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

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

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

Only About 22 Percent of Businesses are Satisfied with their Conversion Rates

Most Companies Spend Less than 5% of Marketing Budgets on Conversion Optimization

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

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

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

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

There Were 1.66 Billion Global Digital Buyers in 2017

More Demand Generation Stats

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

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

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%)

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

53% of Content Marketers Use Interactive Content in Lead Generation Efforts

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

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

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