We looked at the numbers behind our 2013 campaigns and uncovered the data that proves how audience behaviour is changing in B2B Marketing

1. The real stats
behind B2B
Marketing
HOW MANY TOUCHPOINTS DOES IT TAKE
TO CREATE A SALES-READY OPPORTUNITY?
WHAT’S HAPPENING
TO EMAIL OPEN RATES?
DROPPING BY 2% EACH YEAR
WHAT PROPORTION OF THE
AUDIENCE ARE VIEWING EMAILS ON
MOBILE DEVICES VS PCS?
AVERAGE ATTENTION SPAN —
HOW DO WE COMPARE VS GOLDFISH?
(NOT WELL)
2011 2012
2013
Source: http://bit.ly/1hgKs2k
WHAT PROPORTION OF TARGET DECISION-MAKERS HAVE ACTIVE,
BUSINESS-RELEVANT SOCIAL MEDIA ACCOUNTS?
WHAT PROPORTION OF B2B MARKETING CAMPAIGNS CAN BE
TRACKED THROUGH TO SALES REVENUE?
HOW MANY MARKETING LEADS ARE
CONVERTING INTO SALES ACCEPTED LEADS?
When you do what we’ve just done – compare data from over
100 campaigns in 2013 with those in previous years – you realise
that we really are in a new world for B2B marketing
7 13
20
17%
15%
15%
35% 75%
12secs
9secs
8secs
85%
60%
13%
SMB AUDIENCES
% %
%
2011 2013
20132008
2010 2013
2000 GOLDFISH 2013
themarketingpractice.com
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