1. IAB Lead Generation SnapShot Survey November 2011 03 May 2015 iabuk.net/contact

2. Background and methodology This survey was sent to advertisers and agencies. The objective was to identify a snapshot of market trends in lead generation digital marketing for 2011 and beyond. We had 125 respondents in total. The fieldwork period was across October 2011. The survey was hosted on Survey Monkey

3. IAB UK, Survey Monkey, October 2011 Nearly half of respondents were advertisers

4. Over a third of respondents were director / head of department level IAB UK, Survey Monkey, October 2011

5. Responsibility for lead generation marketing spread across different departments IAB UK, Survey Monkey, October 2011 Q - Who in your organisation looks after Online Lead Generation marketing?

6. Leads acquired across a range of verticals – Top 3 retail, finance and travel IAB UK, Survey Monkey, October 2011 For which vertical(s) do you actively acquire leads?

7. Almost half define lead generation as ‘database building’ or ‘customer generation’ IAB UK, Survey Monkey, October 2011 Which of the following terms do you use to define Online Lead Generation?

8. Increasing the customer base is seen as the main benefit of Online Lead Generation IAB UK, Survey Monkey, October 2011 What do you see as the benefits of Online Lead Generation?

9. Expensive CPA’s prevent more spending on lead generation channels IAB UK, Survey Monkey, October 2011 What is preventing you spending on / spending more on Online Lead Generation?

10. E-mail and search most popular lead generation methods used IAB UK, Survey Monkey, October 2011 Please tick the below Online Lead Generation methods you currently use?

11. A third spending over £100k in 2011 IAB UK, Survey Monkey, October 2011 How much are you spending on Online Lead Generation this year?

12. …and the majority plan to spend more in 2012 IAB UK, Survey Monkey, October 2011 And what about next year…?

13. Spend is majority 1-20% across multiple marketing channels Please state approximately what percentage of your Online Lead Generation budget is spent on the following online marketing channels. IAB UK, Survey Monkey, October 2011

14. E-mail and search the most effective channels IAB UK, Survey Monkey, October 2011 How would you rank from 1-5 the effectiveness of the following methods (with 1 being very ineffective and 5 being very effective

15. In-house lists and search providing most leads IAB UK, Survey Monkey, October 2011 Please select the top 3 Online Lead Generation methods that provide you with the most leads per year.

16. Please rate on a scale of 1-5 which factors are the most important when assessing the effectiveness of your Online Lead Generation campaign/s? (with 1 being very ineffective and 5 being very effective) IAB UK, Survey Monkey, October 2011 Quality of leads most important in assessing campaign effectiveness

17. E-mail and call centres used to convert leads IAB UK, Survey Monkey, October 2011 How do you convert your leads?

18. Over half are not using lead generation as a marketing channel in the most effective way IAB UK, Survey Monkey, October 2011 Do you feel that you are using this channel as effectively as possible?

19. Familiarity with lead generation terms vary significantly Are you familiar with the following terms? IAB UK, Survey Monkey, October 2011

20. Campaigns are managed manually and by e- mail service providers IAB UK, Survey Monkey, October 2011 What technology (if any) do you use to manage your Online Lead Generation campaigns?

21. Effective creative considered most important in optimising lead generation campaigns IAB UK, Survey Monkey, October 2011 What options might you use to optimise a lead generation campaign?

22. Summary Retail, Finance and Travel are the top 3 verticals for lead generation. Email and Search are the most popular methods for online lead generation. A third of respondents reported spending over £100k of marketing budget on lead generation. 40% confirmed their intention to spend more on lead generation in 2012. 52% of respondents stated they were not using lead generation as effectively as possible.