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

Statistic Info

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 2018 Stats

96% of Marketers Say ‘Segmentation’ is the Most Powerful Method of Improving Conversion Rate

Only About 22 Percent of Businesses are Satisfied With Their Conversion Rates

Calls to Businesses are Worth 3X More Than Clicks to Websites

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

As of Q2 2018, 2.86 Percent of E-Commerce Website Visits Converted into Purchases

Gmail is the Most Popular Email Platform, Commanding 46.77% of the Marketshare

48% of People Cited That a Websites Design is the No. 1 Factor in Determining the Credibility of a Business

72% of Shoppers Return 10% or Less of Purchases

68% of Consumers Said They’d Rather Learn About a Company’s Products Via Short Videos and Demonstrations

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

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