160+ Key B2B Marketing Statistics To Inform Your Strategies

If you’re looking for trends, insights, or facts for your business-to-business (B2B) company’s marketing strategies, you’ve come to the right place.

On this page, you’ll find 160+ B2B marketing statistics organized by topic, so you can easily find what you’re looking for. Check out these B2B marketing stats for 2024:

B2B Marketing Statistics Master list

• B2B marketing trends statistics
• B2B email marketing statistics
• B2B lead generation statistics
• B2B content marketing statistics
• B2B mobile statistics
• B2B SEO statistics
• B2B advertising statistics
• B2B social media statistics
• B2B video marketing statistics
• B2B web design statistics
• B2B marketing statistics related to analytics and tools
• Artificial intelligence (AI) and B2B marketing statistics

B2B marketing trends statistics

Where should your company focus its marketing efforts? These B2B marketing trends statistics offer insights into where B2B businesses will invest their marketing dollars in 2024:

1. 93% of B2B companies that outsource their marketing find it effective.
2. 53% of B2B marketers said they’d increase their investment in thought leadership content.
3. 46% of B2B organizations plan to invest in account-based marketing.
4. 41% of B2B companies plan to invest in video marketing.
5. 35% of B2B companies outsource their marketing and maintain an in-house team.
6. 33% of B2B marketers said they’d increase their investment in online community building.
7. 33% of B2B organizations plan to invest in remarketing.
8. 32% of B2B organizations plan to invest in personalization.
9. 30% of B2B marketers plan to experiment with influencer marketing.
10. 27% of B2B organizations use search engine marketing (SEM).
11. 11% of B2B organizations plan to invest in programmatic advertising.
12. 11% of B2B organizations plan to invest in voice optimization.

B2B email marketing statistics

Email marketing is one of the most popular B2B marketing strategies. With its impressive return on investment of $36 to $40 for every $1 invested, it makes sense to create an email marketing strategy for your business.

What do other B2B marketers think of email marketing, though? Find out with these B2B email marketing statistics:

13. 77% of B2B buyers say email is their preferred channel of communication.
14. 73% of B2B marketers distribute content through email newsletters.
15. 60% of consumers say that emails influence their purchase decisions.
16. 50% of U.S. B2B marketers claim that email marketing is the most effective channel in their multichannel strategy.
17. 44% of B2B marketers believe that email is an effective content distribution channel.
18. 44% of B2B marketers believe that email newsletters produce the best results as a content distribution channel.
19. 36% of B2B organizations implement email marketing strategies.
20. 36% of B2B marketers believe that partner emails are effective paid content channels.

B2B lead generation statistics

Lead generation is one of the biggest challenges for B2B marketers. So, which strategies drive the best results when it comes to attracting leads?

See what your fellow marketers say with these B2B marketing statistics for lead generation:

21. 91% of B2B companies say content marketing generates more leads than traditional marketing strategies.
22. 89% of B2B marketers use LinkedIn for lead generation.
23. 76% of B2B marketers claim that content marketing helped generate leads.
24. 70% of B2B marketers think video content helps leads convert.
25. 63% of B2B marketers believe that content marketing helps them nurture leads.
26. 61% of B2B marketers cite high-quality leads as their biggest challenge.
27. 40% of B2B marketers say LinkedIn is the most effective channel for high-quality lead generation.
28. 27% of B2B leads are sales-ready when first generated.
29. LinkedIn Message ads with Lead Gen Forms can generate up to four times more leads.

B2B content marketing statistics

Like email marketing, content marketing is another favorite strategy of B2B companies. That’s not surprising, since content marketing generates three times as many leads as traditional marketing methods.

Learn more about why B2B marketers love content marketing with these B2B marketing statistics:

General B2B content marketing statistics

30. The top three content formats that B2B marketers use are short articles (94%), videos (84%), and case studies (78%).
31. 79% of the best-performing B2B marketers say that knowing their audience is the biggest factor in successful content campaigns.
32. 70% of B2B marketers say their companies integrate content into their overall marketing, sales, and communications strategy.
33. 68% of the top-performing B2B marketers say that they set goals that align with their organizations’ objectives.
34. 61% of the best-performing B2B marketers say that they effectively measure content performance.
35. 57% of B2B marketers believe that their organization’s content marketing approach is moderately successful.
36. 53% of B2B marketers specify case studies and videos as their most effective content types.
37. 46% of B2B marketers believe that their organizations effectively measure their content’s performance.
38. 43% of B2B organizations use content marketing strategies.
39. 28% of B2B marketers believe that their organization’s content marketing approach is extremely or very successful.
40. 15% of B2B marketers report that their organization’s content marketing strategy is minimally successful or not successful at all.
41. 3% of B2B marketers say they don’t measure content performance.
42. According to B2B marketers, the top five most frequently used metrics to assess content performance are conversions (73%), email engagement (71%), website traffic (71%), website engagement (69%), and social media analytics (65%).

Challenges

43. 58% of B2B marketers cite a lack of resources as a situational challenge for content creation.
44. 57% of B2B marketers cite creating the right content for their audience as a challenge.
45. 54% of B2B marketers say consistent content creation is a challenge.
46. 54% of B2B marketers identify creating unique content as a challenge.
47. 48% of B2B marketers say aligning content with the buyer’s journey is one of their situational challenges.
48. 48% of B2B marketers identify a lack of content repurposing as a production and scaling challenge.
49. 45% of B2B marketers say aligning content efforts across the sales and marketing departments is one of their situational challenges.
50. 44% of B2B marketers say creating quality content is a challenge.
51. 40% of B2B marketers say lack of communication across organizational silos is a challenge when scaling content.
52. 31% of B2B marketers say they have no structured content production process.
53. 29% of B2B marketers say they don’t have an editorial calendar with clear deadlines.
54. 16% of B2B marketers say locating digital content assets is a challenge.
55. 12% of B2B marketers identify translation and localization as content scaling challenges.
56. 11% of B2B marketers say they don’t have a style guide.
57. According to B2B marketers, the most common challenges they face when measuring content performance are integrating and correlating data across multiple platforms (84%), drawing insights from data (77%), correlating performance data to goals (76%), organizational goal setting (70%), and lack of training (66%).

Content distribution channels

58. 90% of B2B marketers distribute content through social media platforms.
59. 86% of B2B marketers use paid content distribution channels.
60. 79% of B2B marketers distribute content through blogs.
61. 56% of B2B marketers distribute content during in-person events.
62. 56% of B2B marketers believe that in-person events are an effective content distribution channel.
63. 51% of B2B marketers believe that webinars are effective content distribution channels.

Content marketing budget

64. 48% of B2B marketers say that less than 10% of their marketing budget goes to content marketing.
65. 29% of B2B marketers admit that 10% to 24% of their marketing budget goes to content marketing.
66. 24% of B2B marketers declare that content marketing takes up 25% or more of their total marketing budget.

Content marketing tools

67. 81% of B2B marketers use analytics tools to manage content.
68. 64% of B2B marketers use content creation, calendaring, and collaboration tools.
69. 50% of B2B marketers use content management systems (CMS).
70. 45% of B2B marketers say their organizations will likely invest in new content technology.
71. 32% of B2B marketers say their organizations are unlikely to invest in new content technology.
72. 31% of B2B marketers believe that their organizations have the right technology to manage content.
73. 29% of B2B marketers admit that they haven’t acquired the right technology for managing content.

B2B mobile statistics

With more than 50% of the world’s Internet traffic coming from mobile devices, companies can’t afford to ignore mobile users. The fact that Google uses mobile-first indexing also makes prioritizing mobile essential for B2B organizations.

Here are B2B marketing statistics related to mobile:

74. 67% of consumers are likely to buy from a website if the site is mobile-friendly.
75. 55% of sales are through mobile (when comparing desktop and mobile sales).
76. 26% of B2B marketers plan to implement a mobile-first strategy.
77. Mobile advertising spending in the U.S. was approximately $170 billion in 2022.
78. Mobile social media ad campaigns spending in the U.S. is expected to reach more than $108 billion in 2027.

B2B SEO statistics

Search engine optimization (SEO) is another critical but underrated strategy for B2B companies. Your business can drive qualified leads to your site for free with SEO — a distinct difference from pay-per-click (PPC) ads. Learn more about why SEO is a must-use B2B strategy with these B2B marketing statistics for 2024:

79. Two-thirds of B2B buyers look for products online before purchasing them.
80. 95% of search traffic goes to the first page of search results.
81. 62% of B2B marketers identify SEO algorithms as important to them.
82. 49% of B2B companies implement SEO strategies in their marketing.
83. 45% of B2B marketers say optimizing content for search engines is a challenge.
84. 40% of online revenue gets captured by organic traffic.
85. 6% is the average close rate of SEO — which is 8x higher than traditional marketing.

B2B advertising statistics

Digital advertising is another strategy that B2B companies use to attract, nurture, and capture high-value leads. What should your business know before launching an ad campaign, though? Get a sneak peek with these B2B advertising statistics:

86. $3.33 is the average cost-per-click (CPC) for the B2B industry.
87. $0.79 is the average cost-per-thousand-impressions (CPM) for the B2B industry.
88. Search ads can increase brand awareness by up to 80%.
89. 85% of B2B companies see results from their social media advertising efforts.
90. 80% of companies, both B2B and business-to-consumer (B2C), use Google Ads.
91. 78% of B2B marketers use social media advertising to promote their content.
92. 64% of B2B marketers use search ads to promote their content.
93. 62% of B2B marketers believe that SEM and PPC are effective paid content channels.
94. 59% of B2B marketers use digital display advertising to promote their content.
95. 50% of B2B marketers claim that social media advertising is an effective paid content channel.
96. 35% of B2B organizations use social media advertising strategies.

B2B social media statistics

Social media may seem like a B2C-only strategy, but B2B companies use networks like Facebook, LinkedIn, and X (formerly Twitter) to generate leads. Can your business do the same? Find out with these B2B social media statistics:

General

97. 97% of B2B organizations have a social media page.
98. 74% of consumers rely on social media to help guide their purchasing decisions
99. 62% of B2B organizations have seen a return on investment (ROI) from social media ads.
100. 46% of B2B organizations post organically on social media.
101. 44% of B2B organizations boost their social posts.
102. 43% of B2B companies implement social media marketing strategies.
103. 34% of B2B organizations run X (formerly Twitter) ads.

LinkedIn

104. Over 67 million companies and organizations have a page on LinkedIn.
105. 63 million LinkedIn users are decision-makers for their respective companies.
106. 84% of B2B marketers say that LinkedIn delivers the best value for their organization among other organic social media platforms.
107. 80% of LinkedIn users drive business decisions for their respective companies
108. 72% of B2B marketers have increased their use of LinkedIn.
109. 65% of B2B companies have acquired clients through LinkedIn ads.
110. 49% of B2B marketers say LinkedIn is their most effective social media platform.
111. 48% of B2B marketers named LinkedIn as the most important social media network.
112. 41% of B2B organizations run LinkedIn ads.
113. Purchase intent increases by 33% when marketers run ads on LinkedIn.
114. 21% of B2B organizations use LinkedIn Sales Navigator.

Facebook

115. 77% of marketers implement retargeting Facebook and Instagram ads to increase their reach and grow their brand.
116. 55% of B2B companies run Facebook ads.
117. 54% of Facebook users use it to follow and research brands and products.
118. 22% of global B2B marketers say Facebook has the highest ROI among all social media platforms.

Instagram

119. Over 200 million business accounts are active on Instagram.
120. 90% of Instagram users follow at least one brand on the social media site.
121. 30% of B2B organizations run Instagram ads.
122. 16% of global B2B marketers cite Instagram as the social media channel with the highest ROI.

TikTok

123. 19% of B2B marketers use TikTok.
124. 16% of B2B marketers said they consider TikTok to be the social media platform with the highest ROI.
125. Over 23 hours is the monthly time spent on TikTok worldwide

B2B video marketing statistics

Video marketing is one of the strategies that B2B companies can employ. Not convinced yet? Here are B2B marketing stats that show why you should invest in video marketing:

126. 90% of marketers claim that video marketing has boosted their ROI.
127. 71% of B2B companies use video marketing.
128. 69% of B2B marketers say that they’ll increase their budget for video marketing.
129. 60% of businesses allocate 11–50% of their marketing budget to video marketing.
130. 53% of businesses have used synchronous video content via live webinars.
131. 40% of companies have created explainer videos.
132. 32% of businesses have created videos for product demos.
133. 32% of B2B marketers intend to experiment with video marketing.
134. 21% of B2B organizations implement video marketing strategies.

B2B web design statistics

A well-designed website can retain visitors and convince them to transact with your B2B company. Here are B2B marketing statistics that show how web design can help you grow your bottom line:

135. 94% of online users said that easy navigation is the most important website feature.
136. 83% of online users appreciate it when a website looks attractive and up to date.
137. 50% of consumers say that their impression of a business depends on the company’s website design.
138. WordPress powers around 43% of all websites on the Internet, making it the top content management system (CMS) on the market.
139. One second shaved off your page load speed can increase conversions by up to 7%.

B2B marketing statistics related to analytics and tools

What you can measure can be improved. With analytics, B2B marketers can monitor their campaigns’ performance, better understand their customers, and improve their strategies.

In addition, marketing tools can help B2B marketers streamline their processes and automate some tasks to save time. These key B2B marketing stats underscore the importance of analytics and tools for your marketing efforts:

140. 87% of marketers identify data as the most underutilized asset at their companies.
141. 72% of B2B marketers use social media publishing and analytics tools.
142. 69% of B2B marketers use email marketing software.
143. Marketing analytics only influence 53% of companies’ marketing decisions.
144. 48% of B2B marketers use customer relationship management (CRM) platforms.
145. 40% of marketers say that demonstrating their marketing ROI is their top challenge.
146. 20% of B2B marketers use predictive analytics.
147. Companies are six times more likely to be profitable if they use data-driven marketing.

Artificial intelligence (AI) and B2B marketing statistics

It’s no secret that AI adoption has been increasing. Here are stats that show B2B marketers are also using AI:

148. 91% of B2B marketers using generative AI use free tools like ChatGPT.
149. 78% of marketers are comfortable using AI for personalization.
150. 72% of B2B marketers use generative AI.
151. 61% of B2B marketers say their organizations have no guidelines for generative AI use.
152. 50% of marketers use AI for their campaigns.
153. 50% of marketers have concerns with AI data privacy and ethics.
154. Almost 53% of marketers use AI for data analysis.
155. 51% of B2B marketers use generative AI to brainstorm new content topic ideas.
156. 45% of B2B marketers use AI tools to research headlines and keywords.
157. 45% of B2B marketers use AI to write content drafts.
158. 42% of B2B marketers plan to experiment with AI and automation.
159. 38% of B2B marketers use AI tools embedded in their content creation and content management systems.
160. 36% of B2B marketers don’t use generative AI tools because of accuracy concerns.
161. 31% of B2B marketers say their organizations have guidelines for generative AI use.
162. 28% of B2B marketers don’t use generative AI tools.
163. 27% of B2B marketers don’t use generative AI tools because of a lack of training.
164. 27% of B2B marketers refrain from using generative AI tools because of a lack of understanding.
165. 27% of B2B marketers who use generative AI pay for tools like Jasper and Writer.
166. 23% of B2B marketers use AI to outline assignments.
167. 22% of B2B marketers don’t use generative AI tools because of copyright concerns.
168. 20% of B2B marketers use AI to proofread content.
169. 11% of B2B marketers prompt AI to generate graphics.

Need help with your B2B marketing strategies?

If you need a hand with your B2B marketing strategies and campaigns, consider teaming up with an award-winning team like WebFX.

We’re a full-service digital marketing agency that offers custom B2B marketing services that drive leads and grow your revenue. Focused on delivering results that grow your bottom line, our team takes the time to understand your B2B organization, industry, and goals before crafting strategies and campaigns that suit you.

Contact us online or call us at 888-601-5359 to speak with a strategist about our B2B services!