From coffee bars to, well, actual bars, listen in on any group of marketers and you’ll hear some common conversation starters: How many leads did this campaign generate? Why did that email bring in the leads it did? Did video really bring in half of our leads this quarter?
When we’re talking about our own campaigns, the discussions can get pretty specific, but let’s take a step back out of the trees and looks at lead gen forest.
From this bird’s eye view, we might just be able to see where lead generation is going — and how we can steer our own campaigns into some pretty impressive and mind-blowing stats.
Let me start you out with something interesting:
1. 61% of marketers say generating traffic and leads is their top challenge. (Source: HubSpot)
Why it matters: Yes, that’s most of us! (Kind of makes you wonder what the other 39% are worried about, right?) The takeaway here is that we’re all in this together (and a great way to swap stories and solutions is to find a place in a strong community).
2. Only 4% of website visitors are ready to buy. (Source: Marketo)
Why it matters: Four percent sounds low, but keep in mind that the number represents traffic that’s going straight to the bottom of the funnel. The other 96% is still in discovery and research mode, which leaves us ample room to hone those lead nurturing skills. Make your website extremely clear about where you want your visitors to go and what you want them to do, and you’ll jumpstart those conversions.
Why it matters: Since almost everyone’s hitched themselves to the content wagon, a simple approach to content marketing isn’t going to give marketers the boost it once did. Instead, you’ll need to find ways to turn your content into a strategic selling tool.
4. Content marketing generates 3x as many prospects as outbound marketing, but costs 62% less. (Source: Demand Metric)
Why it matters: This stat is a win for content marketers from any angle. Not only will your marketing budget stretch farther, but your audience will get what they need from you while feeling more like a partner than a target. Generating 3x the inbound sales prospects also gives you more time in the day to create content to keep the cycle going. And you’ll need the right content as you determine the best experience, because…
5. 80% of customers say the experience a company provides is as important as its products and services. (Source: Salesforce)
Why it matters: From the helpfulness of your website (which is going to decrease those bounce rates) to living your mission and providing the right customer service (so those leads convert into repeat customers), experience can be extremely influential in if you get the lead or not. Make sure yours is consistent and memorable.
6. Marketers who follow up with web leads within 5 minutes are 9x more likely to convert them. (Source: InsideSales.com)
Why it matters: It’s all about timing. You’ll convert those website visitors into leads by being able to interact with them whenever they’re ready. From using chatbots to making sure you have a process to quickly respond to online requests, meeting visitors where they are and when they are, makes an enormous difference.
7. 46% of marketers with well-planned lead management strategies have sales teams who follow up on more than 75% of leads. (Source: Strategic IC)
Why it matters: Once again, follow up is key. Modern buyers go through much of their journey on their own, but if they’ve reached out to your team or raised their hand otherwise, having individuals dedicated to following up can help them close faster.
8. 90% of customers say video helps them make buying decisions and 64% of customers say that seeing a video makes them more likely to buy. (Source: Forbes)
9. Using video on a landing page can increase conversion by as much as 86%. (Source: eyeview)
Why it matters: On a related note to our last stat, video specifically on landing pages is HUGE. An 86% conversion increase? Yes, please! (For those who are still afraid of getting in front of the camera, here are some tips that will get you film-ready in no time.)
10. Marketers who prioritize blogging efforts are 13x more likely to see positive ROI. (Source: Hubspot)
Why it matters: Blogging has been a popular lead generator for years, but does that mean its days of being an effective marketing tool are over? Despite overwhelming content saturation, blogging is far from dead. The important word in this stat is “prioritize.” Marketers who take the time to nurture, grow, and evolve their blogging tactics are still seeing massive returns, including leads.
11. A great headline can boost traffic to an article by as much as 500%. (Source: Wired)
Why it matters: What’s traffic got to do with lead gen? Well, everything. All the CRO and nurturing in the world won’t matter if your headlines aren’t pulling people in to see your work in the first place. Here’s your chance to hook your readers, boost your SEO, and crush that first impression. Make sure to take advantage of all those new visitors by including in-text or slide-in calls-to-action (CTAs), summary downloads, or an exit pop-up on your article to catch the conversions!
12. 49% of podcast listeners do so while at home. (Source: Edison Research)
Why it matters: Speaking of conversions… your podcast can be used as a lead generator just like the rest of the tools in your marketing arsenal. With almost half of all listeners being at home (and not in the car like I would’ve guessed), they can take action right away. So sprinkle those CTAs throughout your podcast and know that nearly half of them have their hands free to follow up. Edison Research also found that 85% of listeners stick around to hear all or most of the episodes!
13. Even with only six hours a week spent on social media, 66% of marketers found it brought new leads. (Source: HubSpot)
Why it matters: Full social media campaigns blend creativity, strategy, and data. This stat shows that every hour spent on social (with the right plan social media plan behind it) is worth it.
14. LinkedIn dominates lead generation with more than 80% of B2B leads generated through social media coming from it. (Source: Oktopost)
Why it matters: LinkedIn’s latest rebranding is putting it in the position to attract more readers. Plus, as it continues to expand its advertising opportunities to include video ads, interest targeting, and lookalike targeting, this is the perfect time to advertise on the platform.
15. One billion people use Instagram every month (and half of them use it every day). (Source: Hootsuite)
Why it matters: While LinkedIn is the social behemoth for B2B leads, Instagram continues to rise in the ranks of B2C lead generation. It may be third in the line (behind Facebook and Twitter) in terms of social media usage, but its one billion-person audience is anything short of minuscule. The potential market of social media users is large, but the competition is just as fierce. To convert those readers, you’ll need a strong social media strategy to gain a following and drive new customer acquisition.
16. 76% of people using “near me” searches visit a related business within a day. (Source: Google)
Why it matters: Looking to generate some in-person leads? Today’s the day to optimize your Google My Business page. Google My Business (GMB) is a free, easy-to-use tool that helps businesses manage their online presence and appearance in Google Search and Google Maps. A strong GMB listing can bring more traffic to your website, social channels, and front door.
17. 42% of organizations believe email is one of their most effective lead generation channels. (Source: Circle Research)
Why it matters: With roughly 125 billion emails sent every day (yes, every day), email can easily be regarded as white noise. Yet, nearly half of businesses look to it as a major source of leads. How are emails standing out in our crowded in-boxes? According to the next stat, lead nurturing.
18. Lead-nurturing emails get as much as 10x the response rate compared to standalone emails. (Source: SilverPop/DemandGen Report)
Why it matters: Those one-off emails can be easier to write and faster to get out the door (especially when you’re trying to operate under a tight timeline), but if you want a meaningful response, don’t sacrifice a full lead-nurturing campaign just to get something out the door.
19. Marketers who segment their email recipient lists achieve 39% higher open rates, 28% lower unsubscribe rates, 24% better deliverability. (Source: MarketingProfs)
Why it matters: When you effectively segment your lists, you’re more likely to send the right content to the right people at the right time and spur action. Mastering this is one of the key steps generating more leads via email.
20. Organizations that use marketing automation with prospects experience a 451% increase in qualified leads (Source: ANNUITAS Group)
21. 80% of marketers using automation software generate increased leads and 77% convert more of those leads. (Source: VB Insight, APSIS)
Why it matters: Lead generation comes in all shapes, sizes, and media: email, social, landing pages.
Businesses that are pulling it all together in the form of marketing automation software are seeing it pay off in an enormous increase of leads.
Lead generation is an art, and with so many different tools to use, it’s never been a more interesting time to attract and convert prospects to your business.
These statistics show the diversity and the complexity of what’s available and how marketers are putting them to use — and hopefully have inspired you to fill your marketing pipeline in new and exciting ways.
The proof, as we as marketers know all too well, is in the numbers.