four key categories – volume of leads, quality of leads, consistency of leads and conversion rate – organically sourced leads outperform paid media-sourced leads by double-digit margins. The top three metrics used to track performance of the demand gen process are web traffic, leads generated and email open rates. None of these metrics were statistically significant related to greater demand gen process effectiveness. This report details the results and insights from the analysis of the study data. For more detail on the survey participants, please refer to the Appendix at the end of this report.

  5. ABOUT CONDUCTOR Conductor is the undisputed leader of web presence management, inspiring marketers to break their addiction to paid media and create great consumer experiences through digital marketing. The Conductor Searchlight platform transforms a brand’s web presence in ‘unpaid media’ channel, like organic search, content and social, into a powerful acquisition method resulting in meaningful traffic and revenue increases. The technology gathers data from the web to deliver insight into where a brand’s content is getting discovered, how their competition is being found and the playbook needed to win the ‘unpaid’ media war. Conductor’s 500+ customers include global brands like Citbank and FedEx, emerging leaders like Ancestry.com and LivingSocial, and leading agencies like iProspect and Razorfish. Conductor is #38 on Inc. Magazine’s Fastest Growing Private Companies list and named by both Fortune Magazine and Crain’s Best Places to Work in America. Visit Conductor at www.conductor.com or on Twitter @conductor. ABOUT CONDUCTOR Conductor is the undisputed leader of web presence management, inspiring marketers to break their addiction to paid media and create great consumer experiences through digital marketing. The Conductor Searchlight platform transforms a brand’s web presence in ‘unpaid media’ channel, like organic search, content and social, into a powerful acquisition method resulting in meaningful traffic and revenue increases. The technology gathers data from the web to deliver insight into where a brand’s content is getting discovered, how their competition is being found and the playbook needed to win the ‘unpaid’ media war. Conductor’s 500+ customers include global brands like Citbank and FedEx, emerging leaders like Ancestry.com and LivingSocial, and leading agencies like iProspect and Razorfish. Conductor is #38 on Inc. Magazine’s Fastest Growing Private Companies list and named by both Fortune Magazine and Crain’s Best Places to Work in America. Visit Conductor at www.conductor.com or on Twitter @conductor.

  6. ABOUT DEMAND METRIC Demand Metric is a marketing research and advisory firm serving a membership community of over 50,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. To read the rest of this report, become a Demand Metric member today! ABOUT DEMAND METRIC Demand Metric is a marketing research and advisory firm serving a membership community of over 50,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. To read the rest of this report, become a Demand Metric member today!

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