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: Video (66%)

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

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 Were 1.66 Billion Global Digital Buyers in 2017

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

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

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

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

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

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

More Demand Generation Stats

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

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

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

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

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Infographics (59%)

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

Most Midsize to Large Organizations Average Less than 5,000 Marketing Qualified Leads (MQLs) Per Month

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

64% of B2B Marketers Generate Leads via LinkedIn

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