Vital Statistics for B2B Marketers - Inbound vs. Outbound

Vital Statistics for B2B Marketers - Inbound vs. Outbound

Not long ago, being a B2B marketer was simple.  The more you pushed out there, the better your pipeline. But then something changed.  Here are all the latest facts and stats B2B Marketers need to build the case for a balanced inbound and outbound marketing strategy - use at your leisure and feel free to share your own Vital Statistics using #b2bvitalstats

The way businesses buy is changing

  • 9 out of 10 business buyers say when they are ready to buy, they will find you

Source: DemandGen report ( http://www.slideshare.net/G3Com/content-preferences-surveyfinal )

And B2B buyers are hungrier for information

  • 78% are looking for information around their business challenge

Source: Breaking out of the funnel ( http://www.genius.com/media/pdfs/mgResources/DGR_GeniusWP_3-11.pdf )

Content is still king

  • If the order value is more than $10k – 70% of buyers say they review four or more pieces of content prior to purchase
  • The white paper is still the most read piece of content – but 60% of buyers say they don’t have the time for reading – so the shorter, the better

Source: Marketing profs ( http://www.marketingprofs.com/articles/2012/7070/five-trends-b2b-marketers-need-to-understand-to-succeed-in-2012 )

And how content is being consumed is changing

  • 80% of business leaders are watching more online video than ever before

Source: Rise of the digital C-Suite ( http://www.forbes.com/forbesinsights/digital_csuite/index.html )

But traditional outbound methods are not dead

  • 74% of B2B Marketers still find direct mail effective

Source: Marketing Sherpa ( http://www.marketingsherpa.com/article/direct-mail-rated-as-an )

Source: Circle Research ( http://www.circle-research.com/wp-content/uploads/2012/03/Email-Marketing-Infographic-Hi-Res.pdf )

However, reaching the right people is getting harder

  • An average marketing database contains 25-30% useless records

Source: B2B Digital ( http://b2bdigital.net/2012/05/31/b2b-marketers-bad-data/ )

B2B marketing has changed again. Have you?