INTRODUCTION TABLE OF CONTENTS Determining the success of your marketing programs and analyzing key performance indicators (KPIs) can be challenging if you don’t have access to industry data. Introduction p3 HubSpot partnered with Qualtrics to find out how companies are generating Top Five Trends p4 demand for their brands and how successful they’ve been in their efforts. We surveyed more than 900 marketers, management level and above -- from all Funnel Benchmarks different industries -- in North America and Europe. This demand generation report provides data on KPIs like website visitors, leads, opportunities and by: p6 Revenue........................................................... customers, how marketers are allocating their budgets across various tactics p17 Industry........................................................... and channels, email open and click-through rate statistics, and -- ultimately All Responses.................................................. p18 -- revenue generation. Cost Per Lead Benchmarks Presented below are the results of that survey, along with actionable insights by: Revenue........................................................... p21 for your own future demand generation strategies. Industry........................................................... p21 Company Size.................................................. p22 All Responses.................................................. p22 Email Benchmarks by: Revenue........................................................... p23 Company Size.................................................. p25 Industry........................................................... p27 All Responses...................................................p29 Created By Top Marketing Investments Author: Co-Author: by: All Responses...................................................p31 Laurie Aquilante Alexandra Orfao Industry........................................................... p32 @laquilante @AOrfao369 Head of Enterprise Marketing, Inbound Marketing Specialist, Summary of Results p34 HubSpot HubSpot HUBSPOT • Demand Generation Report • 2015 3 TOP 5 TRENDS In addition, 40% of those not achieving their revenue goals didn’t know their click-through rate. That’s 90% more than those exceeding their revenue goals. Short on time? Here is an executive summary of the five key trends we found 34% of those not achieving their revenue goals didn’t know their open in this data. rate - 52% more than those exceeding their revenue goals. 1) Companies meeting or exceeding their revenue goals attract significantly more website traffic and generate more leads, 4) Companies exceeding their revenue goals report branding, Marketing Qualified Leads (MQLs), sales opportunities, and website design and optimization, and social media as their customers than those that aren’t. (Tweet this stat) top 3 marketing investments. (Tweet this stat) As you’ll see in the Funnel Benchmarks by Revenue section, nearly 80% These are also the top three investments reported by all survey of companies not meeting their revenue goals attract 10,000 monthly respondents. The lowest investments are in telemarketing and traditional website visitors or less. advertising. For those exceeding their revenue goals, nearly the reverse is true. 70% 5) 24% of telecommunications companies aren’t reaching their report attracting more than 10,000 visitors per month. revenue goals (20% higher than average) and it is one of the few industries still ranking telemarketing and traditional Skip to the Funnel Benchmarks by Revenue section for more data on the advertising among their top investments. (Tweet this stat) relationship between visits, leads, MQLs, opportunities, or customers and revenue achievement. By contrast, the most successful companies rank branding, website design and optimization, and social media as top investments. 2) Companies with the highest annual revenue also report more visitors, leads, MQLs, sales opportunities, and customers than other companies. (Tweet this stat). 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. 3) In general, the less companies knew about their KPIs, the less likely they were to meet their revenue goals. (Tweet this stat) 74% of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. HUBSPOT • Demand Generation Report • 2015 4 HUBSPOT • Demand Generation Report • 2015 5 Number of Website Visitors per Month 30% 25% 20% 15% FUNNEL10% BENCHMARKS: 5% Website Visitors per Month by Annual Revenue Percent of Respondents BY 0%REVENUE 70% 0-1K 1K-10K 10K-50K 50K-100K 100K-1M 1M-5M 5M+ 60% Visitors per Month 50% <$250K WebsiteDemand Generation Visitors Benchmark Report, 2015 40% $250K-1M $1M-10M 30% $10M-500M Average Website Visitors per Month by Revenue Percent of Respondents 20% Visitors / Month $500M-1B Achievement 10% Exceeding Revenue Goals 50,000 - 100,000 $1B+ Not Achieving Revenue Achieving Revenue Exceeding Revenue Achieving Revenue Goals 10,000 - 50,000 0% Not Achieving Revenue Goals 1,000 - 10,000 60% 0 - 1K 1K-10K 10K-50K 50K-100K 100K-1M 1M-5M 5M+ 50% Visitors per Month 40% 30% Demand Generation Benchmark Report, 2015 20% 10% Percent of Total Respondents 0% 0-1K 1K-10K 10K-50K 50K-100K 100K-1M 1M-5M 5M+ As the charts above and below show, the lower the annual revenue for a Website Visitors company, the lower the number of monthly website visitors. Demand Generation Benchmark Report, 2015 Annual Revenue Average Visitors / Month <$250K 1 - 1,000 $250K - 1M 1,000 - 10,000 Companies achieving and exceeding their revenue goals report significantly $1M - 10M 10,000 - 50,000 more website traffic than those that aren’t. $10M - 500M 10,000 - 50,000 $500M - 1B 50,000 - 100,000 Average $1B+ 100,000 - 1,000,000 Visitors / Month Exceeding Revenue Goals 50,000 - 100,000 Achieving Revenue Goals 10,000 - 50,000 92% of companies with annual revenues of $250,000 or less generate Not Achieving Revenue Goals 1,000 - 10,000 10,000 or fewer monthly website visitors. For $1 billion companies, the reverse is true. 92% generate more than 10,000 visitors per month. More than 50% of companies that aren’t meeting their revenue goals generate less than 1,000 visitors per month and 80% generate less than 10,000. For For companies generating less than $250,000 in annual revenue, the those exceeding their revenue goals, nearly the reverse is true. 70% attract average number of monthly visitors is between 1 and 1,000, whereas more than 10,000 visitors per month. the average for companies generating more than $1 billion in revenue is 100,000 to 1 million. As you’ll see in the following sections, there is also a correlation between Annual Revenue Average Visitors / Month website visitors and annual revenue. <$250K 1 - 1,000 $250K - 1M 1,000 - 10,000 $1M - 10M 10,000 - 50,000 $10M - 500M 10,000 - 50,000 $500M - 1B 50,000 - 100,000 $1B+ 100,000 - 1,000,000 HUBSPOT • Demand Generation Report • 2015 6 HUBSPOT • Demand Generation Report • 2015 7 Number of Leads per Month 45% 40% 35% 30% 25% 20% 15% 10% Percent of Respondents 5% 0% 1 - 100 100 - 500 500 - 1,000 1,000 - 2,500 - 5,000 - 10,000+ 2,500 5,000 10,000 Leads per Month Demand Generation Benchmark Report, 2015 Leads Leads per Month by Annual Revenue 90% 80% Leads per Month by Revenue Achievement 70% Average <$250K Not Achieving Revenue Achieving Revenue Exceeding Revenue 60% Leads / Month 50% $250K-1M Exceeding Revenue Goals 1,000 - 2,500 80% 40% $1M-10M 70% 30% Achieving Revenue Goals 500 - 1,000 60% 20% $10M-500M Percent of Respondents Not Achieving Revenue Goals 101 - 500 50% 10% $500M-1B 40% 0% 30% 1 - 100 100 - 500 500 - 1,000- 2,500 - 5,000 - 10,000 + $1B+ 20% 1,000 2,500 5,000 10,000 Percent of Respondents 10% Number of Leads per Month 0% 1-100 100-500 500-1,000 1,000-2,500 2,500-5,000 5,000 - 10,000 + 10,000 Demand Generation Benchmark Report, 2015 Number of Leads per Month Demand Generation Benchmark Report, 2015 Annual Revenue Average Leads / Month <$250K 1 - 100 $250K - 1M 100 - 500 While the majority of companies are generating fewer than 500 leads per $1M - 10M 100 - 500 month, the same pattern exists here as with website visitors. $10M - 500M 500 - 1,000 $500M - 1B 1,000 - 2,500 Average Leads / Month $1B+ 2,500 - 5,000 Exceeding Revenue Goals 1,000 - 2,500 Achieving Revenue Goals 500 - 1,000 Not Achieving Revenue Goals 101 - 500 Also as one might expect, the more revenue a company has, the more leads they generate. Over 70% of those not achieving their revenue goals generate less than 100 leads per month and only 5% generate more than 2,500 leads per month. The differences are most drastic at the highest and lowest end of the Companies achieving their revenue goals report slightly higher numbers, spectrum. 82% of companies with $250,000 or less in annual revenue report with only 36% generating 100 leads or less per month. generating less than 100 leads per month whereas only 8% of companies generating $1 billion in annual revenue report less than 100 leads per month. By contrast, companiesAnnual that Revenue are exceedingAverage their Leads revenue / Month goals have a higher overall overage and<$250K report much more varied responses.1 - 100 In fact, more than half of those exceeding$250K their - 1M revenue goals report100 1,000 - 500 leads or more per $1M - 10M 100 - 500 month and 41% generate$10M - 500Mmore than 2,500 per month.500 -