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B2B marketing has changed dramatically in recent years, largely due to the increasing role of digital marketing. Buyers now conduct much of the research independently, and the internet has become a crucial component in many buying decisions.

This shift has been driven in part by the increasing role of millennials in buying decisions. As a result, B2B marketers must now focus on creating content that is easily accessible online and that speaks to the needs of buyers at every stage of the purchase cycle.

In addition, they must be prepared to engage with buyers through multiple channels, including social media, email, and webinars.

By understanding these changes, B2B marketers can stay ahead of the curve and ensure that their organizations are able to adapt and prosper in the new landscape.

General B2B Marketing Stats and Trends

Millennials make up more than half of all B2B buyers.
The B2B industry in the United States is currently valued at $6.7 trillion.
The B2B market accounts for 23.6% of all businesses in the United States.
In the B2B market, only one out of every fifty cold calls is successful.
According to 77 percent of B2B customers, they do extensive research before purchasing.
Online sales are expected to rise by 35% in the next year for B2B organizations

B2B Content Marketing Statistics

According to B2B marketing statistics, a company spends an average of 3 hours and 55 minutes writing a single blog post.
Press releases and blog posts generate twice as many leads as educational content.
The majority (52 percent) of B2B customers say they prefer to do business with companies that generate their own original content.
Content marketing is the most popular strategy utilized by B2B firms.
B2B companies rely heavily on content marketing as their primary marketing strategy. Sixty-six percent of B2B buyers say they want to read the product specifications the most.

B2B Video Marketing Statistics

81 percent of B2B marketers use email newsletters as their primary form of content marketing.
Users spend 88% more time on B2B sites after seeing videos, which helps B2B brands attract more attention.
More than eighty-three percent of B2B marketers agree that video improves lead generation and increases conversion rates.
Companies report that video marketing increases ROIs by 75%. 
Seventy-one percent of video marketers make their own original content.
Seventy-two percent of businesses are certain that videos aid in the more effective conversion of customers.
53 percent of companies use YouTube to distribute videos online.

B2B SEO Statistics

There is 95 percent of the traffic comes from the first SERP (search engine results page). 
B2B customers typically do their research online before making an offline purchase, with 75% of those customers doing so.
Search engines are preferred by 71% of B2B customers when looking for information online.
B2B marketers get 70% of their traffic from organic search results. 
For B2B companies, 40% of revenue comes from successful organic content marketing.
B2B companies are increasingly turning to thought leadership content for their marketing efforts.

B2B Email Marketing Statistics

Approximately 35 minutes a week are spent perusing one’s inboxes on a typical basis. The average week’s worth of time spent is between 10 and 60 minutes.
31 percent of marketers believe that email-based content is the most effective at attracting readers.
Eighty-two percent of marketing professionals in B2B companies say they use email to distribute the content they create to others.
Fewer than one-fifth of business-to-business emails are actually opened.
An overwhelming majority of B2B marketing professionals (84 percent) prefer to communicate with their clients via email.
81 percent of B2B content marketers rely on newsletters to keep their subscribers up to date on the latest developments in their industry and to increase sales.
For 16% of B2B companies, email marketing accounts for the majority of their marketing budgets.
60% of B2B organizations say email marketing is their most effective sales tool.
B2B emails have a CTR (click-through rate) of around 5% on average. 
Emails have a significant impact on 59 percent of people’s purchasing decisions.

B2B Social Media Marketing Statistics

In the world of B2B marketing, one out of every four companies uses Pinterest as a marketing tool.
More than 95% of B2B companies have a content production budget in place.
Almost a third of the time people spend online is devoted to social media.
About a quarter of marketing firms rely heavily on social media to raise consumer awareness of their client’s brands.
Eighty-four percent of B2B companies say that using influencer marketing has helped raise their company’s profile.


When it comes to content marketing, B2B companies rank LinkedIn as the second most popular social media platform after Twitter.
There are 89% of B2B businesses using LinkedIn to generate leads.
Most B2B companies use LinkedIn to find new clients.
Three out of four businesses are using LinkedIn to promote their content.


For content marketing, Twitter ads are used by one out of every three B2B companies.
About 86% of the people who use social media as a marketing tool do so via this network.
Ads on Twitter cost an average of $2.50 to get one new follower for a B2B company.


B2B marketers use Facebook as their primary social media platform.
This social media is used by 42% of businesses to gain new customers.
On Facebook, two-thirds of all marketers run ad campaigns.
83% of B2B marketing specialists use Facebook to share their content.
The most popular social media platform, Facebook, requires a $1.07 investment for a company to gain a fan.


45% of B2B content marketing specialists, according to statistics, use Instagram. 
Ads on Instagram are used by 17 percent of businesses to reach out to potential customers. 

B2B Paid Marketing Statistics

YouTube ads are used by 6 percent of B2B companies to drive paid traffic and raise awareness of their brands.
The B2B industry has an average CPC (cost per click) of $3.33.
The average cost per 1,000 ad impressions in the B2B market is $0.79.
In both B2B and B2C advertising, Google Ads is used by over 80% of those in the business.
Sixty-one percent of B2B marketers share their content via paid advertisements.

B2B Lead Generation Statistics

For 16% of B2B companies, online advertising is their primary digital marketing expense.
For B2B companies, the internet is a primary source of lead generation and communication with current customers (86 percent).
In B2B companies, 38 percent of digital marketing specialists believe email marketing is the best way to acquire new customers.
33% of B2B companies believe that a well-developed content strategy can help them attract the most leads through SEO.
Marketing experts believe that a well-planned social media strategy is the most effective way to attract new customers.

B2B Marketing Teams Statistics

The majority of B2B marketers (41%) work in an office environment.
Creating and managing content is outsourced by 50% of companies.
There has been a 31% increase in the size of the average B2B content production team in the last year.

B2B Buyer Journey Statistics

60 percent of B2B customers return to the same companies to make additional purchases.
Seven out of ten times, a customer targeted by a B2B campaign will watch a video before making a purchase decision.
Before making a purchase, B2B buyers read an average of ten pieces of content.
70% of business representatives prefer digital interactions.
B2B buyers place a high priority on speedy delivery.
According to 70% of clients, B2B vendors’ websites are their primary source of content.

B2B Marketing Financial Statistics

Companies devote 26% of their marketing budgets to content creation, making it the most important of all marketing endeavors in the B2B sector.
The most successful B2B companies spend up to 40% of their marketing budgets on content that is both informative and entertaining.
Nearly half (46%) of B2B marketing experts believe their spending plans will remain the same in the coming year.
As a general rule, the B2B industry’s paid advertising spending increases by 20% each year.
Inbound marketing has a higher return on investment, according to 53% of B2B companies (return on investment).

B2B Marketing Costs by Industry

14 percent of the marketing budgets of B2B companies in the banking, finance, and insurance sectors.
Marketing takes up 26% of the budgets of B2B manufacturing firms, according to their figures.
B2B mining and construction firms spend 2% of their marketing budgets on these industries.
A quarter of the marketing budgets of B2B companies in the tech and software industries are spent on marketing.
18% of healthcare B2B companies’ budgets are spent on marketing.

B2B Marketing Budgets

Large B2B companies with more than 1000 employees on average have a $405,000 marketing budget each year.
On average, B2B midsize companies spend $213,000 on marketing each year.
$81,500 is the average annual marketing budget of small B2B organizations.
Before accepting the best offer, B2B customers typically reject four others. 
Seventy-seven percent of B2B customers say it’s difficult to get a good deal.
More than two-thirds of B2B buyers believe they can come to an agreement with a salesperson.
Sixty-one percent of the business-to-business market now works exclusively online.

High-Tech B2B Statistics

In the high-tech B2B niche, on average, six to seven people are involved in the purchasing decision-making process.
50% of B2B tech sales are now digital, and that percentage is only going to rise.
The high-tech B2B industry is described as extremely competitive by 60% of organizations.
59% of business-to-business technology buyers prefer not to meet with salespeople.

Financial Services

It costs an average of $43 to acquire a lead in the B2B market.
In order to stay ahead of the competition, 77% of financial institutions plan to implement new technologies.
Financial services B2B market research shows that Stripe is the leading player.
In the next five years, 88 percent of banks expect large parts of their businesses to be taken over by fintech companies.


This year, B2B manufacturing companies saw a 6.7 percent increase in sales.
80 percent of B2B customers want a more personalized shopping experience than B2C customers get.
In the B2B manufacturing industry, ten people are typically involved in the purchasing process.

B2B Marketing Automation Statistics

ABM (account-based marketing) is used by 92% of B2B executives. 
Sixty-eight percent of B2B companies automate business processes. 
Hubspot is the most popular B2B marketing automation platform.
In B2B marketing, email automation is one of the top three tasks that must be completed

B2B Mobile Marketing Statistics

90% of mobile users who access B2B businesses online say their user experience influences their decision to buy. 
B2B buyers rely on their mobile devices in four out of five cases. 
The majority of B2B customers spend 70% of their online time on mobile devices. 
Smartphones are used to conduct half of all B2B searches.

B2B Web Design Statistics

Poor website loading speed costs B2B companies $2.6 billion annually.
94% of visitors say that the look and feel of a website contribute to their first impression of a business.
In order to outperform their rivals, 73% of companies are focusing on improving the design of their websites.
Website development accounts for 51% of B2B digital marketing budgets, according to industry data.
In the event that a company’s own website does not contain contact information, 44 percent of potential customers will not search for information online.

The Impact of the Pandemic on B2B Statistics

By the year 2020, B2B sales are expected to have grown by 10%.
B2B content marketing strategies were forced to be revised by the pandemic in 70% of cases, companies reported.
A 31% drop in the number of business-to-business meetings and events has been observed since the outbreak of the pandemic in March 2020.
For the past two years, the number of live-streamed B2B content events has grown by 19 percent.
About one-third of all B2B customers are now spending more time than they were before the pandemic conducting online research.
As a result of the pandemic, 18% of businesses had to switch vendors.
A $20.9 trillion B2B eCommerce market is expected by 2027.
Approximately 20% of B2B buyers want to go back to meeting in person.
The remaining 80% of customers prefer to hold all meetings online.
B2B decision-makers prefer web chats for communication with sales representatives in 63 percent of cases. Sixty-six percent of B2B buyers say they would switch to a company that provides personalized quotes.
Sixty-three percent of B2B firms expect to increase the number of decision-makers in the next year.



The B2B marketing statistics we’ve looked at are enlightening, and they should help you better understand your competition and how to reach your target market.

Keep in mind that these numbers are always changing, so it’s important to stay up-to-date on the latest trends and changes in the B2B marketplace.

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