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15 Stats Every Marketing Leader Needs to Know

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Benchmark your company's performance against stats from hundreds of other marketers around email performance, cost per lead, popular marketing tactics, revenue attainment, and more. All stats are taken from our 2017 Demand Generation Benchmarks Report: http://hubs.ly/H08nwvl0

Veröffentlicht in: Marketing
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15 Stats Every Marketing Leader Needs to Know

  1. 1. Needs to Know to Grow their Business 15 Stats EVERY MARKETING LEADER Presented by
  2. 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. 3. We broke out marketing benchmarks by: 1. Employee Size 2. Industry Type 3. Revenue Realization 4. Revenue Attainment
  4. 4. { }1 Stats by Employee Size
  5. 5. Not always. Is bigger better?
  6. 6. Stat #1 68% of businesses from 2 to 50 employees report that they’re exceeding revenue goals.“ “
  7. 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. 8. You might be thinking, “What are the smaller guys doing?”
  9. 9. You might be thinking, Some are using lower-cost, inbound marketing tactics. “What are the smaller guys doing?”
  10. 10. They focus on low-cost, effective channels like: Content Creation Search Engine Optimization Email Marketing Stat #2
  11. 11. Organizations of 200+ employees, on the other hand, are slowest to adapt to content marketing. Stat #3
  12. 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. 13. INBOUND HELPS. In short, Considering a wider range of marketing tactics can be a cost-effective route to growth.
  14. 14. Quality. Where do large companies also fall short?
  15. 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. 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. 17. CAN SCALE YOUR ABILITY TO PUSH LEADS DOWN THE FUNNEL AND QUALIFY DEMAND. Marketing automation and personalized content
  18. 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. 19. { }2 Stats by Industry Type
  20. 20. You bet. Does marketing performance vary by industry?
  21. 21. If it’s one thing we know for sure – email isn’t dead yet.
  22. 22. Stat #6 73%of marketers across all 9 industries we surveyed cite email as a top marketing tactic.
  23. 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. 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. 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. 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. 27. Email is popular, but only 1 in 10 marketing professionals see SEO as a top priority Stat #10
  28. 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. 29. How do qualified leads stack up by industry?
  30. 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. 31. MARKETING AUTOMATION Leverage To nurture your leads and drive them through their buyers’ journey.
  32. 32. { }3 Stats by Revenue Realization
  33. 33. No matter the size or maturity of your business, There’s room to grow.
  34. 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. 35. Along with slowing revenue growth, companies tend to pay more per lead as they scale. Stat #13
  36. 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. 37. { }4 Stats by Revenue Attainment
  38. 38. What are the companies doing that are exceeding their revenue goals?
  39. 39. 65% Stat #14 Use Content Creation Among those exceeding revenue goals: 32% Use Content Creation Among those not achieving revenue goals:
  40. 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. 41. SENDING EMAIL ISN’T GOING TO HELP YOUR BUSINESS GROW But sending GREAT email just might.
  42. 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.

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