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

Statistic Info

Think about the last time you took an online assessment or used a web-based calculator. You were probably engaged and learned something useful. It was an “experience,” right?

According to Content Marketing Institute’s latest research, nearly half (46%) of marketers surveyed are using interactive content. Their top reason for doing so? Engagement – followed by educating the audience, creating brand awareness, and lead generation.

More marketers beginning to use interactive content

More than half of the respondents (55%) report that they’ve been using interactive content for fewer than three years (versus 47% last year), indicating more new entrants in the survey. These newer users indicate that 13% of the total content they produce, on average, is interactive.

The longer a company has been producing interactive content, the more likely it is to produce more: Those with three or more years of doing so say that interactive content on average comprises 24% of the total content they produce.

Furthermore, the use of interactive content will continue to rise: 79% of those that use it say they plan to increase their use in the next 12 months (last year, 75% said they anticipated an increase).

More 2017 Stats

68% of Small Businesses Don’t have a Documented CRO Strategy

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

There Will Be More Than 3.7 Billion Email Users by the End of 2017

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

Most Companies Spend Less than 5% of Marketing Budgets on Conversion Optimization

The Average Conversion Rate of Visitors Who Saw User Generated Content (UGC) is 161% Higher Than Those Who Didn’t

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%)

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

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

More Demand Generation Stats

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

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

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

64% of B2B Marketers Generate Leads via LinkedIn

66% of Marketers use Video in their Lead Nurturing Campaigns

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

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%)

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