Buyers are becoming more discerning and selective in the content they decide to consume. A majority (88%) agree that content producers need to focus less on product specifics and more on the value that can be brought to their business.
- 49% of B2B buyers said they now rely more on content to research and make purchase decisions;
- 64% said they prefer podcasts at the top of the funnel, while 48% said webinars were valuable to them in the mid-stage of their buying journey; and
- 66% of B2B buyers strongly agree that companies should make it easier to access their content.
More Demand Generation Stats
64% of B2B Marketers Generate Leads via LinkedIn
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%)
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
Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Video (66%)
On Average, Organizations Generate 1,877 Leads Per Month and 1,523 MQLs
66% of Marketers use Video in their Lead Nurturing Campaigns
Cost Per Lead Ranges from $150 to $350 on Average, with Larger Companies Paying Higher Costs Per Lead
Lack of Resources (Staff, Funding, Time) is the Biggest Obstacle for 61% of Marketers Working on B2B Lead Generation
64% of B2B Buyers Said They Prefer Podcasts at the Top of the Funnel
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