The first ever study to define the size, growth, and churn of 90 specific B2B personas. A combination of research from Linkedin, Data.com, and Salesforce combined to help marketers answer the key questions surrounding target demographics.
T H E B 2 B
P E R S O N A
P R O J E C T
THE SECRETS OF DEMOGRAPHCIS
THE $7.5 MILLION DOLLAR QUESTION
It costs on average $150 to obtain a B2B
email address. Second that with the average
size of a B2B email database is 50,000 you
can easily see an email database as the most
expensive asset a market has, yet how much
do we know about them? Very little.
This project was set up to give marketers
better insights into email marketing by
providing deeper insights into the core
personas. It is the only study of its kind.
The project is a deep dive
into very specific aspects of
90+ B2B personas.
With in each person we have
been able to identify the total
size of that persona, the
average tenure of a person in
that role, and how many new
people enter that persona
TOTAL B2B AUDIENCE
We looked at 21.3 million full-
time B2B professionals for this
study. In total, there are 60
million full-time professionals
make up the total B2B population,
representing 43% of all employed
individuals in the United States.
THE COST OF CHURN
The average email database of
50,000 addresses loses on
average 7,500 addresses each
and every year.
Losing over $1 million
dollars in value each
The average tenure of
an email address in your
database is 4.2 years
across all verticals of
business, roles with in
the company, and level
7 Of all personas the highest churn
rate goes to Sales Professionals in
the Retail and Consumer vertical.
HIGHEST CHURN RATE
The lowest churn rate of any
persona goes to Executive Titles
with in the Finance role in the
The average persona
churns at a rate of 15% per
year. Meaning every year
your database loses 15% of
it’s power in reaching
your core audience.
We found the higher your
position in the organization
the longer on average the
person tends to stay in that
Making senior level
personas longer lasting
BOUNCE IS NOT A GOOD
MEASURE OF VALUE
One of the main ways email marketers
determine if an email is valued or not is to
simply see if it makes it to through. If it bounces
it is considered no good. This project actually
suggests it may be bad long before then due to a
person taking horizontal or vertical changes
with in a company having them leave the
persona long before a bounce occurs.
INCREASED IMPORTANCE ON
Social handles currently tend to be tied to a
person rather than a persona. So they do not
change with employment, and may give a longer
connection to a person than email addresses.
However, if you have a social handle you still
must understand their current persona to be
relevant to them.
IT SHOULD NOW BE EASIER TO
KNOW HOW GOOD YOU ARE
With the ability to now know how many people
are in your persona you can better evaluate your
efforts on email. These numbers are not
geographic however it is very easy for you to
apply your own calculations on top of these
numbers to better identify the true size of your
persona by geography as well.
F U L L R E P O R T
( C L I C K B E L O W )
T H A N K Y O U
Mathew Sweezey / @msweezey
Principal of MarkeUng Insights