Ultimate B2B Marketing Statistics

Are you struggling to come up with effective marketing strategies for your B2B business? Have you been searching for reliable statistics to guide your decisions? Look no further!

Marketing is a crucial aspect of any business, and B2B marketing requires a unique set of strategies to be successful. With so much information available online, it can be overwhelming to sift through and determine which statistics are relevant to your business.

In this article, we have compiled the ultimate list of B2B marketing statistics to help guide your decision-making process.

B2B Marketing

B2B (business-to-business) marketing refers to the strategies and activities used by a business to sell its products or services to other businesses.

General B2B marketing statistics

47% of marketers plan to increase their use of artificial intelligence.
46% of B2B organizations plan to invest in account-based marketing.
45% of marketers plan to increase their use of social marketing tools.
43% of marketers plan to increase their use of marketing analytics tools.
42% of marketers plan to increase their use of video marketing tools.
41% of B2B organizations plan to invest in video marketing.
38% of marketers plan to increase their use of customer data platforms.
33% of B2B organizations plan to invest in remarketing.
32% of B2B organizations plan to invest in personalization.
11% of B2B organizations plan to invest in programmatic advertising.
11% of B2B organizations plan to invest in voice optimization.
54% of sales agents admit that contacting prospects now is harder than five years ago.
52% of buyers are more inclined to purchase from vendors after reading their content.
Website development is the number one area of marketing spend, leading with 51%.
By 2030, the B2B e-commerce market is expected to reach 33,317.37 billion.
The American B2B digital ad spend is forecasted to reach almost $15 million in 2023.
86% of B2B marketers use LinkedIn to drive sales.
Millennials make 73% of all B2B buying decisions.
89% of B2B organizations have an account-based marketing program.
81% of non-executive B2B employees have a say in company purchase decisions.
76% of B2B organizations have a formal marketing plan.
57% of the purchase process is complete before B2B buyers contact a company.

B2B email marketing statistics

59% of people say email influences their purchase decisions
87% of B2B marketers use email to distribute content.
20% is the average open rate for B2B emails
84% of B2B organizations use email marketing
5% is the average click-through rate for B2B emails
81% of B2B marketers produce email newsletters
10-60 minutes is how long people look at email each week
59% of B2B marketers say email is their top channel for generating revenue.
31% of B2B marketers view email newsletters as the best content for nurturing leads.
16% of B2B organizations’ top marketing spend is email marketing

B2B lead generation statistics

86% of B2B companies use their website as a customer or prospect communication channel
38% of B2B companies cite email marketing as their top lead generator
33% of B2B companies site search engine optimization (SEO) as their top lead generator
33% of B2B companies cite social media as their top lead generator
30% of B2B companies cite content marketing as their top lead generator
21% of B2B companies cite search engine marketing (SEM) as their top lead generator

B2B content marketing statistics

80% of decision-makers want articles, not ads from potential partners
69% of B2B organizations use content marketing
62% is how much less content marketing costs than traditional marketing
61% of users prefer companies that create custom content
50% of B2B marketers’ organizations outsource at least one of their content marketing activities
41% of B2B marketing representatives read three to five pieces of content before engaging with a sales representative
91% of B2B marketers say they use content marketing in their overall strategy.
In comparison, 86% of B2C marketers use content marketing.
37% of B2B marketers have a documented content marketing strategy, while 38% have a strategy without formal documentation.
62% of B2B organizations successful at content marketing have a documented strategy.
75% of B2B marketers without a content marketing strategy say they plan to develop one within 12 months.
The top two reasons B2B marketers don't plan to develop a content marketing strategy are a small team (67%) and lack of time (44%).
89% of B2B organizations most successful at content marketing say they are extremely/very committed to content marketing.
$405,000 is the average annual content marketing budget for businesses with 1000+ employees.
$213,000 is the average annual content marketing budget for organizations with 100-999 employees.
$81,500 is the average annual content marketing budget for companies with 1-99 employees.
33% of B2B companies’ top marketing spend is content marketing.
86% of B2B marketers use content to create brand awareness.
70% of B2B marketers use content to generate demand and leads.
68% of B2B marketers use content to nurture subscribers and leads.
63% of B2B marketers use content to build customer loyalty.
58% of B2B marketers rate their organization’s content marketing success as “Moderately successful”.
53% of B2B marketers have used content to generate sales and revenue.
89% of B2B marketers use their company’s blog to distribute content.
68% of B2B marketers use content marketing to nurture subscribers or leads.
63% of B2B marketers use content marketing to build loyalty.
53% of B2B marketers use content marketing to generate sales or revenue.
45% of B2B marketers use content marketing to build an audience of subscribers.
41% of B2B marketers’ organizations have a documented content marketing strategy.

B2B mobile statistics

90% of B2B buyers who report a superior mobile experience are likely to make another purchase from the vendor.
80% of B2B buyers use mobile devices at work.
74% of users are more likely to return to mobile-friendly websites.
70% of Internet time gets spent on mobile devices.
60% of B2B buyers say mobile played a significant role in a recent purchase.
50% of B2B searches happen on smartphones.
42% of revenue for leading B2B organizations is influenced or driven by mobile.
42% of B2B researchers use a mobile device during the purchase process.

B2B SEO statistics

12 searches are the average number of searches a B2B user makes before engaging with a brand’s site.
95% of search traffic goes to the first page of search results.
74% of B2B clients conduct 50% of their research online before making a purchase offline.
71% of B2B clients start their product research with search engines.
71% of B2B researchers find a brand by making a generic, solution-focused search.
70% of clicked search results are organic vs. paid.
60% of B2B organizations use SEO.
51% of users find a new company or product after using a search engine.
40% of online revenue gets captured by organic traffic.
6% is the average close rate of SEO — which is 8x higher than traditional marketing.

B2B advertising statistics

$3.33 is the average cost-per-click (CPC) for the B2B industry.
$0.79 is the average cost-per-thousand-impressions (CPM) for the B2B industry.
80% is how much brand awareness increases when seeing an ad.
80% of companies, both B2B and business-to-consumer (B2C), use Google Ads.
61% of B2B marketers use PPC ads to distribute content.
46% of B2B organizations use search engine marketing.
41% of clicks go to the top three paid ads in search results.
16% of B2B companies’ top marketing spend is online advertising.

B2B social media statistics

95% of B2B marketers produce social media content.
33% of a user’s Internet time goes to social media.
91% of B2B marketers use social media to distribute content.
86% of people use social media at least once a day.
22% of B2B companies’ top marketing spend is social media.
84% of C-Suite executives use social media when marketing a purchase.
72% of B2B marketers use social media ads to distribute content.
75% of B2B organizations use social media marketing and social media advertising.
75% of B2B buyers use social media when making a purchase.
62% of B2B organizations have seen a return on investment (ROI) from social media ads.
25% of B2B marketers view social media as the best content for building brand awareness.

$6.59 is the average CPM for LinkedIn ads.
$5.26 is the average CPC for LinkedIn ads.
$0.80 is the average cost-per-send for LinkedIn ads.
95% of B2B content marketers use LinkedIn for content marketing.
89% of B2B marketers use LinkedIn for lead generation.
76% of B2B marketers use LinkedIn ads for content marketing.
65% of B2B companies have acquired clients through LinkedIn ads.

Twitter

$6.46 is the average CPM for Twitter ads.
$2.50 is the average cost-per-follower for Twitter ads.
$1.95 is the average cost-per-download for Twitter ads.
$1.35 is the average cost-per-engagement for Twitter ads.
$0.38 is the average CPC for Twitter ads.
86% of B2B marketers use Twitter for content marketing.
29% of B2B marketers use Twitter ads for content marketing.

Facebook

$7.19 is the average CPM for Facebook ads.
$5.47 is the average cost-per-action for Facebook ads.
$1.07 is the average cost-per-like for Facebook ads.
$0.97 is the average CPC for Facebook ads.
83% of B2B marketers use Facebook for content marketing.
66% of B2B marketers use Facebook ads for content marketing.
43% of B2B marketers obtained clients through Facebook.

Instagram

$7.91 is the average CPM for Instagram ads.
$3.56 is the average CPC for Instagram ads.
46% of B2B marketers use Instagram for content marketing.
17% of B2B marketers use Instagram ads for content marketing.

B2B video marketing statistics

88% is how much more time users spend on pages with videos.
83% of video marketers say video helps with lead generation.
75% of B2B marketers believe video has a positive impact on their ROI.
71% of B2B marketers produce videos.
70% of B2B buyers and researchers watch videos at different stages of the buying funnel.
70% of B2B marketers believe video is more effective than any other type of content for converting qualified leads.
53% of B2B marketers use YouTube for content marketing.
38% of B2B organizations use video marketing.
11% of B2B marketers use YouTube ads for content marketing.
6% of B2B organizations’ top marketing spend is video marketing.

B2B web design statistics

$2.6 billion is how much revenue gets lost due to slow-loading websites
94% of first impressions relate to a website’s design
83% of people expect a website to load in three seconds or less
75% of website credibility comes from design
73% of companies now use web design to stand out from competitors
68% of B2B businesses use strategic landing pages to drive leads
51% of B2B companies’ top marketing spend is website development
44% of B2B buyers leave websites without contact information
7% is how much conversions can increase by when improving website speed by one second

B2B analytics statistics

12 is the average number of data sources used by B2B marketers
7 is the average number of ways B2B companies use artificial intelligence
6 is the average number of data management tools used by marketers
86% of B2B marketers use analytics tools to assist with content marketing
77% of B2B marketers track their revenue
65% of B2B marketers track their sales effectiveness
63% of marketers use the same customer relationship management (CRM) as their sales and service departments
61% of B2B marketers track their web and mobile analytics
59% of B2B marketers track their marketing leads
59% of B2B marketers track their campaign ROI

Source: techjury.net, Smart Insights, WebFx, Zoominfo.com