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B2B Benchmarks: Top Tactics for Driving Traffic and Leads

by Lenna Garibian  |  
February 6, 2013
  |  6,297 views

Social media still accounts for less than 5% of total leads to B2B websites, according to Optify's 2012 B2B Marketing Benchmark Report. Among social media, Twitter is the primary driver of leads, outperforming both LinkedIn and Facebook.

Not surprisingly, organic search is the No. 1 driver of traffic to B2B websites, accounting for 41.00% of the total in 2012, followed by direct traffic (40.00%) and referrals (11.50%). Social media accounted for 1.90% of total traffic to B2B websites in 2012.

Google was the most important referring source of traffic to B2B websites in 2012, accounting for 88.21% of all organic searches (vs. 5.84% from Bing) and 36.07% of total traffic (vs. 2.34% for Bing).

Below, additional findings from Optify's 2012 B2B Marketing Benchmark Report.

B2B Leads by Source


Similar to the website traffic breakdown, the top three sources of leads in 2012 were direct traffic (34.00%), organic search (26.50%), and referrals (12.50%). However, the relative lead-conversion rate between sources was different, with paid search (10.50%) and email (9.00%) contributing proportionally more leads than their traffic shares (4.70% and 0.80%, respectively).

Social media accounted for 4.75% of total leads to B2B websites.


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Sanjay Fri Feb 8, 2013 via web

    Hi Lenna,

    Wonderful and insightful article. thank you for sharing!
    I hope this isn't a "du uhh" question but what is Referral? Would website links from directory sites be considered Referral? or any other link that redirects to the website?

  • by Gary Teagarden Sun Feb 10, 2013 via web

    Great stuff, Leanna.

    Interesting to see the emails have highest conversion rate even though they represent a low % of traffic to sites.

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