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

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

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

Once Your Page Loads, Users Form An Opinion in .05 Seconds

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

64% of B2B Marketers Generate Leads via LinkedIn

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

Lack of Resources (Staff, Funding, Time) is the Biggest Obstacle for 61% of Marketers Working on B2B Lead Generation

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

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

34% of online shoppers are Gen Xers and are between 35 and 54 years old

More Demand Generation Stats

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

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

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

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

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

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

54% of B2B Marketers Measure Success Via Revenue-Based Quotas, While 45% Measure Success Through Lead-Based Quotas