If you’ve worked in marketing for any length of time, you already know not every campaign is created equal—it’s inevitable, some campaigns will be more effective than others. Ultimately, the key to marketing productivity lies in your ability to pinpoint and scale your most successful marketing initiatives.

If you’re interested in learning more about marketing productivity, you’ve come to the right place. The experts at ZoomInfo have scoured the internet to put together the following list of marketing productivity statistics.

It’s our hope that you use these marketing productivity statistics to improve your campaigns. That way, you can spend more time on the marketing activities that truly matter. Let’s get into it!

Marketing Automation and Marketing Productivity

This first section looks at marketing automation and its impact on marketing productivity. As its name suggests, marketing automation technology automates many essential marketing tasks—making it a critical component of marketing productivity. Let’s look at the numbers:

  • 77% of CMOs at top-performing companies indicate their most compelling reason for implementing marketing automation is to grow revenue (source).
  • Modern technology could automate 45% of the activities people are paid to perform, and about 60% of all occupations could see 30% or more of their activities automated (source).
  • Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead (source).
  • On average, 49% of companies are currently using marketing automation, with more than half of B2B companies (55%) adopting the technology (source).
  • 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels (source).
  • Marketing automation drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead (source).
  • ADI also found that automation receives plenty of positive sentiment online, with saving time (30%) and big data analysis (25%) cited most frequently (source).
  • Data hygiene is a primary concern for those leveraging marketing automation; 50% of those who have a marketing automation platform (MAP) rank data hygiene as their top data challenge (source).
  • More than 40% of participants said they thought they had already adopted AI-driven marketing (source).
  • B2B marketers say the #1 benefit of marketing automation is the ability to generate more and better leads (source).
  • Marketers using automation software generate 2X the number of leads than those using blast email software and are perceived by their peers to be 2X as effective at communicating (source).
  • 67% of B2B marketers say they see at least a 10% increase in sales opportunities through lead nurturing, with 15% seeing opportunities increase by 30% or more (source).
  • 64% of marketers say they saw the benefits of using marketing automation within the first six months of its implementation (source).
  • Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads (source).
  • 37% of marketers state that budget constraints hinder them from conducting an effective marketing automation strategy (source).
  • 4 in 5 marketing automation users increased their leads by using marketing automation software and almost as many (77%) saw an increase in conversions (source).
  • 63% of marketers plan to increase their marketing automation budget this year (source).
  • 58% of industry leaders using marketing automation say that conversion rate and revenue generated are the most useful metrics to measure (source).

Artificial Intelligence, Machine Learning, and Marketing Productivity

In a similar vein, artificial intelligence, machine learning, and predictive intelligence have brought on a new era of technology. Marketers can use this technology to be more efficient. Check out these statistics:

  • The growth in machine learning is accelerating. The market is predicted to reach $15.3 billion by 2019, with an average annual growth rate of 19.7% (source).
  • Predictive analytics software will be a big early-growth category for machine-learning applications. It’s expected to reach $6.5 billion worldwide in 2019, up from $2 billion in 2012 (source).
  • According to research by Adobe Digital Insights (ADI), the impact of automation and robots are top-of-mind, but, contrary to popular belief, most people are talking about how robots are helping them do their work, rather than taking away jobs. Automation mentions online have doubled year-over-year (YoY), and average daily mentions of robots and jobs have increased 70% YoY (source).
  • 94% of marketers said a tool that provides continuous, autonomous optimization across channels would be appealing to them (source).
  • 91% of marketers said a tool that enables their teams to review, analyze, and act on customer and marketing data in a continuous and real-time fashion would be valuable for their organizations (source).
  • 88% of marketers said that reducing the time spent on preparing reports and analysis, thereby granting more time for strategy and focusing on customer interactions, would be valuable (source).
  • 80% of respondents believe AI improves worker performance and creates jobs (source).

Content Marketing and Marketing Productivity

A massive part of B2B marketing is content creation. Yet, if you spend time creating the wrong kinds of content, your productivity goes down the drain. Here’s what you need to know:

  • 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time (source).
  • Over its lifetime, one compounding blog post creates as much traffic as six decaying posts (source).
  • Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts (source).
  • B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month (source).
  • B2C companies that blogged 11+ times per month got more than 4X as many leads than those that blog only 4-5 times per month (source).
  • Pit content marketing against paid search and content marketing gets three times the leads per dollar spent (source).
  • Content marketing generates over three times as many leads as outbound marketing and costs 62% less (source).
  • Small businesses with blogs get 126% more lead growth than small businesses without (source).
  • After reading recommendations on a blog, 61% of U.S. online consumers made a purchase (source).
  • Content marketing rakes in conversion rates six times higher than other methods (source).
  • 93% of B2B marketers use content marketing (source).
  • Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%) (source).
  • 39% of marketing budget is spent on content marketing by the most effective B2B marketers (source).
  • 72% of marketers think that branded content is more effective than magazine advertisements (source).

Marketing Time-Savers & Challenges

Lastly, let’s look at some numbers that reflect the current state of marketing productivity. Included in this section are statistics that report on both time-saving activities and challenges. Take a look:

  • 88% of marketers said that reducing the time spent on preparing reports and analysis, thereby granting more time for strategy and focusing on customer interactions, would be valuable (source).
  • 74% of marketing automation users said the technology’s ability to save them time was its largest benefit (source).
  • 86% of marketers consider “ease of use” to be the most important factor when evaluating automation tools (source).
  • Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers (source).
  • 33% of inbound marketers and 31% of outbound marketers rank outbound marketing practices, such as paid advertising, as the top waste of time and resources (source).

Key Takeaways About These Marketing Productivity Statistics

And there you have it—44 statistics about marketing productivity. The key takeaway here is this: In order to be a more productive marketer you must rely on new, efficient technologies while also using tried and true marketing methods like content marketing.

Obviously, every marketing department is different. It’s up to you and your team to determine which habits make you more productive and which don’t. Learn more about marketing productivity in the following articles:

Contact ZoomInfo, the leading people information database, today to learn what our marketing solutions can do for your productivity.

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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