Have you ever wondered whether your inbound marketing efforts are really worth it? Most marketers would say yes because they see their campaigns result in leads and sales. But how can you tell if your investments in marketing bring enough return on investment (ROI)?
It’s no secret that marketing has become a huge part of businesses today. And for good reason. Marketing helps build brand awareness, increase customer retention, promote growth, and improve conversion rates.
In this article, we will discuss the top statistics of marketing ROI. We hope these stats help you make better decisions when it comes to marketing.
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What's a good ROI in marketing?
The goal of ROI is to make more than a dollar for every dollar you spend on a marketing campaign. What's considered a "good ROI" can vary based on the type of marketing strategy, distribution channels, and industry.
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Audience Behavior Statistics
These statistics are very useful for your marketing strategy because they can help you understand which type of content your target market finds most interesting.
Knowing which type of content your audience finds most relevant at each stage of the sales funnel can help you use different kinds of content to reach out to them effectively.
According to Demand Gen’s report from 2022, buyers are becoming increasingly more selective when consuming content. They prefer to trust reliable sources for their buying decisions.
- 56% of respondents stated that they consider podcasts a valuable type of content in the early stage of their buyer's journey.
- 48% of respondents stated that they value webinars in the mid-stage of their buyer's journey.
- A majority of B2B buyers (62%) said they engage with three to seven pieces of content before connecting with a salesperson
- 39% of content consumers stated that they prefer content from prominent industry influencers.
- According to the survey results, the top content formats that buyers share with their colleagues include research/survey reports (45%), E-books (43%), webinars (42%), and case studies (40%).
- B2B buyers selected research/survey reports as the most valuable content source (43%). This was closely followed by webinars and case studies, both of which were cited by 40% of respondents.
- Just over two-thirds of the buyers polled (67%) said they had engaged with webinars over the past 12 months — a significant increase from last year’s 57%.
B2B Content Marketing ROI Statistics
According to the CMI's research into B2B marketing trends, the importance of the contribution made by good quality, relevant, and engaging B2B marketing materials cannot be underestimated.
In their report for 2022, marketers are highly focused on creating quality, relevant, and engaging digital marketing materials.
Some people adapted their content marketing strategy quickly in 2020. Others took longer to adapt theirs.
- 40% of B2B marketers have a documented content marketing strategy.
- 36% of interviewed B2B marketers stated that they measure content marketing ROI.
- 60% of interviewed marketers said that they could demonstrate how content marketing has grown their number of leads in the past 12 months.
- Three out of four respondents (75%) said their organization measures content performance. Those who measure said website engagement (69%), conversions (67%), website traffic (65%), and email engagement (64%) provided the most insight into B2B content performance in the last 12 months.
- 64% of respondents said they were familiar with their company’s content marketing budget. Of those, 22% said they spend 50% or more of their total marketing budget on content marketing.
- 34% of interviewed marketers expect their content marketing budget to increase in 2020.
- 40% of respondents stated that their company is mature in content marketing maturity.
Content Creation Statistics 2022
- The most popular technologies used in content strategy are analytics tools (83%), social media analytics (80%), and email marketing (75%).
- Almost 40% of marketers say content creation is a very important part of their overall marketing strategy.
- The top two channels used by marketers are social media and the website.
- The top areas of content marketing investment in 2022 are video (69%) and events (61%).
B2B Email Marketing Statistics
- The top technologies B2B organizations use to assist with content marketing are analytics tools (83%), social media publishing/analytics (80%), email marketing software (75%), and content creation/calendaring/collaboration/workflow tools (73%).
- Mobile accounts for approximately half of the web traffic worldwide. In the second quarter of 2022, mobile devices (excluding tablets) generated 58.99% of global website traffic.
- 46% of smartphone users prefer to receive communications from businesses via email. (Statista, 2021)
- Apple iPhone's native email app has the highest market share at 60.7%, followed by Gmail at 26.5%, Outlook at 4.1%, Yahoo mail at 3.3%, and Android at 0.9%.
- Nearly 1 in 5 email campaigns is not optimized for mobile devices.
- Launching a mobile-responsive email design can increase unique mobile clicks by 15%.
- 56% of marketers leverage mobile-friendly emails in their email marketing strategy.
Source: Demand Gen Report, Best Writing, blog.hubspot.com, Content Hacker, Demand Jump, Statista