On my recent visit to the DGPI – the Demand Generation Primate Institute in Salinas, CA  –  I was shown some fascinating proprietary research.

It turns out that monkeys – and to a lesser extent gorillas , lemurs, lorises, and galagos – have a strong positive effect on intra-funnel B2B conversion rates. The DGPI study  showed that each new monkey present in marketing collateral boosts MQL to SQL conversion +.49% in absolute terms. The marginal boost from each new monkey declines to nil  after the 4th monkey. The so-called ‘monkey effect’ is strongest when the monkeys are coupled with a strong call to action.