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Needs to Know to Grow their
Business
15 Stats
EVERY MARKETING
LEADER
Presented by
Wecompiled15of thebiggest
takeawaysfromour2017Demand
BenchmarksReport.
U se the m to se e ho w yo ur busi ness
me a s u re s u p .
We broke out marketing benchmarks by:
1. Employee Size
2. Industry Type
3. Revenue Realization
4. Revenue Attainment
{ }1 Stats by Employee Size
Not always.
Is bigger
better?
Stat #1
68% of businesses from 2 to 50
employees report that they’re
exceeding revenue goals.“ “
68% of businesses from 2 to 50
employees report that they’re
exceeding revenue goals.“ “
Stat #1
Growth for larger companies however…
seems to plateau.
You might be thinking,
“What are the smaller
guys doing?”
You might be thinking,
Some are using lower-cost, inbound
marketing tactics.
“What are the smaller
guys doing?”
They focus on low-cost, effective channels like:
Content
Creation
Search
Engine
Optimization
Email
Marketing
Stat #2
Organizations of 200+ employees, on the
other hand, are slowest to adapt to
content marketing.
Stat #3
Instead, they rely on expensive, outbound
methods like paid ads & branding.
This may be one of the reasons they spend 2x
as much per lead as companies 200 and under.
$$$$$$$$$$$$$$$$
Stat #4
INBOUND HELPS.
In short,
Considering a wider range of
marketing tactics can be a
cost-effective route to growth.
Quality.
Where do large
companies also
fall short?
You must also be able to scale
your ability to drive quality leads.
Lead growth alone does
not set you up for
success.
Stat #5
1045
1427
1741
4899
709
1388 1449
3786
2 to 50 51 to 200 201 to 1000 1001+
Leads Marketing Qualified Leads
As lead generation scales, qualified lead
generation often lags in growth for companies
200+ in size.
CAN SCALE YOUR ABILITY TO PUSH LEADS DOWN
THE FUNNEL AND QUALIFY DEMAND.
Marketing automation and personalized content
Want to see the full report?
Download the Full 2017 Demand
Generation Benchmark Report
Presented by
Want to keep reading on?
Go for it
{ }2 Stats by Industry Type
You bet.
Does marketing
performance vary
by industry?
If it’s one thing we know for sure –
email isn’t dead yet.
Stat #6
73%of marketers across all 9 industries we
surveyed cite email as a top marketing tactic.
Across all industries, Nonprofit
ranks highest with an average
open rate of 24%.
Media and Publishing on the
other hand come in at 14%.
Stat #7
How does everyone else stack up?
Stat #8
17%
18% 19%
16%
19%
17%
14%
18%
24%
Consumer
Products
Marketing
Agencies
IT & Services Financial
Services
Healthcare &
Medical
Industrial &
Manufacturing
Media &
Publishing
Education Nonprofit
And what about click through rate?
Stat #9
4%
5% 5% 5%
3%
5%
3%
3%
4%
Consumer
Products
Marketing
Agencies
IT & Services Financial
Services
Healthcare &
Medical
Industrial &
Manufacturing
Media &
Publishing
Education Nonprofit
Looking to improve your email or click-through rate?
Use Personalized & Relevant Content
to make sure you’re providing a
unique experience to each reader.
Email is popular, but only
1 in 10
marketing professionals
see SEO as a top priority
Stat #10
THE FIRST STEP TO GENERATING
DEMAND IS GENERATING TRAFFIC
If it’s lead growth companies want…
And a strong SEO strategy is one of the most effective
tactics to growing your web presence.
How do
qualified leads
stack up by
industry?
Quality of leads differs greatly by industry, with room for
improvement across the board.
Stat #11
Only 54% of Nonprofit leads become marketing qualified.
Similarly, 55%and 58% of Media and Publishing and
Healthcare and Medical leads are marketing qualified.
MARKETING AUTOMATION
Leverage
To nurture your leads and drive them through
their buyers’ journey.
{ }3 Stats by Revenue Realization
No matter the
size or maturity
of your business,
There’s room to
grow.
Companies with less than $1 million in
revenue exceed their revenue goals:
73% of the time.
Companies with $500 million and above in
revenue exceed their revenue goals:
41% of the time.
Stat #12
Along with slowing revenue
growth, companies tend to pay
more per lead as they scale.
Stat #13
Companies with over $500M in revenue
are paying up to 2.5x as much per lead as
companies making $10 - 500M.
$166.01
$184.64 $179.48
$429.01
Less than $1 Million $1 to 10 Million $10 to 500 Million $500+ Million
{ }4 Stats by Revenue Attainment
What are the companies doing that are
exceeding their revenue goals?
65%
Stat #14
Use Content
Creation
Among those exceeding
revenue goals:
32%
Use Content
Creation
Among those not achieving
revenue goals:
Stat #15
Roughly the same % percent of companies use email
marketing. However those exceeding expectations were
achieving better email performance.
19%
16%
11%
Exceeding Achieving Not Achieving
4%
4%
2%
Exceeding Achieving Not Achieving
Mean Open Rate Mean Click-Through Rate
SENDING EMAIL ISN’T GOING TO HELP
YOUR BUSINESS GROW
But sending GREAT email just might.
Want to learn more?
Download the Full 2017 Demand
Generation Benchmark Report
Presented by
For 50+ charts and graphs with marketing industry benchmarks broken
down by company size, industry, and revenue.

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15 Stats EVERY MARKETING LEADER Needs to Know to Grow Business

  • 1. Needs to Know to Grow their Business 15 Stats EVERY MARKETING LEADER Presented by
  • 2. Wecompiled15of thebiggest takeawaysfromour2017Demand BenchmarksReport. U se the m to se e ho w yo ur busi ness me a s u re s u p .
  • 3. We broke out marketing benchmarks by: 1. Employee Size 2. Industry Type 3. Revenue Realization 4. Revenue Attainment
  • 4. { }1 Stats by Employee Size
  • 6. Stat #1 68% of businesses from 2 to 50 employees report that they’re exceeding revenue goals.“ “
  • 7. 68% of businesses from 2 to 50 employees report that they’re exceeding revenue goals.“ “ Stat #1 Growth for larger companies however… seems to plateau.
  • 8. You might be thinking, “What are the smaller guys doing?”
  • 9. You might be thinking, Some are using lower-cost, inbound marketing tactics. “What are the smaller guys doing?”
  • 10. They focus on low-cost, effective channels like: Content Creation Search Engine Optimization Email Marketing Stat #2
  • 11. Organizations of 200+ employees, on the other hand, are slowest to adapt to content marketing. Stat #3
  • 12. Instead, they rely on expensive, outbound methods like paid ads & branding. This may be one of the reasons they spend 2x as much per lead as companies 200 and under. $$$$$$$$$$$$$$$$ Stat #4
  • 13. INBOUND HELPS. In short, Considering a wider range of marketing tactics can be a cost-effective route to growth.
  • 15. You must also be able to scale your ability to drive quality leads. Lead growth alone does not set you up for success.
  • 16. Stat #5 1045 1427 1741 4899 709 1388 1449 3786 2 to 50 51 to 200 201 to 1000 1001+ Leads Marketing Qualified Leads As lead generation scales, qualified lead generation often lags in growth for companies 200+ in size.
  • 17. CAN SCALE YOUR ABILITY TO PUSH LEADS DOWN THE FUNNEL AND QUALIFY DEMAND. Marketing automation and personalized content
  • 18. Want to see the full report? Download the Full 2017 Demand Generation Benchmark Report Presented by Want to keep reading on? Go for it
  • 19. { }2 Stats by Industry Type
  • 21. If it’s one thing we know for sure – email isn’t dead yet.
  • 22. Stat #6 73%of marketers across all 9 industries we surveyed cite email as a top marketing tactic.
  • 23. Across all industries, Nonprofit ranks highest with an average open rate of 24%. Media and Publishing on the other hand come in at 14%. Stat #7
  • 24. How does everyone else stack up? Stat #8 17% 18% 19% 16% 19% 17% 14% 18% 24% Consumer Products Marketing Agencies IT & Services Financial Services Healthcare & Medical Industrial & Manufacturing Media & Publishing Education Nonprofit
  • 25. And what about click through rate? Stat #9 4% 5% 5% 5% 3% 5% 3% 3% 4% Consumer Products Marketing Agencies IT & Services Financial Services Healthcare & Medical Industrial & Manufacturing Media & Publishing Education Nonprofit
  • 26. Looking to improve your email or click-through rate? Use Personalized & Relevant Content to make sure you’re providing a unique experience to each reader.
  • 27. Email is popular, but only 1 in 10 marketing professionals see SEO as a top priority Stat #10
  • 28. THE FIRST STEP TO GENERATING DEMAND IS GENERATING TRAFFIC If it’s lead growth companies want… And a strong SEO strategy is one of the most effective tactics to growing your web presence.
  • 29. How do qualified leads stack up by industry?
  • 30. Quality of leads differs greatly by industry, with room for improvement across the board. Stat #11 Only 54% of Nonprofit leads become marketing qualified. Similarly, 55%and 58% of Media and Publishing and Healthcare and Medical leads are marketing qualified.
  • 31. MARKETING AUTOMATION Leverage To nurture your leads and drive them through their buyers’ journey.
  • 32. { }3 Stats by Revenue Realization
  • 33. No matter the size or maturity of your business, There’s room to grow.
  • 34. Companies with less than $1 million in revenue exceed their revenue goals: 73% of the time. Companies with $500 million and above in revenue exceed their revenue goals: 41% of the time. Stat #12
  • 35. Along with slowing revenue growth, companies tend to pay more per lead as they scale. Stat #13
  • 36. Companies with over $500M in revenue are paying up to 2.5x as much per lead as companies making $10 - 500M. $166.01 $184.64 $179.48 $429.01 Less than $1 Million $1 to 10 Million $10 to 500 Million $500+ Million
  • 37. { }4 Stats by Revenue Attainment
  • 38. What are the companies doing that are exceeding their revenue goals?
  • 39. 65% Stat #14 Use Content Creation Among those exceeding revenue goals: 32% Use Content Creation Among those not achieving revenue goals:
  • 40. Stat #15 Roughly the same % percent of companies use email marketing. However those exceeding expectations were achieving better email performance. 19% 16% 11% Exceeding Achieving Not Achieving 4% 4% 2% Exceeding Achieving Not Achieving Mean Open Rate Mean Click-Through Rate
  • 41. SENDING EMAIL ISN’T GOING TO HELP YOUR BUSINESS GROW But sending GREAT email just might.
  • 42. Want to learn more? Download the Full 2017 Demand Generation Benchmark Report Presented by For 50+ charts and graphs with marketing industry benchmarks broken down by company size, industry, and revenue.