LinkedIn Marketing StatPak: 7 Statistics to Guide Your Strategy for the Rest of 2017

July 9, 2017

marketing statistics

The B2B Beat loves data. In fact, one of our favorite books is The Big Data-Driven Business.

Marketers are learning to love data these days. In today's LinkedIn Marketing StatPak, we’ve collected seven pieces of data that can help show marketers the pathway to the future. Take a look at the seven statistics below, and see how they may impact the way you market your products and services for the rest of 2017 and beyond.  


Seventeen! That’s how many different Cannes Lions Awards State Street Global Advisors, a B2B marketer, won for its Fearless Girl campaign at this year’s festival. The bold effort, which was built around the now famous Fearless Girl statue placed in front of the Charging Bull sculpture on Wall Street, promoted State Street’s SHE Fund. In addition to winning awards, the Fearless Girl campaign, generated results — for example, it received more than 1 billion Twitter impressions in the first 12 hours after the statue was placed on Wall Street on the Eve of International Women's Day. The lesson for B2B marketers is that creativity is not something reserved for consumer marketers. Great creative delivers outsized results for both B2B and B2C marketers.


Research shows that 90 percent of consumers say video is helpful when making buying decisions. Need any more stats to convince you of the power of online video? How about this one? By 2019, video is projected to account for 80 percent of all Internet traffic. The takeaway for marketers is clear: You need to produce more video. Your customers want it, and it influences their buying decisions, with 64 percent of consumers saying they’re more likely to buy a product after watching a video about it. And with tools such as smartphones and easy-to-learn and inexpensive editing software, video production is accessible to marketers at any size company.


More than 90 percent of 18- to 29-year-old stream content online. This up-and-coming demographic will be the buyers of your products and services very soon — if they aren’t already. The lesson here is that marketers must be vigilant about new ways that technology enables them to reach their audience. And streaming content, of course, isn’t the only new trend in the marketplace. Artificial intelligence is on its way, too. According to eMarketer, almost 43 percent of marketers are either already using AI or are likely to deploy it in the near future.


Eighty-six percent of Indians, according to a study by Regalix, say they “sometimes” or “quite often” click on mobile ads. There are at least two lessons here for marketers. First, India (and other countries) are economic powers, and marketers ignore these markets at their peril. Second, mobile advertising is powerful and effective. Your customers are on their mobile phones; your marketing messages should be, too.  


More than 60 percent of social media marketers say their top struggle is proving return on investment. It’s not a stretch to say that a similar number of marketers in general also have trouble proving ROI. The most effective marketers are using the proliferation of data to prove that their programs are boosting awareness, driving leads, and ultimately contributing to revenue. Additionally, the most effective partners of marketers are also significantly elevating their efforts to help prove ROI. LinkedIn Marketing Solutions, for instance, recently launched conversion tracking to help marketers prove their campaigns are driving results.


Search is being transformed by voice, with 49 percent of Americans saying they use their smartphone voice assistants on a weekly basis. Paul Longo, Head of Agency Development, North America for Microsoft Bing, said, “Search is becoming more and more predictive. When you think about artificial intelligence and voice search, your digital assistants are starting to know you more and more.” Search is also moving away from the desktop to mobile, to cars, and to the Internet of Things, he added. Marketers must be prepared for the status quo in search to be challenged in the near future.   


Seventy percent of both sales professionals and marketers say that alignment between their departments delivers the customer a better buying experience, according to a survey of more than 7,000 salespeople and marketers conducted by LinkedIn. Many B2B companies are finding that account-based marketing, or ABM, is a means to creating better alignment between sales and marketing. And that alignment can pay off in a big way, with 54 percent of salespeople and marketers agreeing that alignment results in improved financial performance.

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Photo: Amy