The real stats behind B2B marketing
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We looked at the numbers behind our 2013 campaigns and uncovered the data that proves how audience behaviour is changing in B2B Marketing
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The real stats behind 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 4 4 4 3 5 77 4 5 7 4 5