A Review of 2013 Lead Generation Trends for Technology Marketing

See what other B2B marketers are doing to generate business.

Let’s face it. The way we market ourselves to potential clients is changing. With the internet at our fingertips 24/7, we take the time to research everything before we buy. Whether it’s a new toaster, a new car, or a new data-migration company, there is no doubt we read reviews, check websites, and judge before we even interact with a sales rep.

That sure makes the marketer’s job difficult. Nonetheless, we are forced to hit our quotas and deliver results. And a tried and true way of doing that is through lead generation.

The B2B Technology Marketing Community on LinkedIn has conducted a survey on 2013 lead generation tactics “to better understand how B2B marketers are adjusting to new challenges, and to identify new trends and best practices.”

I have pulled from the survey results some of the main points you should be aware of to help you simplify putting your next lead generation plan together.

  1. The number one challenge is generating high-quality leads. Yes, lead generation campaigns will give you leads, but are they worth the investment? Figuring out how your target audience acts and where they interact will help you gather more qualified leads.
  2. The top 4 tactics for lead generation are: company website, conferences/tradeshows, email marketing, and SEO. The high website and SEO results clearly show that people are searching online before reacting. Make sure your site provides a clear way of getting in touch with you and invest in SEO.
  3. The secret to email for lead generation is 1. Compelling content for each stage of the buying process, and 2. Offering downloadable content. That means you should try segmenting your audience based on the stage they are in and be specific in your message to them.
  4. The most effective tactics to use at tradeshows/conferences are 1. Networking, and 2. Speaking engagements. We already know tradeshows/conferences are a top way of generating leads. This shows that possible leads are willing to talk with you and want to see you as a thought-leader.
  5. The most effective social media tactics for lead generation are 1. Posting content on company blog, and 2. Building relationships with bloggers, community moderators, and social influencers. Social media is here to stay. You should consider putting a team together to handle your communication online.

This is only a glimpse into what people are seeing as important and effective pieces of lead generation. The survey continues with information on budget, allocations, ROIs, and more. To review the entire survey, click here: B2B Lead Generation Report

This survey was sent to 42,000+ members of the B2B Technology Marketing Community on LinkedIn. 845 marketers responded. The sponsors of the survey include IDG Enterprise, Eloqua, DiscoverOrg, Strand Marketing, and Optify.

B2B Technology Marketing Community

IDG Enterprise



Strand Marketing


Photo Credit: mkhmarketing via photopin cc

Chris Fuller
About Chris Fuller

For over 20 years, as a partner of thinkdm2, a digital branding and marketing agency, I have helped simplify marketing for many clients. Intelligent Systems can be quite complicated, and marketing them even more so. I enjoy making the complex simple. My blog, Simplexity, is an attempt to put my experience to use for Intelligent Systems Marketers.

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