40+ Amazing Digital Marketing Metric Averages For B2B Companies

Best-in-class marketers are more likely than their less effective peers to have a documented marketing strategy that is based on a set of assumptions. Actual history is the best assumption but when historical performance is not available then it is best to use industry averages. And, it is a best practice to evaluate your company’s performance against industry averages.

Insight Venture Partners “Insights Periodic Table of B2B Digital Marketing Metrics” provides industry averages that are good assumptions to include in your plan. Below are averages for SEO, SEM, email, website, conversion and free trials.

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Search Engine Optimization (SEO) – B2B Industry Averages

  • 44% – Click through rate, 1st result organic search
  • 20% – Click through rate, 2nd result organic search
  • 8% – Click through rate, 3rd result organic search
  • 8% – Organic search to lead conversion rate
  • 25% – form submits from organic search

Search Engine Marketing (SEM) – B2B Industry Averages

  • 6.5% – Click through rate, Google AdWords
  • 0.15% – Click through rate, Google AdWords
  • 0.95% – Click through rate, Google AdWords
  • $8.50 Average cost per click for paid search
  • 3% – Paid search to lead conversion rate
  • 20.5% – Form submits from paid search and referral

Email Marketing – B2B Industry Averages

  • 24% – Gross open rates for prospect lists
  • 0.9% – Bounce rate for prospect lists
  • 13% – Click to open rate for prospect lists
  • 12.5% – Unique open rate for prospect lists
  • 2% – Click through rate for prospect lists
  • 21% – Desktop click to open rates for prospect lists
  • 7% – Mobile click to open rates for prospect lists
  • 22% – Unique open rates for customer lists
  • 30% – Click through rate for customer lists
  • 9% – Form submits from email
  • 8% – Contact to Marketing Qualified Lead (MQL) conversion rate
  • 65% versus 25% are the open rates for 1st emails versus 3rd email sent
  • 2-3 touch per month from drip campaigns
  • 8% – Click through rate for drip campaigns

Website – B2B Industry Averages

  • 41% – Traffic from organic search
  • 16% – Traffic from paid search and referral
  • 50% – drop-off rate
  • 3.5 – Page views per visit
  • 2.5 – Minutes spent on website per visitor
  • 24 Months – Website complete refresh cycle

Digital Asset Conversion Rates – B2B Industry Averages

  • 34% – Companies using content syndication
  • 12.5% – White paper conversion rate
  • 45% – Webinar attendance as a percentage of registrants
  • 25% – Webinar conversion rate
  • 44% – companies that partially outsource content creation

Free Trials & The Sales Funnel – B2B Industry Averages

  • 17% of SaaS firms with a Fremium model
  • 18% – SaaS firms with 14-day free trial
  • 41% – SaaS firms with 30-day free trial
  • 10% – Website visitors that convert to a free trial
  • 25% – Free trial to subscription conversion rate
  • 26% – Overall MQL to Sales Qualified Lead (SQL) conversion rate
  • 41% – Percentage of the sales pipeline that is sourced by marketing

 

This article was written by Peter Buscemi from Business2Community and was legally licensed through the NewsCred publisher network.

Peter Buscemi
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Peter Buscemi

Peter Buscemi is a strategic and visionary entrepreneurial marketing leader who has literally built his entire career transforming technology innovations into multimillion-dollar revenue streams for three decades. A high-energy, fiscally conscious, and goal-driven marketing executive, Peter approaches each new business challenge with his innate talent for innovation, creative problem solving, and measured risk taking to drive consistent bottom-line improvements.Peter is a managing partner at Four Quadrant.
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