And occasionally you finish a monster B2B marketing insights research piece just in time for the biggest B2B marketing event in the UK.
Yes, its that last one I’m talking about. See the lovely video version of the research here.
Now, we all love a good quotable/tweetable stat at a marketing event – so for all the speakers at Ignite 2018, and in no particular order, here’s my top 18 for you to mercilessly rob and use in slides if you’re needing some last minute stats! Enjoy.
58% do not trust claims made by B2B vendors – even the ones they buy from
84% of buyers say they seek input from peers and existing users
62% rely solely on digital content to set their selection criteria and finalise a vendor list
75% of buyers say the winning vendor’s content had a significant impact on their buying decision
Although 46% think they’re overwhelmed by the marketing content available
Use of private media for sharing, like WhatsApp, Slack and email, now exceed public sharing via social media by a factor of 2-1
96% say the customer experience directly affects the decision to buy again
Suppliers that make buying easy are 62% likelier than other suppliers to win a high-quality sale
97% of b2b buyers prefer prescriptive content that recommends solutions and tips
77% of b2b purchasing decisions involve millennials
While 64% of senior execs have final authority, 81% of non-senior staff have influence
Longer blog posts not only rank better in search, they get 2x the shares and are seen as more authoritative
When an employee shares company content, their CTR is two times higher than if their company were to share the same content.
Companies with aligned sales and marketing generated 208% more revenue from marketing
B2B purchasers are almost 50% more likely to buy a product or service when they see personal value – such as opportunities for career advancement, confidence or pride in their choice
50% of B2B search queries today are made on smartphones.1 BCG expects that figure to grow to 70% by 2020
52% prefer mobile-optimised content
The CTR of first display ad in 1994 was 43%, the average CTR in 2017 is less than 0.1%
(Header image: Shutterstock)