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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

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

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

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

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

There Were 1.66 Billion Global Digital Buyers in 2017

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

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

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

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

More Demand Generation Stats

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

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%)

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

64% of B2B Marketers Generate Leads via LinkedIn

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

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

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

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

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