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Demand generation is a discipline that is constantly evolving. Buyer behavior, technological advances, and the emergence of new platforms and avenues for meaningful customer connections keep the demand marketer in an everlasting state of strategical flux.
One of the best ways to get a view of the current state of demand generation is to pay close attention to data regarding trends and insights from the industry at large. Smart demand marketers rely on data to guide their strategies and focus their efforts.Here are 13 demand generation statistics every demand marketer should know.
Fascinating Demand Generation Statistics
1. 50% of the average marketing database is useless, largely because of duplicate records (Justin Gray, CEO @ LeadMD).
Marketo Consultant Gray estimates that 50 percent of marketing database content is useless, a finding supported by Integrate’s discovery that 33 percent of contacts in marketing databases are duplicates. Records that don’t represent real opportunities can cost firms between tens and hundred of thousands of dollars each year to support bloated database usage. While demand generation budgets are rising at many firms, lead data validation technologies can divert these dollars away from databases to other demand generation tactics.
2. Converting leads to customers is the top marketing priority for 70 percent of organizations in 2017 (HubSpot, State of Inbound)
Success for many demand marketers is no longer defined by the quantity of leads generated. For many B2B teams, success measures are now defined by lead-to-customer conversion rates or other full-funnel metrics. Increasingly, marketers are responsible for supporting the customer’s entire journey through tighter alignment with their organization’s sales and customer success teams.
3. Only 56% of B2B organizations verify leads before they’re passed to sales (Marketing Sherpa).
Low-quality leads can be a source of conflict between B2B marketing and sales teams. Disparate leads sources at the top-of-the-funnel can also be a leading cause of “spreadsheet hell,” or time-consuming manual lead entry into the customer relationship management (CRM) database. Thank goodness, there are data quality solutions that enable marketers to verify lead data before it is injected into core marketing and sales systems.
4. B2B marketing teams often spend upwards of 40 hours a month formatting and processing leads for database upload. (Integrate, The Cost of a Bad Lead).
Time spent manually formatting leads takes away from strategic initiatives, such as optimization or helping sales close customers. It can also detract from an organization’s ability to follow-up with leads in a timely manner, leading to revenue risks. When armed with integrated demand marketing tools that enhance lead data attributes and standardize data for entry, demand marketers can gain significant efficiencies.
5. 54%of B2B marketers measure success via revenue-based quotas, while 45% measure success through lead-based quotas (NetLine).
While lead generation matters, it’s not the only success metric that matters in a demand marketing program. The latest survey from NetLine supports the fact demand generation is on its way to becoming B2B revenue marketing.
6. 79% of B2B marketers credit email as the most effective distribution channel (Content Marketing Institute).
While email still Go to the full article.
Source:: Business 2 Community