Want to Go Beyond the Lead — But Not Sure Where to Start?
87 New (Really) Marketing Automation Stats
This is a January 2015 update to the original April 2014 post. It’s been expanded from 70 stats to 87. We have not changed the URL to keep the integrity of inbound links.
They’re getting old.
Many of the marketing automation stats we regularly use – to make strategic decisions, craft presentations, prepare for sales calls – are getting a bit long in the tooth.
Case in point: “Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost.”
It’s a great stat that gets a lot of traction; I just found it on 3 different blog posts published within the last week.
It’s also 3 years old. (You can find it in the Q2 2011 Forrester Wave™ report.)
Here’s another popular one: “Companies that blog have 55% more website visitors, 97% more inbound links, and 434% more indexed pages.”
It’s from 2009.
Am I saying that a little age makes data irrelevant?
Not at all.
However, when it comes to digital marketing, more than 2 years (some would argue less) is perceivedas being out-dated – the difference between “latest” and “legacy” – even if the stat still holds water.
So we set off to uncover the most recent marketing stats
Our goal was two-fold:
Curate stats that were originally published no earlier than mid-2012
The results are below, with full source notation and links.
Note that many of the stats are germane to more than one category, which is testament to the new marketing landscape of blurred lines and interconnectedness. We’ve done our best to put them in their most natural spot.
Jump to the category of interest, or scroll to your heart’s content.
58% of top-performing companies (defined as those where marketing contributes more than half of the sales pipeline), have adopted marketing automation. (Forrester Research, Gauging Your Progress and Success, Dec 2013)
CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%) and get higher quality leads (76%). (Gleanster, Q3 2013 Gleanster Marketing Automation Benchmark, Aug 2013)
Companies using marketing automation see 53% higher conversion rates (initial response-to-MQL) than non-users, and an annualized revenue growth rate 3.1% higher than non-users. (Aberdeen Group, Marketing Lead Management Report, Jul 2012)
B2C marketers who take advantage of automation – which includes everything from cart abandonment programs to birthday emails – have seen conversion rates as high as 50%. (eMarketer, Email Marketing Benchmarks, Feb 2013)
Companies that use marketing automation are 3 times more likely than companies without automation to track and attribute their content-marketing efforts to multiple touchpoints (36% to 11%). (The Lenskold and Pedowitz Groups, 2013 Lead Generation Marketing Effectiveness Study, Nov 2013)
Among B2B marketing managers, the most important criteria for a marketing automation system are (1) price, (2) product integration (e.g., CRM, social, web, mobile), and (3) ease of use. (Pepper Global, Marketing Automation Trends Report 2014, Sep 2013)
Companies that have adopted marketing automation display notable advantages compared to companies that have not adopted a marketing automation system, as highlighted below. (The Lenskold and Pedowitz Groups, 2013 Lead-Generation Marketing Effectiveness Study, Nov 2013)
45% of companies with marketing automation regularly repurpose content for efficiency, compared with 28% of companies without marketing automation
54% of companies with marketing automation capture intelligence for the sales team, compared to 25% without
49% of companies with marketing automation customize content to the Buyer Journey stages, compared to 21% without
59% of companies with marketing automation are able to use intelligent targeting to trigger content, compared to 17% without
Among B2B marketers, the #1 benefit of marketing automation is generating more and better leads. Additionally, 75% of the companies using marketing automation implemented their platform in less than 6 months. (Pepper Global, Marketing Automation Trends Report 2014, Sep 2013)
Per dollar spent, content marketing produces 3 times more leads than paid search. Additionally, it costs less than paid search: 31% less for small and mid-sized companies and 41% less for large companies. (Kapost, Content Marketing ROI, Jun 2012)
DIFFERING GOALS: For B2B marketers, the top goal of content marketing is “lead generation” (80%), whereas B2C marketers cite “brand awareness” as the top goal (79%). (Content Marketing Institute, 2014 Trends reports for B2B and B2C, Oct 2013)
Among B2B buyers, only 9% consider vendor content as trustworthy. And just 4.8% of B2B buyers are willing to provide detailed information in return for white papers. (The CMO Council, Better Lead Yield in the Content Marketing Field, Jun 2013)
Companies that incorporate Responsive Design into their customer experience management programs (i.e., website, forms, email) see a 4X increase in visitor-to-buyer conversion rates and a 2X increase in company revenue compared to companies that don’t use Responsive Design. (Aberdeen Group, Responsive Design Boosts Customer Engagement Results, Apr 2014)
When comparing the eventual winning vendor to the rest of the considered vendors, 61% of respondents agreed that the winning vendor delivered a better mix of content appropriate for each stage of the purchasing process. (DemandGen, 2014 B2B Buyer Behavior Survey, Jan 2014)
Email marketing was reported as the #1 most-effective tactic for lead nurturing by top-performing B2B marketers (defined as those who reported exceeding annual revenue goals). (Forrester Research, Gauging Your Progress and Success, Dec 2013)
Email is ranked as the #1 preferred communication channel by consumers for initial introduction to a product/service, learning about a product/service, and post-purchase follow-up about a product/service. (The Economist Intelligence Unit, Mind the Marketing Gap, Mar 2013)
Over 75% of email revenue is generated by alternatives to generic one-size-fits-all email campaigns. For example, trigger email campaigns account for 21% of email marketing revenue. (DMA UK, National Client Email Report 2013, Feb 2013)
Triggered email messages are extremely effective for customer engagement and revenue, as exemplified below. (Experian Marketing Services, 2013 Email Market Study, Dec 2013)
Second abandon-cart reminders (a follow-up abandon-cart message to an initial email) garner an average 54% lift compared to just sending one abandon-cart message.
Browse emails (messages based on categories or products a customer has viewed) achieve a 3.4x increase in revenue compared to other promotional mailings.
Thank-you emails achieve a 13x increase in revenue compared to promotional mailings.
Email remains a significantly more effective way to acquire customers than social media — nearly 40 times that of Facebook and Twitter combined. (McKinsey & Company, Why marketers should keep sending you emails, Jan 2014)
Email dominates all other methods of content sharing: 88% of B2B buyers use email to share content. LinkedIn is 2nd (43%) and Twitter is 3rd (35%). (DemandGen, 2014 B2B Content Preferences Survey, Jun 2014)
Segmentation, personalization, recommendations, and the inclusion of custom database fields in email copy drive 360% higher conversion than a generic email message with a personalized salutation. These are exactly the types of communications that marketing automation helps make repeatable. (Gleanster, 5 Key Milestones for the First 30 Days with Marketing Automation, Nov 2012)
Personalized emails generate up to 6 times higher revenue per email than do non-personalized emails. (Experian Marketing Services, 2013 Email Market Study, Dec 2013)
On average, 60% of marketing leads are generated through direct/outbound marketing, and 40% through digital/inbound channels. (Aberdeen Group, Content Marketing in the L2R Cycle, Jul 2013)
Inbound marketing is cheaper than outbound, saving an average of 13% in overall cost per lead and over $14 for every new customer acquired versus the costs from outbound strategies. (HubSpot, 2013 State of Inbound Marketing Report, Feb 2013)
Prospects receive an average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer. (Aberdeen Group, Marketing Lead Management Report, Jul 2013)
74% of top-performing companies use automated lead nurturing. Among average- or less-performing companies that use marketing automation, 2/3 fail to leverage the platform’s lead nurturing capabilities. (Gleanster, Nurture Marketing for the Overwhelmed Marketer, Mar 2013)
B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads. (DemandGen, Calculating the Real ROI from Lead Nurturing, Aug 2013)
According to Bain & Company, a 5% increase in customer retention can generate a 75% increase in profitability. And it’s 6 times more costly to acquire a new customer than to keep an existing one. (Forrester Research, Competitive Strategy in the Age of the Customer, Oct 2013)
35% of companies with marketing automation regularly capture intelligence for the sales team (from their content marketing efforts), compared with 19% of companies without marketing automation systems. (The Lenskold and Pedowitz Groups, 2013 Lead Generation Marketing Effectiveness Study, Nov 2013)
A 13% collaboration advantage in defining and executing field programs
A 17% collaborative advantage in capturing insight from customers and prospects
A 12% collaborative advantage in managing leads and lead pipelines
67% of B2B marketers say lead nurturing increases sales opportunities throughout the funnel by at least 10%, with 15% seeing opportunities increase by 30% or more. (DemandGen, 2014 Lead Nurturing Benchmark Study, Oct 2014)
Nearly 4 out of 5 B2B buyers start their product research online at a search engine. Of those, 71.6% use Google. (Salesforce, The State of Demand Generation, Nov 2013)
When it comes to Customer Lifetime Value, the highest-value customers arrive through organic search (54% higher than average-value customers). (Custora, E-Commerce Customer Acquisition Snapshot, Jun 2013)
Leads gained through organic search have a 14.6% rate of close, while leads gained through outbound marketing efforts have a closing rate of only 1.7%. (Top Rank Marketing, War of Words, Jan 2013)
For ecommerce, organic search is #1 for acquiring new customers, accounting for nearly 16% of first-time-customer purchases. Social channels lag far behind, with Facebook and Twitter accounting for less than 0.25% of new customer acquisitions. (Custora,
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