Great Big Book of Things Marketers Count

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Great Big Book of
Things Marketers Count
A huge collection of shareable email, web, and general marketing stats.

Introduction
In the second of ourGreat Big Book series, this collection of stats and
notable numbers collected by all types of marketers is a great source of
reference content and sharable content.
We found thousands of statistics and huge collections of analytical data
as we were compiling theGreat Big Book ofThings MarketersCount,
but it was simply too much for one document — even a digital
document.We culled the numerical content and settled on those pieces
of information we felt have a real value to our clients, followers,
colleagues, and vendors.
In the following pages, we hope you find numbers that will support your
efforts or dispel the myths, and come out smarter for having done so.
Spider Trainersis a marketing-services provider withSEO in our
DNA.We design, develop, and deploy blast, drip, and nurture
marketing campaigns that greatly improve yourSEO and that support
your department’s entire calendar.We also create content such as this
eBook with a fair degree of regularity.Our goal is to educate our clients
so that they can participate in the campaigns we build for them.
For lots more information on automated marketing, please drop by our
website and visit our resources page.
I hope you enjoy this compilation,
CyndieShaffstall
Author and founder ofSpiderTrainers
Follow
Get more publications like this eBook.
Click to subscribe to Spider Trainers.

— 2012 Association Email Marketing Benchmark Report
Share the book
.052%
Average email unsubscribe
rate for associations.

— HubSpot
Share the book
1%
Unsubscribe rate for
lead-nurturing emails.

— SpiderTrainers
Share the book
1 Spider Trainers’ credo: “Never
miss an opportunity to learn
something.”

— Experian email market study
Share the book
1in2
Marketers who have used
animated GIFs in their email
campaigns.

—Wired.com,Typographic Insanity:This Poster Is Covered in All 265,000Words From Ulysses
Share the book
1.7T
ype size used by the
designers at Blotto to print all
820,000 words of the King
James Bible on a poster.

— Nielsen’s quarterly Global AdView Pulse report
Share the book
1.9%
Growth in global ad spend for
the first quarter of 2013 from
first quarter 2012.

— Convario
Share the book
2%
Average click-through rate for
paid search in 2010
(worldwide).

— 2011 USPS Household Diary Study
Share the book
2.3
Responses to advertising mail
per week by households with
incomes greater than
$150,000.

— SpiderTrainers
Share the book
3Types of automated email
campaigns that Spider
Trainers builds for clients
(blast, drip, and nurture).

— SEOmoz
Share the book
3X
More inbound links attracted
by blog posts incorporating
video (compared to those
without video).

— Marketing Charts
Share the book
4%
Marketers who say they and
their companies effectively
measured social marketing
in 2012.

Share the book
5%
Average click-through rate for
internet advertising.

— Deloitte
Share the book
5%
In-store retail sales influenced
by mobile; equivalent to more
than $159 billion in sales.

— Jeﬀ Ernst, Forrester Research
Share the book
5%
Marketers who use a
full-featured marketing-
automation solution.

— Forester Research
Share the book
6%
Consumers who last year said
they often bought products
advertised to them via email.

— SpiderTrainers
Share the book
7 Minimum number of
recommended events for an
effective lead-nurturing
campaign.

— Epsilon/DMA
Share the book
7
.8%
Increase in email open rates in
the third quarter of 2012
compared with the year-
earlier period.

—The Daily Reckoning on Mary Meeker’s “State of theWeb” D11 2013 conference presentation
Share the book
8thof 10
American-owned companies’
internet sites with the most unique
monthly visits (even though 81% of
the traffic comes from outside the
United States).

— Content Marketing Institute
Share the book
8of 10
U.S. internet users reached by
social media and blogs.

Share the book
9in 10
Organizations that market
with content.

— Qualcomm
Share the book
9%
Mobile device users that video
chat at least twice a week on
their phone.

— Marketing Charts
Share the book
9.5%
Increase in open rates for
Twitter follow-us mailings
over other types.

— SpiderTrainers
Share the book
10Average number of new
resources added daily to
Spider Trainers’ Marketing
Resource Library on LinkedIn.

—Tailored Mail
Share the book
10%
W
omen, over men, who click
on mobile emails.

— Demand Gen
Share the book
11%
B2B buyers who use podcasts
to research purchasing
decisions.

— AnsonAlex
Share the book
12%
Growth in traffic by brands
who use infographics,
over those that don’t.

— HubSpot
Share the book
12%
Website conversion rates by
companies adopting an
inbound strategy.

— HubSpot
Share the book
13%
Average savings in overall
cost per lead using inbound
tactics.

— HubSpot 2013 State of Inbound Marketing
Share the book
$14
Savings for every new
customer by brands relying
on inbound marketing.

— Hubspot
Share the book
14.6%
Close rate of organic-search
leads.

— Aberdeen Group
Share the book
15%
Gartner-estimated savings on
creative production by those
using marketing automation.

— Adestra Subject Line Analysis Report
Share the book
16.2%
The increase of performance
of news-related terms in
subject lines over discount-
related terms.

— Marketing Sherpa
Share the book
17%
Of more than 1,000 global
businesses, the percentage that
said that their list growth was
very positive.

— Content Marketing Institute and Marketing Profs
Share the book
18Different content-marketing
tactics used by companies
with 10,000 or more
employees.

Share the book
18%
Households that do not read
any of the advertising mail
they receive each week.

— Demand Gen, 2013 B2B Content Preferences Survey
Share the book
18%
Respondents who say they use
Facebook to share content
with their colleagues
frequently.

— Jupiter Research
Share the book
18X
More revenue generated by
relevant emails over
broadcast emails.

— eMarketer
Share the book
19%
US respondents (1 in 5) who
have scanned a QR code.

— Experian
Share the book
19.5%
Average open rate for
promotional mailings with
personalized subject lines.

— SpiderTrainers
Share the book
20
Inbound content resources
created by Spider Trainer
in 2013 year to date.

Share the book
20%
Survey respondents who use
Twitter to find relevant
content to make B2B
purchasing decisions.

— UK Email Marketing Benchmark Report
Share the book
21.47%
UK open rates.

—Sirius Decisions
Share the book
22%
Average sales cycle increase
over the past five years due to
more decision makers being
involved in the buying process.

Share the book
23%
Of all time spent online by
US internet users on social
media and blog sites.

— MarketingSherpa
Share the book
25%
Annual email-list
depreciation rate.

—WebHostingBuzz, State of Social Sharing in 2013 Infographic
Share the book
25%
Of LinkedIn employee profile
views are from coworkers.

— B2B Marketing Insider
Share the book
25%
Marketing budget spent by
marketers on content
marketing.

— Gartner
Share the book
28%
Marketers who have reduced
their advertising budget to
fund more digital marketing.

— Shullman Research Center,
Generational Diﬀerences in Luxury Consumers’ Attitudes and Buying Plans
Share the book
31%
Of baby boomers plan on
spending more next year.

— Knotice Mobile Email Opens Report
Share the book
33%
Emails opened on the
iPhone and iPad.

—The Experts Bench
Share the book
33%
Of companies who use both
CRM and marketing
automation who said the
two integrated well.

— Alchemyworx
Share the book
33%
UK brands that generated
more revenue from email
than all other digital channels
combined.

Share the book
33%
Increase in mobile-optimized
content marketing in 2012
over 2011.

— Radicati, Email Statistics Report 2012-2016
Share the book
34%
Email users access their email
via a mobile device.

— Shullman Research Center,
Generational Diﬀerences in Luxury Consumers’ Attitudes and Buying Plans
Share the book
34%
Generation Xers who plan to
spend more in the next year.

— MarketingSherpa 2013 SEO Marketing Benchmark Survey
Share the book
35%
Marketers that had an outside
agency or consultancy help
with SEO work.

Share the book
36%
B2B buyers who share content
with their colleagues on
Twitter.

— Content+
Share the book
37%
Marketers who say blogs are
the most-valuable type of
content marketing.

— Social Media Marketing Industry Report 2013
Share the book
37%
Marketers who say their
Facebook marketing efforts
have been effective.

— Custom Content Council and ContentWise
Share the book
39%
Marketing, advertising, and
communications budgets that
will be dedicated to content
marketing this year.

Share the book
40%
Twitter users who rarely
post but largely consume
content there.

—The Relevancy Group
Share the book
40%
Marketers who have direct
dashboard access to click-through
rate and deliverability/inbox
placement rate.

— HubSpot 2013 State of Inbond Marketing
Share the book
41%
Marketers who confirm
content marketing’s positive
return on investment.

— Robert Half International
Share the book
42%
Companies who say lack of
human resources is the key
barrier to content marketing.

Share the book
42%
Marketing budget allocated
to content by companies with
less than 10 employees.

— 2012 International Email Marketing Summit
Share the book
42%
Online retailers that perform
copy optimization.

— Spencer Stuart, executive-recruitment ﬁrm
Share the book
43
Months average CMO tenure.

— BlueHornet ConsumerViews of Email Marketing 2013
Share the book
43%
Consumers who say they read
emails most often on a
smartphone or tablet as opposed
to a desktop or laptop computer.

— Forrester
Share the book
44%
Consumers who said they
delete most advertising email.

— InterconnectedWorld: Shopping and Personal Finance
Share the book
44%
Online shoppers who begin
by using a search engine.

— Shullman Research Center “Generational Diﬀerences in Luxury Consumers’
Attitudes and Buying Plans”
Share the book
44%
Ultra-affluent millennials say
they will spend more in the
next year, while only 7% say
they will spend less.

— DMA
Share the book
$44.25
Average return on email
marketing investment for
every dollar spent.

— Eloqua
Share the book
46%
People who say they’d be more
likely to seek out information
about a product or service after
seeing it in an online video.

— Forrester Research
Share the book
46%
Marketers with mature lead-
management processes who have
sales teams that follow up on
more than 75% of marketing-
generated leads.

Share the book
47%
Households that read all or
some of the zero to seven
pieces of advertising mail
they receive per week.

— DMA
Share the book
47%
Survey respondents that said
automatically sending an
email based on a trigger is
somewhat effective.

—The Annuitas Group
Share the book
47%
Increase in purchase order size
by nurtured leads (compared
to non-nurtured leads.)

— Pew Research Center
Share the book
47%
Teens with a smartphone.

— InsideView
Share the book
47%
B2B marketers who say they are
actively using LinkedIn (vs. 90% on
Facebook); even though LinkedIn
generates more leads for B2B companies
than Facebook, Twitter, or blogs
individually.

Share the book
48%
blogs to find relevant content
for their B2B purchasing
decisions.

Share the book
50%
Overall read rates
for mail ads.

— Gleanster
Share the book
50%
Qualified leads that are not
ready to purchase
immediately.

— Focus
Share the book
50%
Respondents who have not
realized the full value of their
marketing-automation
investment.

— Sirius Decisions
Share the book
50%
The expected increase of the
adoption of marketing-
automation technology
by 2015.

— Gleanster Research
Share the book
50%
Increase in sales-ready leads
generated by companies that
excel at lead nurturing (at
33% lower cost).

— LexisNexisWorkplace Productivity Study
Share the book
51%
Of time professionals spent on
managing information rather
than acting on it.

— SimplyHired
Share the book
52%
Increase in inbound
marketing jobs.

— HubSpot 2013 State of Inbound Marketing Report
Share the book
53%
CEOs/CMOs who augmented
their 2013 inbound-marketing
budgets.

— Mist Media
Share the book
53%
Increase in likelihood of your
website appearing on page 1
of Google when you have a
video on the landing page.

— HubSpot
Share the book
54%
Increase in leads delivered into
the marketing funnel due to
inbound marketing (over
traditional outbound marketing).

— Demand Gen 2012 B2B Buyer Behavior Survey
Share the book
55%
Buyers who say they spend more
time researching purchases than
they did in the past (compared to
47% of the buyers surveyed in 2011).

— AllTwitter
Share the book
56%
Customer tweets to companies
that are ignored.

— iContact
Share the book
56%
Businesses that say they plan
to increase their use of email
marketing in 2013.

— CEB
Share the book
57%
Purchase process completed
by buyers before ever
talking to sales.

— Experian
Share the book
57%
Marketers who seek zip code
information, preceded by first
and last name.

— the Shullman Research Center. Generational Diﬀerences in Luxury Consumers’
Attitudes and Buying Plans
Share the book
57%
Ultra-affluent millennials who say
that they enjoy purchasing luxury
and designer brands, compared to
28% of all adults who say the same.

— Altimeter
Share the book
57%
Marketers who report content
marketing is their top
marketing priority for 2013.

— Nielsen
Share the book
58%
Consumers who trust
editorial content.

— Brainshark
Share the book
59%
Senior executives who prefer
video over text.

— StrongMail
Share the book
59.8%
Email marketers who plan to
spend more on welcome
email marketing.

— MecLabs
Share the book
60%
Marketers who report a
positive ROI from email
marketing.

— Demand Metric
Share the book
60%
Buyers who are inspired to
seek out a product after
reading content about it.

— CMI and MarketingProfs
Share the book
60%
Marketers who use content
marketing on a weekly basis.

Share the book
61%
B2B marketers who rate
webcasts as the most-effective
content-marketing tactic.

— Custom Content Council
Share the book
61%
Consumers who say they feel
better about a company that
delivers custom content, and who
are also more likely to buy from
that company.

— HubSpot
Share the book
62%
Reduction in content marketing
costs that generates about three
times as many leads and
compared to traditional
marketing.

— Custom Content Council
Share the book
62%
Marketers who use video in
their content marketing.

— Mashable
Share the book
62%
Companies that outsource
their content marketing.

—TopRank
Share the book
64%
Decision makers who read
their email via mobile device.

—Transformational Marketing, Forbes and gyro
Share the book
64%
Millennials who think companies
should offer more ways for
consumers to share their opinions
online in the future.

Share the book
64%
CMOs who have either an
informal or no process to
manage their marketing
automation.

Share the book
65%
Those who strongly agree
that B2B vendors should
stop using small print with
text-heavy pages.

— Social Media B2B
Share the book
67%
Increase in leads per month
generated by B2B companies
that blog over those that
do not.

— comScore.
Share the book
67%
T
witter users who are more
likely to buy from brands
they follow.

—The CMA
Share the book
68%
Increase in time spent by
consumers reading content
from a brand in which they
are interested.

Share the book
69
.7%
B2B buyers who said they rely
more on content today than
they did one year ago.

— Eloqua
Share the book
70%
B2B marketers who use some
form of online video with
their overall strategies.

— Content Plus
Share the book
70%
Consumers who prefer getting
to know a company via
articles rather than ads.

Share the book
70%
Consumers who say content
marketing makes them feel
closer to the sponsoring
company.

— MailOnline
Share the book
72%
Marketers who think branded
content is more effective than
magazine advertisements.

— Econsultancy/Adestra
Share the book
7
4%
Email marketers that
report having excellent
or good ROI.

— SpiderTrainers
Share the book
75%
Spider Trainers’ clients who
repurpose content, not just
republish.

— Google)
Share the book
75%
Smartphone users who watch
videos on their phones.

— Return Path
Share the book
75%
Delivery rate of the B2B
marketer to the inbox.

— USPS
Share the book
78%
Households that either read or
scan advertising mail sent to
their household.

— Hanley-Wood Business Media
Share the book
78%
CMOs who think custom
content is the future of
marketing.

—TMG Custom Media
Share the book
78%
Consumers who feel
organizations behind the
content are interested in
building good relationships.

— MarketingSherpa
Share the book
79%
B2B marketers who have not
established lead scoring.

— Custom Content Council and ContentWise
Share the book
79%
Marketers who report their
organizations are shifting to
branded content.

Share the book
79%
B2B marketers who use
content marketing to achieve
brand-awareness goals.

— Joe Puluzzi, founder of Content Marketing Institute
Share the book
80%
Marketing professionals who
do not use buyer personas in
the process of creating content
for their marketing efforts.

— MarketingSherpa
Share the book
82%
Prospects who say content
targeted to their industry is
more valuable.

Share the book
82%
Marketers who blog and
see a positive ROI for their
inbound marketing.

— Harris Interactive on behalf of Listrak
Share the book
83%
More spent while shopping
by consumers who received
email marketing.

— Demand Gen
Share the book
83%
white papers to research B2B
purchasing decisions.

— Radicati
Share the book
84%
Email that is spam.

—Transformational Marketing, Forbes and gyro
Share the book
84%
Millennials who are thankful
they have access to strangers’
opinions and experiences as they
research and make purchases.

— SpiderTrainers
Share the book
85
Spider Trainers’ team members
dedicated to developing a client’s
automated marketing
campaigns, websites, and SEO.

Share the book
86%
B2C marketers who use
content marketing.

— CMO Council
Share the book
87%
B2B buyers who say content
has a major or moderate
impact on vendor selection.

Share the book
87%
B2B marketers who use social
media to distribute content.

— Mist Media
Share the book
88%
More time spent by the
average user on a website
with video.

— Forrester Research
Share the book
89%
Marketers who said email
was their primary channel for
lead generation.

— SpiderTrainers
Share the book
90%
automatically and successfully
share marketing analytics and
lead scoring with their CRM.

— LexisNexisWorkplace Productivity Study
Share the book
90%
Workers who toss important
information before reading it.

Share the book
90%
Companies (with 100
employees) that use social
media in their marketing mix.

—TMG Custom Media
Share the book
90%
Consumers who find custom
content useful.

— Morgan Stanley
Share the book
91%
U.S. citizens who have
their mobile device
within reach 24/7.

Share the book
91%
B2B marketers who use
content marketing.

— University of Massachusetts Dartmouth’s research on blogging
Share the book
92%
Companies that say blogs
have been successful for
their business.

— Jeﬀ Bullas
Share the book
94%
More views of articles that
contain images.

Share the book
95%
B2B enterprise marketers who
use content marketing.

— HubSpot
Share the book
96%
First-time visitors at your
website who are not there to
do business with you.

— Social Media Marketing Industry Report 2013
Share the book
97%
Marketers say they
participate in social media
marketing.

— Informz
Share the book
98.15%
Delivery rate of emails sent
by associations.

Share the book
98.8%
B2B buyers who say they
now place a higher emphasis
on the trustworthiness of the
content they view.

— Spencer Stuart, executive-recruitment ﬁrm
Share the book
99
Months average tenure for
CMOs in industrial
companies, specifically.

— SpiderTrainers
Share the book
100%
experience successful campaigns
when using targeted landing
pages or squeeze pages.

— MarketingSherpa
Share the book
100%
More time viewers spent on
web pages that have videos
on them.

— Blitzlocal,WhatWe've Learned From 120 Billion Facebook Impressions, 2011 Study
Share the book
100–119
Number of characters in
Facebook posts that creates the
optimum interaction.

— Google+
Share the book
$143
Average cost to generate a lead
through inbound marketing;
about half the average for
outbound marketing ($373).

— eMarketer
Share the book
$118.4
Billion spent on content
marketing, video marketing,
and social media in 2013.

— Interactive Advertising Bureau
Share the book
$156
Million in email ad revenue
reached in 2012.

— GetResponse
Share the book
158%
Higher click-thru rate for
emails that include social-
sharing buttons over those
that do not.

—The Daily Reckoning on Mary Meeker “State of theWeb” D11 2013 conference presentation
Share the book
205%
Iran’s, the fastest, internet
population growth.

— SpiderTrainers
Share the book
423
Members of Spider Trainers’
exclusive Marketing Resource
Library group on LinkedIn.

— Content+
Share the book
434%
Increase in indexed pages
provided by blogs.

Share the book
451%
Increase in qualified leads by
businesses that use marketing
automation to nurture
prospects.

— Orion21
Share the book
800%
Increase in conversions
achieved using landing pages
with video.

— HubSpot 2013 State of Inbound Marketing Report
Share the book
1,200
New leads per month
generated by brands that
create 15 blog posts per month.

— SpiderTrainers
Share the book
2,000
People who viewed or
downloaded the Great Big
Book of Things Marketers Say
in the first 48 hours.

— AOL and Nielsen 2011 report
Share the book
27
Million pieces of content
shared each day.

— Adestra B2B subject line analysis
Share the book
1 Billion emails studied that
showed keywords such as
money, revenue, and profit
performed well in subject lines.

— SpiderTrainers
Share the book
Unlimited
Number of data points
Spider Trainers’ clients can learn
about their campaigns and
customers as a result of testing,
tracking, and tweaking.

About Spider Trainers
Spider Trainershelps companies of all sizes achieve a return on
their marketing-automation investment through the design,
development, and deployment of online or oﬄine blast, drip, and
nurture marketing campaigns.
A network of more than 80 experts in email development, web
development, graphic design, ad creation, multimedia creation, social-
media postings, search-engine optimization, writing, editing, and
analytics,SpiderTrainers is chosen by companies to amplify lead and
demand generation using a sales-readiness nurturing process.
Click here to subscribeto other publications like this.
Please contact us:
Chuck Meyer, client relations manager
651 702 3793 or cmeyer@spidertrainers.com
PO Box 280487
Lakewood,CO 80228UnitedStates
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