50 Essential B2B Marketing Statistics for 2024

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)

B2B Brand Statistics

9. Brand awareness is created through content by 86% of B2B marketers. (Source: CMI)
10. 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)
11. Inconsistent brand messaging is the primary source of frustration for 27% of consumers. (Source: MoEngage)
12.  A convincing factor for 88% of individuals to purchase a product or service is watching a video produced by the brand. (Source: Wyzowl)
13. A significant percentage, 61.90%, of the B2B companies we interviewed utilize Instagram as a platform to build their brands. (Source: Databox)

B2B Email Marketing Statistics

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

B2B Lead Generation Statistics

19. LinkedIn is employed for lead generation by 89% of B2B marketers. (Source: LinkedIn)
20. Lead conversions serve as a performance metric for 70% of B2Bs. (Source: CMI)
21. Referrals are identified as the primary lead generator by 65% of B2B companies, followed by email marketing (38%). (Source: Smart Insights)
22. LinkedIn stands out as the most effective platform for B2B lead generation according to 40% of marketers. (Source: Growth Collective)
23. Most content produced by B2B marketers is centered on building brand awareness (83%) and building trust (77%). (Source: CMI)
24. For 86% of B2B companies, their website functions as a communication channel with customers or prospects. (Source: Salesforce)
25. 67% of B2B marketers have effectively generated leads through the promotion of high-quality content. (Source: CMI)

B2B Content Marketing Statistics

26. The majority of marketers release new content at least once per week. (Source: Databox)
27. Listicles receive 218% more shares compared to “how-to” tutorial-style posts. (Source: Backlinko)
28. 70% of business buyers discover content directly on the vendor’s website. (Source: MarTech)
29. The process of writing a blog post requires 3 hours and 55 minutes. (Source: Orbit Media)
30. The average word count for content ranking on the first page of Google is 1,447 words. (Source: Backlinko)

B2B Sales Statistics

31. Almost 80% of survey contributors indicate that experts predominantly leverage intent data to enhance sales growth. (Source: Databox)
32. Interestingly, only a small percentage, specifically 16% of B2B sales departments in the UK, still conduct in-person meetings with buyers. (Source: McKinsey)
33. 3 out of 4 B2B buyers prefer online video meetings over audio or phone interactions most of the time. (Source: McKinsey)
34. The majority of respondents take over a month to close a deal, with over 30% completing deals within one to three months. (Source: Databox)
35. 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)
36. 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 Website and SEO Statistics

37. SEO is employed by 60% of B2B organizations. (Source: Smart Insights)
38. 53% of businesses intend to boost their budget for SEO. (Source: SearchMetrics)
39. 39% of B2B buyers prefer self-serve options. (Source: Statista)
40. 62% of B2B marketers consider changes to SEO and search algorithms among the most crucial alterations. (Source: CMI)

B2B Advertising Statistics

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

B2B Social Media Statistics

45. Social media content is produced by 95% of B2B marketers. (Source: CMI)
46. Social media marketing and advertising are utilized by 75% of B2B organizations. (Source: Smart Insights)
47. Twitter is used for content marketing by 71% of B2B marketers. (Source: CMI)
48. LinkedIn stands as the most used organic social media platform by 93% of B2B content marketers. (Source: CMI)
49. Facebook is used as the organic social media platform by 80% of B2B content marketers. (Source: CMI)

Top 5 B2B Marketing Trends 

50. In 2023, one-third of respondents intend to allocate their budget to conferences, events, and tradeshows. (Source: Sagefrog)
51. 47% of marketers intend to boost the use of artificial intelligence. (Source: Salesforce)
52. In 2023, 74% of B2B companies anticipate that their website will contribute to over half of their total sales. (Source: Inbound Blogging)