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B2B Marketing Statistics

Last updated: 08.09.2021
Author: Ana

Marketing to businesses is quite different from marketing to consumers. When placing a product for other companies on the market, most B2B purchases are made only when multiple people agree on them, with decision-makers varying from developers to sales professionals. That’s why it is vital to determine your target audience and segment it accordingly. To that end, we’ve prepared some B2B marketing statistics to give you the insight you need to reach your business customers.

B2B Marketing Statistics (Editor’s Choice)

  • More than 50% of buyers claim that they are more likely to buy from a company if they’ve read their content.
  • 97% of B2B marketers use LinkedIn.
  • 70% of buyers watch videos throughout their buyer’s journey.
  • 1 in 5 Millennials will try a new product because of influencer recommendations.
  • Social media is the most common B2B marketing strategy.
  • The Covid-19 pandemic has impacted the strategies of at least 67% of marketers.

General B2B Marketing Statistics

1. Companies that blog 16+ times per month have almost 3.5 times more web traffic than those posting four times per month or less.

Between 70% and 80% of internet users read blogs, which is one of the many reasons you should incorporate blogging into your marketing strategy. Another one is that blogging leads to more traffic, leads, and sales. High-quality content on your website will help you establish your business as credible, allowing you to connect with your audience on a deeper level.

(Forbes)

2. 80% of consumers are more likely to do business with a vendor offering personalized experiences.

There are many marketing trends, but custom content is currently one of the top ones, as confirmed by B2B personalization statistics. You probably know how effective B2C personalization is, but we’re here to tell you that it’s just as effective for B2B. In fact, 90% of consumers that think personalization is very appealing have high chances of becoming a company’s most valuable customers.

(Epsilon)

3. 80% of buyers are using their mobile phones throughout various touchpoints in their buyer journey.

These B2B buyer journey statistics tell us something really important about the growing number of mobile users expected to reach 7.33 billion by 2023. Adapting your website for mobile devices will ensure a positive experience for your visitors. Stats further show that mobile can accelerate purchase times by 20%.

(BCG)

4. 49% of B2B buyers lowered technology spending throughout 2020.

Covid-19 has definitely impacted many industries and created many challenges for all marketers, including B2B marketers. Some of these challenges are changing key objectives, budget-cutting, delaying purchases, and transitioning from in-person to virtual events. Overall, 67% of marketers say that the Covid-19 pandemic has had at least “some impact” on their campaign strategies.

(KoMarketing)

B2B Content Marketing Statistics

5. Content ranking on Google’s first page has 1,447 words, on average.

Write a long article, and most people are probably not going to read it. Write a short one, and you will probably miss out on a lot of details. While B2B posts are generally much longer than 1,000 words, when crafting yours, keep in mind that those that rank on Google’s first page hover around 1,500 words.

(Backlinko)

6. 30% of B2B companies don’t have an in-house content marketing team.

If they do not have an in-house content marketing team, how do they create content and launch campaigns? They hire content marketing companies. The share of businesses outsourcing their content marketing strategies was lower in 2020 than in 2019 when 40% of B2B marketers turned to outsourcing.

(SEMRush)

7. B2B marketing stats show that 83% of marketers use social media content as a part of their content marketing strategy.

Content marketing statistics show that social media is the most powerful marketing tool, and although blog posts make for the best B2B marketing strategy, tweets, pins, and other posts on social media are also an important part of content marketing strategy.

(Content Marketing Institute)

8. The average person will spend 37 seconds reading your article.

These days, everyone is connected to social media at all times. It is pretty hard to capture someone’s attention and keep them engaged. The only thing that a content marketer can do is adjust to this situation and figure out ways to guide the consumer through their buyer journey.

(Search Engine Journal)

B2B Email Marketing Statistics

9. Email newsletters are the best ways to convert leads, according to 31% of B2B marketers.

It is no secret that email was the most used marketing tactic in 2019, and it sure continues to enjoy immense popularity. By subscribing to your email list, people become your potential customers, making B2B purchases more likely to happen. Avoid sending too many emails, though, as you might push away 59% of your email subscribers.

(Backlinko)

10. 59% of marketers see email as their top revenue channel.

This B2B marketing stat tells us something crucial about a good marketing strategy. Email should definitely be a part of it since it is still the easiest way to get leads, as confirmed by B2B marketing stats. That shouldn’t be a surprise since email is considered a highly influential source of information for B2B customers.

(Backlinko)

11. Data shows that 33% of email recipients open messages based on the subject line alone.

The data further indicates that adding a personal name instead of a company’s email address can boost open rates by up to 35%. So, to increase your open rates, take some time to be creative so that you can come up with a subject line that will make your recipients drop everything and read the email you sent them right away.

(SuperOffice)

B2B Social Media Statistics

12. LinkedIn is the most used social medium in B2B marketing, used by 97% of B2B marketers.

Besides being a highly effective tool for professional networking, LinkedIn is the go-to platform for the majority of B2B buyers. 97% of content marketers use the professional social network for publishing their content, which allows B2B buyers to collect all the information they need, according to LinkedIn B2B marketing stats.

(LinkedIn Marketing Solutions)

13. YouTube ranks 4th as the most valued social media platform by B2B marketers.

The platform comes in after LinkedIn, Twitter, and Facebook. When talking about social media and marketing, we often forget how powerful and important YouTube is in any B2B marketing plan. The fact, however, is that seven out of 10 buyers watch videos throughout their sales journey, according to B2B video marketing statistics.

(Foundation)

Top Social Media Channels Among B2B Marketers

14. 91% of B2B marketers use social media for organic content distribution.

Although there are many types of B2B marketing, social media posts might be the most effective. Websites and blog posts are the second most popular option, while email and speaking or events rank third and fourth among the leading B2B marketing strategies.

(Content Marketing Institute)

Leading Channels for Organic Content Distribution Among B2B Marketers

15. B2B marketing stats show that SlideShare receives 500% more traffic from business owners than Facebook, Twitter, YouTube, and LinkedIn.

SlideShare has a worldwide user-base, with most uploads originating from Europe, Asia, and the United States. By using this amazing platform, not only can you reach so many people, but it also has a user-friendly interface and many incredible designs available that can revolutionize your content marketing.

(TigaUK)

16. Only 48% of marketers are often successful in achieving their goals.

The marketing world is changing each day, and sometimes it’s not easy to keep up with it, especially when it comes to social media. Not a single marketer can track all of these changes, and asking for expert help never hurts anyone. In fact, a large share of social media marketing strategies are implemented by social media marketing companies.

(CoSchedule)

B2B Influencer Marketing Stats

17. 74% of B2B marketers reckon that influencer marketing improves customer experience.

Partnering with a well-known influencer to co-create content is the key to building trust and credibility. That is why it became a popular B2B marketing trend that many use to reach a large number of potential customers. Apart from a high ROI, there are over 1,100 influencer marketing platforms, making it easy to dive into these waters.

(Forbes)

18. 89% of marketers say that ROI from influencer marketing is comparable or better than other marketing channels.

You are probably wondering what makes influencer marketing so effective and successful. Not only does it allow you to reach any market that you want (because for every niche — there is an influencer), but B2B marketing trends show it also allows you to spread the word about your brand on various channels.

(Mediakix)

19. 1 in 5 Millennials buys new products because an influencer has recommended them.

When creating a B2B marketing plan, determining your target audience is crucial. You would be surprised to know how many B2B buyers are Millennials with a buying power of $1.4 trillion. So if you want to reach younger generations as well, it will definitely pay off to invest in this marketing tactic.

(eMarketer)

20. B2B marketing statistics show 90% of business decision-makers initiate their purchasing process by researching opinions from industry experts and peers.

B2B influencer marketing varies significantly from B2C since the influencer you co-create with has to demonstrate expertise in their respective industry. The overall goal, however, remains the same — establishing credibility and trust and convincing customers of the quality of your product or service.

(MarTech Series)

Conclusion

The world of marketing is evolving at all times, but these B2B marketing statistics will hopefully help you step up your marketing game. When attracting new buyers, you only get one shot at making a good first impression. Luckily, the latest stats and trends show that B2B marketers have multiple channels at their disposal to find (and convince) decision-makers to take a chance on their products and services.

Sources: Forbes, Epsilon, BCG, KoMarketing, Backlinko, SEMRush, Content Marketing Institute, Search Engine Journal, SuperOffice, LinkedIn Marketing Solutions, Foundation, Content Marketing Institute, TigaUK, CoSchedule, Forbes, Mediakix, eMarketer, MarTech Series.