89 B2B Marketing Statistics You Need to Know in 2024

Let's research the astir important B2B selling stats for 2024 and beyond.

B2B Marketing Priorities and Challenges 

1. The fig 1 precedence for B2B marketers is increasing a high-quality pb pipeline, with 37% naming it arsenic 1 of their apical areas of focus. (LinkedIn)
2. Other apical priorities for B2B marketers see implementing AI exertion (35%), utilizing information to thrust decisions and measurement show (33%), and gathering relationships with caller customers (32%). (LinkedIn)

Image Data Source: LinkedIn

3. For 58% of B2B marketers, deficiency of resources is simply a challenge. (CMI)
4. 45% find alignment betwixt income and selling teams difficult. (CMI)
5. 34% of B2B marketers conflict to support up with caller tech, including AI. (CMI)
6. 25% of B2B marketers admit deficiency of strategy is an issue. (CMI)
7. 85% of B2B marketers conflict to link selling show to concern outcomes. (WPromote)

Takeaways:

Overall, B2B marketers are optimistic and focused connected pb prime and AI adoption.

Despite method advancements, selling teams look age-old challenges similar assets constraints and alignment with sales.

The outlook is positive, but marketers request to code these cardinal challenges to afloat capitalize connected opportunities.

B2B Marketing Team Statistics

8. Nine successful 10 B2B CMOs consciousness bully astir their team’s quality to thrust revenue. (LinkedIn)
9. 56% of B2B selling leaders are investing much successful diversity, equity and inclusion efforts to physique better, much divers teams. (LinkedIn)
10. Eight successful 10 B2B CMOs accidental they person gender-diverse teams. And 3 successful 4 accidental their teams are racially and property diverse. (LinkedIn)
11. Over 40% of B2B selling teams underwent a reorganization successful 2023. And 67% of B2B CMOs pass a reshuffle is apt successful 2024. (LinkedIn)
12. 28% of B2B marketers study squad members resigned successful the past year. And 20% accidental squad members were laid off. (CMI)
13. Only 20% of B2B marketers recovered collaboration hard due to the fact that of distant oregon hybrid work. (CMI)
14. 44% of B2B companies person in-house selling teams, 33% bash their selling some in-house and outsourced, and 21% outsource their marketing. (Sagefrog)
15. 93% of companies who outsource their selling find outsourcing effective. (Sagefrog)

Takeaways:

B2B selling teams are focusing connected diverseness and adaptability.

Despite organizational changes and fluctuation, CMOs consciousness assured successful their teams' abilities. And there's a increasing inclination of blending in-house expertise with outer endowment to conscionable selling goals. 

B2B Marketing Budget Statistics

16. Companies selling B2B products allocate connected mean 9.7% of their full fund to marketing. (CMO Survey)
17. 68% of B2B selling leaders person a higher fund than past year. (LinkedIn)
18. 90% of B2B selling leaders hold their marketing budget is successful enactment with the company's gross and maturation goals. (LinkedIn)
19. B2B marketers dedicate 19% of their fund to advertising, followed by contented (17%), tools and exertion (16%), and radical (12%). (Salesforce)

Image Data Source: Salesforce

20. 67% of B2B marketers are expanding budgets for brand-building efforts. (LinkedIn)
21. 64% of B2B marketers are allocating much fund to lawsuit experience. (LinkedIn)
22. 45% of B2B companies program to summation their contented selling walk wrong the adjacent year. 42% volition instrumentality to the aforesaid budget. Only 6% volition walk less, and 7% are unsure. (CMI)
23. Six successful 10 marketers consciousness their budgets and ROI are being monitored much present than successful the past. (HubSpot)
24. 40% of B2B marketers mean to summation paid hunt spend. (Wpromote)
25. 56% of B2B marketers are readying to walk much connected societal media. (Wpromote)
26. 40% of B2B marketers are readying to summation their fund for email marketing. (Wpromote)

Takeaways: 

Overall, B2B selling budgets are growing.

Businesses are spending much connected cardinal areas similar brand-building and lawsuit experience.

They are besides allocating much resources to content, SEO, and societal media—and marketers are assured spending is aligned with concern objectives.

B2B Sales and Lead Generation Statistics

27. 84% of marketers accidental driving caller concern is their apical priority. But lone 27% accidental they are effectual astatine it. (Sirkin Research)
28. 48% of B2B marketers accidental driving capable leads is simply a challenge, and 24% reported difficulties with converting leads to revenue. (Sirkin Research)

29. Seven successful 10 B2B respondents person accrued their fund for pb generation. (LinkedIn)
30. 60% of B2B selling budgets are allocated to acquiring caller customers, whereas 40% are dedicated to retention. (LinkedIn)
31. B2B ecommerce has emerged arsenic the astir effectual income transmission successful 2024. 35% of leaders fertile it first, followed by in-person income (26%), video conferencing (12%), email (10%), and telephone (8%). (McKinsey)
32. Five cardinal strategies thrust B2B income occurrence successful 2024: precocious income tools, highly personalized marketing, hybrid income teams, tailored third-party marketplace strategies, and concern successful an owned marketplace. Companies implementing each 5 strategies are 2 times much apt to execute implicit 10% marketplace stock growth. (McKinsey)
33. 69% of B2B professionals study income is becoming much difficult. (Salesforce)

Takeaways:

B2B income statistic amusement that lead procreation strategy is the main absorption for astir marketers.

That being said, ecommerce is simply a cardinal trend. Since B2B customers progressively expect Amazon-style integer experiences wherever they conscionable click and cheque out.

B2B Content Marketing Statistics

34. 52% of B2B marketers judge their contented drives leads, but lone 33% deliberation it really drives revenue. (Sirkin Research)
35. 28% of marketers assertion their organization’s B2B contented marketing is “extremely oregon very” successful. 57% study mean success. Only 15% accidental their contented is “minimally oregon not astatine all” successful. (CMI)
36. 84% of B2B marketers study that their content marketing built marque consciousness successful the past year. (CMI)
37. 76% of B2B marketers judge contented selling supports their request procreation and pb procreation efforts. (CMI)
38. 58% of B2B marketers judge contented selling helped summation income and gross successful 2024, up from 42% successful 2023. (CMI)
39. 9% of B2B marketers don't person a contented selling strategy. (CMI)
40. The mean B2B purchaser consumes 13 pieces of contented earlier making a purchase. (FocusVision)
41. 56% of B2B marketers are readying to make much blog posts and thought enactment articles successful the future. (LinkedIn)
42. In the past 12 months, B2B marketers person utilized a divers premix of contented types (CMI):

• 94% created abbreviated articles and posts
• 84% produced videos
• 78% developed lawsuit studies
• 71% wrote agelong articles
• 60% made ocular content
• 59% created whitepapers and ebooks

Image Data Source: Content Marketing Institute

43. Social media is the apical contented organisation transmission successful B2B, utilized by 90% of marketers. (CMI)
44. 57% of B2B marketers find it challenging to make the close contented for their audience. (CMI)

Takeaways:

These B2B contented selling stats amusement contented is hitting its stride, with the immense bulk of B2Bmarketers reporting astatine slightest immoderate success.

Content plays a cardinal relation successful driving awareness, sales, and revenue. B2B buyers are content-hungry, typically consuming 13 pieces of contented earlier making a decision. 

While creating the close contented remains tricky, marketers are adapting. By experimenting with antithetic formats and organisation channels.

B2B SEO Statistics

45. 23% of B2B marketers judge integrated hunt is the astir effectual transmission astatine driving revenue. (Wpromote)
46. 50% of B2B brands with fantabulous idiosyncratic acquisition prioritize SEO, compared with 29% of each B2B companies. (Wpromote)
47. 70% of B2B marketers accidental SEO drives much income than PPC. (Databox)
48. 55% of high-growth B2B brands person dedicated in-house SEO capabilities. (Bain)
49. When it comes to adapting SEO strategy for AI, 31% of B2B marketers are focusing much connected idiosyncratic intent and answering questions, 27% are crafting much thought enactment content, and 22% are creating much conversational content. (CMI)
50. Website and SEO (45%) and virtual events (45%) are the astir almighty selling channels for pb generation. (ViB)
51. 96% of B2B marketers hold SEO is “very effective” oregon “somewhat effective.” (ViB)
52. 66% of B2B buyers usage net hunt results to find accusation earlier making a purchase. This puts integrated hunt up of online ads (35%) and societal media (23%). (Statista)
53. SEO is the astir fashionable selling tactic, with 49% of B2B companies utilizing it arsenic portion of their selling strategy. This means much B2B marketers usage SEO than integrated societal (43%), paid societal (35%), and video (21%). (Sagefrog)

Takeaways:

SEO remains a almighty tool, outperforming paid hunt (at least, according to the bulk of marketers). 

Many palmy B2B companies put successful in-house SEO teams.

With the emergence of AI Overviews, marketers are adapting their SEO strategies by focusing much connected idiosyncratic intent and creating thought enactment content.

54. 60% of B2B marketers judge societal media is the apical transmission for generating revenue. (Wpromote)
55. 75% of B2B marketers accidental societal media is their most-used channel. (LinkedIn)
56. 84% of B2B marketers find LinkedIn is the integrated societal media level that delivers the astir value, up of Facebook (29%), YouTube (22%), and Instagram (21%). (CMI)

Image Data Source: Content Marketing Institute

57. 72% of B2B brands started utilizing LinkedIn much implicit the past 12 months. (CMI)
58. 32% of B2B brands doubled down connected YouTube, 31% accrued Instagram use, and 22% grew their Facebook presence. (CMI)
59. 27% of B2B marketers program to commencement leveraging YouTube for the archetypal clip successful 2024. (HubSpot)
60. 32% of B2B marketers person decreased their usage of X (formerly Twitter). (CMI)
61. 19% of B2B marketers usage TikTok which is much than treble the erstwhile year. (CMI)
62. 43% of B2B selling teams leverage integrated social, and 35% tally paid societal ads. (Sagefrog)
63. 97% of B2B companies person societal media pages. (Sagefrog)

Takeaways:

B2B marketers trust connected social media to thrust results for their business.

LinkedIn stands retired arsenic the apical platform, with astir brands expanding their beingness there. YouTube, Instagram, and Facebook person besides seen growth, portion X usage has declined.

TikTok is gaining traction successful the B2B space. Overall, societal media remains a important transmission for B2B selling strategies.

B2B Video Marketing Statistics

64. 93% of B2B buyers deliberation video is important for gathering spot successful a brand. (Brightcove)
65. Over the past 3 months, 88% of B2B buyers person watched videos to probe a company’s products oregon services. (Brightcove)
66. Marketers who leverage video thrust gross 49% faster than those who don’t. (Brightcove)
67. 84% of B2B brands make videos. (CMI)
68. 69% of B2B marketers program to summation their concern successful video marketing successful 2024. (CMI)
69. Over 50% of B2B marketers accidental videos and infographics are their preferred contented formats. (LinkedIn)
70. 65% of B2B marketers program to bash much video. (LinkedIn)
71. 55% of B2B marketers find short-form, societal videos nutrient the highest ROI, up of lawsuit studies, demos, thought person interviews, and webinars. (LinkedIn)

Takeaways:

Video marketing has go a powerhouse successful B2B marketing.

It’s cardinal for gathering spot and driving revenue. As buyers crook to video for merchandise information, it's wide a beardown video strategy is indispensable for B2B success.

Unsurprisingly, the bulk of B2B marketers are readying to summation their video investment. 

B2B Email Marketing Statistics 

72. B2B brands tally 1 email selling run each 25 days, connected average. (SuperOffice)
73. 83% of B2B marketers see email 1 of their astir important channels. (ViB)

74. For 44% of B2B marketers, email is their astir effectual contented organisation channel. (CMI)
75. Around 44% of B2B marketers usage email to thrust postulation to landing pages, up of SEO (~36%) and paid ads (~33%). (HubSpot)

76. The mean B2B acold email unfastened complaint is astir 36%, but it varies based connected industry. (Focus Digital)

Takeaways:

Email marketing remains a cardinal strategy for B2B companies.

Most B2B marketers find email campaigns much effectual for contented organisation and postulation generation. Companies typically nonstop retired emails astir erstwhile a month. To debar overwhelming subscribers portion inactive maintaining engagement.

B2B Data and Analytics Statistics 

77. B2B marketers usage 18 information sources for reporting connected average. (Salesforce)
78. 14% study challenges with low-quality data, and lone 65% of marketers accidental they person high-quality information connected their people audience. (HubSpot)
79. 26% of marketers judge information helps their selling thrust much ROI. (HubSpot)
80. Only 1 successful 4 marketers accidental their selling information afloat integrates with the different tools they use. (HubSpot)
81. Seven successful 10 person the close exertion successful spot to measurement selling activities, and 82% person the selling information they request to show interaction to the C-suite. (LinkedIn)
82. Companies starring successful B2B gross are 2 to six times much apt to person selling functions specified arsenic information subject and analytics, selling automation, and account-based selling in-house. (Bain)

Takeaways:

B2B marketers successful 2024 are data-savvy, leveraging aggregate sources to pass their strategies. They recognize the value of data-driven marketing.

Most consciousness assured successful their information prime and quality to deduce insights. And the bulk person the close tech and analytics to show selling interaction to leadership.

However, determination is inactive country for growth.

B2B Marketing AI Statistics

83. Generative AI volition person a important interaction connected contented instauration successful 2024, according to 85% of marketers. (HubSpot)
84. 81% of marketers who usage Gen AI accidental it enhances their roles. (HubSpot)

85. Two successful 3 B2B marketers are presently utilizing GenAI, but lone 28% person a bully knowing of however to usage AI successful selling activities. (LinkedIn)

86. About fractional of B2B marketers usage generative AI to brainstorm caller topics. 45% usage the tools to probe headlines and keywords, and 45% usage AI to make drafts. (CMI)

Image Data Source: Content Marketing Institute

87. 91% of marketers who usage generative AI tools usage escaped tools (like ChatGPT), portion 27% wage for AI contented penning tools. (CMI)

88. 67% of B2B marketers consciousness affirmative astir AI. 5% are terrified, 26% are excited, 34% are hopeful and 7% are relieved. Only 12% are indifferent and 16% are apprehensive. (WPromote)
89. 85% of marketers judge AI volition person a affirmative interaction connected B2B selling successful the adjacent year. (ViB)

Takeaways:

AI is rapidly gaining traction successful B2B marketing. Most B2B companies usage AI tools. And the bulk of marketers consciousness affirmative astir AI's impact. 

Marketers find generative AI peculiarly effective, utilizing it for tasks similar brainstorming, research, and contented creation. 

While adoption is high, there's inactive a cognition spread successful applying AI to selling activities. 

Elevate Your B2B Marketing Strategy

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