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

At the Average Abandonment Rate of 68%, Ecommerce Sites Could be Losing $3 Billion a Year, if not more

61% of Companies Run Five or Fewer Landing Page Tests Per Month

You Have 10 Seconds to Leave An Impression and Tell Them What They’ll Get Out of Your Website and Company. After This Time (and Oftentimes Before), They’ll Leave

48% of People Cited That a Websites Design is the No. 1 Factor in Determining the Credibility of a Business

Only 16% of Landing Pages don’t have Navigation Bars

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

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

Americans Spend 36% of their Shopping Budget Online

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

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

More Demand Generation Stats

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

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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

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%)

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

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

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

More than Three-Quarters of Online Shoppers Would Like their Orders Shipped the Same Day

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