A survey of 900 marketers by HubSpot and Qualtrics reveals that nearly 80% of companies failing to meet revenue goals attract fewer than 10,000 website visitors a month, while 70% of those exceeding goals attract more. Companies with higher revenues pay more per lead but generate significantly more traffic and customers. Key investments for successful companies include branding, website optimization, and social media, with many struggling companies unaware of their crucial metrics.

1. 17Demand Generation Stats
Every CMO Needs to See
AGENCY POST

2. Determining the success of your marketing
programs and analyzing key performance
indicators can be challenging if you don’t
have access to industry data.

3. But how can you improve your KPIs if you
don’t understand which ones really matter?

4. To find out how companies are generating
demand for their brands and how successful
they’ve been in these efforts, HubSpot and
Qualtrics conducted a survey of 900
management level marketers in North
America and Europe.

5. The results are included in our ebook,
The Demand Generation Benchmarks Report
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NOW

6. Here are some highlights of the main charts
and stats from the survey:

7. Nearly 80% of companies not meeting
their revenue goals attract 10,000 monthly
website visitors or less.

8. For those exceeding their revenue goals,
nearly the reverse is true. 70% report
attracting more than 10,000 visitors per
month.

9. Companies meeting or exceeding their
revenue goals attract significantly more
website traffic.

10. They also generate more leads, Marketing
Qualified Leads (MQLs), sales opportunities,
and customers than those that aren’t
meeting or exceeding their revenue goals.

11. Companies with
higher annual
revenues tend to pay
a higher cost per
lead.

12. However, companies
with between
$250,000 and $10
million in revenue all
average a cost per
lead of $26-$50

14. Companies with the highest annual revenue
also report more visitors, leads, MQLs, sales
opportunities, and customers than other
companies.

15. 82% of companies generating $250,000 or
less in annual revenue report generating
less than 100 leads per month…

16. 82% of companies generating $250,000 or
less in annual revenue report generating
less than 100 leads per month…
…whereas only 8% of companies
generating $1 billion in annual
revenue report the same.

17. 74% of companies that weren’t
exceeding revenue goals didn’t
know their visitor, lead, MQL, or
sales opportunities

18. 40% of companies not achieving
their revenue goals didn’t know their
click-through rate. That’s 90% more
than those exceeding their revenue
goals.

19. 34% of companies not achieving their
revenue goals didn’t know their open rate --
52% more than those exceeding their
revenue goals.

20. 60% of those exceeding their revenue goals had an
above average open rate, while the same was true
for only 48% of those achieving their revenue goals,
and 35% of those not achieving their goals.

22. 79% of all marketing leads never convert into
sales and a lack of lead nurturing is the
common cause.

23. Top 3 marketing investments
from companies exceeding
their revenue goals:

24. Top 3 marketing investments
from companies exceeding
their revenue goals:
• Branding

25. Top 3 marketing investments
from companies exceeding
their revenue goals:
• Branding
• Website design and optimization

26. Top 3 marketing investments
from companies exceeding
their revenue goals:
• Branding
• Website design and optimization
• Social media

27. 24% of telecommunications
companies aren’t reaching their
revenue goals (20% higher than
average).

28. It’s one of the few industries still
ranking telemarketing and
traditional advertising among
their top investments.

29. 91%
of
companies
not
achieving
their
revenue
goals
generate
500
MQLs
or
less
per
month,
whereas
the
same
is
true
for
only
45%
of
companies
exceeding
their
revenue
goals.

31. The travel and tourism industry lists “online
advertising” as a top investment, which is
75% more than other industries.

32. Financial services companies list
“marketing automation” as a top
investment, which is 73% higher than
other industries.

33. Content creation is a top investment
for 43% of information technology
companies, which is 54% more
than other industries.

35. Download
The Demand Generation
Benchmarks Report to learn more!
DOWNLOAD
NOW