B2B Opportunity-To-Deal Conversion Rates By Channel, October 2014 [CHART]
Post-opportunity, the process moved much faster, with Implisit clients taking 18 days on average to convert opportunities to deals, but the rate was just 6%. Customer and employee referrals ruled when it came to this part of the pipeline, as 14.7% of referral leads that converted to opportunities resulted in a sale. This was more than 6 percentage points above the opportunity-to-deal conversion rate for Facebook, Twitter and other social networks (8.5%), the second-highest.
Email campaigns stood out here, as well. Despite low lead-to-deal (0.07%) and lead-to-opportunity (0.9%) conversion rates, they ranked third in opportunity-to-deal rates, at 7.8%. Meanwhile, webinars and websites—decent at converting leads to opportunities—were weak when it came to finalizing a sale. Read the rest at eMarketer.