Recent research shows that B2B organizations typically dedicate around 8.7% of their overall budgets to marketing, with more than 90% employing content marketing strategies.
These strategies, along with user-generated content (UGC), significantly influence consumer behavior—60% of B2B buyers make their final purchase decisions based on digital content, and 75% turn to social media for insights.
In this article, I’ll share the latest B2B marketing statistics that can help you refine your marketing strategies, optimize your resource allocation, and strengthen your connections with target audiences, all of which are essential for achieving growth and success in a competitive market.
B2B Marketing Statistics 2024: At A Glance
- Marketing Budget: B2B organizations spend an average of 8.7% of their total budget on marketing.
- Content Marketing: 91% of B2B marketers use content marketing in their strategies.
- Digital Advertising: B2B digital ad spending in the U.S. is expected to reach $19.22 billion in 2024.
- Digital Content Influence: 60% of B2B buyers make their final purchase decisions based on digital content.
- Video Marketing: 72% of B2B marketers consider video marketing essential.
- Online Research: 89% of B2B buyers research products online before buying.
- Social Media Impact: 75% of B2B buyers use social media to help make their buying decisions.
- Marketplace Purchases: Nearly two-thirds of B2B buyers buy products from online marketplaces.
- AI Tools: Over half of B2B marketers use AI-driven tools in their marketing efforts.
B2B Marketing Market Size
- Traditional B2B advertising spending in the United States is anticipated to reach $19.22 billion in 2024.
This spending was recorded to be $16.74 billion in 2021. This displays an increase of approximately $2 billion in B2B traditional advertising spending between 2021 and 2023.
Source: Statista.
- The B2B digital advertising spending in the United States is predicted to reach $18.47 billion in 2024.
By 2024, the B2B digital advertising spending will reach $18.47 billion.
Here are further details about the digital advertising spending in the United States recorded over the years.
| Year | B2B Digital Advertising Spending |
|---|---|
| 2024* | $18.47 billion |
| 2023* | $16.46 billion |
| 2022* | $14.32 billion |
| 2021 | $12.12 billion |
| 2020 | $8.72 billion |
| 2019 | $ 6.55 billion |
| 2018 | $5.46 billion |
| 2017 | $4.28 billion |
Source: Statista.
B2B Content Marketing Statistics
- 91% of B2B marketers use Content marketing as of 2024.
This number has risen from 2022, when 83% of B2B marketers used content marketing.
Source: Content Marketing Institute.
- 60% of the B2B buyers make the final purchase decision solely based on digital content.
50% of the B2B buyers go through at least eight pieces of content while purchasing. Over 80% of buyers say they view at least five articles before making the decision.
Source: Brand Culture.
- 70% of B2B marketers say content marketing generates leads effectively.
Meanwhile, 58% of B2B marketers believe content marketing helps increase brand awareness.
Here are further details about the view of B2B marketers regarding the effectiveness of content marketing.
| Content Marketing Is Effective In | Percentage Of B2B Marketers |
|---|---|
| Generating leads | 70% |
| Driving sales | 63% |
| Improving brand awareness | 58% |
| Building relationships with customers | 55% |
Source: Content Marketing Institute.
- Most B2B marketers publish new content several times a week.
To reach your consumers in the B2B market, you need to publish a decent amount of content every week.
Hence, most marketers publish new content in the form of videos, podcast episodes, or blog posts on a weekly basis. However, some publish a new piece of content every day.
Source: Databox.
- 40% of the B2B marketers have documented the content marketing strategy.
Another 33% of the B2B marketers said they have a strategy, but it’s not documented. While 27% of the B2B marketers do not have any strategy at all.
- On average, it takes more than 3 hours and 55 minutes to write a blog in the B2B niche.
This is up by 65% compared to six years ago. Writing in a B2B niche requires more research and more data. Hence, due to this, B2B marketing companies outsource at least one content marketing activity.
Here are further details about the time required to write a blog post in the B2B niche.
| Year | Time Required To Write A Blog Post |
|---|---|
| 2020 | 3 hours 55 minutes |
| 2019 | 3 hours 57 minutes |
| 2018 | 3 hours 28 minutes |
| 2017 | 3 hours 20 minutes |
| 2016 | 3 hours 16 minutes |
| 2015 | 2 hours 35 minutes |
Source: Orbit Media.
- 84% of the b2B professionals outsource quality content as of 2023.
More than 80% of B2B marketers outsource content from the top-notch provider. 86% of the outsourced quality content to increase brand awareness, and 62% stick to their content marketing strategy.
Source: Sales Simplify.
- 89% of the B2B content marketers use short articles and posts as of 2023.
This makes short articles and posts the most used type of content. The second most preferred and used type of content is Video.
75% of B2B marketers used it in 2023, compared to 66% recorded in the previous year.
- PR and news-related blogs receive double organic traffic compared to educational blogs.
A study of 500 SaaS companies highlighted that blogs focused on PR get more traffic than educational blogs.
PR and news-related blogs are easily discoverable as the buyers use branded search terms. Meanwhile, it is difficult to rank the educational content as it is a non-branded search.
Source: Emily Byford
B2B SEO Statistics
- Organic search is responsible for 76% of trackable B2B website traffic.
More than 80% of B2B marketers believe that SEO generates better quality leads than PPC leads.
Source: Linkflow.ai .
- SEO is the top priority for most B2B marketers.
This is because the average CPL of Google Ads increases yearly in 91% of the industries, and it can not always be used.
Besides, 81.2% of marketers believe that SEO generates high-quality leads compared to PPC.
Source: Linkflow.ai .
- 89% of the B2B researchers gather information about potential purchases from the internet.
At the same time, 42% of researchers use mobile devices to research their B2B purchases. Hence, it is crucial to optimize B2B websites for search engines and mobile searches.
Source: Google.
- Backlinks are Google’s top ranking factors for B2B SEO.
In a study by Backlinko, Backlinks were the top factor affecting B2B SEO, while content quality was the second.
Source: Linkflow.ai
- Search intent was the top factor on which B2B SEO professionals focused.
10.4% of B2B marketers said that search intent is one of the most important factors they consider when optimizing content.
The other top factors considered by the B2B SEO professionals are:
- Search Intent: 10.4% of B2B marketers
- User Experience: 9.7% of B2B marketers
- On-Page Factors: 9.0% of B2B marketers
- Lead Generation: 8.8% of B2B marketers
- Link Building: 8.2% of B2B marketers
- Content Production: 8.0% of B2B marketers
26. Approximately two-thirds of buyers are now leaning towards digital channels instead of traditional methods.
This change is further highlighted by the fact that over 70% of buyers say that more than half of their suppliers have embraced B2B eCommerce solutions.
The growth in digital purchasing has been striking. The percentage of B2B buyers making digital purchases has doubled in the past two years. Initially, only 15% of buyers engaged in digital transactions, but that number has surged to an average of 30% today. Looking ahead, almost half (44%) of B2B buyers are likely to make digital purchases in the next two years.
Source: Sellers eCommerce
B2B Video Marketing Statistics
- 71% of the B2B marketers use video marketing.
72% of the videos made by the B2B marketers are explainer videos that demonstrate a process to the B2B marketers.
Source: Content Marketing Institute, Oberlo.
- 51% of B2B buyers use YouTube videos to research purchases before making a decision.
Hence, 83% of video marketers in the B2B industry use video content for lead generation.
After watching the brand’s video, B2B marketing stats further reveal that 89% of people were convinced to buy a product.
Source: Hootsuite, Wyzowl.
- 96% of the B2B video marketers said that video marketing increased their user’s understanding of their services and products.
At the same time, 95% of the marketers said the strategy helped increase brand awareness. While 90% said it helped them in lead generation.
Source: Wyzowl.
- Nearly 70% of B2B marketers plan to boost their investment in video marketing, recognizing its effectiveness in engaging potential customers.
In addition to digital strategies, almost half (around 50%) of B2B marketers intended to increase spending on in-person events. This reflects a strong desire to foster personal connections and strengthen relationships within their industry.
Moreover, about one-third of B2B marketers are turning their attention to building online communities.
Here is a table displaying the share of B2B marketers who look forward to increasing their spending in various marketing areas:
| Marketing Technique | Share Of B2B Marketers Who Plan Budget Increases |
|---|---|
| Video | 69% |
| Thought leadership content | 53% |
| In-person events | 47% |
| Paid advertising | 43% |
| Online community building | 33% |
| Webinars | 33% |
| Audio content | 25% |
| Digital events | 21% |
| Hybrid events | 11% |
Source: Content Marketing Institute
B2B Social Media Statistics
- B2B buyers use social media to reach sellers and share experiences.
Nearly half of the B2B buyers worldwide maintain social media to contact B2B firms.
At the same time, 69% of B2B buyers use social media platforms to share their poor customer experiences.
Source: Insider Intelligence.
- 75% of B2B buyers use social media to make buying decisions.
36% of the GenZs search for brands more often on Social media than on search engines.
Here are further details about different generations that search for brands more often on social media than search engines.
- GenZ: 36%
- Millennials: 22%
- GenX: 21%
- Boomers: 6%
Source: Hubspot, LinkedIn.
- Over 70% of the B2B marketers that have been using social media over the past 12 months witnessed an increase in their sales.
Social media is the most effective revenue-driving channel for B2B businesses.
60% of US B2B marketers consider it their top choice for driving the increase in revenue.
Other most effective B2B challenges to drive an increase in revenue are:
- Social Media: 60%
- Content marketing: 49%
- Email:45%
- Display advertising: 36%
- Paid Search:32%
- Organic search:23%
- Streaming TV: 23%
Source: Insider Intelligence.
- Facebook and LinkedIn are the top two most effective social media platforms for B2B sales.
More than 65 million business decision-makers use LinkedIn. Besides, 89% of B2B marketers already use LinkedIn to generate leads.
Source: Hubspot.
B2B Email Marketing
- 75% of B2B organizations use email marketing software to assist in content marketing.
Source: Content Marketing Institute.
- 69% of the B2B organizations use email newsletters.
Over 70% of the B2B organizations used email newsletters to distribute content in 2022.
Source: Content Marketing Institute.
- Nearly half of B2B marketers say new products and feature announcement marketing emails have the highest click-through rate.
Source: Hubspot.
- B2B marketing emails witness a 23% higher click-to-open ratio than B2C emails.
As a result, 59% of B2B marketers address email as their top channel for revenue generation.
Source: Option Monster.
B2B Personalization Statistics
- 52% of B2B customers may switch brands if a company does not personalize communication.
Meanwhile, 80% of B2B buyers say they are more likely to engage with a brand that offers a personalized experience.
Source: LinkedIn.
- 80% of B2B marketers believe that personalization improves customer relationships.
Implementation of personalization in your B2B business boosts sales and helps the sellers create a bond with their consumers. Personalization displays that the sellers understand the buyers’ needs and display the products accordingly.
Source: Business Wire.
- Businesses with more personalized marketing grew 60% more.
The latest B2B marketing stats reveal that the businesses that have implemented personalization at a greater extent witness two-thirds more growth compared to the businesses with little or no personalization.
- 58% of the B2B businesses noticed a strong outcome using personalized search results.
40% of the visitors use on-site search to find what they are looking for on a commerce site. This makes personalization more important.
In addition, some marketers also use advanced search solutions and artificial intelligence to re-rank the results based on consumers’ preferences.
Source: Adobe.
- 48% of the B2B merchants recorded strong outcomes after investing in personalized product recommendations.
Product recommendation is a proven tactic for increasing conversion rates and average order value.
Source: Adobe.
B2B Ecommerce Statistics
- In the United States, B2B ecommerce is forecasted to reach $3 trillion by 2027.
According to Forrester, B2B e-commerce value is expected to double in the United States by 2027. In 2021, the value of the B2B ecommerce in the United States was $1.7 trillion.
- 35% of the B2B buyers said they purchase 50% of the products through online marketplaces.
Another research by Gartner predicts that 80% of the B2B sales interactions between suppliers and buyers will occur through digital channels in 2025.
Source: Digital Commerce 360, Gartner.
- 17% of the B2B sales were generated digitally in 2023.
This number is up from 13% recorded in 2019.
- Asia holds approximately 80% of the global B2B ecommerce market.
China has the highest market contribution, with its B2B eCommerce market valued at 27.5 trillion yuan.
Here’s a sneak peek of the eCommerce market share owned by different regions as of 2021.
| Region | Ecommerce Market Share |
|---|---|
| APAC | 78.1% |
| Europe | 6.3% |
| North America | 15% |
| Rest of the world | 0.2% |
Source: Statista.
Tip: Check out online shopping statistics for further details about how much B2B marketers spend online.
B2B Lead Generation
- 96% of B2B marketers say that event marketing helps accelerate lead generation.
Research done by Regalix brought into the limelight that digital events like online summits and webinars provide an opportunity to reach a large set of interested audiences.
Source: Brand Culture.
- B2B leaders plan to invest higher proportions of their marketing budgets in lead generation and brand building.
36% of the B2B marketers said they look forward to investing in lead generation, while 30% said they plan to invest in Brand building and Awareness.
Some of the top segments of B2B marketing leaders are planning to invest in are:
- Lead generation: 36%
- Brand Building and Awareness: 30%
- Demand generation: 20%
- Account-based Marketing: 15%.
Source: LinkedIn.
- B2B marketing organizations spend more time on finding new consumers than retaining existing customers.
B2B marketers allocate 71% of their time to generating new business leads. Meanwhile, 29% of the time is allotted to retaining existing consumers.
Overall, the tech industry invests the highest share of time to find new leads. On the other hand, the Education industry spends over 41% of its time retaining leads.
Source: LinkedIn
Bonus: Check out Lead generation Statistics for further insights.
B2B Marketing Analytics And AI Statistics
- 52% of B2B marketers say that data analytics will be one of the most important skills required in the future for marketing teams.
43% of the B2B marketing leaders believe that storytelling, or the ability to develop creative connections with the target audience, will be one of the most critical skills required in future marketing teams.
Source: LinkedIn.
- Almost 50% of B2B marketers use AI applications for business marketing activities.
Besides, 75% of the B2B marketing leaders said they will likely use or will continue using generative AI to promote their businesses when AI-driven advertising becomes available.
Check out these trending artificial intelligence statistics for more insights.
Source: LinkedIn.
- 2 out of 5 B2B marketing leaders said they have a “somewhat good” understanding of leveraging generative AI marketing tools for B2B.
However, one in 5 B2B marketing leaders has an ‘extremely good’ understanding of it.
Source: LinkedIn.
What Are The Latest Trends In B2B Marketing?
- 60% of the B2B marketing leaders said that they have increased their marketing budget in the past year.
Meanwhile, two-thirds of marketing leaders said that they are looking forward to increasing their B2B marketing budget in the next year.
Source: LinkedIn.
- Top B2B brands are growing their share of marketing job postings.
29% month-over-month growth and 10 percent year-over-year growth are recorded in the B2B marketing job posts as of 2023.
Source: LinkedIn.
- More than 33% of the B2B marketing leaders measure ROI within four weeks of their campaign launch.
Most of the B2B marketing leaders are currently running nine or fewer marketing campaigns co-currently.
38% of the marketers said that they run one to four campaigns, while 37% said that they run five to nine campaigns concurrently.
Source: LinkedIn.
Conclusion: Content Is Rapidly Gaining Importance In B2B Marketing
As B2B digital advertising spending is projected to reach an impressive $19.22 billion in 2024, and with 60% of buyers making their purchasing decisions based on digital content, it’s evident that effective online strategies are more important than ever.
Content marketing continues to play a vital role, with 91% of B2B marketers using it to connect with their audiences. Additionally, LinkedIn has emerged as the go-to social media platform for B2B, with 84% of marketers taking advantage of its capabilities.
