Forrester says B2B spends 8% of revenue on marketing; the median B2B sales cycle has “ballooned” from 120 to 408 days; 64% of B2B marketing say their biz doesn’t trust measurement
If you are not aware I also produce a monthly newsletter that is distinctly separate from the blog. I typically do a lot of reading every month and I save the articles that stand out for me for this newsletter.
Many of these articles are about surveys or studies related to marketing. So as part of my year end roundup series, I went back through the 12 monthly newsletters to curate these statistics.
If you are interested in getting that monthly newsletter, subscriber to it here (alternatively subscribe to the weekly blog here or the audio version here).
1. Underbudget. Forrester says B2B spends 8% of revenue on marketing
2. Sharing to look cool. Study finds 75% of Facebook shares are made without reading
3. Non-conversion. SaaS in dead last at 3.8% gated content conversion rate
4. The digitization continues. Digital advertising to reach ~$44B in 2025
5. Search zeitgeist. The top trending searches of 2024
6. A noisy few. Just 20% of accounts make 100% of the noise
7. Immeasurable. 64% of B2B marketing say their biz doesn’t trust measurement
8. Consent to inform. 21% of the US gets their info from influencers
9. In the event of marketing. Companies spend around 10-20% of their budgets on events
10. Pretty up. Creative ads bring a 40% increase in purchase consideration
11. Getting in touch with your bots. McKinsey: salestech boosts efficiency of 10-15%
12. Bloody stone. Half of B2B will miss 2024 goals because of a lack of budget
13. It’s better when people share. Personal accounts earn 561% more distribution than brands
14. Still the only killer app. There are nearly 5 billion email users in the world
15. Clicks need not apply. ~60% of searches do not end with a click (zero click)
16. Longer sales cycles. The median B2B sales cycle has “ballooned” from 120 to 408 days
17. Help wanted. 40% of B2B brands plan to spend more with outside agencies
18. Total recall. Memorable brands capture 90% of sales due to familiarity
19. Looking up. 1/3rd of marketers forecast a modest budget increase for 2025
20. What’s the big deal? PE firm buys marketing agency for 17x earnings
21. Two billion. Podcast ads to hit $2b threshold
22. Video marketing. 75% of adults spend 2 hours a day watching video
23. Fake traffic. On average 8.5% of all the paid traffic is invalid
24. Reviews. 70% of customers check reviews before a purchase
25. Good channel. 56% increase in demos from webinars
26. Steep competition. 73% of marketers expect more competition in 2024
27. Lower turnover. Average CMO tenure was 3.1 years in 2023
28. Follow up. BDRs average 17 touches on every prospect
29. Time investment. 54% of C-level executives read thought leadership weekly
30. AI use case. 51% of B2B marketers use generative AI to brainstorm
31. Influences. About 1 in 3 polled find social influencers persuasive
32. Snail mail for leadgen. 85% say direct mail drive leads for their business
33. The CMO is cool again. 73% of CEOs give their top marketer good grades
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Image credit: Unsplash and respective studies
