Everyone, except perhaps the creative folks in advertising agencies, knows that marketing is a numbers game. Numbers such as click-thrus, cost-per-lead, cost-per-sale and ROI dominate the landscape of marketing discussions.
I like numbers. They measure the real market success (or failure) of B2B marketing campaigns, they support the argument for following best marketing practices, and they give marketers real insight into the cost and potential value of various marketing approaches.
So, it makes sense to share my 5 favorite numbers to help other marketers experience the confidence and the joy that numbers bring to the strategic process. I didn’t devise these numbers. But after years of knowing them, I cannot honestly remember whose testing and research discovered them in the first place. They are:
- The value of following up with leads immediately: 88% of people are happy to hear from the B2B vendor within 24 hours of downloading informational content. Waiting 96 hours drops that percentage to the 40s.
- The reason nurturing leads is critical in maximizing sales: 45% of new leads generated will buy from someone in the industry category within 12 months.
- One big argument for integrated outbound marketing: Qualified B2B direct mail lists consistently provide 60% more records, business profiles and demographics than email marketing lists.
- Making sure the results of marketing tests are statistically valid: When testing one list or channel against another, the results of the test can be considered minimally statistically valid only if the response to each individual test cell is 85 responses or higher.
- Where to focus efforts in B2B marketing campaigns: Out of 100%, the elements that affect the outcome of a B2B marketing campaign carry the following weights List/Media/Data = 40%, Offer = 30%, Design = 15% and Copy = 15%.
Marketers building strategies and plans for the remainder of the year and beyond should let the numbers be their guide.