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This Is An Article About Numbers, Stats, And Your Marketing Strategy

By Kayleigh Teachey

I took statistics in college for a semester, and I think I held my own for 60–70 percent of the course (see what I did there). I remember thinking about how grey the space was. There were endless possibilities to how you can look at the numbers. It was storytelling with numbers. You’ve heard terms like interpreting the data and making the numbers work. You really can paint with numbers when it comes to statistics.

Facts are stubborn things, but statistics are pliable.

Mark Twain

But that aside, statistics or stats as we more often call them, are a great way to understand the copious amounts of data and information that we need to consume in a given day. They break the information out into statements that are actionable or comprehensible. So with that bit of background, here are 5 stats that provide actionable insights as it pertains to your marketing.

You can find many numbers like these on the world wide web. The highways and byways of the internet are riddled with stats, figures, and 5 step “how to’s”. They make for quick reads and easily consumable content.

But, I hope you don’t miss the opportunity to learn and grow by dismissing a bunch of stats. In particular, I’d like to share a few statistics that could impact how you approach your marketing strategy this year.

96% of B2B buyers want content with more input from industry thought leaders.

Demand Gen Report

Application: Almost everyone buying a product or service in the manufacturing space is looking for leadership in their buying decision. This doesn’t mean more sales content or specifications on the product; this is content that provides insights into the benefits of a product or service. Or this is content that provides a helpful comparison between two products. Or this could be a case study on how and why this product changed a business.

The takeaway: Incorporate insights from your subject matter experts and leadership into your content strategy. You want to create content that leads your customers in their buying decision.

19% of people use Siri at least once daily.


Application: We all know that Siri, Alexa, Cortana, and more are the new faceless people in our lives. They help us and frustrate us daily. But, the takeaway for your business is whether or not you’re prepared for this reality. Is your digital presence—your website, emails, landing pages and more—built to play nice with Siri and her friends? If we consider this further statistic: 21% of mobile voice search users do so because they say they don’t like typing on their mobile. (Statista, 2015). The trend is only going to grow. Make your presence accessible to the voice bots that are crawling in it in an attempt to serve it up to your customers who are asking for it.

The takeaway: Factor conversation search terms, FAQ’s, and other best practices into your content strategy and SEO strategy so that your products and services are available when requested.

Podcast listening grew 23% between 2015 and 2016.

Edison Research

Application: You may be part of the 23%, but if not, you need to know that this medium is powerful and it’s useful for establishing thought leadership, brand voice, and more. This trend keeps rising. Within industrial manufacturing, the growth is far less. There is an opportunity to own space in this growing trend. And, even if you’re not planning on launching a podcast, are you considering advertising on podcasts in your vertical? Do you have a plan for how and when your company will invest in podcasting?

The takeaway: Develop a plan for your 2018/2019 marketing presence in podcasting.

56% of engineers are in the second or third state of the buying cycle before they make contact with a vendor, so they rely on digital resources.

GlobalSpec, Digital Media Use in the Industrial Sector

Application Your website, and even greater, your online presence is a valuable resource for prospects. We all know this, but unpacking what that actually means is important. Your website can provide valuable content that equips them in their buying journey. The reality is that research begins online and many decisions are made in that research process. This could be a product comparison, SME’s explaining the ins and outs of a product, a webinar on new technologies or services available, etc. You don’t want to be left out of the conversation because you didn’t provide and make easily accessible the necessary information for them to choose your product or service.

The takeaway: Consider a content audit of your online presence and evaluate your strengths and opportunities.

In the US, for example, brands are seen as having an 18% share in the purchasing decision, compared to the 17% tied up in the sales effort.

A McKinsey B-to-B branding study

Application This is a significant statistic. Your brand, brand presence, and brand experience in the marketplace are amplifiers in the purchasing process. But in order to achieve this consistency, your organization has to understand and align with what it is exactly that differentiates your company and products.

The takeaway Do you have a value proposition that executive leadership, sales, and marketing all agree to, and is your marketing strategy set up to deliver that message across your marketing channels?

Plan your work and then work your plan.

Statistics can offer a valuable pulse on your industry. They can provide timely insights into your customers thinking and tendencies. These are just a few industry statistics that can inform your marketing plans and strategies for the coming years.

In particular, we believe they point to how important it is to understand your brand positioning and then how that influences your content strategy. Informing your marketing with insights like these creates a powerful presence in the marketplace.

Are you interested in learning more about how you can strengthen your brand positioning or content strategy.

Crafted can help. Schedule a phone call today!

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