Today's B2B Marketing Statistics

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Today's B2B Marketing Statistics

Harry Bartlett

It's been a great year for B2B marketers, especially as the use of content marketing and digital marketing by companies continues to increase. Here is a list of awesome B2B marketing statistics that we have collected to recap the state of B2B marketing today.

  • 82% of companies report using content marketing (HubSpot)
  • 91% of businesses use video as a marketing tool (HubSpot)
  • 50% of B2B marketing teams outsource at least one content marketing activity (CMI)
  • 46% of B2B companies plan to increase content marketing spend in the next year (Statista)
  • 78% of B2Bs use lead conversions as a performance metric (CMI)
  • 52% of buyers are more likely to buy from vendors after reading their content (Techjury)
  • B2B buyers read thirteen pieces of content before deciding to buy (Marketing Charts)
  • 82% of online traffic comes from videos (Industrial Marketer)
  • More than 70% of buyers watch videos to do their product research (522 Productions)
  • Lead nurturing emails get up to 10x the response rate compared to traditional emails (DemandGen)
  • It takes 10 marketing touch points to convert a lead into a sale (Aberdeen Group)
  • 65% of B2B marketers don't have established lead nurturing programs (Parker White)
  • Over 60% of consumers say they are more likely to buy from a company that provides customized content (SmartBug Media)
  • The top three lead nurturing strategies are email marketing, retargeting, and personalization (DataBox)
  • 90% of companies use content marketing (Demand Metric)
  • Over 70% of U.S.-based B2B companies have a formal B2B marketing plan (Statista)
  • The highest distribution of B2B marketing spend is website development, at 51% (Sagefrog report)
  • The B2B ecommerce market is projected to reach $20.9 trillion by 2027 (GlobeNewswire)
  • Over 60% of buyers are likely to make repeated decisions (Focus Vision)
  • For over 70% of buyers, the buying process takes up to 4 months (Marketing Charts)
  • 87% of markets see brand awareness as their primary goal of content marketing (Statista)
  • 86% of marketers are using analytics tools (Content Marketing Institute)

Are you interested in learning more about B2B marketing? Read B2B Marketing Strategy: KeywordsLinkedIn Tips for B2B MarketersB2B Landing Page Best Practices or talk with us to learn more! 

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About the author

Harry started BI in 1998 and focuses on integrating best practices in branding, user experience design, Internet marketing, and technology to increase the value of an online presence.
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Traffic, Leads, + Engagement

with a Booster program for Healthcare companies.