An insight into b2b engagement and conversion rates from b2b marketing sources such as; organic search from Google, Bing and other search engines, Social Media; Twitter, FaceBook and LinkedIN, Email Marketing and Paid Search Campaigns. 2012 B2B Marketing Benchmark Report by Optify helps B2B companies plan marketing for 2013. Need a boost in converting website visitors? Visit: LeadLifter.com .

1. B2B Marketing Benchmark Report: An Insight Into Conversion Rates
Optify’s 2012 B2B Marketing Benchmark Report analyzes engagement and conversion rates from
traffic referred by marketing sources such as: organic search results, paid search campaigns, email
marketing, social media; Twitter, LinkedIn and FaceBook. Below are just a few highlights from
the B2B marketing report.
Search Engines and Organic Search Results:
Organic search remains to be the #1 driver with 41% referral traffic for B2B websites from Google,
Bing and other search engines. Google however takes the lead by referring an average of 88% of that
traffic. Bing and other search engines tie-in at around 6%. From the 41% of organic search results
1.45% is the conversion rate average. It may not sound too promising but it is still one of the top
sources for B2B companies which accounts for 26.50% of total leads.
Social Media:

2. Twitter exceeds FaceBook and LinkedIn by generating leads 9 to 1, taking 82% of the pie. FaceBook
generates a larger percentage of website visits while LinkedIn displays higher engagement rates with
page views. Social media as a whole contributes on average 1.90% of all traffic with a conversion
rate of 1.22%. Leads captured from social media averaged 4.75% of total leads.
Email Marketing:
Email shows high engagement rates with an average of 3.75 page views per visit with an average
lead conversion rate of 2.89%. This percentage is slowly increasing as B2B marketers perfect the
lead nurturing process. Email marketing delivers a small fraction of website traffic at .80%. Email
marketing converted on average 9.00% of total leads. Email marketing is just one of many tactics
favored by B2B marketers and is essential to lead nurturing.
Paid Search Campaigns:
Paid search campaigns contributed, on average, 4.70% traffic for B2B companies with a conversion
rate of 1.96%. As a lead source, paid search campaigns averaged 10.50% of total leads captured. In
2012, over 10% of B2B companies dropped their paid search campaigns and for those who remained
active saw higher web traffic and above average conversion rates.

3. B2B Peak Seasons:
In 2012, the first quarter (January – March) and from September to mid-November showed the most
activity with regards to website traffic while summer and the end of the year displays slower traffic
trends.
So, what have we learned from these stats?
1. Quality Content is King for boosting organic search results. My advice … keep feeding the spiders.
2. Stay active with email marketing and paid search campaigns due to them contributing proportionally more
leads than their traffic share.
3. Keep Tweeting! Don’t overlook Twitter as a B2B marketing tool.
4. Plan ahead for the peak seasons.
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