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

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

55% of Online Shoppers Tell Friends and Family When Dissatisfied with a Product or Company

Emails with a Single Call-to-Action Increased Clicks 371%

According to Nielson, 50% of Redeemed Mobile Coupons are Captured Directly from a Retailer’s Site by the Consumer

Engagement Lost During the Body of a Video (96% of the video) is the Same Lost During the Nose (the first 2% of the video)

$1 in Every $3 of Monthly Discretionary Income is Spent Online

Once on a Company’s Homepage, 64% of Visitors Want to See The Company’s Contact Information

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

Only .25% of PPC Landing Pages Have a Video

40% of People Will Choose a Different Search Result if the First is not Mobile Friendly

More Demand Generation Stats

64% of B2B Marketers Generate Leads via LinkedIn

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

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

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%)

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

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

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

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

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

79% of Marketers Already Using Interactive Content Plan to Increase Their Use in the Next 12 Months