On November 13 2012, Eloqua posted a list of 20 stats every modern marketer should see. In an ongoing journey to help your company reach its marketing potential, today I will relay some of these stats and give you tips on how to benefit from each one of them.
Stats:
78% of B2B buyers start their research with search. (Source)
51% of B2B marketers currently spend 10% or less of their budget on search. (Source)
90% of the data in the world today was created in the last two years. (Source)
Tip:
With so many people starting with search engines, so many content being created, and so much money being spent on keywords or pay-per-clicks, it’s crucial that you hop on the SEO train fast. You can start by the small things that can help your ranking like on-page SEO, creating valuable content consistently, and decreasing your bounce rate with a great customer experience for your website. Once you’ve done that, dive deeper into off-page SEO.
Stats:
The number of smartphones has grown 18.9 million in 2008 to 106.7 million in 2012. (Source)
Smartphone owners download an average of 41 mobile apps. (Source)
More than 700,000 apps have been developed for the iPhone and Android devices. (Source)
Tip:
A lot of your potential customers will use a smartphone to surf the internet. If your website doesn’t load or doesn’t load properly, they will discard you and move on. To make sure that doesn’t happen, optimize your website for mobile devices. Make sure that viewers can reach you no matter which device they are using.
If you want to check how your website looks on a mobile device and what you can do to improve it, Google is offering a great service to help you called GoMo. You just test your website in the gomo-meter and let it do all the work for you!
Stats:
The average number of emails sent and received by a corporate account was 112 in 2011. (Source)
36% of marketing emails were opened on a mobile device. (Source)
Tip:
Email marketing continues to thrive today with an ROI still $41 per dollar spent. It is a great idea to renew and rejuvenate your email marketing efforts.
Stats:
50% of B2B buyers turn to social media/peer reviews. (Source)
One in every five minutes spent online is spent on social networking sites. (Source)
Facebook is adding 600,000 mobile users per day. (Source)
Tip:
Social media keeps growing and there are all the signs that it will become more powerful in the future. If you haven’t done so already, invest some time in exploring different social media platforms to find the one (or ones) that is right for your company. Then invest some times in learning how to leverage these tools and what mistakes you need to avoid while using them.
Stats:
78% of B2B buyers go directly to vendors’ websites. (Source)
When the average order value is above $10,000, 70% of buyers say they view four or more pieces of content. (Source)
Monthly video viewership grew by 330% between 2008 and 2012. (Source)
Tip:
When you know that B2B buyers will check your website, it would probably do you good to make sure that all your content is always updated. Remember to take down expired offers and create new ones, to update all the pages that need updating, to stay on the leading edge of your domain.
Also make sure to test out what kind of content best resonates with your customers. Do they prefer ebooks, whitepapers, videos, blog articles, etc? Always tailor your content to match their preferences along all steps of the buying process.
Stats:
Effective use of sales intelligence increases revenue productivity per sales rep by 17%. (Source)
Tip:
Inter-departmental learning is a great way to make sure that your whole team is on the same page. Employees on the front-end of the sales process can pick out patterns in prospects that your marketing team probably can’t. Use the intelligence offered by different departments to understand your prospects better and create more targeted campaigns.