2018 Lead Generation Infographic: CRM, Data & Lead Statistics

In 2017, 63% of marketers said that their top challenge was generating traffic and leads (Hubspot), yet 70% said that converting those leads was their top priority. When looking at industry statistics, how can you benchmark your own activities, and which ones will really drive conversions in 2018?

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The full 2018 Global Lead Generation Stats Infographic

At the end of last year, we delved into our own database to find key lead generation statistics for anyone working in a B2B Marketing role: be that demand generation, CRM or customer engagement. We aggregated data from the thousands of leads we process every month (anonymously pooling together a wide range of regions, industries and company sizes) and here’s what we found:

38% of processed leads are in invalid

Perhaps the most troubling figure from this survey is that more than 1 in every 4 leads processed is invalid.

30% of invalid leads are due to phone number
28% of invalid leads are due to email
27% of invalid leads are because of a fake name

What’s even more concerning is that these statistics are taken from the number of processed leads; meaning that these leads have already cost budget in terms of acquisition, as well as continuing to drain time and marketing budget while stored the CRM.

On average, 70% of CRM data is useless

‘Useless’ doesn’t simply stop at incorrect data; this is the percentage of data we find during database cleanses that is: false, outdated, incomplete or duplicated, to the extent that the lead is no longer contactable.

This figure may seem high, but it’s in keeping with industry statistics: Salesforce famously claims that 91% of CRM data is incomplete.

45% of data is submitted on a mobile device

This is a key point when considering your user experience for forms, landing pages and on-form technology.

If almost half of your leads are converting on mobile devices, every form you create needs to be compatible and able to spot mistakes fast- you never want a mobile user to enter their details twice!

40% is the average media saving for a business using lead generation technology last year – compared with previous performance

1. Lead Management Technology – to improve the end-to-end journey of the lead itself
2. Campaign Orchestration tools – to monitor and manage the efficiency of the entire campaign

We observed that by far the biggest areas of saving and sales improvement are due to:

Faster optimisation based on channel performance
Not paying for invalid leads
Implementing a lead scoring system to accelerate the overall lead to sale time

So there you have it: a top line overview of the most up-to-date statistics for demand generation in 2018. Do they surprise you? Has it made you curious about the state of your own database?

If you want to test a sample of your business’s database against these metrics, then get in touch here to apply for free sample data validation test.

DOWNLOAD & SHARE the full 2018 Global Lead Generation Stats Infographic →