One of the most important, and too often overlooked, weapons in any company’s marketing arsenal is lead generation. Is is a vital part in a potential customer’s evaluation, buying process and overall experience with your company. Why are so many companies doing so well with their lead generation while others simply sputter and flail away? Some recently gathered research by Hubspot just may hold the answer as to why some marketers are winning the lead generation battle while others continue to struggle.
- The top priority for marketers is generating leads. (HubSpot, 2020)
- Over 60% of marketers said their CAC has increased in the past three years. (HubSpot, 2020)
- 49% of companies report that increasing customer acquisition is their primary objective. (Ascend2, 2020)
- The mean cost per lead is just under $200. (HubSpot, 2017)
- Ad placement and audience targeting are the top ways that advertisers drive more demand. (HubSpot, 2020)
- 67% of marketing leaders currently use a marketing automation platform. (Salesforce, 2017)
- Anticipated year-over-year growth for marketing automation platforms is 31%. (Salesforce, 2017)
- Of those who are automating marketing, 23% are automating their content delivery. (HubSpot, 2020)
- 20% of marketers are using automated email marketing campaigns. (HubSpot, 2020)
- 68% of businesses use automation in some way. (HubSpot, 2020)
- Just over 75% of marketers are reporting on how their campaigns are directly influencing revenue. (HubSpot, 2020)
- Only 35% of marketers said that understanding the ROI of their campaigns is “Very Important” or “Extremely Important.” (HubSpot, 2020)
- 52% of marketers are currently using attribution reporting. (HubSpot, 2020)
- 91% of marketers are “somewhat confident”’ or “very confident” that they’re investing in programs that influence revenue. (HubSpot, 2020)
- 15% of marketers measure the success of their content programs by how many leads they generate. (HubSpot, 2020)
- 67% of companies use lead generation as the sole metric to determine content success. (SEMrush, 2019)
- 75% of marketers use their reports to show how campaigns are directly impacting revenue. (HubSpot, 2020)
- Less than 25% of marketers are reporting how campaigns are impacting revenue. (HubSpot, 2020)
-Written by Kevin Sawyer
