General B2B Marketing Statistics

  1. A formal marketing plan is in place for 76% of B2B organizations. (Source: Smart Insights)
  2. The majority of B2B companies (32%) allocate 5% of their budgets to marketing. (Source: Statista)
  3. Nearly 100% of our survey respondents listen to at least one B2B podcast per week, and almost 40% tune in to 3 to 4 podcasts weekly. (Source: Databox)
  4. Marketing activities are handled in-house by 56% of B2B businesses. (Source: Statista)
  5. A combination of outsourcing and maintaining an in-house team is employed by 56% of B2B companies for their marketing efforts. (Source: HubSpot)
  6. Digital marketing investments are made by 56% of B2B organizations. (Source: Smart Insights)
  7. In general, 90% of businesses employ content marketing strategies such as blogging to enhance their online visibility. (Source: MasterBlogging)
  8. Approximately 77% of business bloggers indicate experiencing a return on investment. (Source: BKA Content)
  9. 40% of marketers have a documented content marketing strategy. (Source: CMI)

B2B Brand Statistics

  1. Brand awareness is created through content by 86% of B2B marketers. (Source: CMI)
  2. After reading content, 52% of B2B buyers affirm that they are “definitely” more inclined to make a purchase from the respective brand. (Source: Marketing Charts)
  3. Inconsistent brand messaging is the primary source of frustration for 27% of consumers. (Source: MoEngage)
  4.  A convincing factor for 88% of individuals to purchase a product or service is watching a video produced by the brand. (Source: Wyzowl)
  5. A significant percentage, 61.90%, of the B2B companies we interviewed utilize Instagram as a platform to build their brands. (Source: Databox)
A convincing factor for 88% of individuals to purchase a product or service is watching a video produced by the brand. Click to post on

B2B Email Marketing Statistics

  1. A newsletter is the most favored email format, with 81.40% of companies reporting its usage. (Source: Databox)
  2. As the sender, the company name is used in the vast majority (89%) of all B2B emails. (Source: Super Office)
  3. The inclusion of images in emails results in 8.37% increase in open rates. (Source: Get Response)
  4.  Email marketing is considered crucial for business success by 87% of marketers. (Source: Litmus)
  5. B2B marketers experience, on average, a 760% increase in revenue from customized, segmented marketing campaigns. (Source: Campaign Monitor)

B2B Lead Generation Statistics

  1. LinkedIn is employed for lead generation by 89% of B2B marketers. (Source: LinkedIn)
  2. Lead conversions serve as a performance metric for 70% of B2Bs. (Source: CMI)
  3. Referrals are identified as the primary lead generator by 65% of B2B companies, followed by email marketing (38%). (Source: Smart Insights)
  4. LinkedIn stands out as the most effective platform for B2B lead generation according to 40% of marketers. (Source: Growth Collective)
  5. Most content produced by B2B marketers is centered on building brand awareness (83%) and building trust (77%). (Source: CMI)
  6. For 86% of B2B companies, their website functions as a communication channel with customers or prospects. (Source: Salesforce)
  7. 67% of B2B marketers have effectively generated leads through the promotion of high-quality content. (Source: CMI)
Lead generation strategies statistics represented by a bar chart.

B2B Content Marketing Statistics

  1. The majority of marketers release new content at least once per week. (Source: Databox)
  2. Listicles receive 218% more shares compared to “how-to” tutorial-style posts. (Source: Backlinko)
  3. 70% of business buyers discover content directly on the vendor’s website. (Source: MarTech)
  4. The process of writing a blog post requires 3 hours and 55 minutes. (Source: Orbit Media)
  5. The average word count for content ranking on the first page of Google is 1,447 words. (Source: Backlinko)

B2B Sales Statistics

  1. Almost 80% of survey contributors indicate that experts predominantly leverage intent data to enhance sales growth. (Source: Databox)
  2. Interestingly, only a small percentage, specifically 16% of B2B sales departments in the UK, still conduct in-person meetings with buyers. (Source: McKinsey)
  3. 3 out of 4 B2B buyers prefer online video meetings over audio or phone interactions most of the time. (Source: McKinsey)
  4. The majority of respondents take over a month to close a deal, with over 30% completing deals within one to three months. (Source: Databox)
  5. Hybrid sales increase revenue by up to 50% through facilitating wider and deeper customer engagement while also tapping into a more diverse talent pool. (Source: McKinsey)
  6. For 35% of salespeople, seasonality is the key to success during a specific period, while 26% attribute success to understanding industry trends. (Source: Pipedrive)
B2B sales success factors represented by a donut chart.

B2B Website and SEO Statistics

  1. SEO is employed by 60% of B2B organizations. (Source: Smart Insights)
  2. 53% of businesses intend to boost their budget for SEO. (Source: SearchMetrics)
  3. 39% of B2B buyers prefer self-serve options. (Source: Statista)
  4. 62% of B2B marketers consider changes to SEO and search algorithms among the most crucial alterations. (Source: CMI)

B2B Advertising Statistics

  1. Companies typically allocate over 60% of their budget to ads, with influencer marketing accounting for 22% and sponsorships for 16%. (Source: Databox)
  2. PPC ads are employed by 61% of B2B marketers for content distribution. (Source: CMI)
  3. The marketing industry’s average cost-per-click (CPC) is $3.33, with the most expensive keyword CPC being $165. (Source: HubSpot)
  4. LinkedIn ads have been successful in acquiring clients for 65% of B2B companies. (Source: LinkedIn)

B2B Social Media Statistics

  1. Social media content is produced by 95% of B2B marketers. (Source: CMI)
  2. Social media marketing and advertising are utilized by 75% of B2B organizations. (Source: Smart Insights)
  3. Twitter is used for content marketing by 71% of B2B marketers. (Source: CMI)
  4. LinkedIn stands as the most used organic social media platform by 93% of B2B content marketers. (Source: CMI)
  5. Facebook is used as the organic social media platform by 80% of B2B content marketers. (Source: CMI)
B2B social media statistics represented by a row chart.

Top 5 B2B Marketing Trends 

  1. In 2023, one-third of respondents intend to allocate their budget to conferences, events, and tradeshows. (Source: Sagefrog)
  2. 47% of marketers intend to boost the use of artificial intelligence. (Source: Salesforce)
  3. In 2023, 74% of B2B companies anticipate that their website will contribute to over half of their total sales. (Source: Inbound Blogging)

Frequently Asked Questions

An estimated 45% of marketing budgets are anticipated to be allocated to marketing programs and paid media. 

(Source: ViB)

B2B buyers typically complete 57-70% of their buying research before reaching out to sales. 

(Source: WB Research)

An astounding 80% of B2B buyers now initiate their buying journey online.

(Source: LinkedIn)

As per Wyzowl’s survey, 91% of businesses employ video as a marketing tool. 

(Source: Wyzowl)