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

In Q3 2018, Smartphones Accounted for 61 Percent of Retail Site Visits Worldwide

Mobile Commerce Hit $700 Billion in Revenue in 2017, Which is More than 300% Growth Over the Past Four Years

Mobile 500 Retailers Made Big Gains in 2017, Reporting a 68.5% Increase in Visits and Topping More than 3 Billion Logged Shopping Sessions

$1 in Every $3 of Monthly Discretionary Income is Spent Online

1.79 billion people worldwide are expected to buy goods and services online in 2018.

23% of Users Will Abandon Their Shopping Cart if they Have to Create a New User Account

Image and Voice Activated Search May Make up 50% of all Searches by 2020

Increasing Your Website Loading Speed Can Prevent The Loss of 7% of Possible Conversions

55% of Online Shoppers Tell Friends and Family When Dissatisfied with a Product or Company

Given 15 Minutes to Consume Content, Two-Thirds of People Would Rather Read Something Beautifully Designed Than Something Plain

More Demand Generation Stats

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

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

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

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

30% of Demand Generation Professionals Say that Pipeline Influence is their Top Indicator

64% of B2B Marketers Generate Leads via LinkedIn

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Infographics (59%)

53% of Content Marketers Use Interactive Content in Lead Generation Efforts

Cost Per Lead Ranges from $150 to $350 on Average, with Larger Companies Paying Higher Costs Per Lead

Only 19% of Marketers Said They Are Currently using AI-Powered Applications Today, but 36% of Marketers Said They Are Planning to Deploy Them as Part of their Martech Stack in the next 12 Months