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

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

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

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

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

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

There Were 1.66 Billion Global Digital Buyers in 2017

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

66% of Marketers use Video in their Lead Nurturing Campaigns

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

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

More Demand Generation Stats

66% of Marketers use Video in their Lead Nurturing Campaigns

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

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

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

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

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

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

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

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

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