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 Demand Generation Stats

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

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

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

79% of B2B Marketers Credit Email as the Most Effective Distribution Channel for Demand Gen Efforts

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

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

Email Was Still the Go-to Demand Gen Channel for 67% of Marketers, but Search Grew by Almost 10% from Last Year (Moving from 41% to 50%), and Online Ads Climbed 5% (Moving from 16% to 21%)

Most Midsize to Large Organizations Average Less than 5,000 Marketing Qualified Leads (MQLs) Per Month

Organizations With Revenues Under $500 Million Have a Mean Cost Per Lead of Roughly $180; Companies With Revenues Above $500 Million Spend More Than Double That, at Roughly $430 Per Lead

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