Notes: Word-of-mouth works in B2C marketing and it sustains its power in the B2B world too, according to a Marketo analysis of lead-to-opportunity conversion rates across its customer base. The analysis shows that referrals have by far the highest conversion rate, almost 4 times higher than the 10 channels examined. Inbound marketing also demonstrates an above-average conversion rate, while sales prospecting fares well below the average.
Marketo’s analyst notes that while email and nurture shows the poorest conversion rates, that’s due to their not traditionally being acquisition sources.
Related: 2015 B2B Digital Marketing Insights Report
Topics: Business-to-Business, Content Marketing, Email, Social Media, Trade Shows & Events, Traditional, Word of Mouth
Source: Marketing Charts