The Future of Tech Marketing 2010
Compiled by Zoomerang, the data from the annual Unisfair Marketing Survey reveals that 66 percent of the 500 respondents consider lead generation to be their top marketing priority, compared to brand awareness (17 percent) and customer retention (16 percent). In addition, 40 percent cited virtual events as one of the top emerging channels for lead generation in 2010 and beyond.
| 1. How would you characterize your company’s main line of business? (select one) |
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| Hardware (Business to Business) | 120 | 24% |
| Hardware (Business to Consumer) | 19 | 4% |
| Software (Business to Business) | 202 | 42% |
| Software (Business to Consumer) | 20 | 4% |
| Services (Business to Business) | 125 | 25% |
| Services (Business to Consumer) | 22 | 4% |
| Total | 508 | 100% |
| 2. What is your top marketing priority this year? (select one) | ||
| Brand Awareness | 88 | 17% |
| Lead Generation | 337 | 66% |
| Customer Retention | 83 | 16% |
| Total | 508 | 100% |
| 3. For which lead generation tool(s) do you plan to increase your spending? (select all that apply) |
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| Physical Conferences and Trade Shows | 199 | 39% |
| Virtual Conferences and Trade Shows | 125 | 25% |
| Email Campaigns | 314 | 62% |
| Paid Web Search | 165 | 32% |
| Online Advertising | 196 | 39% |
| Radio/TV Advertising | 19 | 4% |
| Direct Mail | 82 | 16% |
| Website | 348 | 69% |
| Cold Calling | 132 | 26% |
| 4. For which lead generation tool(s) do you plan to reduce your spending? (select all that apply) |
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| Physical Conferences and Trade Shows | 225 | 44% |
| Virtual Conferences and Trade Shows | 58 | 11% |
| Email Campaigns | 27 | 5% |
| Paid Web Search | 83 | 16% |
| Online Advertising | 92 | 18% |
| Radio/TV Advertising | 140 | 28% |
| Direct Mail | 162 | 32% |
| Website | 5 | 1% |
| Cold Calling | 91 | 18% |
| 5. What percentage of your leads are typically rejected as unqualified? (select one) | ||
| 0 – 15% | 135 | 27% |
| 16 – 30% | 170 | 33% |
| 31 – 50% | 119 | 23% |
| More than 50% | 84 | 17% |
| Total | 508 | 100% |
| 6. Why are these leads considered unqualified? (select all that apply) | ||
| Contact information is incorrect. | 166 | 33% |
| Your product is not a good fit for this lead. | 227 | 45% |
| The lead hasn’t ever shown interest in your product and is surprised by your call. | 106 | 21% |
| The lead doesn’t have the budget to purchase the product in the next twelve months. | 246 | 48% |
| 7. Which of the following factors is most critical in identifying the “perfect lead?” (select one) | ||
| Demographic information—title, geographic location, company size, etc. | 146 | 31% |
| Behavioral information—web page visits, white paper downloads, etc. | 125 | 27% |
| Interest information—search term, polls, questions asked by prospect, etc. | 196 | 42% |
| Total | 467 | 100% |
| 9. What do you see as the emerging channels for lead gen in 2010 and beyond? (select all that apply) | ||
| Mobile channels | 161 | 34% |
| Social media | 345 | 74% |
| Virtual events | 184 | 39% |
| Other, please specify | 45 | 10% |
| 10. What types of virtual marketing engagements have you leveraged? (select all that apply) |
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| 3D Virtual Worlds (e.g., Second Life) | 22 | 5% |
| Virtual Business Events (e.g., Unisfair) | 113 | 24% |
| Web meetings (e.g., Webex) | 379 | 81% |
| Video Conferencing | 155 | 33% |
| None | 59 | 13% |
| 11. What virtual engagement technology do you believe holds the most promise in 2010 and beyond? (select one) | ||
| 3D Virtual Worlds (e.g., Second Life) | 24 | 5% |
| Virtual Business Events (e.g., Unisfair) | 126 | 27% |
| Web meetings (e.g., Webex) | 246 | 53% |
| Video Conferencing | 71 | 15% |
| Total | 467 | 100% |
