The world of digital marketing is constantly changing. Whether it’s a global pandemic, racial unrest, political upheaval, new channels and apps, demographic shifts, or changing consumer dynamics – the job of today’s marketing leaders is not getting easier.
Curious about how marketing is shaping up? Or how your marketing strategy is performing against other companies? And what’s working for other marketers or is keeping them up at night? A great way to increase your chances of success as a business and a brand is to understand the latest digital marketing statistics.
Here, we have a collection of 300+ amazing marketing stats on everything from content marketing to digital advertising, mobile marketing, social media, marketing budget and spending, lead generation and customer experience. Hopefully most of these marketing stats will help you to prove that your marketing strategy, digital and advertising campaigns are on-trend, relevant, and effective.
Take a look at the data and the numbers. Maybe you can use some of these in your next budget meeting. I hope this will be a great reference tool and source of inspiration and insights to inform your marketing strategy this year.
A few things to note:
We’ve broken the stats into some of the relevant categories within digital marketing and consumer trends related to marketing.
We’ve also tried to use statistics that are no more than two years old unless otherwise noted.
We linked to the best available “source” but it takes a lot of time and is very difficult to verify the original source of some of these.
By ‘we” I mean my 17-year old daughter who helped me a ton with the research. But I paid her. Isn’t that nice?
Here are 300+ Digital Marketing Stats to drive your marketing strategy…
Content Marketing Stats
On average, inbound marketing overheads 62% less per lead than outbound marketing, which is more traditional. (HubSpot)
26% of adults are almost always online. That percentage is part of the 77% of US adults who are online daily. They tend to go online between once and numerous times a day. (Pew Research Center)
The global population is just over 4 billion which includes 3.7 billion mobile internet users. Overall, there are 3 billion social media users. (Statista)
91% of B2B marketers utilize content marketing to reach customers. Additionally, the 2018 B2C content marketing stats from the CMI reveal that 86% of B2C marketers believe content marketing to be a key strategy. (Content Marketing Institute)
Content is one of the most efficient ways to promote a business. Almost half of all marketer’s plan to use content to reach their consumers. Content Marketing Institute
60% of B2C marketers are committed to content marketing. (PointVisible)
63% of businesses do not have a recorded policy on content. (MarketingProfs/CMI)
32% of marketers believe that their content creation workflow is impartial or poor. (CMI)
60% of people find it difficult to consistently produce content. Our own content frequency research shows why this is so important. (Optinmonster)
Nearly 65% of people find engaging content difficult to produce. (Optinmonster)
The percentage of internet users that conduct product research online is about 78%. (WPforms)
Approximately 200 million Americans have signed up on FTC’s “Do Not Call” list. (WPforms)
75% of marketers saw positive returns from their content marketing efforts. (Contently)
Only 12% of marketers believe they have “high-performance” content marketing engines. (Contently)
Marketers who blog are 13 times more likely to generate ROI. (Contently)
74% of readers trust educational content from brands as long as it doesn’t push a sale. (Contently)
Two-thirds of readers have felt deceived upon realizing a piece of content was sponsored by a brand. (Contently)
56% of marketers claim personalized content drives higher engagement. (Contently)
88% of B2B companies use content marketing. (Forbes)
B2B brands that connect with their buyers on an emotional level earn twice the impact over marketers who are still trying to sell business or functional value. Buyers feel a much closer personal connection to their B2B brands than to consumer brands. (LinkedIn Pulse)
Potential B2B buyers who feel a “high brand connection” are 60% more likely to consider, purchase and even pay a premium than “low brand connection” competitors. (LinkedIn Pulse)
93% of B2B companies say content marketing generates more leads than traditional marketing strategies. (Forbes)
79% of B2B buyers share white papers with their coworkers. (Optinmonster)
HubSpot’s top lead magnet ebook was shared over 12,000 times in a year. (Overthink Group)
72% of marketers say that content marketing sparks engagement growth. Additionally, 72% say it has ultimately increased the number of leads. (CMI)
Approximately 66% of people have discovered a new business on Twitter. (Optinmonster)
Nearly 69% of consumers bought something because of a tweet they read on Twitter. (Optinmonster)
About 94% of people plan to make a purchase from an industry they follow on Twitter. (Optinmonster)
93% of marketers perceive interactive content as effective, according to GO-Gulf. And roughly 88% of marketers will make 10-30% of their content interactive this year. (GO-Gulf ; Optinmonster)
Blogging Stats
Companies that blog tend to reach 55% more web traffic. (WPforms)
About 57% of industries have gained a customer through their business blog. (WPforms)
Content marketing lead generation figures show that most marketers blog as one of their key content marketing strategies. Optinmonster
Blog posts are among the most shared content online. (OkDork)
Blog content creation is a top priority for marketers. (Hubspot)
The most effective way to blog is to post titles with 6-13 words in order to drive the most traffic. (Orbitmedia)
Nonetheless, if you really want to increase those social shares, you will need to write longer posts. Posts that reach the highest number of shares are more than 3,000 words long. (Okdork)
SEO and Organic Search Stats
95% of people only look at the first page of search results which is why content is worth optimizing. If your content appears on the second page, most people will not see it. (Brafton)
Half of the clicks on SERPs go to the top 3 results. (Ignite Visibility)
An estimated 72% of online marketers describe content creation as their most efficient Search Engine Optimization method. (isitwp)
On average, Google receives more than 77,000 searches per second. Internet Live Stats
About 67% of clicks are directed to the first 5 results shown in search engines. (Advanced Web Ranking)
About 90% of website pages acquire zero organic traffic from Google. (Databox)
According to Propecta, “ 50% of search queries are 4 words or more.” (Propecta)
Roughly 12% of search queries have a highlighted Snippet box in their Google search results. (Ahrefs)
Approximately 64% of marketers invest in SEO strategies and tactics. (HubSpot)
Re-posting can boost the amount of monthly organic search views of published blog posts by an average of 106%. (HubSpot)
Accurate and keyword-rich copy helps to rank high in search. (HubSpot)
In order to improve website performance, the best technical search engine optimization method used by markers is enhancing mobile performance. (HubSpot)
Approximately 49% of consumers say they use Google to discover new products. (Think with Google)
More than half of Google searches (50.33%) now end without a click on a result. (Sparktoro)
Google utilizes 810 rare SERP features. Of the unique features, 161 are found on more than 0.2% of keywords. (seoClarity)
On average, Google image results have a CTR of 0.21%, however it varies extensively by industry. (seoClarity)
Voice Search Stats
On average, 65% of 25-49-year old’s talk to their voice-enabled devices at least one time a day. (PWC)
Approximately $40 billion in the U.S. and $5 billion in the U.K. is spent through voice commerce. (OC&C Strategy Consultants)
Nearly 62% of the US population aged 12 years and older utilize voice-operated assistants.(Edison Research)
The percentage of Americans aged 18 and up have purchased a car that contains an in-dash info and entertainment system. (Edison Research)
Marketing Analytics Stats
45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (Contently)
Less than 30% of small businesses use website analytics, call tracking, or coupon codes. 18% of small businesses admit to not tracking anything at all. (MediaPost)
One-third of marketers say they don’t know which digital marketing channel has the biggest positive impact on revenue. (MarketingProfs)
Audio and Podcast Marketing Stats
Podcasting has become extremely essential in reaching a specific target audience. 45% of global internet users aged 25-34 listen to podcasts. (Statista)
In the United States specifically, roughly 1 in 5 Americans listen to audiobooks, and 40% listen to podcasts. (Pew Research Center)
15% of those listeners tune in to a podcast at least once per week. (Here are a few marketing podcasts you can add to your playlist.) (Edison Research)
Podcast Insights suggest that 49% of podcast listening happens at home, while 22% of people listen in their car. This may be why the State of Inbound report revealed that 11% of marketers plan to start their own podcast program. (Podcast Insights)
Video Marketing Stats
Images help to increase content marketing effectiveness because they help sites reach more views with a larger audience. Additionally, images assist in spreading your message and tend to get more shares. (Jeffbullas)
The types of images you can use are endless! However, a good place to start is with infographics OKDork confirms that infographics are the most shared content type, and according to Forbes, roughly 84% of those using them find the images effective. (Forbes)
According to the State of Inbound report, marketers are focusing more on videos. Nearly 48% of marketers are making YouTube video a top priority, while 46% plan to focus on Facebook video. (Optinmonster)
Approximately 40% of millennials trust videos, and “half of those aged 18-34 admit that they would stop what they are doing to watch a new video.” (Think with Google)
According to CMI’s content marketing statistics, 72% of B2B marketers and 76% of B2C marketers utilize video because of its efficiency. Aberdeen Group notes that marketers who use video tend to get 66% more lead per year. (Optinmonster)
Webinar Marketing Stats
59% of registrations occur in the last week before the webinar date. Additionally, 33% of webinar signups occur on the day of the webinar, which demonstrates the importance of getting your webinar timing right to attract more attendees. The most popular time for signups is 12PM Pacific/3PM Eastern. (GoToWebinar)
According to Bizible, a third of registrants watch the webinar replay. BrightTalk also says that 47% of on-demand views occur within 10 days after the original webinar date. (bizibl; BrightTALK)
Wyzowl conducted a survey for marketers who had hosted or taken part in a webinar. 87% found the webinar to be effective, and 49% plan to host or participate in a webinar this year. (Wyzowl)
93% of marketers perceive interactive content as effective, according to Go Gulf. And roughly 88% of marketers will make 10-30% of their content interactive this year. (GO-Gulf )
Conversion Rate Optimization (CRO) Stats
Statistically, the percentage of marketers using landing page A/B tests to improve lead generation conversion rates is listed at only 17%. (HubSpot)
Conversion rates are affected within the first five seconds of a website’s page-load time. With every additional second of load time, website conversion rates drop by approximately 4.42%. (Portent)
According to a Databox survey, SEO was considered better than PPC for driving sales by 70% of respondents. (Databox)
Landing pages have the highest conversion rate at 23%, even though they are the least popular type of signup form. On the other hand, popups have the second-lowest conversion rate at 3% despite their status as the most popular signup form. (Omnisend)
Global B2C ecommerce sales totals 4.5 trillion. (Shopify)
51% of buyers surveyed say they use Google to analyze potential online purchases. (Think with Google)
Approximately 59% of consumers surveyed say that being able to shop on a mobile phone is vital when choosing which brand or retailer to purchase from. (Think with Google)
Over a two-year period, mobile searches for “____ near me today/tonight” grew by over 900%. (Think with Google)
Roughly 60% of smartphone users have been able to reach a business directly by using the “click to call” option in their search results. (Think with Google)
Within a two- year period, there was a 200%+ growth in mobile searches for the terms “open” + “now” + “near me.” (Think with Google)
According to survey statistics, 46% of buyers verify inventory online before going into a store. (Think with Google)
70% of buyers surveyed say that the ability to shop in-person at a brick and mortar store is vital when choosing which brand or retailer to purchase from. (Think with Google)
An average lead generation form contains approximately 11 fields. (PAGEWIZ)
Conversions can be improved by 86% by using visual content such as videos on landing pages. (Techjury)
For every $92 spent on gaining a new client, just $1 is then spent on attempts to convert the customer. (Econsultancy)
Approximately 74% of conversion rate optimization programs promote sales growth. (MarketingSherpa)
Conversion rate satisfaction is only found in 22% of businesses.(VWO Blog)
Call to Actions (CTAs) that are personalized convert 42% more visitors than unpersonalized CTAs. (Hubspot)
The most popular method of conversion rate optimization is A/B testing. (Econsultancy)
A one second delay in your website speed can ultimately reduce conversions by 7%. (Neil Patel)
According to Venture Harbour, 300% more conversions can be produced through multi-step forms in WordPress. (Venture Harbour)
Asking for personal information, such as a phone number, dramatically reduces conversion rates. (WPForms)
Mobile Marketing Stats
The percentage of U.S. internet users that use more than one device when going online is around 87%. (Think with Google)
Approximately 60% of smartphone consumers have contacted a corporation directly using the search results (e.g. “click to call” option). (Think with Google)
Nearly 25% of businesses invest in mobile optimization as a top search engine optimization approach. (HubSpot)
39% of smartphone consumers are more inclined to browse or shop a brand’s mobile app because the purchase process is easier or faster. (Think with Google)
Search traffic on mobile devices tend to be higher than on desktops. By the end of the year, about 52% of all web traffic will be mobile. (StatCounter)
1 in 10 Americans only use smartphone devices, which means mobile marketing is the main way to reach them. (Pew Research Center)
70% of media time and 79% of social media time happens on mobile devices. (Marketing Land)
If your business is interested in email marketing, it is important to note that mobile email opens increased 30% in the last year. (Campaign Monitor)
Within the last two years, Google research has shown that comparison searches using the word “best” have grown by 80%. (Think with Google)
Approximately 53% of website visitors will exit in less than 3 seconds if your content does not load, which is why it is vital to enhance your website and content for mobile conversions. (Optinmonster)
Voice search is becoming more vital, yet 62% of industries haven’t adjusted to it. (PR Newswire)
In the US, 96% of people own a mobile phone. (Pew Research Center)
According to Pew Research Center, “people spend over 3.5 hours per day on their mobile devices.” (Emarketer)
About 51% of consumers have completed an online transaction with a smartphone. (Pew Research Center)
Statista states, “93% of Millennials have compared online deals using a mobile device.” (Statista)
There are 5.11 billion unique mobile users in the world. (We are Social)
On average, iPhone clients spend more than Android or Window consumers on a typical order. (Invesp)
56% of all online traffic comes through a mobile. (comScore)
59% of B2B buyers use smartphones to research B2B products and services. (Panvista Mobile via SCORE Philadelphia via PureB2B)
Less than 8% of total B2B product sales are closed directly online, versus 15% for B2C products. (The CMO Survey)
Social ad spending has doubled over the past two years. (iMedia Connection)
Digital video ad spend will exceed TV ad spend for the first time this year. (Contently)
70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads. (Vidyard)
Prospects who are retargeted to are 70% more likely to convert. (HubSpot)
68% of companies have integrated mobile marketing into their overall marketing strategy. (Salesforce)
58% of companies surveyed have a dedicated mobile marketing team. (Salesforce)
40% of all online shopping purchases now happen on mobile devices. (IMRG)
66% of people subscribed to mobile marketing have made a purchase after receiving a text message. (Responses)
Apple’s Safari makes up 55% of the mobile browsing share. (Contently)
Only 45% of businesses are conducting mobile marketing with mobile websites (70%), mobile applications (55%), and QR codes (49%) as the most common tactics. (StrongView via PureB2B)
About 50% of B2B vendors sell through mobile (including stores and applications). (MarketingCharts via PureB2B)
Mobile apps play a significant role in content marketing, according to 83% of B2B marketers. (e-Strategy Trends via PureB2B)
Half of B2B buyers are using smartphones for business purchases — with 40% of these purchases directly influenced by such devices. Conversely, the allocation for mobile in digital marketing only amounts to 3%. (Webbiquity via PureB2B)
Email Marketing Stats
Various studies confirm that email marketing has a return on investment of around $40 for every dollar spent.
There are lots of ways to communicate in today’s digital world, however email remains the most popular: (Optinmonster)
74 trillion emails are sent in a year. (Optinmonster)
Nearly 90% of US adults use email. (Statista)
About 95% of all professionals use an email platform. (Optinmonster)
A/B testing boosts email marketing conversions by approximately 49%. (Campaign Monitor)
About 47% of marketers claim that they sometimes will test different subject lines to improve overall email performance. (MarketingProfs)
Subject lines are 22% more likely to be opened if they are personalized. (WPForms)
Nearly 70% of marketers claim that their highest-performing emails were sent from an individual person, not a specific brand. (Databox)
Approximately 47% of emails are opened or rejected based exclusively on their subject line. (WPForms)
About 56% of brands that include an emoji in their email subject line (Forbes)
Email subject lines that are written with immediacy and individuality tend to obtain a 22% higher open rate. (WPForms)
Nearly 70% of those aged 45 and up were receptive to humor in email subject lines, however humor is not as likely to work on younger cohorts. (Marketing Land)
Emails that contain subject lines with 6-10 words have the highest open rate. (Invesp)
Generally, email marketing has a 4400% average return on investment rate. Optinmonster)
On average, welcome emails have an 82% open rate. (GetResponse)
According to HubSpot, “91% of email users have unsubscribed from a company email they previously opted-in to. (Hubspot)
Over 102.6 trillion emails are exchanged every year, and that number is gradually increasing. (Statista)
Roughly 49% of all email messages are opened on mobile devices. (IBM)
More than half (54%) of emails are classified as spam. (Statista)
Tablet and PC mobile users are listed as being the least likely to engage with emails. (Impact of Mobile Use on Email Engagement)
The percentage of marketers that claim targeted personalization will increase buyer engagement is 74%. (WPForms)
About 95% of the industries that utilize marketing automation are capitalizing on email marketing. (Regalix)
27% of the most frequently opened emails related to hobbies. (HubSpot)
About 49% of buyers claim they would like to receive weekly promotional emails from their favorite brands. (Statista)
Only 30% of brands utilize personalized emails, yet they get 6x Higher Transaction Rates. (Experian Marketing)
According to Marketing Sherpa, “60% of consumers subscribe to a brand’s list to get promotional messages and deals. (MarketingSherpa)
In order to reduce form abandonment, send 3 abandoned cart emails instead of one. This will result in 69% more orders. (Oberlo)
Half of small and medium-sized businesses utilize marketing automation technology to lead campaigns. (Statista)
Roughly 88% of buyers who are willing to disclose personal information want transparency about how GDPR is used. (DMA)
Over half of society checks their email before doing anything else online. (Optinmonster)
Social Media Marketing Stats
The percentage of shoppers who trust family and friend advice over businesses is approximately 81%. (Hubspot)
About 90% of people claim that reading positive online reviews will often influence their buying decisions. (WPForms)
The most successful content marketing strategies are considered to be customer recommendations and case studies. (Pardot)
According to Econsultancy, “product reviews are 12x more trusted than product descriptions and sales copy written by manufacturers.” (Econsultancy)
About 70% of online customers research product reviews before deciding to make a purchase. (Optinmonster)
According to WPForms, “the number of marketers who say Facebook is “critical” or “important” to their business has increased 83%.” (WPforms)
The most efficient styles of B2B content are social media posts. (Pointvisible)
74% of individuals who have a Facebook account use it solely for professional purposes. Within those Facebook users, about 75% visit the site once daily. (Pew Research Center; Optinmonster)
Key channels that target older online users are Facebook and YouTube. Whereas, the younger demographics use Snapchat and Instagram the most. (Pew Research Center; Optinmonster)
57% of all content is shared on Facebook. (Optinmonster)
People use YouTube primarily for solutions, entertainment, and learning new things. (Think with Google)
Let’s take a closer look at some social media stats for these specific channels below:
Facebook
71% of all Internet users are on Facebook, with more than half (56%) of all online adults 65 and older use Facebook. (Pew Research)
There are 968 million active daily users on Facebook. Users spend on average 20 minutes per day on the site. (Infinit Datum)
91% of millennials (aged 15-34) are on Facebook. (Infinit Datum)
70% of Facebook users engage with the site daily, and nearly half (45%) do so several times a day. (Pew Research)
Just 28% of Internet users say they use only one social networking site. But of those users, 79% are on Facebook. (Pew Research)
93% of small business owners/marketers use Facebook, ahead of Twitter at 79%. (Social Media Examiner)
While 92% of small businesses agree that social media is important for their business and that the majority use Facebook for their social media marketing, most also report that they don’t know whether their Facebook activities are working or not. (Social Media Examiner)
96% of B2C and 88% of B2B companies use Facebook for marketing. (Statistica)
Most B2C marketers (56%) say Facebook has generated some revenue for their business. (MarketingProfs)
Among the 50 largest global companies, none of their CEOs are active on Facebook. (MarketWatch)
Globally, 30% of people have liked a brand’s Facebook page. (Link Humans)
Facebook users “like” almost 4.2 million posts every minute. (DR4WARD)
21% of consumers say they unfollow brands that post repetitive or boring content. 19% say they would unfollow a brand on Facebook if the brand posted too often (more than six times a day). (SocialTimes)
For every 100k followers on Facebook, only 130 people will click on an organic post. (Contently)
78% of marketers are satisfied with their Facebook ads. (Contently)
LinkedIn
LinkedIn is the largest professional network, with more than 380 million members in 200 countries and territories. The heaviest users are aged 30-64. (Infini Datum; Link Humans)
57% of LinkedIn users are male. (Link Humans)
Even though Facebook is the most important social network to marketers overall, LinkedIn is the top choice for B2B marketers—41% say it’s the most important network they use. (V3 Broadsuite Blog)
81% of B2B marketers use LinkedIn to help launch new products. (Infini Datum)
74% of B2B decision makers use LinkedIn to help make purchasing decisions. (Marketing Think)
Just 18% of B2B SMB marketers are using LinkedIn ads. These same marketers are using Facebook ads at a rate of 75%. (Social Media Examiner)
73% of Fortune 500 CEOs with only one social network listed LinkedIn as their preferred choice. (MarketWatch)
There’s an average 45% increase in engagement when a LinkedIn post contains a link, a 50% increase in comments when a post contains a question, and a 98% increase in comments when the post contains an image. (DMR)
Twitter
Twitter has 302 million active users per month, with 36% of Twitter users who visit the site daily. (Pew Research; Link Humans)
Every minute, Twitter users post more than 347,000 tweets. (DR4WARD)
23% of adult Internet users are on Twitter. (Infini Datum)
88% of B2B marketers in North America use Twitter for content distribution. (DMR)
46% of Twitter users follow news organizations, reporters or commentators. (Infini Datum)
Pinterest
Pinterest has 47 million active monthly users worldwide. (Infini Datum)
Women still dominate Pinterest – 42% of online women now use the platform, compared with 13% of online men. (Pew Research)
80% of Pinterest users are women, and they account for 92% of all pins. (Link Humans)
Every minute, Pinterest users pin more than 9,700. (DR4WARD)
The most popular topic on Pinterest is food, which accounts for 57% of all pins. (DMR)
Instagram
There are more than 400 million active monthly users on Instagram. (Infini Datum)
75% of users live outside the US. (Infini Datum)
30% of all U.S. social media users are on Instagram. (DMR)
90% of Instagram users are under age 35, and about a third of all U.S. teens consider Instagram to be their favorite social network. (DMR)
Roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half of all Instagram users (49%) use the site daily. (Pew Research)
Every minute, Instagram users “like” more than 1.7 million photos. (DR4WARD)
There are 3.5 billion “likes” on Instagram daily. (Infini Datum)
32% of U.S. companies with 100 employees or more used Instagram for marketing activities last year. That number is predicted to increase to nearly 49% this year and 70.7% next year. (MediaPost)
B2C marketers are more likely (49%) than B2B marketers (32%) to say they plan to increase activities on Instagram this year. (Infini Datum
Social Selling Stats
Nearly 78% of salespeople who utilize social media perform better than their colleagues. (Screwpile Communications)
The majority (98%) of sales representatives with 5000+ connections on LinkedIn tend to meet or exceed sales quotas. (The Sales Benchmark Index)
Outbound selling tactics of cold calling have a low success rate at 2.5%. (Keller Research Center)
IBM increased their sales by 400%, due to the implementation of a social selling program. (IBM)
Worldwide, there are over 1.5 billion social media users. (McKinsey and Company)
About 77% of business to business clients refuse to speak to salespeople until they have conducted their own research. (Corporate Executive Board)
According to IBM, “55% of buyers do research via social media.” (IBM)
According to Hubspot, “only 7% of respondents surveyed said that social selling was a top priority for their sales organization.” (Hubspot)
Once a salesperson is involved, up to 90% of the sales process could essentially be accomplished by social selling. (Forrester)
Approximately 87% of B2B buyers admit they have had a positive impression of a salesperson if they were previously introduced to them through someone in their network. (LinkedIn)
84% of business executives utilize contacts and information from their social networks as part of their acquisition process. (IDC)
Roughly 31% of B2B professionals claimed that social selling permitted them to build deeper connections with their clients. (SuperOffice)
Marketing and Ad Spend Stats
After SEM, which is at 47% of total digital marketing spend, online display advertising (banner ads, re-marketing, and re-targeting) is expected to nab the second biggest share of digital spend at about 34% of total online spending, and about 10% of the total marketing budget.
The top three responsibilities of B2B marketers, in order of importance, are brand and positioning, lead generation and brand communications. But two years from now B2B marketers expect the top three will be understanding buyers, marketing technology tools and market/competitor analysis. (eMarketer)
Marketing accounts for 10% of total B2B company spending on average, and 6% of total revenue. (The CMO Survey)
In B2B product companies, marketing staff on average account for about 3% of total employees. But they make up 11% of the workforce in B2B services. (The CMO Survey)
While marketers are spending more on programmatic advertising, 44% of B2B marketers say they don’t understand, or have a small amount of knowledge, about how programmatic works. “Lack of understanding” was cited as the top challenge in using programmatic for 47% of B2B marketers. (MediaPost)
Display Advertising Stats
Standard banner ads have a 0.12% click-through rate. (Contently)
56% of display ads are never seen by actual humans. (Contently)
The average click-through rate of display ads across all formats and placements is 0.06%. (HubSpot)
54% of users don’t click banner ads because they don’t trust them. (BannerSnack)
Mobile banner ads have a 0.14% click-through rate. (Contently)
Ad blocking grew by 41% year over year in the past 12 months. (Contently)
45 million U.S. web users have enabled an ad blocker. (MediaPost)
In Europe, around 77 million people now block ads. (MediaPost)
28% of users say they try to hide their activities from advertisers – second only to criminals. (Contently)
Native ads are viewed 53% more than banner ads. (HubSpot)
Lead Generation & Nurturing Stats
Nearly 45% of companies send their leads at least 1 email a week. (Databox)
Over 35% of B2B marketers surveyed have started a lead nurturing approach. (Invespcro)
About 63% of marketers claim their main content challenge is ultimately driving traffic and creating leads. (Omnicore)
According to Databox, “40-70% of business qualified leads are not yet ready to buy.” (Databox)
About 20-40% of webinar attendees eventually become leads. (OptinMonster)
Approximately 80% of new leads will never turn into sales. (Invespcro)
On average, industries that excel at lead nurturing produce 50% more sale ready leads at a 33% lower cost. (Invespcro)
About 66% of people say that email nurturing is the best way to re-engage leads. (Databox)
Content marketing is used for lead generation by 83% of B2B marketers. (Content Marketing Institute)
68% of B2B companies are still struggling with lead generation. (CSO Insights via Lattice Engines via PureB2B)
Only 5-10% of qualified leads successfully convert for marketers. (B2B Technology Marketing Community via PureB2B)
Lead generation strategies were only successful for 13% of business in accomplishing their main objectives. (Ascend2 Lead Generation Benchmark Report via PureB2B)
Increasing the quality of leads is the top priority for a majority (68%) of B2B professionals, followed by increasing lead volume (55%). (B2B Technology Marketing Community via PureB2B)
68% of B2B marketers ranked “generating high-quality leads” as their top priority last year, with 59% also said that was their biggest challenge. (MediaPost) Another study confirmed this fact and found that 61% of B2B marketers surveyed find high-quality lead generation as their biggest challenge. (B2B Technology Marketing Community via PureB2B)
Most marketers are not satisfied with the effectiveness of their lead-generation programs. 80% report their efforts are only “slightly” or “somewhat” effective, and only 16% rate their efforts as “very” or “extremely” effective. 4% say their lead-generation programs as not effective at all. (MediaPost)
A CRM system is believed by 84% of companies to be beneficial in determining the quality of leads. (Demand Metric Research Corporation via Direct Marketing News via PureB2B)
25% of marketers don’t have any idea of their conversion rates. (B2B Technology Marketing Community)
Verifying business leads before passing it to the sales team is conducted by only 56% of B2B companies. (MarketingSherpa)
With 61% of B2B marketers immediately forwarding leads to sales, qualified leads only amount to 27%. (MarketingSherpa)
Lead generation outsourcing is 43% more efficient than generating leads in-house because of their expertise. (Fearless Competitor)
Only 57% of B2B firms consider converting leads into paying customers as their top priority when devising their marketing campaigns. (HubSpot)
Through the success of content marketing, 49% of B2B marketers follow up with quality sales leads for further assessment. (Content Marketing Institute)
Between 28% and 35% percent of B2B leads come from marketing, while 45% to 52% on average are generated by sales teams. (Direct Marketing)
Live events, including conferences, trade shows and forums, remain the top lead generation source for B2B marketers. (MediaPost)
Marketers cite white paper and eBook downloads as the top producers of B2B leads. Other top calls to action included contact forms (39%), webinars (37%) and free trials (35%). (MediaPost)
67% of B2B marketers who use lead nurturing see a 10% or greater increase in sales opportunities throughout the funnel, and 15% see opportunities increase by 30% or more. (Iconsive)
Expertise in lead nurturing results in a 50% increase in sales-ready leads, along with a 33% decrease in its cost. (Forrester Research)
More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause. (MarketingSherpa)
Outbound leads cost 39% more than inbound leads. (HubSpot)
Marketing Automation Stats
B2B marketers who implement marketing automation software see their contribution to the sales pipeline increased by an average of 10%. 63% of companies that are growing faster than their competitors use marketing automation. (Iconsive)
68% of best-in-class companies use lead scoring (a marketing automation feature), in comparison with 28% of laggard organizations. (Iconsive)
37% of marketers state that budget constraints hinder them from conducting an efficient marketing automation strategy. (Pepper Global via PureB2B)
Customer Experience Stats
B2B marketers believe customer experience, personalization, and big data hold the most promise over the next five years. 22% of B2B marketers surveyed named customer experience as the greatest opportunity.(Econsultancy and Adobe via PureB2B)
83% of CMOs stated that their organizational culture is crucial in the team’s productivity and quality of services they deliver. (Spencer Stuart via PureB2B)
Approximately 90% of B2B companies are likely to switch partners even with just one single bad experience. (CMO.com via PureB2B)
Only 45% of B2B marketers are confident that they have decent, if not high, levels of customer centricity. (FierceCMO via PureB2B)
Ecommerce & Online Shopping Stats
According to Statista, “12% of all retail sales globally were eCommerce sales.” (Statista)
Organic Google searches drive 43% of eCommerce traffic. (Wolfgang Digital)
Globally there are over 286+ million active PayPal accounts. (Statista)
About 65% of shoppers admit to looking up price comparisons on their mobile phones while in a brick and mortar store. (KPMG)
On average, exit-intent campaigns convert between 2-4% of deserting visitors into email. (Optinmonster)
On average, every US consumer spends $1800 a year on eCommerce. (Statista)
Amazon accounts for 44% of all US eCommerce sales. (CNBC)
In terms of conversational marketing, about 82% of consumers anticipate an online live chat response within 5 minutes. (Drift)
Men spend 68% more money online than women (KPMG)
On average, men tend to spend 68% more money online than women. (KPMG)
Every year, approximately 1.66 billion people shop online. (Statista)
About 56% of shoppers admit that they will leave without making a purchase if presented with unpredicted costs. (Shopify)
About 79% of US shoppers claim that free shipping would convince them to shop online more often. (Walker Sands)
About 36% of all US small industries lack a company website. (SBA)
Generation X shops online more than baby boomers and millennials. (KPMG)
According to 50% of consumers, online live chat is the most convenient way to get in contact with a company. (WPForms)
Companies that have the highest cart abandonment rates tend to be in the categories of finance, nonprofit, and travel, with retail coming in 4th place. (Optinmonster)
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Michael Brenner is a Top CMO, Content Marketing and Digital Marketing Influencer, an international keynote speaker, author of "Mean People Suck" and "The Content Formula" and he is the CEO and Founder of Marketing Insider Group, a leading Content Marketing Agency . He has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael helps build successful content marketing programs for leading brands and startups alike. Subscribe here for regular updates.
