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

Statistic Info

The expectations around marketing’s contribution to revenue continued to climb with this year’s survey. When asked what percentage of revenue would be attributed to marketing-sourced leads:

• 28% said between 26% to 50%;

• 27% said between 11% to 25%;

• 18% said less than 10%;

• 11% said between 50% and 75%;

• 6% said between 75% and 100%; and

• Only 9% said they don’t track this data. The increased pressure to drive growth and attributable revenue has been a consistent challenge for marketers in recent years, and this year’s survey showed there are no signs of that abating.

More 2018 Stats

Americans Spend 36% of their Shopping Budget Online

Call-To-Actions That Are Surrounded By More Negative Space and Less Clutter Increases a Company’s Conversion Rate by 232%

As of Q2 2018, 2.86 Percent of E-Commerce Website Visits Converted into Purchases

Personalized Call-To-Actions Convert 42% More Visitors into Leads than Generic CTAs

A ReadyCloud Report Finds that 45% of Retail Internet Minutes were Spent Using a Desktop

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

Increasing Your Website Loading Speed Can Prevent The Loss of 7% of Possible Conversions

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

Only .25% of PPC Landing Pages Have a Video

E-Commerce Sales Accounted for 11.9% of All Retail Sales Worldwide

More Demand Generation Stats

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

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

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

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

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

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%)

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns