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: Infographics (59%)

55.5% of Respondents Planned on Upping their CRO Budgets in the Coming Year

Referrals Have the Highest Conversion Rates of all Customer Acquisition Channels at 3.74%

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

There Were 1.66 Billion Global Digital Buyers in 2017

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

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

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

More Demand Generation Stats

79% of Marketers Already Using Interactive Content Plan to Increase Their Use 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%)

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

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

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

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

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

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

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