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

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

48% of Users Say That if They Arrive on a Business Site That Isn’t Working Well on Mobile, They Take it as an Indication of the Business Simply Not Caring

The Average Landing Page Form with 2 Form Fields has Higher Conversions then 1 Form Field

42% of U.S. Consumers Have Searched and Purchased Products or Services Online

Online Stores That Have a Social Presence Have 32% More Sales on Average Than Online Stores that Don’t

Peer-Created Content is the Least Likely to be Questioned. Overwhelmed Consumers Turn to Family, Peers, and Colleagues as the Most Trustworthy Content Sources

Some Online Shoppers Make Purchases From Social Media

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

Almost 60% of People Who Own a Virtual Assistant Have Used it to Make a Purchase through Voice Command

In Q3 2018, Smartphones Accounted for 61 Percent of Retail Site Visits Worldwide

More Demand Generation Stats

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

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

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

Bundled Nurturing Content Within a Resource Hub (Instead of Multiple Emails) Produced a 3X Increase in Lead to Pipeline Ratio

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

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

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

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

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

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