64% of B2B Buyers Said They Prefer Podcasts at the Top of the Funnel

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

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

Mobile Shopping Hit $2 Billion on Cyber Monday

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%)

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

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

Given 15 Minutes to Consume Content, Two-Thirds of People Would Rather Read Something Beautifully Designed Than Something Plain

At the Average Abandonment Rate of 68%, Ecommerce Sites Could be Losing $3 Billion a Year, if not more

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

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

8 out of 10 or 82% of Marketers Say Knowing How to Test Effectively is “Somewhat” or “Very Challenging”

More Demand Generation Stats

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

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

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

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

42% of Lead Gen Professionals Consider Lack of Quality Data a Major Challenge Around Quality Lead Generation

Cost Per Lead Ranges from $150 to $350 on Average, with Larger Companies Paying Higher Costs Per Lead

Converting Leads to Customers was the Top Marketing Priority for 70% of Organizations in 2017