Lead Generation and Advertising Statistics

Lead Generation

• Demand Generation 80% of marketers report their lead generation efforts are only slightly or somewhat effective. (BrightTALK, 2015)
• Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers. (BrightTALK, 2015)
• Average conversion rate for digital leads is 5% (Avalanche Enterprise 2016)
•  For B2B marketers, the ideal number of fields on web registration and download forms is between three and five for 79% of respondents, while only 16% said it was six or more. (BrightTALK, 2015)
• Average cost per qualified lead from social media is £35 (Avalanche Enterprise 2017)
•  53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of their budget is allocated to lead generation. (BrightTALK, 2015)
•  Only 17% of marketers say outbound practices provide the highest quality leads for sales. (HubSpot, 2016)
• 65% of marketers say generating traffic and leads is their top challenge. (HubSpot, 2016)
•  58% of marketers say their lead generation budget will increase in the coming year. (BrightTALK, 2015)
• Nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less. For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month. (HubSpot, 2015)
•  The less companies know about their KPIs, the less likely they are to meet their revenue goals. 74% of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. (HubSpot, 2015)
•  Marketing Analytics 59% of marketers rely on total lead volume as a top metric. (BrightTALK, 2015)
•  42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. (BrightTALK, 2015)
•  Inbound organizations are 4 times as likely to rate their marketing strategy as effective. (HubSpot, 2016)
•  Just 61% of marketers believe their marketing strategy is effective. (HubSpot, 2016)
• 24% of marketers don’t know whether their efforts resulted in closed-won deals. (BrightTALK, 2015)

•  28% of marketers say securing enough budget is their top marketing challenge. (HubSpot, 2016)
•  Marketers that calculate ROI are 1.6 times more likely to receive higher budgets. (HubSpot, 2016)
• 43% of marketers say proving the ROI of their marketing activities is their top marketing challenge. (HubSpot, 2016)
•  72% of organizations that calculate ROI say their marketing strategy is effective. (HubSpot, 2016)
• Marketing Automation B2B marketers say the #1 benefit of marketing automation is the ability to generate more and better leads. (Pepper Global, 2014)
•  Marketers using automation software generate 2X the number of leads than those using blast email software and are perceived by their peers to be 2X as effective at communicating. (Autopilot, 2015)
•  67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more. (Demand Gen Report, 2014)
• 74% of marketers say converting leads is their top priority. (HubSpot, 2016)
•  More than 60% of marketers use mass email blasts to stay in touch with customers, however, only 13% are using automation software. (Autopilot, 2015)
• Marketing technology represents 33% of the average marketing budget. (Gartner, 2016)
•  28% of marketing technology spend goes to infrastructure (e.g., servers, storage, network) to run marketing software. (Gartner, 2016)
•  Marketing technology spend is now higher than advertising spend for companies. (Gartner, 2016)
•  64% of marketers say they saw the benefits of using marketing automation within the first six months of its implementation. (Regalix, 2015)
• Nearly 70% of businesses are using a marketing automation platform or are currently implementing one. (Aberdeen, 2014)
•  Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (Demand Gen Report, 2014)
• 37% of marketers state that budget constraints hinder them from conducting an efficient marketing automation strategy. (Pepper Global, 2014)
• Adblocking 87% of people say there are more ads than two years ago. (HubSpot, 2016)
• Adblocking has cost publishers nearly $22 billion in 2015 alone. (PageFair, 2015)
• Adblocker Plus, the most popular ad blocking app, has reached 300 million downloads worldwide. (HubSpot, 2016)
•  77% of consumers agree that they would prefer to ad filter than completely ad block. (HubSpot, 2016)
• 41% of ad blocker users found out about ad blockers by word of mouth. (HubSpot, 2016)
• 64% of ad blocker users do so because they believe ads are annoying or intrusive. (HubSpot, 2016)
• 419 million people worldwide have installed an ad blocker on their smartphone. (PageFair, 2015)
•  Display Advertising 91% of people say ads are more intrusive today than two years ago. (HubSpot, 2016)
• 73% of people dislike pop-up ads. (HubSpot, 2016)
•  4 out of 5 of people have left a webpage because of a pop-up or autoplaying video ad. (HubSpot, 2016)
•  One-third of marketers think outbound marketing tactics are overrated. (HubSpot, 2016)
• 33% of inbound marketers and 31% of outbound marketers rank outbound marketing practices, such as paid advertising, as the top waste of time and resources. (HubSpot, 2016)
• 72% of consumers say they would have a lower opinion of a brand if they subjected the consumer to a pop-up ad. (HubSpot, 2016)
• 81% of consumers have closed a browser or exited a webpage because of a pop-up ad. (HubSpot, 2016)

• 34% of consumers say they have mistakenly clicked on an online ad. (HubSpot, 2016)
•  Mobile Advertising 70% of people dislike mobile ads. (HubSpot, 2016)
• Mobile ad blocking has increased 90% year-over-year. (HubSpot, 2016)
•  75% of Google’s mobile search revenue comes from apple devices. (Search Engine Land, 2015)
• The average clickthrough rate for a mobile search ad on Google in the first position is 27.7%. The average clickthrough rate for the second position is 9.2%. (Search Engine Land, 2014)
•  Google drives 95% of all paid search ad clicks on mobile. (Business Insider, 2016)
•  8 in 10 marketers worldwide use location targeting for mobile advertising. (eMarketer, 2015)
•  By 2019, mobile advertising will represent 72% of all U.S. digital ad spending. (Marketing Land, 2015)
•  64.6% of people click on Google ads when they are looking to buy an item online. (WordStream, 2016)
• The average conversion rate in AdWords across all industries is 2.7% on the search network and 0.89% on the display network. (WordStream, 2016)
• The average clickthrough rate in AdWords across all industries is 1.91% for search and 0.35% for display. (WordStream, 2016)
•  The average cost-per-click (CPA) in AdWords across all industries is $2.32 on the search network and $0.58 on the display network. (WordStream, 2016)
•  When it comes to paid social media ads, the overwhelming majority use Facebook ads (84%), followed by Google ads (41%) and LinkedIn ads (18%). (Social Media Examiner, 2015)
•  Video Advertising 51% of people have a lower opinion of brands that use autoplaying video ads. (HubSpot, 2016)
•  70% of U.S. marketers plan to use social video ads in the coming 12 months. (eMarketer, 2016)
• 82% of consumers have closed a browser or exited a webpage because of an autoplaying online video ad. (HubSpot, 2016)
•  YouTube’s net U.S. video ad revenues account for 18.9% of the U.S. digital video ad market. (eMarketer, 2014)
•  Video ads have an average clickthrough rate of 1.84%, the highest clickthrough rate of all digital ad formats. (Business Insider, 2014)
•  56% of viewers are likely to skip online video ads. (Marketing Land, 2014)
• 15% of viewers believe a video ad should be no more than 15 seconds in length. (Marketing Land, 2014)
• Average Facebook video length is 18 seconds (Avalanche Enterprise 2017)
• Smartphones accounted for 71% of all mobile programmatic transactions in Q1, up from 59% in Q4. (Accordant Media 2016)