What is your Primary Metric for Success?

33% of Demand Generation Professionals Say That Generation of MQLs is Their Primary Metric for Success

Statistic Info

Specific findings from the Demand Gen Report survey that illustrate the challenging expectations revenue-focused marketers will face in 2018 include:

• 63% of respondents indicated their companies were projecting revenue growth of more than 20%;

• 25% of companies are projecting revenue growth of more than 30%;

• The number of respondents who said their marketing organizations have specific revenue-based quotas increased by 5% year over year, from 23% in 2017 to 28% this year; and

• Respondents who indicated pipeline influenced as the primary metric they are measured against increased from 27% in 2017 to 30% in 2018.

To respond to these more aggressive goals, as well as keep pace with changing buyer behavior, the study found marketers will be relying more heavily on cross-channel strategies for acquisition, engagement and conversion.

In the following report, we’ll breakdown the findings of this year’s survey with specific analysis of: • Marketing’s role in revenue generation;

• Cross-channel planning for driving demand; and

• New tools being added to the martech toolbox.

More 2018 Stats

33% of US Females Aged 18-34 Say They Would “Ideally Buy Everything Online”

More Than 60 Million Businesses Have a Facebook Page

45% of Marketers Are Still Unsure What Role Mobile Marketing will Play in their Demand Gen Strategies

Users Who Click On Product Recommendations Lead to a Conversion Rate that is 5.5 Times Higher Than Nonclicking Users

Only About 22 Percent of Businesses are Satisfied With Their Conversion Rates

A ReadyCloud Report Finds that 44% of Retail Internet Minutes were Spent Using a Smartphone Device

79% of Marketers Already Using Interactive Content Plan to Increase Their Use in the Next 12 Months

47% of People Expect a Web Page to Load in 2 Seconds or Less

32% of Online Shoppers Own at Least One Connected Home Device

Almost Half of Consumers List Live Chat as their Preferred Way to Connect, and about the Same Number Say they would Buy from a Chatbot

More Demand Generation Stats

Bundled Nurturing Content Within a Resource Hub (Instead of Multiple Emails) Produced a 3X Increase in Lead to Pipeline Ratio

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Thought Leadership (65%)

On Average, Organizations Generate 1,877 Leads Per Month and 1,523 MQLs

Converting Leads to Customers was the Top Marketing Priority for 70% of Organizations in 2017

The Top Demand Generation Priorities for 2018 are: 1) Focusing on Lead Quality over Quantity, 2) Improving Conversion Rates and Results, and 3) Generating Increased Lead Volume

46% of Marketers are Using Interactive Content, with the Top Reason for Moving to Interactive Being Better Engagement Around Demand Gen Efforts

More than Three-Quarters of Online Shoppers Would Like their Orders Shipped the Same Day

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Video (66%)

66% of Marketers use Video in their Lead Nurturing Campaigns

48% B2B Buyers Said Webinars Were Valuable to Them in the Mid-Stage of their Buying Journey