Fast Facts
Latest Sales & Marketing Stats


Marketing Automation

  • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. In turn, nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group, Nov 2012)
  • Companies that adopt marketing automation see 53% higher conversion rates (from initial touch to MQL) and 3.1% higher annual revenue rates than do non-adopters. (Aberdeen Group, Jul 2012)
  • 79% of top-performing companies have been using marketing automation for more than two years, with 79% of CMOs indicating “increasing revenue” as the most compelling reason for adoption, followed by “higher quality leads” at 76%. (Gleanster, Aug 2013)
  • 78% of successful marketers cite marketing automation as being most responsible for improving revenue contribution. (The Lenskold and Pedowitz Groups, Nov 2013)
  • Marketing automation drives a 14.5% increase in sales productivity and a 12.2% decrease in marketing overhead. (Nucleus Research, Apr 2012)
  • According to Bain & Company, a 5% increase in customer retention can generate a 75% increase in profitability. Additionally, it costs 6 times more to get a new customer than to keep an existing one. (Forrester Research, Oct 2013)
  • Companies that invest in marketing automation solutions see 70% faster sales cycle times and 54% improvement in quota achievement. (Bulldog Solutions, Mar 2012)
  • 63% of companies that are surpassing their competitors use integrated marketing automation. (The Lenskold and Pedowitz Groups, Nov 2013)
  • 80% of companies that implemented a marketing automation solution realized ROI in less than 1 year – 44% of them saw ROI in less than 6 months. (Focus Research, Mar 2011)
  • Companies that deploy marketing automation see:
    107% better lead conversion rates
    40% greater average deal sizes
    20% higher team attainment of quota
    17% better forecast accuracy
    (Aberdeen Group, June 2012)


Lead Management

  • 80% of B2B buyers conduct their own research online before ever engaging with a seller. (SiriusDecisions, June 2012)
  • On average, prospects receive 10 marketing touches from the time they enter the top of the funnel until they’re a closed/won customer. (Aberdeen Group, Jul 2012)
  • An IDC study found that over 50% of leads in the average B2B contact database are obsolete, which underscores a subsequent MarketingSherpa report that lead data goes bad at a rate of 2.1% per month, and a DemandGen report that lead data decays at a rate of 25% - 30% per year. (IDC, Aug 2012 | MarketingSherpa, Sep 2012 | DemandGen, May 2013)
  • 58% of top-performing companies use lead management automation, compared to 41% of average and low-performing companies. (Forrester Research, Dec 2013)
  • MarketingSherpa found that 79% of B2B marketers have not established lead scoring, and 65% have not established lead nurturing, an unfortunate scenario in light of a Forrester study that found companies actively using lead nurturing and lead scoring generate 50% more sales-ready leads at 33% lower cost per lead. (MarketingSherpa, Sep 2012 | Forrester Research, Aug 2012)
  • Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research, Mar 2011)
  • 74% of top-performing companies use automated lead nurturing. (Gleanster, Mar 2013)
  • Leads gained through SEO have a 14.6% rate of close, while outbound marketing leads have a close rate of only 1.7%. (Top Rank Marketing, Jan 2013)


  • 96% of marketers rank segmentation as the third most valuable
    method for improving conversion rates, yet a whopping 85% of
    marketers ARE NOT using automated segment discovery tools to identify
    their high-value customers. (Econsultancy, June 2012)
  • 78% of top-performing marketers cited “segmentation” as the #1
    marketing automation capability they can’t live without. (Gleanster, Nov 2012)
  • Marketers who segment their lists and employ quality targeting can
    improve conversion by 355% and increase revenues by 781%.
    (Jupiter Research, Feb 2011)


  • Among top-performing marketers who reported exceeding their annual revenue goals, email marketing was cited as the #1 most effective tactic for B2B lead nurturing. (Forrester, Nov 2013)
  • Email Institute found that triggered email messages average 152% higher clickthrough rates than “business as usual” (BAU) marketing messages, and an Epsilon study found triggered open rates were 70.5% higher and click rates were 101.8% higher than BAU messages. (Email Institute, Jul 2013 | Epsilon, Feb 2013)
  • 85% of marketers cite email as the most effective lead-generation tactic. (B2B Technology Marketing Community, Sept 2013)
  • According to Gleanster, segmentation, personalization, recommendations, and the inclusion of custom database fields in email copy drive 360% higher conversion than a generic email message with a personalized salutation. (Gleanster, Nov 2012)

Social Media

  • 70% of leading companies identify “improving the brand image through social media” as their most important strategic initiative. (Aberdeen Group, Aug 2013)
  • Companies with active blogs receive 97% more leads than their competitors. (ContentPlus, May 2013)
  • B2B companies that maintain blogs generate, on average, 67% more leads per month than non-blogging firms. (Top Rank Marketing, Jan 2013)
  • 72.6% of sales people using social media outperformed sales people who do not use social media. (A Sales Guy Consulting, Jan 2013)
  • Companies that invest a weekly minimum of 6 hours on social media marketing see:
    Increased lead generation (64%)
    Increased search rankings (60%)
    Increased website traffic (78%)
    (Social Media Examiner, May 2013)