Do You Use a Resource Hub?

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

Source
DemandGen 2017 Lead Nurturing & Acceleration Study

Topic
Lead Generation

Year
2017

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

There Will Be More Than 3.7 Billion Email Users by the End of 2017

66% of Marketers use Video in their Lead Nurturing Campaigns

7% of companies respond within five minutes of a prospect’s form submission while 50% don’t even respond until five business days later

55.5% of Respondents Planned on Upping their CRO Budgets in the Coming Year

Imagescape Saw a 160% Increase in Submissions When They Decreased Form Fields from 11 to a Mere Four

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

Marketers are Now Experimenting with Buyer Engagement through Formats other than Form Fills: Thought Leadership (65%)

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

68% of Small Businesses Don’t have a Documented CRO Strategy

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

More Lead Generation Stats

42% of Lead Gen Professionals Consider Lack of Quality Data a Major Challenge Around Quality Lead Generation

80% of new leads never translate into sales

Outsourcing lead generation generates 43% better results than in-house 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

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

66% of Marketers use Video in their Lead Nurturing Campaigns

67% of customers prefer self-service over speaking to a company representative

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

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

8% of salespeople say that their sales teams generate high-quality leads

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