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- 88% of marketers who use SEO on their website will increase or maintain their investment in 2023.
- When asked about how they would alter their spending this year if faced with budget adjustments, 44% reported they would increase spending on brand awareness campaigns.
- 91% of marketers say that lead generation is their most important goal. The research also found that 27% of respondents reported that organic search generated the most leads.
- Fewer than two-thirds of marketers are confident in the efficacy of their paid advertising spend on any single channel.
- The best day to send emails is Thursday, Tuesday, and Wednesday, in that order.
Your role as a demand generation marketer means you need to know the latest when it comes to your customers’ habits, what’s working for other demand gen marketers, and how you can improve your everyday processes. Without this knowledge, it’s challenging, if not impossible, to deliver content that develops trust in your brand, drives demand, and ultimately produces high-quality leads.
To help you narrow your focus, we’ve compiled a list of the five essential demand generation statistics that you need to know for success in 2023. Read on for additional context behind each statistic and how you can use it to improve your demand generation.
88% of marketers who use SEO on their website will increase or maintain their investment in 2023.
In a recent industry report, HubSpot collected data revealing the demand generation value that investing in SEO holds. The repeat investments in SEO from those who have previous experience on the channel are not surprising, as the results speak for themselves. But shockingly, the report found that only 29% of marketers used their website to convert leads.
HubSpot reported that SEO is the fourth-most-effective marketing strategy for ROI and effectiveness — behind video, social media, and influencer marketing. Although it’s often overlooked for flashier alternatives, more and more, modern demand gen marketers are recognizing the value their own website holds. Failing to invest in SEO to increase traffic to it and generate leads is a missed opportunity in 2023, bottom line.
studioID’s 2023 Content Marketing Predictions survey found that content executives predicted SEO/organic search (53%) as their most effective distribution channel for 2023.
🔍 Related Reading: 4 SEO Updates + Trends to Keep on Your Radar in 2023
When asked about how they would alter their spending this year if faced with budget adjustments, 44% reported they would increase spending on brand awareness campaigns.
Source: studioID 2023 Content Marketing Predictions survey
It’s no secret that the current economic state of affairs and a looming recession is a concern for most companies. But pushing the panic button and pulling back on brand activities is not the right move. While it is wise to focus on current customers and expansion opportunities therein, you’ll drastically limit your businesses’ growth opportunities if you stop pulling new potential customers into your funnel.
Brands that harness consumer data and leverage their personas to generate brand awareness and reach new markets are more likely to generate quality leads through their efforts. By using personas at every leg of the buyers’ journey, demand gen marketers can increase demand in their company’s product through strategic brand awareness plays.
“Sometimes the most satisfying and accurate answer to the question of what happens when we engage in brand building is simply ‘good things happen,’” says Robert Rose, Chief Strategy Advisor at the Content Marketing Institute. “Yes, more revenue, more savings, better customers, more trust, more brand equity and more profitability. But you’re just not going to try and quantify it. How much brand building should we do? My answer? Enough. Do enough and good things will happen.”
👋 Related Reading: How Your Company Can Improve Brand Recognition
91% of marketers say that lead generation is their most important goal. The research also found that 27% of respondents reported that organic search generated the most leads.
Source: Ruler Analytics
Your business depends on leads to grow revenue and grow your customer base. Without lead generation, growth often stagnates.
Customers are most likely to convert after showing intent. By capitalizing on organic search with a website optimized for intent signals, you can capture leads that are further along in their buying journey and nurture them accordingly. After all, the buyer’s journey is really a knowledge journey.
People are on the hunt for answers and solutions, and if your brand is able to help them in this endeavor and solve their current challenges, they’re likely to turn into quality leads. And if you’re not providing the solutions, one of your competitors will, equating to not only a lost sales opportunity but the loss of the lifetime value of the customer as well.
“Lead nurturing is a marketing effort focusing on engaging with leads and customers in a way that encourages them to progress toward a specific action,” says HubSpot Academy. “Lead nurturing is the timely, efficient, and targeted approach to connecting with your contacts. By taking this kind of approach, you can deliver helpful content.”
✅ Related Reading: studioID’s 2023 On-Page SEO Checklist
Fewer than two-thirds of marketers are confident in the efficacy of their paid advertising spend on any single channel.
Source: Insider Intelligence
As consumers become more and more overwhelmed with a deluge of ads every day, you need to ensure you’re being highly strategic with paid advertising. Your paid advertising will generate the results you want only if your targeting is focused specifically on those who are most likely to convert. Additionally, you need to focus on both attribution and conversion tracking. By implementing consistent data tracking and cleanliness along with referencing industry benchmarks, you can keep an eye on how your performance is stacking up against your competitors’ metrics and where you need to improve.
HBR reported that channels often overestimate paid ad effectiveness, such as eBay ads by more than 4,200% and Facebook ads by 4,000%. The confusion happens because measurements often include customers who already planned to buy your product, which doesn’t provide insights into the effectiveness of your investment. Both Unilever and P&G saw an increase in organic sales by cutting their advertising budget while focusing on reach.
🤑 Related Reading: Key Paid Advertising Strategies for 2023
The best day to send emails is Thursday, Tuesday, and Wednesday, in that order.
Source: Co-schedule, 2023.
People’s inboxes are chock full these days, so it can be exceptionally difficult to stand out and make an impact. Timing plays a critical role in your success with email. Even the most impressive email content wise can get completely missed if it’s not sent to your target audience at the time they’re most likely to read and act on it.
For example, emails sent on the weekend to a B2B audience will likely see lesser engagement than they would if they were sent during standard business hours. While general engagement days and times are a good guideline to reference as a place to start, each audience has different optimal times.
To maximize engagement, demand generation marketers should measure their specific engagement rates (open rates, click-through rates, and conversion rates) through a series of A/B tests to determine the optimal time for their target audience.
Something else to consider: so many marketers are referencing the latest data on best days + times to send emails. Experiment with sending just outside of those ‘peak’ times, and you may find success due to less competition.
According to CoSchedule, if you only send one email a week, Thursday is the best day to do it. Companies that send two emails a week should consider Tuesday and Thursday.
✉️ Related Reading: 3 Essential Email Marketing Metrics You Should Track