38 B2B Marketing Statistics: A Must-Know in 2024

B2B marketing plays a key role in how B2B businesses connect and succeed in the competitive market.

But just what do the latest numbers reveal about effective strategies?

With that in mind, we’ll cover B2B marketing statistics that show how companies can enhance their marketing efforts.

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.

67% of B2B buyers begin their purchasing journey online.
90% of B2B buyers use online channels as their primary source for finding new suppliers.
Over 70% of B2B buyers spend over half their research time online.
When considering a purchase, B2B buyers spend only 17% of that time with potential suppliers.
B2B buyers spend up to 90% of their decision journey educating themselves.
On average, B2B companies buy 75% of their products online.
At least 80% of B2B buyers now want a B2C-like purchasing experience.
77% of B2B customers surveyed described their purchasing experience as complex or difficult.
87% of B2B buyers want the ability to self-serve part or all of their purchasing journey.
71% of B2B researchers begin their research with a generic search.

Sources: (Kurve, Steel Croissant, Gartner, BizVibe, Digital Commerce 360, Lumoa, Trust Radius, Think with Google.)

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.

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.

86% of businesses use video as a marketing tool.
B2B marketers who use video grow their revenue 49% faster than those who don’t.
Businesses that employ video marketing in their B2B campaigns see a 66% increase in qualified leads and a 54% increase in brand awareness.
73% of B2B marketers report a positive impact on return on investment
70% of B2B buyers and researchers watch videos throughout their path to purchase
52% of B2B marketers say video is the content type with the best ROI.
64% of B2B marketers increased their use of audio or visual content (videos, live streaming, and webinars).
84% of B2B marketers feel video has helped their business generate leads.
75% of B2B executives view at least one business-related video per week.
60% of B2B marketing professionals believe video content is more engaging than text.

Sources: (Wyzowl, WordStream, WebDew, Yans Media, Think with Google, The B2B House, Vidyard, ZipDo, Suttida.)

B2B companies that offer consistent blogging have 67% more leads monthly, compared to companies that don’t blog regularly.
62% is how much less content marketing costs than traditional marketing
91% of B2B marketers say they use content marketing in their overall strategy.
47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson.
40% of B2B marketers have a documented content marketing strategy.
27% of B2B marketers have no content marketing strategy.
75% of B2B content marketers use video.
86% of B2B marketers use content to create brand awareness.
87% of B2B marketers use social media to distribute content.
89% of B2B content marketers use short articles/posts

Sources: (OptinMonster, Content Marketing Institute, Demand Metric, ZoomInfo Technologies LLC, Smart Insights, Brightcove.)

Inbound marketing generates 54% more leads than paid marketing.
Inbound marketing generates 3x more leads per dollar than traditional marketing.

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.

75% of B2B buyers use social media to make buying decisions.
84 percent of C-level and VP-level buyers are influenced by social media when purchasing.
46.5% of B2B buyers use social media to contact B2B firms.
51% of B2B marketers say that social media resulted in lead generation and sales growth in 2020, up from 6% two years prior.
79% B2B Marketers rated social media as the most effective marketing channel.
83 B2B marketers use social media.
41% of B2B marketers rate social media as the third most effective type of content for content marketing.
80% of B2B marketing leads from social media come through LinkedIn.
95% of B2B marketers utilize social media content in some form.
91% of B2B marketers use social media to distribute content

Sources: (LinkedIn, Business Wire, Whittington Consulting, Smart Insights, Forbes, Content Marketing Institute, SocialPilot, Adweek.)

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.

71% of B2B researchers begin their research with generic Google searches.
89% of B2B researchers use the internet during the B2B research process.
74% of B2B clients conduct 50% of their research online before making a purchase offline.
60% of B2B organizations make use of SEO marketing strategies.
45% of enterprise-level companies invest more than $20,000 a month in SEO.
81.2 percent of B2B marketing professionals and business owners surveyed said that SEO provided better quality leads than pay per-click-marketing (PPC).

Source: ( Think with Google, Forrester, Enterprise Apps Today, KoMarketing, DataBox.)