As a marketer, one of the best ways to stay ahead of the curve and gain insights on how to optimize your campaigns is by staying up-to-date with B2B marketing trends.
B2B marketing statistics can help provide guidance while considering strategies and tactics to reach new customers, build brand value, diversify revenue streams, and increase company profitability.
From content creation considerations to ROI metrics, here are some B2B marketing stats that could be valuable for developing successful campaigns in 2023. I’ll also put what the data suggests in a table and explain why, so you can better understand the numbers.
B2B Marketing Statistics: Key Findings
- 77% of B2B customers conduct extensive research before making a purchase.
- 35% of B2B companies expect online sales to rise next year.
- 84% of B2B buyers use social media as part of their decision-making process.
- 80% of social media leads for B2B marketing come from LinkedIn.
- 91% of B2B marketers say content marketing is an important part of their overall strategy.
- 80% of B2B customers want their B2B experience to be as good as or better than their B2C experience.
- 40% of B2B marketers have a written plan for content marketing.
- 75% of B2B content marketers use video, up from 66% last year.
- 81% of B2B marketers say that email newsletters are their most used form of content marketing.
- 59% of B2B marketers say email marketing generates the most revenue.
Source: (Gartner, Thrive My Way, MarketingProfs, LinkedIn, Demand Metric, Lumoa, Content Marketing Institute, LinkedIn, Content Marketing Institute, Fine Media.)
B2B Buyer Journey Statistics
- 67% of the buyer’s journey is completed digitally.
- 2.1 months is the median B2B sales cycle.
- Awareness, Consideration, and Decision comprise the B2B buyer’s journey.
Significance of the Data: (1-Very High, 2-High, 3-Medium.)
Mentioned By: Forrester, Linkedin, Curata, Linked Selling, Databox, Belkins, Torpedo Group, Hubspot, Qualtrics, New Breed Revenue, Snov, The Marketing Practice and more.
| Data suggest | Justification |
| Digital dominance in buyer’s journey | Majority of the process carried out online |
| Short B2B sales cycle | Median duration indicates fast-paced decision-making |
| Phased B2B buyer’s journey | Three-part process aids in marketing strategy formulation |
| Critical role of digital in sales | Emphasizes need for effective online strategies |
| Speed is key in B2B sales | Quick cycle necessitates efficient marketing efforts |
| Structured buyer’s journey | Distinct phases help tailor specific marketing tactics |
B2B Customer Experience Statistics
- 86% of buyers are willing to pay more for an excellent customer experience.
- 80% of B2B customers want their B2B experience to be as good as or better than their B2C experience.
- 68% of B2B customers are lost because they think the business does not care.
Significance of the Data: (1-Very High, 2-High, 3-Very High.)
Mentioned By: FLEXcon, Linkedin, Super Office, Forbes, Spiceworks, Clerk, The Clueless Company, Forsta, Gitnux, Convince And Convert, Lumoa, Liferay, Snov, Zippia, New Breed Revenue, Everyone Social, Market Splash, Mailshake, Sales Hacker and more.
| Data suggest | Justification |
| High premium on customer experience | Buyers value superior service, willing to pay more |
| B2B expectations parallel B2C | Customers seek comparably excellent B2B experiences |
| Detriment of perceived indifference | Major cause of B2B customer attrition |
| The economic value of customer service | Direct link between experience quality and price |
| B2B customer demands | Strong call for B2C-standard experiences |
| Impact of neglect on customer loyalty | Indifference is a leading factor in customer loss |
B2B Sales Statistics
- The B2B e-commerce market was $7.08 trillion in 2022 and expected to reach $26.59 trillion by 2030.
- 84% of B2B decision makers start their buying process with a referral.
- 35% of B2B organizations anticipate an increase in online sales in the coming year.
Significance of the Data: (1-Very High, 2-Very High, 3-High.)
Mentioned By: Marketwatch, Vantage Market Research, Grand View Research, Statista, Big Commerce, Linkedin, Harvard Business Review, Saleslion, Referral Rock, Forbes, Refer Reach, Shopify, Zipdo, Martech, Mckinsey & Company, Seller Snap, Thrive My Way and more.
| Data suggest | Justification |
| B2B e-commerce market growth | Predicted massive increase signals a thriving sector |
| Importance of referrals in B2B | Major starting point for B2B decision makers |
| Anticipated online sales boost | A third of B2B organizations foresee growth |
| E-commerce is future of B2B | Exponential market value growth supports this trend |
| Referral marketing in B2B | High reliance underlines its strategic importance |
| B2B digital sales optimism | Increased online sales expectations indicate market confidence |
B2B Inbound Marketing Statistics
- Inbound marketing generates 54% more leads than paid marketing.
- Inbound marketing generates 3x more leads per dollar than traditional marketing.
Significance of the Data: (1-Very High, 2-Very High.)
Mentioned By: HubSpot, zipdo, webfx, precision marketing group, gitnux, user guiding, honest fox, ironpaper, even bound, serp watch, zipdo, content marketing institute, search engine journal and more.
| Data suggest | Justification |
| Superiority of inbound marketing | Outperforms traditional paid methods in lead generation |
| Cost-efficiency of inbound marketing | Yields thrice as many leads per dollar spent |
| Shifting preference to inbound tactics | Recognized for their higher lead generation capacity |
| Value for money in inbound marketing | Superior ROI compared to traditional marketing |
| Inbound marketing as a lead magnet | Demonstrably more effective at attracting leads |
| Money-wise lead sourcing strategy | Inbound marketing offers more bang for the buck |
B2B Influencer Marketing Statistics
- 86% of B2B brands consider influencer marketing to be moderately or very successful.
- 78% of B2B marketers say influencer marketing is effective, even for small campaigns.
- In 2022, B2B influencer marketing brings in $11.7 billion in revenue.
Read Further: 8+ B2B Influencer Marketing Statistics
Significance of the Data: (1-Very High, 2-High, 3-Very High.)
Mentioned By: diginomica, search engine journal, PR Newswire, dreamond, zen media, LinkedIn, the social media hat, influencer marketing hub, Science Direct, marketing edge, Business Wire, ainfluencer, Yahoo Finance, the drum and more.
| Data suggest | Justification |
| High success rate of B2B influencer marketing | Majority of brands report positive results |
| Influencer marketing’s efficacy in B2B | Marketers affirm its effectiveness in campaigns |
| Lucrative potential of influencer marketing | Capable of generating significant revenue |
| Broad approval of B2B influencer strategies | Emphasized by substantial brand satisfaction |
| Small-scale campaign effectiveness | Even minimal efforts yield significant results |
| Revenue generation potential | Projections underscore its profitability |
B2B Social Media Statistics
- Only 5% of B2B marketers do not use social media.
- 70% of B2B marketers invested in social media content creation during the pandemic.
- 69% of B2B buyers share negative customer experiences on social media or online review platforms.
- 46.5% of B2B buyers worldwide use social media to contact B2B companies.
Significance of the Data: (1-Very High, 2-High, 3-Very High, 4-High.)
Mentioned By: Linkedin, Hootsuite, Fast Company, Top Floortech, Madison Miles Media, Forbes, Backlinko, Search Engine Journal, Content Marketing Institute, Sales Fuel, 99 Firms, First Page Strategy, Globe Newswire, Insider Intelligence, Good Firms, Fronetics, Market Splash, Smart Insights and more.
| Data suggest | Justification |
| Ubiquity of social media in B2B marketing | Almost universal usage by B2B marketers |
| Investment in social media content | Significant commitment during the pandemic |
| Negative experiences shared on social media | Online platforms utilized for buyer feedback |
| Direct social media contact by B2B buyers | Significant proportion use social media outreach |
| Social media’s essential role in B2B | Minimal abstention underlines its importance |
| Public feedback channels for B2B buyers | Extensive use of social media for reviews |
Linkedin B2B Marketing Statistics
- 89% of B2B marketers use LinkedIn to find potential customers.
- 86% of B2B marketers say that LinkedIn is the social media platform they use the most.
- 80% of social media leads for B2B marketing come from LinkedIn.
- 75% of B2B content marketers are using LinkedIn ads.
More Stats: https://www.businessdit.com/linkedin-b2b-marketing-statistics/
Significance of the Data: (1-Very High, 2-Very High, 3-Very High, 4-High.)
Mentioned By: sprout social, LinkedIn, social pilot, the b2b house, revnew, Hootsuite, YouGov, social motto, techjury, influencer marketing hub, lambourn digital, abound social, the social shepherd and more.
| Data suggest | Justification |
| LinkedIn’s crucial role in lead generation | Predominantly used by B2B marketers |
| LinkedIn as the top B2B social media platform | Highly favored by marketing specialists |
| High yield of leads from LinkedIn | Major share of B2B social media leads sourced |
| LinkedIn ads’ wide usage in B2B content marketing | A significant proportion of marketers use them |
| LinkedIn’s dominance in B2B social media | Pivotal tool in B2B marketing strategies |
| Emphasis on LinkedIn ad strategies | Key role in B2 |
Facebook B2B Marketing Statistics
- B2B marketers use Facebook 79% of the time, Twitter and Instagram 60% of the time, and YouTube 56% of the time.
- Facebook is used by 48.5% of decision-makers for B2B research, trailing only YouTube at 50.9%.
- About 83% of B2B marketers use Facebook for content marketing.
Significance of the Data: (1-Very High, 2-High, 3-Very High.)
Mentioned By: contensify hq, ZoomInfo, Hootsuite, marketing profs, sprout social, You Gov, komarketing, user guiding, degordian, kuno creative, blogging wizard, influencer marketing hub, xenia consulting, search engine journal, gaggle amp, Hootsuite, Forbes, madison miles media and more.
| Data suggest | Justification |
| Prevalence of multi-platform B2B social usage | High usage rates across several platforms |
| Facebook and YouTube as research tools | Top choices for B2B decision-maker research |
| Facebook’s strong role in content marketing | Utilized by a majority of B2B marketers |
| Cross-platform strategies in B2B | Extensive use of diverse social media platforms |
| Role of social media in B2B research | Key channels for decision-makers’ information sourcing |
| High adoption of Facebook in content strategy | Proves its importance in B2B content marketing |
Twitter B2B Marketing Statistics
- 67% of B2B marketers use Twitter as an online marketing tool
- 75% of B2B businesses market their goods and/or services on Twitter.
- 82% of B2B content marketers are on Twitter.
Significance of the Data: (1-High, 2-Very High, 3-Very High.)
Mentioned By: B2b Wave, Vista Social, Equinet Media, Oberlo, Social Media Marketing, Semify, Social Pilot, Statista, Zoominfo, Fiverr, New Breed Revenue, Publer, Login Radius, Oktopost, Ko Marketing, Linkedin, Crowdspring, The Social Shepherd, Wibbitz and more.
| Data suggest | Justification |
| Wide adoption of Twitter in B2B marketing | Predominant use as a digital marketing tool |
| Twitter as a B2B marketplace | Majority of businesses utilize it for marketing |
| Key role of Twitter in B2B content marketing | Employed by a significant proportion of marketers |
| Twitter’s prominence in B2B digital strategies | Widely used tool in B2B marketing arena |
| Emphasis on Twitter for B2B promotion | Large-scale marketing of products and services |
| Twitter’s role in B2B content strategies | Its extensive use underlines its importance |
Related Resources:
https://www.businessdit.com/b2b-email-marketing-statistics/
https://www.businessdit.com/b2b-content-marketing/
https://www.businessdit.com/b2b-video-marketing/
https://www.businessdit.com/b2b-personalization-statistics/
https://www.businessdit.com/b2b-social-media-statistics/
https://www.businessdit.com/b2b-customer-experience-statistics/
