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

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

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

There Were 1.66 Billion Global Digital Buyers in 2017

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

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

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

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

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

More Demand Generation Stats

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

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

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

64% of B2B Marketers Generate Leads via LinkedIn

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

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

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

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

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

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