The final analysis of the report's B2B lead conversion data examines in more detail the characteristics of converted leads. What types of sources result in the most conversions? What assets do leads engage with? The data is useful in helping chart future directions.
Traffic Medium and Devices
When targeting potential leads, it's important to understand what medium brings these leads to Hushly customers' sites, as well as what devices these individuals use to connect.
Traffic Medium
In examining which traffic medium delivers the most actual leads, far and away the biggest generator (29%) is SEM, such as Google. Unknown traffic (i.e., email, referral, ABM, organic, etc.) delivers the second largest group of leads representing (25%). Direct (i.e., entering the URL directly) delivers the third largest group of leads (18%), with links from internal pages (17.5%) closely following. Only 10% of leads currently come from social media.
Device Sources
Not surprisingly, given the corporate nature of B2B customers, 85% of all valid leads are generated by individuals using personal computers (PC). Only 14% of leads come from people using mobile devices. As a point of reference leads from mobile are up from the prior year 35% so we'll be watching this trend in future benchmark reports.
Traffic Medium and Device Sources Combined
Looking at medium and device data together reveals some interesting trends. The vast majority (94%) of leads generated from search and internal links are people who use personal computers. Individuals who access pages directly also tend to use personal computers (85%), although 15% use mobile devices. For those leads generated by social media, however, 62% use mobile devices and only 38% use personal computers. This is reflective of how most people access social media today – via their phones.
Countries
Almost half (48%) of all converted leads come from the United States. The other top lead- generating countries include India and the United Kingdom (approximately 7% each), Canada (4%) and Australia (3%). All other countries represented 2% or less of total conversions each.
Indian and Canadian leads engaged with the most number of assets a piece (1.62 each). Converted leads from Italy and the Netherlands engaged with the least number of assets apiece (1.44 each). Leads from the United States were about in the middle, engaging with 1.51 assets each.
Company Sizes and Job Levels
From what types of companies and what job levels do the most actual leads come from? It's an interesting mix.
Company Sizes
Perhaps surprisingly, small businesses provided 27.01% of total leads. Mid-Market / Commercial represented the most leads with 41.81% of total leads.
Large enterprise companies represented 30.4% of the total leads we delivered to our customers marketing automation platforms which were verified business emails, opted- in and enriched with a business profile.
Interestingly, leads from (10,000+ employees) were most likely to engage with the primary asset (89% did).
Job Levels
Regardless of company size, what type of individual at each company becomes a legitimate lead? The data reveals the following:
- Individual contributors represent 31% of all leads and engage with 1.53 assets each
- Managers/senior managers represent 18% of all leads and engage with 1.54 assets
- Directors/senior directors represent 11% of all conversions and engage with 1.53 assets
- C-level visitors also represent 11% of all leads and engage with 1.55 assets
- VP/senior VP leads represent 5% of all conversions and engage with 1.51 assets
- Consultants represent just 4% of all converted leads and engage with 1.58 assets
Interestingly, even though c-level leads engaged with among the most assets (1.55 per lead), they were the least likely to engage with the primary asset (just 79% did). They were, however, the most likely to engage with the AI recommended asset (42% did). Yet another reason to note that having recommended assets via AI is better than simply having a single asset on your landing page with no other recommendations.
Lead Behavior
When visitors see a content offer how many assets do they engage with and/or download? And with which ones – the primary asset presented on the page or a secondary asset recommendations by Hushly's AI engine?
Total leads
49% of all leads came from an asset recommendation. The other 51% only engaged the primary asset.
Assets Engagement
49% of all leads we captured for our customers engaged with more than a single asset which means that "leading with content" and "not a form" works. More importantly having content recommendations increases the number of assets that someone will download in a session. Post conversion data highlights that people will read a companies content or content previews and convert on those assets when given the opportunity vs. being offered a soul crushing form.
Content engagement on recommended assets increased as much as 5x when a visitor engaged with two or more pieces of content. Note that this also translates into a higher number of downloads of individual assets within that same session.
Lastly, even if someone only engaged with the primary asset they actually converted and downloaded two assets.
15% of leads never even looked at the primary asset, they went straight to the recommendations and converted. Meaning if you don’t have a recommended asset to view your losing 15% of your leads without even knowing it.
Recommended assets
Conversions
If we look at lead conversions that happened with someone who only viewed a single asset you'll notice that 15% of those people didn't even look at the primary asset. They were more interested in the recommendations and converted on those. One can logically assume that if a company doesn't offer alternative content recommendations on landing pages they're leaving a minimum of 15% of the leads behind. That number goes up when you factor in the fact that most people lead with a form and there's no content to even engage with.
Net-New Leads
On average 53% of all leads no matter how many assets they engaged with were net-new to Hushly's customers marketing automation platforms. The numbers are fairly consistent with not much deviation across the number of assets even as we looked at visitors engaging with 6, 7, or 8 assets.
More than half of all leads regardless of how many assets they engaged or downloaded were net-new to our customers database.
Assets Downloaded
Finally, the number of assets downloaded varies significantly depending on how many assets with which a lead engaged. However, it isn't quite as simple as the more engagement, the more downloads.
The average lead downloads 2.38 assets. Those leads engaging with just a single asset, however, tend to download 1.93 assets. Leads engaging with 2 assets download 2.49 assets. Leads engaging with 3 assets download 3.87 assets. And leads engaging with 4 assets download 4.53 assets. These numbers, to a large degree, are to be expected; customers tend to download slightly more content than they engaged with online.
However, leads engaging with 5 or more assets don't follow the same linear trend. For example, leads engaging with 5 assets download fewer assets (3.4) than those who engaged with 4 assets. Leads engaging with 6 assets download about 4.5 assets, while those engaging with 7 assets download fewer than 4 assets. The takeaway here is that there are some leads who like to look at a large number of assets but only download a few.
Having multiple assets at the download increases the number of assets converted and the consumption of content which accelerates the sales cycle. It also removes old school nuture flows from the MAP that happen every few weeks as this consumption is happening real-time on multiple assets.
The Bottom Line
While companies of all types and nationalities engage with Hushly customers' content the active leads tend to be engaging with multiple assets and downloading a minimum of two at the point of fulfillment. These individuals tend to find the landing pages using web search on their personal computers. While definitely growing in importance, social media on mobile devices is still a minor source of leads but a growth in traffic could make this number really increase as a percentage of the total leads.
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