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

  1. 77% of B2B customers conduct extensive research before making a purchase.
  2. 35% of B2B companies expect online sales to rise next year.
  3. 84% of B2B buyers use social media as part of their decision-making process.
  4. 80% of social media leads for B2B marketing come from LinkedIn.
  5. 91% of B2B marketers say content marketing is an important part of their overall strategy.
  6. 80% of B2B customers want their B2B experience to be as good as or better than their B2C experience.
  7. 40% of B2B marketers have a written plan for content marketing.
  8. 75% of B2B content marketers use video, up from 66% last year.
  9. 81% of B2B marketers say that email newsletters are their most used form of content marketing.
  10. 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 suggestJustification
Digital dominance in buyer’s journeyMajority of the process carried out online
Short B2B sales cycleMedian duration indicates fast-paced decision-making
Phased B2B buyer’s journeyThree-part process aids in marketing strategy formulation
Critical role of digital in salesEmphasizes need for effective online strategies
Speed is key in B2B salesQuick cycle necessitates efficient marketing efforts
Structured buyer’s journeyDistinct 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 suggestJustification
High premium on customer experienceBuyers value superior service, willing to pay more
B2B expectations parallel B2CCustomers seek comparably excellent B2B experiences
Detriment of perceived indifferenceMajor cause of B2B customer attrition
The economic value of customer serviceDirect link between experience quality and price
B2B customer demandsStrong call for B2C-standard experiences
Impact of neglect on customer loyaltyIndifference 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 suggestJustification
B2B e-commerce market growthPredicted massive increase signals a thriving sector
Importance of referrals in B2BMajor starting point for B2B decision makers
Anticipated online sales boostA third of B2B organizations foresee growth
E-commerce is future of B2BExponential market value growth supports this trend
Referral marketing in B2BHigh reliance underlines its strategic importance
B2B digital sales optimismIncreased 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 suggestJustification
Superiority of inbound marketingOutperforms traditional paid methods in lead generation
Cost-efficiency of inbound marketingYields thrice as many leads per dollar spent
Shifting preference to inbound tacticsRecognized for their higher lead generation capacity
Value for money in inbound marketingSuperior ROI compared to traditional marketing
Inbound marketing as a lead magnetDemonstrably more effective at attracting leads
Money-wise lead sourcing strategyInbound 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 suggestJustification
High success rate of B2B influencer marketingMajority of brands report positive results
Influencer marketing’s efficacy in B2BMarketers affirm its effectiveness in campaigns
Lucrative potential of influencer marketingCapable of generating significant revenue
Broad approval of B2B influencer strategiesEmphasized by substantial brand satisfaction
Small-scale campaign effectivenessEven minimal efforts yield significant results
Revenue generation potentialProjections 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 suggestJustification
Ubiquity of social media in B2B marketingAlmost universal usage by B2B marketers
Investment in social media contentSignificant commitment during the pandemic
Negative experiences shared on social mediaOnline platforms utilized for buyer feedback
Direct social media contact by B2B buyersSignificant proportion use social media outreach
Social media’s essential role in B2BMinimal abstention underlines its importance
Public feedback channels for B2B buyersExtensive 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:

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 suggestJustification
LinkedIn’s crucial role in lead generationPredominantly used by B2B marketers
LinkedIn as the top B2B social media platformHighly favored by marketing specialists
High yield of leads from LinkedInMajor share of B2B social media leads sourced
LinkedIn ads’ wide usage in B2B content marketingA significant proportion of marketers use them
LinkedIn’s dominance in B2B social mediaPivotal tool in B2B marketing strategies
Emphasis on LinkedIn ad strategiesKey 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 suggestJustification
Prevalence of multi-platform B2B social usageHigh usage rates across several platforms
Facebook and YouTube as research toolsTop choices for B2B decision-maker research
Facebook’s strong role in content marketingUtilized by a majority of B2B marketers
Cross-platform strategies in B2BExtensive use of diverse social media platforms
Role of social media in B2B researchKey channels for decision-makers’ information sourcing
High adoption of Facebook in content strategyProves 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 suggestJustification
Wide adoption of Twitter in B2B marketingPredominant use as a digital marketing tool
Twitter as a B2B marketplaceMajority of businesses utilize it for marketing
Key role of Twitter in B2B content marketingEmployed by a significant proportion of marketers
Twitter’s prominence in B2B digital strategiesWidely used tool in B2B marketing arena
Emphasis on Twitter for B2B promotionLarge-scale marketing of products and services
Twitter’s role in B2B content strategiesIts extensive use underlines its importance

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