B2B Lead Generation 2016 Status Quo for the 2017 KickStart

B2B Lead Generation 2016 Status Quo for the 2017 KickStart

An effective lead generation technique will have your sales pipeline streamlining with quality leads that can eventually convert. Correspondingly, in planning for that trump card of a technique, you need the latest marketing trends, technologies and data in order to know where you can adjust your lead generation efforts and gain satisfactory results. So here’s some significant statistics we’d gather and like to share.

  • 74% of marketers say converting leads is their top priority. (HubSpot)
  • 57% of B2B organisations identify that converting qualified leads into paying customers is a top funnel priority. (Marketing Sherpa)
  • 17% of marketers spend over 15 hours a week on lead generation. (Marketing Charts)
  • Outbound leads cost 39% more than inbound leads. (HubSpot)
  • Between 28% and 35% percent of B2B leads come from marketing, while 45% to 52% on average are generated by sales teams. (Direct Marketing)
  • Verifying business leads before passing it to the sales team is conducted by only 56% of B2B companies. (PureB2B)
  • With 61% of B2B marketers immediately forwarding leads to sales, qualified leads only amount to 27%. (PureB2B)
  • Sales reps ignore 50% of marketing leads. (B2B Lead)
  • The three most common lead generation strategies are email, event and content marketing. (DM News)
  • Live events (conferences, trade shows and forums) remain the top lead generation source for B2B marketers. (MediaPost)
  • When it comes to content and what drives the call to action, whitepaper and eBook downloads are the top producers of leads, according to 59% of respondents. Other tools are contact forms at 39%, webinars at 37%, and free trials at 35%. (MediaPost)
  • 59% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Marketing Charts)
  • More than two thirds of companies report struggling with lead generation. (Lattice Engines)
  • 51% of local businesses surveyed said that lead generation is a challenge.(ReachLocal)
  • 65% of marketers say generating traffic and leads is their top challenge. (HubSpot)
  • Most marketers are not satisfied with the effectiveness of their lead-generation programs. 80% report their efforts are only “slightly” or “somewhat” effective, and only 16% rate their efforts as “very” or “extremely” effective. 4% say their lead-generation programs as not effective at all. (MediaPost)
  • Only 5-10% of qualified leads successfully convert for marketers. (B2B Technology Marketing Community)
  • Only 17% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot)
  • Only 19% of CMOs identify that improving database hygiene as a top strategic priority for lead generation activity. (Marketing Sherpa)
  • 68% of B2B companies will use landing pages to nurture new sales leads for future conversion. (Marketing Sherpa)
  • Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost. (Forrester)
  • Email nurtured leads make 47% larger purchases than non-nurtured leads. (Annuitas)
  • A CRM system is believed by 84% of companies to be beneficial in determining the quality of leads. (Demand Metric Research Corporation)
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Annuitas)
  • Outsourcing lead generation is thought to be 43% more efficient than in-house due to expertise and experience. (Fearless Competitor)
  • The top three responsibilities (in order of importance) of B2B marketers are brand and positioning, lead generation, and brand communications followed. However, B2B marketers expect that two years from now the top three will be understanding buyers, marketing technology tools, and market / competitor analysis (lead gen drops to #5 on the list). (eMarketer)

B2B Marketing Strategy Stats in 2016 to Guide you this 2017         

B2B Marketing Strategy Statistics in 2016 to Guide you this 2017

With 2016 concluded, begin planning for your B2B marketing strategy for that another lap around the sun with these relevant data.

  • The three most common lead generation strategies are email, event and content marketing. (DM News)
  • Inbound organizations are 4 times as likely to rate their marketing strategy as effective. (HubSpot)
  • Just 61% of marketers believe their marketing strategy is effective. (HubSpot)
  • 72% of organizations that calculate ROI say their marketing strategy is effective. (HubSpot)
  • More than eight out of ten (81%) of companies rate their digital marketing strategy successful to some extent at achieving their important goals, with 12% rating it “very successful”. (Ascend2)
  • More than two thirds of companies report struggling with lead generation. (Lattice Engines)
  • Lead generation strategies were only successful for 13% of business in accomplishing their main objectives. (PureB2B)
  • Amazingly 68% of B2B companies have not identified their sales funnel. (Marketing Sherpa)
  • When sales and marketing teams are in sync, companies become 67% better at closing deals. (Marketo)
  • Companies with aligned sales and marketing generated 208% more revenue from their marketing. (Marketing Profs)
  • B2B companies who don’t align sales marketing teams cost themselves upwards of 10% revenue each year. (IDC)
  • B2B organisations that aligned their sales and marketing operations achieved 24%. faster three-year revenue growth and 27% faster three-year profit. (Sirius Decisions)
  • Only 44% of companies are using any kind of lead scoring tree. (Decision Tree)
  • 57% of B2B organisations identify that converting qualified leads into paying customers is a top funnel priority. (Marketing Sherpa)
  • Only 19% of CMOs identify that improving database hygiene as a top strategic priority for lead generation activity. (Marketing Sherpa)
  • 46% of marketers say photography is critical to their current marketing and storytelling (CMO Council)
  • The top information used by marketers to inform paid optimization strategies is analytics (27%), followed by conversion rates (20%) and A/B testing (17%). (Formstack)

B2B Marketing Analytics & Metrics and Customer Experience Stats in 2016 to Guide you this 2017

B2B Marketing Analytics & Metrics and Customer Experience Stats in 2016 to Guide you this 2017Did you know that there is still 18% of small businesses who does not track anything at all? Or that only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity? Shocking, right? Have a look at where B2B marketing & metrics and customer experience stands last year and make sure you come up with tactics this year to avoid an increase in that 18% and 45%.

Marketing Analytics and Metrics

  • 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (Contently)
  • Less than 30% of small businesses use website analytics, call tracking, or coupon codes. 18% of small businesses admit to not tracking anything at all. (MediaPost)
  • B2B marketers consistently cite sales lead quality, sales, and higher conversion rates as the top 3 most important metrics.(Content Marketing Institute)
  • 31% of B2B marketers say that sales lead quality is the most important metric.(Content Marketing Institute)
  • 2% of global marketers say they’re focused on predictive analytics and segmentation to better target and engage key audiences. (The GDMA &The Winterberry Group)
  • The top information used by marketers to inform paid optimization strategies is analytics (27%), followed by conversion rates (20%) and A/B testing (17%). (Formstack)
  • Measuring the revenue impact from digital marketing spend remains the toughest challenge for B2B marketers. (DemandWave)
  • The top three responsibilities of B2B marketers, in order of importance, are brand and positioning, lead generation and brand communications. But two years from now B2B marketers expect the top three will be understanding buyers, marketing technology tools and market/competitor analysis. (eMarketer)

Customer Experience

  • B2B marketers believe customer experience, personalization, and big data hold the most promise over the next five years. 22% of B2B marketers surveyed named customer experience as the greatest opportunity.(Econsultancy and Adobe)
  • Case studies reveal that integrated customer journeys provide a competitive advantage, in some cases doubling sales year over year. (Kapost)
  • 83% of CMOs stated that their organizational culture is crucial in the team’s productivity and quality of services they deliver. (PureB2B)
  • Approximately 90% of B2B companies are likely to switch partners even with just one single bad experience. (com )
  • Only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity. (FierceCMO)
  • Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric—organizational structure. (Kapost)
  • 56% of customers are more likely to buy with a personalized experience. (Usabilla)
  • 41% of customers interact with ads targeted at their interests compared to random ones. (Usabilla)
  • 45% of online customers buy more from sites offering personalized product recommendations. (Usabilla)
  • 94% of marketers say that optimizing creative workflows will be important in delivering a great customer experience.(Adobe)
  • Marketers are investing more heavily in the tools that help create great customer experience. (Kapost)
  • 70% of marketers will be investing in CRM, 69% in CMS and 67% in data analytics as the importance of improving the customer journey rises. (ALF Insight)

Marketing Budget and Spending Stats in 2016 to Guide You this 2017

Marketing Budget and Spending Stats in 2016 to Guide You this 2017

Read these pulse on marketing budget and spending and gear up on designing your own game plan for your marketing expenditures this year.

  • 28% of marketers say securing enough budget is their top marketing challenge. (HubSpot)
  • Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot) s
  • 43% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot)
  • 72% of organizations that calculate ROI say their marketing strategy is effective. (HubSpot)
  • Marketing accounts for 10% of total B2B company spending on average, and 6% of total revenue. (The CMO Survey)
  • Digital marketing spend is forecasted to account for 35% of total budgets in 2016. (Business2Community)
  • CMOs plan to increase their overall digital marketing spending by 14.7% over the next year and to raise social media’s share of total marketing spending to 13.5% in the next twelve months (from 9.9% currently), and 22.4% five years from now. (MediaPost)
  • The top four channels for increases in digital marketing spend last year were email marketing (61% of marketers increasing spending on this channel), social media (49%), mobile marketing (40%), and SEO/PPC (38%). (Relevate)
  • A majority of B2B marketers plan on investing more money in programmatic advertising this year. Nearly two-thirds (65%) are set to spend more money on programmatic advertising in 2016, with 78% of B2B marketers devoting up to 50% of their digital ad budgets on programmatic this year. (MediaPost)
  • After SEM, which is at 47% of total digital marketing spend, online display advertising (banner ads, re-marketing, and re-targeting) is expected to nab the second biggest share of digital spend at about 34% of total online spending, and about 10% of the total marketing budget. (Business2Community)
  • Marketers believe their biggest barrier to lead generation success lies in a lack of staff, budgeting and time. (B2B Marketing Community)

Imperative Maitenance in Data-Driven B2B Marketing

Imperative Maintenance in Data-Driven B2B MarketingAs effortless as it may sound when said, maintaining data is not actually something that you can just breeze through. Even key employees, in many instances, acclimate to the gaps brought about by terrible data and the matter in question gets to distinctly escape the B2B marketing leaders. Taken cover behind those bounces and unsubscribes, is a hollow, brimming with wasted cash carelessly spent on B2B marketing of poor database.

A Data Hygiene and Enrichment Report conducted on 2015 gave way to the formulation of a five stage preparation as suggestion to enhancing contact database to boost client’s experience — and eventually, a B2B marketing’s potency. They are as follows; (1) Evaluate the current state of your database; (2) Build a data governance plan; (3) Formulate a data standardization strategy; (4) Identify channels for appending data and (5) Assess the tools at your disposal.

Creating a game plan for administrating and standardizing data are vital elements for a data driven B2B marketing. However, it is the initial step that is the most decisive: assessing the status quo of your database.

Correspondingly, this is the part where data check tools turns out to be very crucial: at the absolute starting point of the procedure. Coupled with a verification service to refresh obsolete records, dispose flawed data, and reaching out to past leads, you will take out a hefty portion of the email deliverability problems that always confront a large number of marketers.

Utilizing data to test theories and make choices has always been a much better solution for creating B2B marketing strategies than relying on instincts. However, it follows that if you want a data driven B2B marketing to work for you, prioritizing the quality of your data is a given.  For sub par data will throw off all your subsequent data and will also bound to hurt your B2B marketing endeavors.

 

Lead Nurturing and Marketing Automation Stats in 2016 to Guide You this 2017

Lead Nurturing and Marketing Automation Stats in 2016 to Guide You this 2017

Lead nurturing through marketing automation and can help in improving ROI. Unconvinced? These stats will speak for you!

Lead Nurturing

  • Lead nurturing emails generate an 8% CTR compared to general emails which generate just 3%. (HubSpot)
  • Lead nurturing emails get 4-10 more response rate compared to single email blasts. (Demand Gen)
  • Email nurtured leads make 47% larger purchases than non-nurtured leads. (Annuitas)
  • Nurtured leads produce, on average, a 20% increase in sales opportunities as opposed to non-nurtured leads. (Demand Gen)
  • Companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost. (Forrester)
  • 67% of B2B marketers that use lead nurturing see a 10% or greater increase in sales opportunities throughout the funnel; 15% see opportunities increase by 30% or more. (Iconsive)
  • More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause. (PureB2B)

Marketing Automation

  • Marketing technology represents 33% of the average marketing budget. (Gartner)
  • 28% of marketing technology spend goes to infrastructure (e.g., servers, storage, network) to run marketing software. (Gartner)
  • Marketing technology spend is now higher than advertising spend for companies. (Gartner)
  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner)
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Annuitas)
  • 79% of the top performing companies have been using marketing automation for more than 2 years. (Gleanster)
  • 63% of companies using marketing automation outsource all or part of it. (Ascend2)
  • 55% of B2B companies use marketing automation. (Emailmonday)
  • B2B marketers who implement marketing automation software see their contribution to the sales pipeline increase by an average of 10%. 63% of companies that are growing faster than their competitors use marketing automation. (Iconsive)
  • 68% of best-in-class companies use lead scoring (a marketing automation feature), in comparison with 28% of laggard firms. (Iconsive)
  • The most important strategic goals of a marketing automation strategy are increasing lead generation (61%), lead nurturing (57%) and sales revenue (47%). (Ascend2)
  • 37% of marketers state that budget constraints hinder them from conducting an efficient marketing automation strategy. (Pepper Global)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (SEO)

 

B2B Marketing Stats and Trends in 2016 to Guide You this 2017  (SEO)

SEO (Search Engine Optimization) statistics 2016 served hot for you to spice your SEO strategy 2017 up! (Wow! That rhymed!)

  • Google receives over 57,000 searches per second on any given day. (Internet Live Stats)
  • Google now handles at least 2 trillion searches per year. (Search Engine Land)
  • The average Google first page result contains 1,890 words. (Backlinko)
  • 50% of search queries contain four or more words. (WordStream)
  • Businesses that have a strong keyword in the business name rank 1.5 spots higher than if there is no keyword in the name. (Local SEO Guide)
  • 20% of search queries on Google’s mobile app and on Android devices are voice searches. (Search Engine Land)
  • Google accounts for over 76% of all global desktop search traffic, followed by Bing at 8%, Baidu at 7.5% and Yahoo at 7%. (NetMarketShare)
  • Google accounts for over 94% of all mobile/tablet search traffic globally, followed by Yahoo at 3% and Bing at 1%. (NetMarketShare)
  • 66% of B2B marketers use search engine marketing to promote and distribute content. (Content Marketing Trends)
  • According to Andrey Lipattsev, Search Quality Senior Strategist at Google, high quality content and link building are the two most important signals used by Google to rank your website for search. (Search Engine Watch)
  • 66% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot)
  • 62% of B2B marketers and 51% of B2C marketers have optimized their blogs for mobile in order to improve SEO. (Social Media Examiner)
  • 81% of surveyed marketers have integrated social media marketing with traditional marketing to increase discoverability of their website. (Social Media Examiner)
  • Marketers see SEO as becoming more effective, with 82% reporting effectiveness is on the rise and 42% of this group stating effectiveness is increasing significantly. (MarketDive)
  • SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. (Project Management)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Email Marketing)

 

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Email Marketing)

Email marketing was, is and will never be dead. With all these significant email stats not just this year but the preceding (and most probably for the following years), I mean who would ever think it died, is dead or will be dead? Will it ever? So stay vigilant! Sharpen your email marketing’s blade and cut ’em B2B deals!

  • Email use worldwide will top 3 billion users by 2020. (The Radicati Group)
  • 73% of the Millennial age group actually prefers email to communicate with businesses. (Adelstra)
  • 72% of U.S. adults prefer communication with companies to happen through email. (Marketing Sherpa)
  • 49% of B2B marketers are reported to spend more resources on email than other channels. (Hubspot)
  • 75% of marketers still send their content marketing directly via email. (ALF Insight)
  • The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2)
  • Responsive design emails earn higher ROI, but only 17% of marketers have fully embraced the adaptive design format. (Yesmail)
  • 26% of brands fail to use responsive design in any of their email marketing efforts. (Yesmail)
  • Brands implementing responsive design in all of their emails earn 55% higher mobile CTO (click-to-open) rates and 23% higher desktop CTO rates. (Yesmail)
  • Responsive email campaigns generated an average of 16.2% mobile CTO versus non-responsive email campaigns that generated 10.4% mobile CTO. (Yesmail)
  • For desktop email campaigns, responsive design emails earned an average 15.7% CTO versus 12.7% CTO for non-responsive emails. (Yesmail)
  • 17% of brands use responsive design for all of their emails, with 38% using it for most of their emails. (Yesmail)
  • Three-quarters of companies agree that email offers “excellent” to “good” ROI. (Econsultancy)
  • Emails, followed by websites, are the most effective digital marketing tactics used by more than half of companies (61% and 59% respectively), followed by search engine optimization with 50%. (Ascend2)
  • 59% of B2B marketers cite email as the most effective channel for generating revenue. (Hubspot)

 

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Social Media Marketing)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Social Media Marketing)

          It’s time to step up your business’ marketing approach towards social media this 2017 in line with these major B2B social media marketing trends in 2016.

  • This year, there are over 219 million new social media users.
  • Daily average time spent social networking is 1 hour and 51 minutes. (Global Web Index)
  • 1 in 3 minutes spent online is devoted to social networking and messaging. (Global Web Index)
  • 97% of online adults globally say they have visited or used a social network within the last month. (Global Web Index)
  • B2B content marketers employ an average of six social media platforms. (CMI)
  • LinkedIn, Twitter, Facebook, and YouTube are the top 4 social media platforms for B2B. (CMI)
  • Facebook remains by far the top service globally for membership (82%) but YouTube maintains a lead for visitors/users (85%). (Global Web Index)
  • A whopping 96% of consumers report that videos are helpful in making purchasing decisions. (Oktopost)
  • 40% of internet users are LinkedIn members. (Pew Research center)
  • LinkedIn had 969 million site visits in May 2016. (SimilarWeb)
  • 94% B2B organizations use LinkedIn to distribute content. (CMI)
  • Effectiveness ratings for B2B social media platforms; LinkedIn (66%), Twitter (55%), and Youtube (51%). (CMI)
  • 93% of B2B organizations use social media content as a content marketing tactic.
  • Social media is ranked second (27%), surpassed by email by only 1%, for the most effective channel in content distribution. (Regalix)
  • B2B marketers rate social media at 40% – placing it on the second spot in terms of tactics most critical to content marketing success in 2017. (CMI)
  • 51% of B2B marketers use social media ads in their paid content distribution efforts. (CMI)
  • In 2016, social media marketers have allocated 10.6% of their overall marketing budget to their social activities. This figure is expected to increase to 20.9% this 2017, making it one of the largest marketing expenditures alongside content and search engine marketing.

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Content Marketing)

B2B Marketing Stats and Trends in 2016 to Guide You this 2017 (Content Marketing)

          Haven’t considered content marketing yet? You’re completely missing out on its benefits! Have one but struggling with it? You need to put in more hard work! Here are some key stats and trends for content marketing that’ll have you acknowledging its powerful potential for lead generation.

• The median time people spend on content marketing articles is 37 seconds. (Newscred)
• 51% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (DemandGen Report)
• Type of content used in the past 12 months to make B2B purchasing decisions: White Papers (82%); Webinars (78%); Case Studies (73%); eBooks (67%); Blog Posts (66%); Infographics (66%); Third-party/Analyst reports (62%); Video/Motion graphics (47%); Interactive presentations (36%). (DemandGen Report)
• 95% of B2B buyers are willing to consider vendor-related content as trustworthy. (DemandGen Report)
• 47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson. (DemandGen Report)
• 96% of B2B buyers want content with more input from industry thought leaders. (DemandGen Report)
• 88% of B2B marketers in North America use content marketing. (CMI))
• Most B2B marketers use at least 13 content marketing tactics. (CMI)
• 30% of B2B marketers say their organizations are effective at content marketing. (CMI)
• 44% of B2B marketers says they have clear understanding of what an effective or successful content marketing program looks like (CMI)
• 73% of major organizations hire someone to manage their content marketing strategy (CMI)
• B2B marketers allocate 28% of their total marketing budget, on average, to content marketing. (CMI)
• 51% of B2B marketers indicate they will increase their content marketing spending in the next 12 months. (CMI)
• 29% of leading marketers systematically reuse and repurpose content. (Curata)
• By 2017 51% of companies will have an executive in their organization who is directly responsible for an overall content marketing strategy. (e.g., Chief Content Officer, VP or director of content) (Curata)
• Content marketing leaders experience 7.8X more site traffic than non-leaders. (Kapost)
• Content marketing costs 62% less than outbound marketing & generates 3x as many leads says (Demand metric)
• 74.2% of companies indicate that content marketing is increasing their marketing teams’ lead quality and quantity. (Curata)
• The greatest impact today’s business bloggers have on their organization are: thought leadership, SEO, and brand visibility and buzz. (Curata)
• 55% of business bloggers are getting 5% or more of their corporate web site’s traffic from their blog. (Curata)