HockeyStack’s Post

In just a few days, we will share the Q2 Recap. We thought it would be a great opportunity to share Q1 Labs Report information about Marketing, Revenue, and the State of B2B in 2024. We analyzed over $640M in the pipeline, $119M in revenue, and $255M in ad spend to learn what changed in the budget, conversion rates, pipeline, and revenue across B2B SaaS in Q1 2024. We learned that: - LinkedIn has become the leading channel in paid, with an average of 42.74% of the budget. - LinkedIn has the best SQL:CW conversion rate, with an average of 20.41%. - March is the best month for the pipeline, with 38.38% of the pipeline generated. - Q1 Average ACV was $29.7k - Comparing Q4 2023 and Q1 2024, there’s a significant - 43% - decrease in SQL:CW Conversion Rate.

What does it take to close the deal in B2B SaaS? We know that the buyer's journey is not linear, and the process can be complex, so we decided to look into it. We found that, on average, it takes 723 LinkedIn Ads Impressions before the account even visits the website. From there, it takes 54 touchpoints before they become the Lead. What's interesting is that for deals with ACV of over $100,000, the number of impressions needed to get to the website for the first time increases to 950. If you want to learn more, we published an (ungated) report where we analyzed over 1.5 million contacts from more than 50 B2B SaaS companies, 🔗 👇

What challenges are our prospects facing before they discover that there's a better way to overcome them with us? '"How expensive do you think it's going to be for us to hire a Salesforce partner to implement a custom attribution model? How much is it going to cost us to go through the motions of having a proper UTM? We have a basic UTM structure right now, people fumbling through just creating a UTM builder properly?" Our latest episode of "HockeyStack by Others" is live on the Flow!

In our latest episode of The Changelog, Arda and Buğra discussed Auto Funnels. This highly requested feature helps you automatically uncover the most common customer journeys across campaigns, channels, and pages between ANY two touchpoints - at scale. If let's say, you ever wondered what is the most common journey between lead created and enterprise pipeline - now you can see it in HockeyStack in just a couple of clicks.

This week on Can You Dashboard It, watch as Lily 👷♀️ helps Jasper from Alaska build a report that shows channels that bring the highest pipeline showing spend, MQLs, Deals, Won deals, ACV, and sales cycle length in 89 SECONDS! Let us know which metrics you find difficult to track so that Lily can build a dashboard for them. Can't get enough of CYDI? More episodes are available on The Flow (by HockeyStack)

To gate or not to gate? When you think about it, gating your content is only really a thing because we need names and email addresses to dump on our Sales teams. That's really it... If we didn't gate our ebooks, and therefore collect email addresses in the process, how else would we meet our MQLs-for-the-sales-team quota? Thankfully, there's an alternative: To drive qualified demo calls for sales --> create content around your product, your narrative, and your audience's goals, challenges, and interests To see how all this content is impacting pipeline and revenue growth--> use HockeyStack, it's as simple as that. But don't just take it from us. Take it from B2b Ross instead.

We analyzed the $100M spent across 50 of our B2B SaaS customers to learn more about the efficiency of Google Ads. From 2022 to 2023: - CPM for Google Ads increased by almost 75%. - Cost per MQL increased by 24.7% - However, companies are focusing on more quality leads, as Pipeline ROI between 2022 to 2023 increased from 7.47 to 8.34 - And ROAS of Google Ads increased from 1.13x in 2022, to 1.36x in 2023, to 1.38x in 2024.

Offline conversions, intent data, impressions, sales signals... HockeyStack helps you track all of these, but we’ve already covered this 😐 What’s next? Targeting these audiences on Linkedin? We’ve covered that too 😶 What else? Introducing...HockeyStack & StackAdapt or HockeyStackAdapt With our new partnership with StackAdapt, you can now run display ads to your audience directly on HockeyStack 🧠

Ever wondered about the real impact of email marketing? We checked the data from 153 B2B SaaS companies, analyzing over 21.5 million emails and $3 billion pipeline to find out. - Sending more than 8 emails between deal creation and close can boost closing rates by a 47% - Inbound e-mails have 1.6x better open rate than outbound emails - Email marketing shows a 2x better conversion rate than Facebook and a 1.6x better rate than Bing ads Check out our Labs report at Hockeystack Dot Com / Labs to learn more

We analyzed more than $250M in ad spend and over $1.5B in pipeline in the first two quarters of 2024. This time, Canberk and Emir are presenting HockeyStack Labs live and we will be giving away a hardcover version of the Q2 report to 25 attendees for free. Join us on July 16th as we analyze what happened in Q2 compared to Q1 and what B2B SaaS companies can expect in the second half of 2024.