60 Mind-Blowing B2B Marketing Stats and Trends for 2024

Do you know that an average of six to ten people participate in a typical B2B buying cycle? The buyer’s journey for business-to-business (B2B) sales is longer and more complex than the regular business-to-consumer (B2C) purchase cycle. That’s why B2B sellers must be on track with the preferences of every decision-maker.

If you are a marketer or just curious about statistical facts, today’s B2B marketing stats will open your eyes to a world of knowledge. We’ll dive deep into numbers, percentages, and predictions of various B2B verticals and lay out data-driven insights and trends to steer your strategies.

So, get ready.

It’s time to bolster your marketing efforts with essential B2B stats and facts!

Impressive B2B Marketing Statistics for 2024 (Key Findings)

  1. 77% of B2B buyers considered their last deal overly complex, highlighting the need for simplified sales processes.
  2. For 70% of B2B marketing experts, the #1 metric for content performance assessment is conversions.
  3. 52% of B2B buyers state they are definitely more likely to purchase from a vendor after becoming familiar with its content.
  4. 73% of B2B marketers confirm that their organization has a content marketing strategy.
  5. Social media is the most used organic content distribution platform in the B2B sector, leading with 95%.
  6. 97% of B2B marketing professionals integrate LinkedIn in their content marketing plan.
  7. 63% of B2B ecommerce businesses are improving their user experience by implementing new personalization features.
  8. 85% of B2B buyers will turn to a different supplier if their current one can’t keep up with their desires.
  9. 80% of business decision-makers find that articles convey more useful information about companies than ads.
  10. 81% of non-executive B2B employees play a role in making purchasing decisions.

General B2B Statistics

General B2B Statistics

B2B marketing is a dynamic field, constantly evolving with changing business needs and consumer behaviors. To help you stay on top of these changes, let’s dive into some general B2B facts and stats that offer a glimpse into the current business environment.

  • On average, six to ten people take part in the B2B buying cycle. This emphasizes the importance of targeted strategies to reach out to every decision-maker.
  • 77% of B2B buyers considered their last deal overly complex, emphasizing the need for simpler sales.
  • Account-based marketing (ABM) is part of the marketing efforts of 92% of B2B marketers.
  • Business-to-business buying decisions are no longer just for executives as 81% of non-executive employees also have a role in this.
  • 74% of B2B buyers spend more than 50% of their research time online before purchasing offline.
  • The global B2B ecommerce market is projected to reach revenue of $33,317.37 billion by 2030. Its Compound Annual Growth Rate (CAGR) is forecast at 20.2% between 2023 and 2030.
  • The US B2B ecommerce market is expected to reach $2 trillion in 2023, emphasizing the shift toward online business operations.
  • Customer retention is vital in B2B marketing, with 60% of B2B clients making recurrent purchases from companies.
  • 85% of B2B buyers will seek another supplier if their current one cannot meet their needs.

B2B Content Marketing Stats

B2B Content Marketing Stats

Content marketing is a fundamental part of the B2B strategy with a strong impact on buying decisions and customer loyalty. Understanding the latest B2B content marketing statistics can bring insights into your current marketing approach.

  • 73% of business-to-business marketers have a content marketing strategy at their company. However, only 40% of them have that strategy documented and the other 33% don’t.
  • 80% of business decision-makers prefer obtaining company information through articles rather than advertisements. In addition, 60% admit that company content contributes to them making informed product decisions.
  • 70% of B2B marketing professionals consider conversions as the top metric for evaluating content performance. Lead quality is the second metric with 60%, while website engagement takes third place with 57%.
  • 52% of business-to-business buyers affirm that they are definitely more likely to buy from a vendor after reading its content.
  • 46% of marketers said that only one group (or a person) in their B2B firm is responsible for all content types, including SEO, advertising, brochures, etc.
  • According to 47% of surveyed marketers, content producers (designers, writers, photographers, video-makers) will be the most sought-after employment group by B2B companies in 2023.
  • According to 71% of content marketers, the role of B2B content marketing this year is more important. 25% think it’s the same, while 4% believe it’s less important.

B2B Email Marketing Statistics

B2B Email Marketing Statistics

B2B email marketing is still a powerful tactic for reaching and engaging with potential business customers.

Here are important statistics that highlight the impact of email marketing in the B2B space:

  • An email newsletter is the third most popular method for content distribution used by business-to-business organizations. The company’s website leads the way with 90%, followed by the blog with 78%. The email newsletter led by 69%, while other emails that aren’t newsletters received 67%.
  • 83% of B2B firms publish email newsletters themselves using their own email list. Meanwhile, 15% publish through a social media platform; the remaining 2% use both methods.
  • 68% of B2B content specialists use email marketing software to manage operations. However, the most used technology is analytics tools leading with 84%, while social media publishing gets 71%.
  • Email engagement is in the top three metrics used to track content performance. Website traffic is the most popular with 86%, followed by email engagement and website engagement, both with 83%.

B2B Video Marketing Statistics

B2B Video Marketing Statistics

Using video in the B2B sector is another effective way to engage with your intended audience.

Let’s look at key statistics that showcase the role of video in B2B marketing:

  • Leading with 78%, video is the top B2B content marketing area for investments in 2023.
  • Following artificial intelligence and automation (42%), video marketing is the second most popular new B2B sales and marketing strategy (32%) in 2023.
  • Video content is the second most used content format by B2B marketers with 75%. The leading position with 89% of the votes is for short posts or articles comprising fewer than 1,500 words.
  • The most used video formats in B2B marketing are live and brand videos, both leading with 53%.
  • Ad spending in the B2B video advertising sector is expected to reach $176.60 billion in 2023.
  • By 2027, $180 billion of the total video B2B ad spend is projected to be generated through mobile devices.
  • Short-form video ad spending in the B2B sector is forecast to reach over $88 billion in 2023.

With the power of B2B video marketing, organizations can successfully communicate their message, attract prospects, boost engagement and conversions, and ultimately achieve better business results.

B2B Social Media Marketing Statistics

B2B Social Media Marketing Statistics

B2B social media marketing allows companies to connect with their business target audience, build brand awareness, and generate leads. Its role in the sector is becoming increasingly important.

Take a look at these engaging social media statistics:

  • 95% of business-to-business marketers use social media for content distribution. This is the most used non-paid marketing channel for distributing content.
  • 97% of B2B marketing experts utilize LinkedIn in their content marketing strategy.
  • 75% of business buyers carry out research on social media before making a purchasing decision.
  • Out of all the social media platforms, LinkedIn is the most popular organic one among B2B marketers, leading with 96%. Next is Facebook with 76%, followed by Twitter with 70%.
  • B2B content marketers find LinkedIn (39%) and YouTube (29%) as the top two very effective organic social networks.
  • LinkedIn (78%) and Facebook (56%) are the two most used paid social media channels by B2B content specialists.
  • Leading by 36%, LinkedIn is the top paid social network that B2B marketers consider very effective. However, the differences between the top five are small, as shown in the table below.
Social Media ChannelMost Used Organic (%)Very Effective Organic (%)Most Used Paid (%)Very Effective Paid (%)

By using the power of social media effectively, B2B firms can reach the right business audiences, engage with them through relevant content, and drive business growth.

B2B SEO Statistics

B2B SEO Statistics

Are you aware that about 93% of online experiences start with a search engine? So, if your website isn’t on the first page, chances are you’re missing out on valuable business opportunities. Therefore, the importance of search engine optimization (SEO) in B2B marketing is more than evident.

Here are the most interesting B2B SEO stats that deserve your attention:

  • For 34% of B2B businesses, SEO is the top source of leads. Search engine marketing (SEM) and paid social media hold second and third place with 30% and 29%, respectively.
  • Search engine optimization was the most used marketing strategy in 2022. It was implemented by 49% of B2B companies.
  • 62% of marketers stated that SEO and search algorithm changes were the most important B2B content marketing areas for 2022.
  • Search engine optimization/marketing is the second-highest area of B2B marketing spend with 31% of the budget allocated to it. Leading by 33%, the area receiving the most of the marketing budget is in-person tradeshows and events.
  • 68% of B2B organizations use SEO-optimized landing pages to generate more leads.

These B2B SEO statistics highlight how important it is for businesses to optimize their sites for search engines. By doing so, you can increase your online visibility, generate more quality leads, and ultimately grow your business.

B2B SaaS Marketing Statistics

B2B SaaS Marketing Statistics

When it comes to B2B SaaS (Software-as-a-Service) marketing, understanding trends and stats can help marketers gain industry insights.

Here’s an overview of the most intriguing B2B SaaS marketing statistics and facts:

  • B2B SaaS companies spend 15%–25% of their revenue on marketing.
  • The biggest marketing problem for 60% of B2B SaaS businesses is a lack of resources and time.
  • An average of 2–4 years are needed for a B2B SaaS company to reach a profitable stage.
  • 65% of B2B SaaS startups are Market Shakers, i.e., focusing on a niche in a mature market.
  • The global B2B SaaS market is predicted to grow to $307 billion by 2026.

This table shows how private B2B SaaS firms are performing based on annual recurring revenue (ARR).

Annual Recurring Revenue (ARR)Median Revenue Growth RateMedian Net Revenue Retention
Under $1 million51%98%
$1 million–$3 million41%100%
$3 million–$5 million35%102%
$5 million–$10 million30%102%
$10 million–$20 million35%104%
Over $20 million27%102%

Channels that perform best according to B2B SaaS ventures are:

  1. Organic (37%)
  2. Paid (33%)
  3. Partnerships (15%)
  4. Account-based marketing (10%)
  5. In-person events (4%)
  6. Other (1%)

B2B Advertising Statistics

B2B Advertising Statistics

B2B advertising is significant in finding potential clients and driving sales. With that in mind, it’s important to understand the statistics related to B2B advertising. 

  • 67% of B2B organizations use at least one paid channel to promote their content.
  • 85% of B2B businesses use social media ads/promoted posts to distribute their content.
  • 52% of B2B companies monetize their content through sponsorships and advertising.
  • The B2B digital marketing spend in 2023 is projected to grow by 8.77% compared to 2022. In contrast, traditional advertising is expected to see a decline of 3.64%.
  • The business-to-business US ad spend is estimated to reach nearly $37.7 billion in 2024, up from $35.02 billion in 2023.
  • In 2023, the B2B sector in the US is projected to spend over $7.4 billion on marketing technology. By 2024, that figure might reach more than $8.5 billion.

B2B Analytics Statistics

B2B Analytics Statistics

B2B analytics help organizations understand customer behavior and make data-driven decisions. 

Let’s have a peek at these informative business-to-business statistics:

  • 72% of B2B companies collect transactional and behavioral data from their website; 68% use this information to personalize their site, while 57% utilize it in other systems, such as email, marketing, or merchandising.
  • 81% of B2B businesses measure content performance. Website traffic is the most used metric. The other ones in the top five are email engagement, website engagement, conversions, and social media analytics.
  • For 70% of B2B marketers, the rate of conversions is the metric they count on the most when evaluating content.
  • 48% of business-to-business marketing professionals experience difficulties collecting or integrating data from different platforms to measure content performance.

B2B Marketing Trends Statistics

B2B Marketing Trends Statistics

Business-to-business marketing is rapidly evolving. Staying updated on the latest trends can give you a competitive advantage. Here are some key statistics to keep in mind:

  • 74% of B2B companies expect their website to generate over half of their overall sales in 2023.
  • 63% of B2B ecommerce companies incorporate new personalization features to improve the user experience. However, 40% of small businesses admit that personalization will be a major issue for them.
  • Personalized site search results is the best working B2B personalization tactic, according to 58% of B2B merchants. Since 40% of site visitors use the company website’s internal search to find products/services, investing in it makes a lot of sense.
  • According to 51% of marketers, growing brand awareness is the top B2B marketing priority for 2023. Following with 49%, lead generation is the second most important goal.
  • Leading at 54%, the biggest challenge for B2B marketers is improving lead quality and conversion rates. Generating more leads (41%) is the second issue.

Final Thoughts

All these B2B marketing stats emphasize the importance of having a strong strategy that envelops various channels—content, email, video, social media, and SEO.

With the multiple decision-makers in the buying cycle and the growing prevalence of online research, B2B marketers must always be on alert to capture their audience’s attention.

By leveraging these statistics and trends, B2B organizations can position themselves for success in an ever-evolving market.


How can B2B lead generation be improved?

To improve B2B lead generation, companies must create high-quality and targeted content that addresses the challenges of the target audience. Influencer marketing and landing page optimization can also help generate more leads. In addition, B2B lead generation statistics report that businesses with a blogging section generate 67% more leads than those without it.

What are some notable B2B marketing analytics?

B2B marketing analytics give valuable insights into campaign performance, ROI, and customer behavior. Some key metrics to track are lead conversion rates, website traffic, customer acquisition costs (CAC), and marketing campaign attribution.

How can marketing automation benefit B2B marketing?

Marketing automation can greatly benefit B2B marketing by simplifying repetitive task performance, nurturing leads, and improving overall efficiency. It allows marketers to automate email campaigns and personalized messaging, resulting in better lead generation and higher conversions.


  • https://ceoworld.biz/2022/03/15/millennials-make-73-of-b2b-buying-decisions-heres-what-they-want-in-return/
  • https://contentmarketinginstitute.com/wp-content/uploads/2022/10/b2b-2023-research-final.pdf
  • https://www.marketingcharts.com/industries/business-to-business-112579
  • https://business.linkedin.com/marketing-solutions/success/brand-awareness
  • https://business.adobe.com/blog/how-to/the-best-b2b-commerce-personalization-tactics-backed-by-data
  • https://www.avionos.com/2022-b2b-report/
  • https://www.webfx.com/content-marketing/learn/does-content-marketing-increase-sales/
  • https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/the-changing-face-b2b-marketing/
  • https://www.gartner.com/en/sales/insights/b2b-buying-journey
  • https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/salesforce-research-sixth-edition-state-of-marketing.pdf
  • https://www.forrester.com/blogs/15-05-25-myth_busting_101_insights_intothe_b2b_buyer_journey/
  • https://www.grandviewresearch.com/industry-analysis/business-to-business-b2b-e-commerce-market
  • https://www.digitalcommerce360.com/product/b2b-ecommerce-market-report/
  • https://marketsplash.com/b2b-sales-statistics/
  • https://www.sagefrog.com/wp-content/uploads/2023/05/Sagefrog_2023-B2B-Marketing-Mix-Report.pdf
  • https://www.statista.com/statistics/622023/leading-types-of-videos-used-b2b-marketers-worldwide/
  • https://www.statista.com/outlook/dmo/digital-advertising/video-advertising/worldwide
  • https://business.linkedin.com/sales-solutions/social-selling
  • https://www.konstructdigital.com/seo/stat-93-of-all-web-traffic-comes-from-search-engines/
  • https://www.statista.com/statistics/1286774/content-marketing-important-areas-b2b-worldwide/
  • https://skale.so/b2b-seo/statistics/
  • https://www.datadab.com/blog/how-to-plan-a-b2b-saas-marketing-budget-considerations-pitfalls-and-keys-to-success/
  • https://www.kalungi.com/b2b-saas-marketing-benchmarks
  • https://www.saas-capital.com/blog-posts/private-saas-company-valuations-multiples/
  • https://www.statista.com/statistics/1133213/us-b2b-change-digital-vs-traditional-marketing/
  • https://www.statista.com/statistics/1388720/b2b-ad-spend-us/
  • https://www.statista.com/statistics/1373309/b2b-martech-spend-united-states/
  • https://vib.tech/resources/marketing-blogs/b2b-marketing-trends/
  • https://www.linkedin.com/pulse/27-b2b-blogging-statistics-you-probably-dont-know-/

Article by

Nikola Baldikov

Nikola Baldikov is an SEO magician with a passion for helping companies succeed in their online efforts. He is a founder of Inbound Blogging, where he specializes in SaaS marketing, SEO, and outreach strategies. In addition to his work, he is an avid football fan and loves to dance.

Leave a Reply

Your email address will not be published. Required fields are marked *