How do your website and digital marketing results compare with those of other B-to-B marketers? Are you investing in the right digital channels to efficiently drive leads?
The “2012 B2B Marketing Benchmark Report” attempts to answer those questions. The study, by Optify, analyzed more than 62 million visits and more than 350,000 leads from 600-plus small and medium-sized B-to-B websites to give marketers insight on what’s working and what’s not in the world of B-to-B digital marketing.
These five key findings might help you discover if you’re doing better or worse than the gathered benchmarks and identify areas of potential improvements for your marketing programs.
1. Changing Business Seasons Affect Traffic
There is clear cyclicality in the B-to-B space with first quarter of 2012 and from September to mid-November, showing the strongest performance in terms of traffic. The peaks happen around the “back to work” (January to March) season as the new year kicks off and “back to school” (September to mid-November) season as businesses gain momentum to increase revenue before the end of the year.
2. Organic Search Is the No. 1 Driver of Traffic
Organic search is accountable for 41 percent of all visits to B-to-B websites. Within organic search, Google is the single most important referring domain to B-to-B websites, responsible for more than 36 percent of all visits. During 2012, blocked referring keyword data increased and reached an average of 41 percent. Marketers should closely analyze their organic traffic to learn how to optimize their website to convert all those visitors into leads.
3. Social Media Is an Overlooked Opportunity
Social media is still a small fraction of traffic and leads to B-to-B websites, contributing on average less than 5 percent of all traffic and leads. Businesses using social media for lead generation are seeing comparatively high conversion rates. Between the top three social channels (Facebook, Twitter and Linkedin), Facebook was the biggest traffic source but Twitter was more effective in generating leads from the visits. Businesses should consider social media as a lead generation opportunity to add to their marketing program.