all marketing statistics for a killer 2016 strategy

Look around no more. I have created the LARGEST list of all marketing & digital marketing statistics you need to know before you start re-evaluating your current strategy or create a new one. I have sorted them by niche:

  • General marketing statistics
  • General Digital Marketing Statistics
  • Mobile Marketing Statistics
  • Email Marketing Statistics
  • Social Media Marketing Statistics
  • Lead Generation Marketing Statistics
  • Search Engine Optimization Statistics
  • Blogging Statistics
  • Lead Management Statistics
  • Marketing Automation Statistics
  • Miscellaneous Marketing Statistics

Let’s start exploring them …prepare a moral snack, you will probably need it!

General marketing statistics

  • 86% of marketers expect marketing budgets to increase, or at least stay the same in 2015 compared to 2014. (Regalix)
  • B2B marketers are more inclined to invest in digital marketing. (Regalix)
  • Amongst the different online channels that marketers invested into, in the year 2014, the humble Website proved to be the most effective of all (81%), followed by Email (71%), SEO (54%) and Social (41%). (Regalix)
  • When asked where marketers would be increasing spends in 2015, the top five responses were; SEO (57%), Social Media (54%), Email (48%), PPC (43%), and Social Communities (40%). (Regalix)
  • 65% of respondents have said they plan to increase spends on online videos in 2015. (Regalix)
  • Passive offline content assets like Billboards, Flyers and Brochures will be victims of decreased spends this year. (Regalix)
  • Only 39 percent of marketers use referral marketing regularly, but 43 percent of those who do, acquire more than 35 percent of their new customers with it. Gigaom, 2014.
  • 38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels. (Salesforce)
  • Marketers report the top five digital marketing metrics for success are; revenue growth (32%), customer satisfaction (30%), return on investment (23%), customer retention rates (23%), and customer acquisition (23%). (Salesforce)
  • 91% use a desktop to search the internet, 80% use a smartphone, 47% use a tablet, and 37% use a games console. (Salesforce)
  • New devices that are being used to search the internet include; smart TVs (34%), smart watches (9%), and smart wristbands (7%). (Salesforce)
  • Search is the most common starting point for mobile research at 48%, followed by branded websites at 33%, and branded apps at 26%. (Salesforce)
  • Marketing Land reported 72% of ad agencies think online video advertising is just as effective as—if not more than—television advertising. (PR Daily)
  • Internet advertising will make up 25% of the entire ad market in 2015. (Social Fresh)
  • Videos on landing pages increase conversions by 86%. (Social Fresh)
  • Despite all the hype about online, 67% of B2B content marketers consider event marketing to be their most effective strategy. (Social Fresh)
  • As one would suspect, Facebook is the most popular method for sharing interesting content. Surprisingly though, the fifth-most popular sharing method is offline (print) shares. (Heidi Cohen)
  • The Google+ platform has 67 percent male users. (Rocket Post)
  • 63% of millennials say they stay updated on brands through social networks; 51% say social opinions influence their purchase decisions; and 46% “count on social media” when buying online. (Leaderswest)
  • The use of video content for marketing increased 73% this year; use of infographics grew 51%. (Digital Marketing Phillipines)
  • Articles with images get 94% more views than those without. (NewsCred)
  • Two-thirds of firms plan to increase spending on video marketing in the coming year. (Heidi Cohen)
  • 70% of B2B marketers are creating more content than they did one year ago. (Content Marketing Institute)
  • According to 2015 State of Marketing, 38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels. (Salesforce)
  • 91% of B2B marketers use content marketing. But just 36% say they are effective at it. (Flip Creator)

General Digital Marketing Statistics

  • 80% of consumers say they do “a lot of” online research before making significant purchase decisions. (Digital Marketing Philippines)
  • 46% of online users count on social media when making a purchase decision. (Marissa’s Picks)
  • 38% of companies will hire more digital marketing professionals in the coming year. But about half of those positions will be filled by temporary or contract help, not full-time employees. (MediaPost)
  • 2015 pay ranges for digital marketing positions:
  1. Chief digital officers: $148,000 – $280,000
  2. Chief marketing technologists: $140,000 – $241,000
  3. Chief marketing officer: $142,000 – $230,000
  4. Director of digital marketing: $128,000 – $190,000
  5. Director of eCommerce: $100,000 – $166,000
  6. UI/UX Architect: $103,000 – $155,000
  7. Web designer: $65,000 – $110,000 annually
  8. Creative services director: $75,000 – $170,000
  9. Interactive designer: $73,000 – $113,000
  10. Art director: $67,000 – $135,000
  11. Graphic designer: $60,000 – $90,000
  12. Content creation / social media digital content strategist: $80,000 – $125,000
  13. Content producer: $58,000 – $105,000
  14. Director of social media: 42,000 – $105,000
  • More than a third of CMOs say that digital marketing will account for 75% or more of their spending within the next five years. (AdWeek)
  • 60% of all digital advertising goes toward direct response goals. (eMarketer)
  • 42% of CMOs say that analytics skills will become a core competence in marketing (really – only 42%?); 27% believe earned media will become more important than paid or owned media. (AdWeek)
  • Despite their low click-through rate (, 59% of CMOs view online display ads as an effective marketing channel. 56% say the same for social media. (AdWeek)
  • 54% of responding companies spent less than $1 million per annum on digital marketing in 2014. At the other end of the scale, 4% of companies spent more than $100 million. (MarketingProfs)
  • Less than one-third of customer service interactions took place online last year (social media, chat or email), but that volume is expected grow 53% in the coming year. (i-SCOOP)
  • Asked to name their number-one challenge, 15% of digital marketers said “meeting the expectations of the always-connected customer,” 14% chose “executing consistent campaigns that drive desired business outcomes” (i.e., leads or revenue) and 13% cited the proliferation of channels across paid, owned and earned media. (B2B Marketing Insider)
  • Companies spent, on average, 10% of total revenue on marketing in 2014. 25% of total budgets were spent on digital marketing, with 51% of companies planning larger budgets for 2015. (Information Management)
  • U.S. spending on online display advertising will reach $23.6 billion in 2015. (MediaPost)
    Roughly half of all employed online adults also said digital media has changed the way they work, including the number of people they have contact with (51% of respondents) and the number of hours they work (35%). (MediaPost)

Mobile Marketing Statistics

  • The majority of consumers are of the opinion that mobile-optimized sites run faster than non-mobile-optimized sites. (ExactTarget, 2014 Mobile Behavior Report)
  • 37% of consumers are more likely to purchase on a mobile-optimized site. (ExactTarget, 2014 Mobile Behavior Report)
  • 27% of consumers will leave a site if it is not mobile-optimized. (ExactTarget, 2014 Mobile Behavior Report)
  • 54% of consumers believe that it is easier to find information on mobile-optimized sites. (ExactTarget, 2014 Mobile Behavior Report)
  • 61% of companies have created a mobile site or optimized their existing site for mobile. (Chief Marketer, Mobile Marketing Survey 2012)
  • The Facebook mobile app is the most popular social mobile app worldwide. (Global Web Index, 2013)
  • In 2013, $10.46 billion was spent on mobile marketing communications, up from $6.69 billion in 2012. (MMA)
  • The most popular forms of mobile marketing are mobile websites and mobile applications. (StrongMail, Mobile Marketing Survey 2013)
  • Customer preference is the most cited targeting dimension that companies are using in mobile marketing, with location as the second most cited. (Forrester, MMA, and Velti, Present and Future of Mobile Marketing 2012)
  • The top objective for companies implementing mobile marketing is to increase sales. (StrongMail, Mobile Marketing Survey 2013)
  • 24% of consumers who view a mobile ad will look up the company online. (Millward Brown)
  • 44% of consumers say that they would like brands to deliver deals and coupons to their mobile devices. (Millward Brown)
  • Worldwide mobile advertising revenue will expand 3.5X its present size by 2016. (Yankee Group)
  • Mobile commerce will account for 24.4% of overall ecommerce revenues by the end of 2017. (ABI Research)
  • Email opens on smartphones and tablets have increased 80% over the last six months. (Litmus)
  • 45% of US businesses are conducting some form of mobile marketing, with mobile websites (70%), mobile applications (55%), and QR codes (49%) being the most common tactics. (StrongMail)
  • 47% of marketing companies plan to increase their efforts in mobile apps in the next year. (Experian)
  • 59% of U.S. marketing companies collect mobile contact information. (Experian)
  • In 2013, 55.6% of businesses say that they are using mobile as a marketing channel. (StrongMail, Mobile Marketing Survey 2013)


  1. Mobile  Media Time Is Now Greater Than Desktop and Other Media

The latest data shows that we are now well past the tipping point mentioned at the top of this post. Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).


The implications are clear – if you’re not able to reach your audience through mobile search or display, or you’re not providing a satisfactory mobile experience you will miss out compared to competitors who are.

  1. Mobile vs desktop device usage

The trend in mobile device usage (‘vertical screens’) compared to all screen use again shows that we’re well past the tipping point.


  1. Mobile Ad Spend still lags behind Mobile Media Consumption

So, how have advertisers responded to the change in mobile media time? The next chart shows that despite the growth in media time above, some advertisers are missing out since the right-most bar shows that there is a huge missing opportunity on mobile advertising


This research sourced from a 2015 study by eMarketer into mobile ad budgets shows a different view. In 2015 mobile ad spending accounts for 49% of digital ad spending, which is only slightly behind the trends of how people are using their devices. These stats also show projections for future growth, which is important as it shows where the market is going. It is clear that mobile is the future, and within 3 years it will come to dominate digital ad spending.

  2015 2016 2017 2018 2019
Mobile Ad spending- Billions $ 28.7 40.5 49.8 57.7 65.8
Percentage change 50% 41% 23% 16% 14%
Percentage of digital ad spending 49% 60.4% 66.6% 69.7% 72.2%

January 2015 update:

In this update we’ve grouped the latest mobile stats under these headings for key questions marketers need to answer about mobile to help them compete:

  • Q1. Percentage of consumers using mobile devices
  • Q2. How do consumers research products using mobile search and review sites?
  • Q3. Mobile media time – app vs mobile site usage?
  • Q4. Mobile device conversion rates and visit share for Ecommerce sites?

OK, let’s go!

Q1. Percentage of consumers using mobile devices?

We’ve created a new summary showing the global popularity of using different digital devices using data from Global Web Index to include in for our State of Digital Marketing 2015 infographic.

It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.


Insight from comScore published in their February 2014 market review shows the picture that marketers need to build up. This panel data shows that the majority of consumers are “multiscreening”, accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed.


You need to answer this for your own site. As Rob Thurner explained in his post on KPIs to review mcommerce effectiveness, it’s important to keep track of the split between users of mobile and desktop devices visiting your site(s). Using advanced segments in Google Analytics is the best way to do this.


Q2. How consumers research products using mobile search and review sites

Google’s mobile path to purchase report surveyed 950 US consumers across 9 different verticals (Restaurants, Food & Cooking, Finance, Travel, Home & Garden, Apparel & Beauty, Automotive, Electronics, Health & Nutrition) to assess how they researched purchases via mobile. A key finding is the starting point for mobile research. As might be expected search was the most common starting point, but it’s lower than desktop showing the importance of branded apps and mobile sites.

Q3. Mobile media time – app vs mobile site usage?

Consumer preference for mobile apps vs mobile sites should also be thought through as part of mobile strategy. This data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for 89% of media time in mobile as might be expected from the use of the most popular social network, email and news apps.


Q4. Mobile device conversion rates and visit share for Ecommerce sites?

We’ve created this chart to enable a visual comparison of mobile conversion rates from the Monetate Q4 2014 Ecommerce Quarterly.

It clearly shows that Smartphone add-to-cart and conversion rates are much lower than for desktop – important if you’re making the business case for a mobile responsive site.


This source is useful since it’s a regular survey showing the growth in use of mobile site visitors. enables you to drill down to see usage by device type, for example iPad is still the dominant tablet, but Kindle Fire and Android tablets now account for over 10% of tablets. You can see that tablet and smartphone use nearly doubled in the year based on 500 million plus visits for these retail clients (see link above for methodology). Mobile share is now around 27% on average.

We have a separate compilation of Ecommerce conversion stats if you’re creating a business case for mobile optimised sites as explained in our mobile marketing strategy guide, this data is also valuable since it shows the variation in conversion rate by mobile type.

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April 2013 update: App usage (80% of time) dominates browsers in mobile usage

We reported comScore data in May 2012 that showed that on smartphones 82% of mobile media time is via apps.  This is a key insight as companies decide whether to develop mobile apps or create mobile device specific apps. In April 2013 mobile analytics vendor Flurry released a useful summary of category of app usage across smartphones and tablets and similarly to the previous report it shows that app usage dominates browser usage as they put it: It’s an App World. The Web Just Lives in It. You do have to be careful about interpreting this though, since Facebook, games and utility apps will naturally have the greatest time spent and browser use is still significant by volume if not proportion.


The 5 best sources for mobile marketing statistics?

This update to this post features some of the latest updates on mobile statistics from 2014 and highlight some of the best sources to make the business case for investment in mobile marketing in your presentations and business cases to colleagues or clients.

1. Google Mobile Planet. A regular survey for different countries starting in 2011, last updated in 2013, this enables you to prepare your own reports. We recommend this source for the range of countries covered:


In addition to downloads for each country, you can also create your own charts focusing on KPIs of interest. For example, if you’re based in Australia you can look at usage by demographic.


The weakness of the current data is that it focuses on Smartphones, not tablets. It may be useful for pushing back against over-enthusiastic colleagues or understanding consumer barriers. For example, less than a third of Australians have ever bought on a smartphone and you can see there are barriers of security and preference for desktop purchases.


2. ITU. The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile. This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide. Much of the information is free – see their free mobile statistics section.


3. Xyologic app download reports. This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel. Around 30 countries are covered, for example, if you’re based in Canada:


We also recommend the Flurryblog ( for specific reports on trends in app usage. For example, this recent compilation of app usage shows the dominance of games and social networking and the potential of utilities.

3-154. Comscore Digital Future Series.

Comscore is one of key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers. This graph shows the pattern across Europe – follow the link above for US and other country breakdowns.


The report shows much lower levels of adoption in other European countries though – not even a fifth in most. So extrapolating UK behaviour to other countries would seem to be a mistake with the mobile figure still key.

The report also has useful summary of dayparts of different device behaviour, similar to others published.


Retail mobile use

Mobile was again the focus of the section on retail statistics. Audience growth rate is 80% + on mobile in these UK sites, but lower on grocer sites for obvious reasons.


5. Ofcom Internet usage report. Ofcom’s Eighth International Communications Market Report was published in December 2014, this examines take-up, availability, price and use of broadband, landlines, mobiles, TV, radio and post across 17 major countries. As example, here’s the picture of desktop vs mobile device in the UK showing that when you look at most important device, desktop and laptop remain important.


Email Marketing Statistics

  • 80.8% of users report reading email on mobile devices. (HubSpot)
  • 12% of people use separate work and personal inboxes. (HubSpot)
  • Over 50% of respondents say they read most of their emails. (HubSpot)
  • “Secrets” is the most clicked lead nurturing subject line word. (HubSpot)
  • “Posts” and “Jobs” are the most clicked subject line words. (HubSpot)
  • Click through rate (CTR) is higher when using the recipients first name in the subject line over no use of the first name. (HubSpot)
  • CTR is higher when using the recipients company name in the subject line over no company mention. (HubSpot)
  • 88% prefer to receive HTML emails vs. 12% who prefer plain text from companies. (HubSpot)
  • 65% prefer emails that contain mostly images vs. 35% who prefer mostly text. (HubSpot)
  • 6 AM has the highest CTR of any hour. (HubSpot)
  • Most unsubscriptions come on Tuesdays (0.52% unsub rate). (HubSpot)
  • “Click Here” gets the highest % of clicks over “Go” and “Submit.” (HubSpot)
  • In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. (eMarketer).
  • 59% of B2B marketers say email is the most effective channel for generating revenue. (BtoB Magazine)
  • 49% of B2B marketers spend more time and resources on email than on other channels. (BtoB Magazine)
  • Triggered email messages get 119% higher click-through rates than “business as usual” messages. (Epsilon)
  • Your most recent subscribers are the most likely to click through. (HubSpot)
  • Saturday has the highest CTR at over 9% (Sunday is second just under 9%). (HubSpot)

Email engagement rates for larger business

The results for Mailchimp are more typical of smaller and mid-size businesses, rather than large brands. This 2015 email benchmark compilation from Silverpop who are now owned by IBM so clients tend to represent larger businesses – they are from 750 companies representing 3,000 brands in 40 countries. So breakdowns by EMEA, UK, US and APAC are available too. I’ve selected the breakdown by industry which are more useful to compare your performance with.

Here are the open rates with the mean showing the variation from the poorest performing sectors like publishing and tech to consumer brands and non-profits.


Rather than clickthrough rates that are also available in the report, I have picked out Click-to-open which shows engagement with the copy and creative. As a rule of thumb you should look for 10 to 15% CTOR, so can compare emails against this benchmark.


Finally from this benchmark, I thought it would be useful to share the data on list churn as indicated by hard bounce rates and spam complaint rates. You don’t want to go too high on these since you could have a problem with inbox delivery and likely your ESP will get in touch.

Breakdown of market share for email clients: Mobile and desktop

Litmus, one of the best sources for stats on Email marketing have produced a Jan 2015 update reviewing the current situation to previous years.

This chart summarising their research shows the rise of mobile email marketing to the point that nearly half of emails are opened on smartphones and tablets—a 500% increase in four years! 


The latest Litmus compilation of email client market share from February 2015 shows why it’s so important to consider how well your emails render on mobile. It’s based on the percentage of opens on different platforms. The uptick in webmail opens is again largely due to Gmail defaulting to open images.


View post on % reading emails on mobile devices.

Litmus also has additional data aggregating Mobile clients – see their Email marketing client market share site for the latest updates. This shows the need to optimise for the iOS and Android platforms, bit with Android surprisingly low compared to the iPhone.


Comparison of Email open and clickthrough rates

Across all industries, the average open and clickthrough rate results according to the most recent Sign-up.To Email statistics for UK SME email marketing campaigns were:


Across all industries the average results for UK SME email marketing campaigns were:

  • Open rate: 22.87% (2013: 21.47%)
  • Click-through rate: 3.26% (3.16%)
  • Unsubscription rate: 0.53% (0.47%)
  • Click-to-open rate: 14.25% (14.72%)
  • Unsubscribe-to-open rate: 2.29% (2.29%)

This data shows that open and clickthrough rates are fairly stable, with opens up a little, in large part to Gmail defaulting to displaying images at the end of 2013.

The 2014 report has a relatively small sample of 1.5 billion emails sent by SMBs during 2013. A larger sample for UK Emails from Epsilon is presented in the European section of this compilation.

But it’s a useful report since it has the breakdown of opens, clicks and unsubscribes by industry for B2B and B2C markets. This shows the much lower response in some sectors such as Events, Education and Legal services.

There are also statistics on engagement measured as clicked to open – this info isn’t always available in these types of benchmarks. It’s useful to compare how effective your creative and offers is at to generating clickthroughs.


Finally, the full report also has a sector breakdown on unsubscribe rates. Again a large difference here by sector.

US Email Statistics

Epsilon Email Benchmark reports

Epsilon is one of the largest email providers broadcasting worldwide and has regular reports making it one of the best sources for industry breakdowns. The Epsilon Email Marketing Research Center has data for North American and some older European Trends.

US email campaign data published February 2015 shows that despite some social media marketing specialists occasionally saying that “email marketing is dead”, open and clicks remain stable. This research is is 8.7 billion BAU emails and 340 million triggered emails sent in Q3  2014 across more than 140 large clients. You can see the power of triggered emails which have much higher response levels as expected since these will often include the Welcome sequence when someone first subscribes.

That said, marketers are having to work a lot harder through delivering more personalised relevant creative to achieve this and clickthrough rates are lower overall in 2012 compared to 2011.


Triggered email response statistics

The Epsilon data set is interesting since it has insight on triggered emails which aren’t usually separated in these types of industry benchmarks. These are often more personalised and occur at an earlier stage in the subscriber relationship before email fatigue has set in – so these are useful for comparing to your welcome emails or abandoned basket emails.

A breakdown is also available by sector.


European Email Statistics

Epsilon was also a good source for breakdown of email response for European countries – see their EMEA Email Resource Centre. Breakdown by country below is kept for reference although Epsilon haven’t updated this recently to say the least, so we’ll update it as soon as we get better longer-term trends – in the meantime, compare these to the open and click rates at the top of the article.

France Email response trends


Germany Email response trends


UK Email response trends


Asia-Pacific Email Statistics

Epsilon is again a source that can be used here. These sources have been recommended to me via Linked In:

Australia Email marketing statistics

The latest compilation of Email marketing statistics for Australian audiences from Vision 6 showing open rate across a range of sectors – B2B sectors have the highest clickthrough rates.


Social Media Marketing Statistics

  • 84% of B2B marketers use social media in some form. (Aberdeen)
  • The majority of marketers (59%) are using social media for 6 hours or more each week. (Social Media Examiner)
  • 83% of marketers indicate that social media is important for their business. (Social Media Examiner)
  • 53% of social media marketers don’t measure their success. (Awareness, Inc.)
  • 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing. (Adobe)
  • 96% of social media managers measure number of fans and followers, 89% measure traffic, 84% measure mentions, 55% track share of voice, and 51% track sentiment. (Awareness, Inc.)
  • 42% of marketers say Facebook is critical or important to their business. (State of Inbound Marketing, 2012)
  • The number of businesses that say Facebook is critical or important to their business has increased by 75%. (State of Inbound Marketing, 2012)
  • 62% of marketers said social media became more important to the marketing campaigns in the last 6 months. (State of Inbound Marketing, 2012)
  • Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing, 2012)
  • Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%. (State of Inbound Marketing, 2012)
  • 80% of US social network users prefer to connect to brands through Facebook. (State of Inbound Marketing, 2012)
  • Ratio of views to share of Facebook comments: 9:1. (Buzzfeed)
  • Auto-posting to Facebook decreases likes and comments by 70%. (Digital Buzz Blog, 2012)
  • As of July 2013, Facebook is the most popular social network in the United States. (Nielsen)
  • Google+ attracted 20 million users within the first 3 weeks of its launch. (comScore)
  • As of January 2012, American users spent an average of 3.3 minutes on Google+. (eMarketer)
  • As of January 2012, Google+ accounted for .22% of referral traffic, falling from .24%. (Shareaholic)
  • Websites using the +1 button generate 3.5x the Google+ visits than sites without the button. (HubSpot)
  • Over 40% of marketers report that Google+ is “useful to critical” for their business. (HubSpot State of Inbound Marketing, 2012)
  • Pinterest is now the 3rd most popular social network in the U.S. in terms of traffic. (Experian)
  • Over 80% of pins are repins. (RJMetrics)
  • Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in their history. (RJMetrics)
  • Daily Pinterest users have increased by more than 145% since the beginning of 2012. (Mashable)
  • As of January 2012, Pinterest accounted for 3.6% of referral traffic. (Shareaholic)
  • Total same-store referral traffic from Pinterest to five specialty apparel retailers rose 389% from July to December 2011. (Monetate)
  • With over 11 million unique monthly visitors (and counting), Pinterest became the fastest standalone website to eclipse the 10 million per month mark ever. (PR Daily)
  • A call-to-action pin description sees an 80% increase in engagement. (Pinerly Study)
  • Pins related to trending topics see an average of 94% increase in click-throughs. (Pinerly Study)
  • The best time to pin during the day is between 2 and 4 PM EST. (Pinerly Study)
  • The best time to pin in the evening is between 8 PM and 1 AM EST. (Pinerly Study)
  • Shoppers referred by Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter. They’ll also spend 10% more on average. (Wayfair)
  • Pinterest referrals spend 70% more than visitors referred from non-social channels, including search, according to industry reports. (Wayfair)
  • In the month of March 2012, HubSpot’s visitor-to-lead conversion rate for Pinterest was 15%, compared to just 9% from Google+. (HubSpot)
  • Links placed just before the halfway point (in characters) of tweets tended to have higher clickthrough rates than links placed elsewhere. (HubSpot)
  • Tweets posted around 4 p.m. Eastern time tend to get more retweets than those posted at other times. (HubSpot)
  • Click-through rate of links in tweets increases as the overall length of those tweets also increases. (HubSpot)
  • Photos that included hashtags in their descriptions on Instagram tend to get more Likes than photos that do not. (HubSpot)
  • For @HubSpot, when we tweeted blog posts or offers about Twitter and other social media topics, those tweets received, on average, 22.5% more clicks than the average clicks for a tweet in the month of May. (HubSpot)
  • For @HubSpot, tweets with statistics received 5.4% more retweets than the average for the month of May, but 32.7% less clicks per tweet than the average. (HubSpot)
  • 43% of all marketers have found a customer via LinkedIn in 2013. (HubSpot State of Inbound, 2013)
  • 36% of all marketers have found a customer via Twitter in 2013. (HubSpot State of Inbound, 2013)
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Lead Generation Marketing Statistics

  • 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)
  • 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)
  • 16% of landing pages are free of navigation bars. (MarketingSherpa)
  • 48% of offers have multiple offers built in. (MarketingSherpa)
  • 42% of offer-related graphics on landing pages are not clickable. (MarketingSherpa)
  • The biggest challenge B2B marketers face in regards to lead generation is generating high-quality leads (61%). (B2B Technology Marketing Community)
  • 84% of companies that have a CRM have a lead scoring process in place to determine the quality of leads. (Direct Marketing News)
  • Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Demand Metric)
  • 37% of B2B marketers are using marketing automation to generate leads. (MarketingProfs)
  • 44% of B2B marketers have generated leads via LinkedIn, whereas only 39% have generated leads through Facebook and just 30% through Twitter. (ReachForce)
  • B2B marketers say that their greatest barriers to lead generation success are the lack of resources in staffing, budgeting, or time. (B2B Technology Marketing Community)
  • Nearly 50% of B2B marketers’ lead gen budgets will increase this year,compared to 44% that will remain the same and 7% that will decrease. (B2B Technology Marketing Community)
  • 71% of B2B marketers use content marketing to generate leads. (MarketingProfs)
  • People are more likely to visit a B2B tech company’s website after seeing a tweet from the company, getting them one step closer to becoming a lead. (KoMarketing Associates)

Search Engine Optimization Statistics

  • 61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012)
  • 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012)
  • On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014)
  • The average click-through rate for paid search in 2010 (worldwide) was 2%. (Convario, January 2011)
  • Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages. (HubSpot Lead Generation Lessons from 4,000 Businesses, 2011)
  • 86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/her increase his/her knowledge. (Pew Research Center, Search Engine Use 2012)
  • The average content length for a web page that ranks in the top 10 results for any keyword on Google has at least 2,000 words. The higher up you go on the search listings page, the more content each web page has. (QuickSprout)
  • If a post is greater than 1,500 words, on average it receives 68.1% more tweets and 22.6% more Facebook likes than a post that is under 1,500 words. (QuickSprout)
  • 60% of all organic clicks go to the organic top 3 search results. (Business2Community)
  • YouTube has become the 2nd Largest Search Engine – bigger than Bing, Yahoo, Ask & AOL combined. (Social Media Today)
  • 50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase. (Search Engine Watch)
  • SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal)

Blogging Statistics

  • There are 31% more bloggers today than there were three years ago. (eMarketer, August 2010)
  • 46% of people read blogs more than once a day. (HubSpot Science of Blogging, 2010)
  • Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI. (HubSpot State of Inbound, 2014)
  • Nearly 40% of US companies use blogs for marketing purposes. (eMarketer, August 2010)
  • B2B companies place a higher value on educational formats like blogging and webinars, whereas consumer businesses are slightly more willing to experiment with advanced digital formats like interactive content and online tools. Infographics were also preferred. Download infographic templates here. (HubSpot State of Inbound, 2014)
  • 84% of inbound marketers – compared to only 9% of outbound marketers – cite organic sources (blogging, SEO, social media) as rising in importance. (HubSpot State of Inbound, 2014)
  • 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly — which, by itself, is still an impressive result. (HubSpot State of Inbound, 2013)
  • 79% of companies that have a blog report a positive ROI for inbound marketing in 2013. (HubSpot State of Inbound, 2013)

Lead Management Statistics

  • Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of marketers use a full-featured marketing automation solution (Forrester Research)
  • Research shows that 35-50% of sales go to the vendor that responds first. (
  • 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. (MarketingSherpa)
  • 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (MarketingSherpa)
  • Just 56% of B2B organizations verify valid business leads before they are passed to Sales. (MarketingSherpa)
  • A whopping 68% of B2B organizations have not identified their funnel. (MarketingSherpa)
  • 57% of B2B organizations identify ‘converting qualified leads into paying customers’ as a top funnel priority. (MarketingSherpa)
  • 65% of B2B marketers have not established lead nurturing. (MarketingSherpa)
  • 79% of B2B marketers have not established lead scoring. (MarketingSherpa)
  • 34% of B2B organizations touch leads with lead nurturing on a monthly basis. (MarketingSherpa)
  • 22% of B2B organizations touch leads with lead nurturing on a weekly basis. (MarketingSherpa)
  • 15% of B2B organizations touch leads with lead nurturing on a quarterly basis. (MarketingSherpa)
  • 9% of B2B organizations touch leads with lead nurturing on a daily basis. (MarketingSherpa)
  • 2% of B2B organizations touch leads with lead nurturing on an annual basis. (MarketingSherpa)
  • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)
  • Only 25% of leads are legitimate and should advance to sales. (Gleanster Research)
  • Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
  • 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Forrester Research)
  • 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. (Forrester Research)
  • Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. (CSO Insights)
  • Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)
  • Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)
  • Event-triggered marketing can potentially save 80% of your direct mail budget. (Gartner Research)
  • Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (SilverPop/DemandGen Report)
  • Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR. (HubSpot)
  • Lead nurturing emails have a slightly higher unsubscribe rate (1%) than individual email sends (0.5%), indicating their effectiveness in removing unqualified leads from the sales funnel. (HubSpot)
  • Companies that excel at lead nurturing have 9% more sales reps making quota. (CSO Insights)
  • Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (HubSpot)

Marketing Automation Statistics

  • Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Focus Research)
  • By 2020, customers will manage 85% of their relationship without talking to a human. (Gartner Research)
  • 50% of respondents to a 2011 Focus survey stated they have not realized the full value of their marketing automation investment, and less than 25% use their platforms to their full potential. (Focus Research)
  • The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (Sirius Decisions)
  • Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge. (Forrester Research)
  • 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric. (Forrester Research)
  • 89% of marketers said email was their primary channel for lead generation. (Forrester Research)
  • With a delivery rate of just 75%, achieving strong inbox placement remains a challenge in the B2B sector. (Return Path)
  • Only 33% of companies who use both CRM and marketing automation said the two integrated well. (The Experts Bench)
  • Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
  • 64% of CMOs have either an informal or no process to manage their marketing automation. (The Annuitas Group)
  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)
  • 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Forrester Research)
  • 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. (Forrester Research)
  • Companies with mature lead generation and management practices have a 9.3% higher sales quote achievement rate. (CSO Insights)
  • Relevant emails drive 18 times more revenue than broadcast emails. (Jupiter Research)
  • Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Aberdeen Group)
  • Gartner estimates a 15% savings on creative production with marketing automation. (Gartner Research)
  • Gartner estimates a 5% reduction in marketing waste through automating fulfillment. (Garner Research)
  • Event-triggered marketing can potentially save 80% of your direct mail budget. (Gartner Research)
  • Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Forrester Research)
  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)

Miscellaneous Marketing Statistics

  • Spending on marketing analytics is expected to increase 60% by 2015. (CMO Survey)
  •  By 2013, lead management campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%. (Gartner Research)
  •  CMOs report they spend 8% of their marketing budgets on marketing analytics, and expect to increase this level in the next three years. (CMO Survey)
  •  By 2014, over 40% of large complex marketing organizations will have developed a pace-layered application approach to integrated marketing. (Gartner Research)

References Used To Create This article

  17. Research - Work horses and dark horses.pdf
  29. Digital Trends Report 2015_EMEA.pdf http:/ Digital Trends Report 2015_EMEA.pdf