66% of Marketers use Video in their Lead Nurturing Campaigns

Statistic Info

With sales cycles averaging between six and nine months, lead nurturing is becoming an even bigger priority for B2B marketers. According to Demand Gen Report’s 2017 Lead Nurturing & Acceleration Survey Report, nearly three quarters of B2B organizations said they are now delivering nurture campaigns on a weekly (38%) or every other week (36%) basis.

Nurture campaigns are also presenting a wider menu of offerings as well, with the majority average of 3-10 touches (68%). The most popular types of nurture campaigns, according to respondents, were early stage (cited by 75%), warm-up campaigns and lead qualification programs (both cited by 46%).

However, while marketers in 2016 said that their nurturing efforts were improving compared to 2015, results from this year’s survey showed a decline in how B2B companies view their nurture efforts.

More 2017 Stats

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Thought Leadership (65%)

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

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

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

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

Imagescape Saw a 160% Increase in Submissions When They Decreased Form Fields from 11 to a Mere Four

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

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

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

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

More Demand Generation Stats

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

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

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

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%)

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

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

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

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%)

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Thought Leadership (65%)