In this guide, you'll find over 30 B2B marketing stats to have on your radar for 2021.
Unlike most statistic posts, all of these stats are to 100% up to date . I actually go back and update this page with new stats every 6 months.
So if you are looking for relevant B2B marketing statistics today, you are going to love this list.
Click to go to a specific section:
B2B marketing teams
41% of B2B companies conduct their marketing activities in-house ( Statista )
There are a million things that go into large-scale B2B marketing strategy: strategy. Planning. Tracking results. And much more.
Yet, nearly 60% of B2B brands don't do all of this in-house.
Au liHad of this, the vast majority of B2B companies get help with activities like keyword research, content writing, and ad management. Some subcontract the work to agencies. Others hire freelancers with specific expertise. Regardless, almost 60% of the B2B rand get some form of help with their marketing from external sources.
Which means just over 40% say they manage their B2B marketing strategy from start to finish internally.
Half of B2B marketing teams outsource at least one content marketing activity ( CMI )
Speaking of outsourcing, the Content Marketing Institute found that half of allB2B marketing teams outsource their content marketing activities at least once.
And that 84% of those who outsource cite content creation as the activity they get the most help for. Content distribution comes a second distance (31%).
Other tasks (like content planning, measurement or research) seem to be reserved almost exclusively for in-house marketers.
Budgets B2B marketing
A quarter of B2B organizations spend only 5% of their total budget on marketing ( Statista )
Most B2B companies would agree: Marketing is S UPER is important for business success.
As with B2C, a successful marketing campaign peut help market your brand to more people. Turn those people into leads. And finally, get more sales.
Still, it doesn't seem like most marketing budgets are aware of this. A quarter of B2B companies spend just 5% of their organization's total budget on marketing.
Only 8% said they spent more than 15% of their budget on marketing, although this fuels a constant flow of leads.
46% of B2B companies plan to increase their content marketing spending over the next 12 months ( Statista )
B2B content marketing is nothing new. So you can expect companies to direct part of their content marketing budget towards new strategies, like influencer marketing.
But this is clearly not the case.
Almost half of B2B companies said they plan to increase their content budget next year. Only 4% of respondents plan to slow down their spending.
Which shows that content marketing still has a high potential return on investment in the B2B world.
Spending on digital advertising is expected to reach $ 375 billion by 2021 ( eMarketer )
Speaking of budgets, eMarketer predicts that my spendingdials in digital advertising will reach record levels by next year.
It goes without saying that a good chunk of this spending will be spent on B2B advertising campaigns, such as LinkedIn ads, sponsorship conferencesorships and Google ad campaigns.
This increase in spending is in part due to the fact that thousands of brands are move their products and services online for the first time . And they quickly realized that online ads can attract customers faster than content and SEO.
B2B lead generation statistics
50% of the time consumers spend online is spent ininteract with branded content ( Content Marketing Institute )
It's easy to think B2B content should be boring and" Professional ".
But the truth is, B2B buyers are still human.
Yes, they want concrete solutions to their business problems. But that doesn't mean they want to read dry white papers. Or make a sales call after their first visit to your website.
Like any human being, reading branded content can help decision makers know, love and trust you more.
In fact, interacting with branded content is no exception. This is the rule: half of consumers' time online is spent interacting with the cobrand owner.
As in the B2C world, people at work watch YouTube videos, read blogs, and engage in communities.
34% of B2B Marketing teams say sales and marketing misalignment is the biggest barrier to lead conversion ( Informa )
The ROI of content marketing can be hard to track. But it 's not impossible.
Especially if your sales and marketing teams are on the same page.
Of course, your marketing team can send thousands of visitors to your site. But if these marketers don't know what an ideal customer looks like. Or why they will eventually convert. The traffic couldstay exactly that: just traffic.
Marketing teams need to know exactly what their target B2B buyer looks like. And how to create content that prompts that person to sign up as a lead. Both are best learned by frontline sales teams.
Average conversion rate from MQL to SQL is 13% ( Implisit )
Only 13% of people marketing teams would consider a “lead” that a salesperson can work on.
This is what it looks like in practice: 10,000 people come to your website. Marketers consider 1000 of them to be the ideal customer profile. Yet when sales reps dig and find B2B accounts at prioriser, they find that only 130 actually fit the mold of a paying customer.
The MQL to SQL for leads found through webinars is 17.8%, according to Salesforce . Which is a little better. But still bad enough.
Either way, the misalignment between sales and marketing could mean that you are driving traffic to your B2B website that will never pay off.
B2B content marketing statistics
Most marketers post new content several times a week ( Databox )
There is no doubt that It 's not easy to get customers to see the content posted by your B2B brand. This is why it is important to post a decent amount of content. That way the odds are in your hands. favor.
In fact, most marketers post new content every week in the form of videos, blog posts, or podcast episodes. And many post new content every week. day.
It takes 3 hours and 57 minutes to write a blog post ( Orbit Media )
" Writing a blog post "is not as easy as it used to be. On average, it takes almost four hours to write a single blog post.th blog. This is an increase of 65% from just six years ago.
And in many cases, B2B content takes longer to write. There is generally more research. More data. And more polish to do.
Spending almost four hours on a single blog post is no joke. Especially for very busy B2B marketing teams. This is probably the reason why most B2B companies outsource at least one content marketing activity. And why "content creation" is first on this list.
The ranking of content on page 1 of Google contains 1447 words, on average ( Backo )
This is one of the reasons why writing a blog post takes longer than before. Blog content was once relatively short ( 400 words inviron).
Today, most articles posted by B2B blogs are over 1000 word monsters. And part of that is because long content seems to be good for SEO.
Specifically, we found that the average first page results consist of almost 1,500 words. Longer content means you can cover a topic comprehensively.
Comprehensive content is exactly the type of content that busy decision makers want to read. And, according to this analysis, the type of content that Google wants to rank for.
67% of B2B content teams say premium content is the type of content they create the most ( Databox )
B2B content is better suitedrti when someone is VERY close to signing up as a lead.
That said: there are usually only a handful of keywords in your niche that fall into this category. And they're probably super competitive.
Enter: premium content.
Research shows that 67% of B2B content teams most often create top-of-the-funnel content. Probably because that's where most of the eyeballs are.
28% say they create content for people in the middle of the funnel (someone is ready to buy, but needs a boost).
Only 5% focus their attention on when B2B buyers are away from buying.
Public relations and news blogs receive double the organic traffic as educational blogs ( Emily Byford )
Not all content has to be actionable and educational. In fact, a study of 500 SaaS companiesfound that PR-focused blogs tended to generate more traffic than educational blogs.
This is probably because shoppers use branded search terms to find PR-focused blogs on a brand they will buy from, like "Backo Stats ". The competition is not as fierce as it would be for an unbranded search term like "B2B Marketing Statistics ".
Additionally, PR and news blogs have the potential to be covered and linked by major media outlets. Especially when the brand is doing something worth publishing.
Here is where things get interesting: 36% of companies offer educational content compared to only 12% sharing press releases… Even if the latter gets double the organic traffic.
Listicles 218% more shares than "Cohow to make "tutorial style articles ( Backo )
Lists , like this one, tend to get twice as many shares as " how-to "tutorials. Lists outperform one another too B2B content marketing darling: infographics.
It can be boiled down to two reasons. First, list the articles that are much easier to digest than an in-depth tutorial.
The B2B buyers don't need to invest hours to extract value from a listing. This isn't always the case with a case study or an infographic. Both are difficult to navigate.
Additionally, listings target people higher in the sales funnel.nifies more eyeballs. And more social shares.
52% of B2B shoppers say they are "definitely" more likely to buy from a brand once they read their content ( MarketingCharts )
There is a reason why B2B content marketing is an extremely popular marketing strategy.
Content is a great way to drive traffic to B2B sites. And can drive leads into your sales funnel.
But there's another reason for posting amazing B2B content: over half of B2B buyers say they're much more likely to buy from a supplier after reading their content.
B2B video marketing statistics
More than half of tech buyers think video is the most useful form of content ( Isoline Comms )
When you think of "content ", most people in B2B think of content text, such as blog posts, reports, and research papers.
That said, B2B buyers don't necessarily want to consume textual content. In fact, more than half of B2B tech buyers voted video content as the most useful form of content.
7 out of 10 B2B buyers watch videos throughout their sales journey ( Google )
Seven in 10 B2B buyers say they spend time watching video content throughout their sales journey.
Whether it is video hosting on a website. Or on YouTube. A surprising amount of B2B content consumption is video-based.
89% of professional video views are via desktop ( Vidyard )
Employees desks are at their desks when making a purchasing decision. They also share useful content with their colleagues via email or Slack. These links are almost always opened using a desktop computer.
So what does this mean for your B2B video content? Make sure it is compatible with computers. AbandonOnly shoot vertical videos that work best on mobile. And make sure the quality is up to par on larger screens.
B2B SEO statistics
The majority ( 89%) of B2B researchers collect information about potential purchases via the Internet ( Google )
You already know that buyers B2B use their computers when making purchasing decisions.
It is interesting to note that most of these people use the Internet to collect information about the products or services that they are considering purchasing. No word of mouth. Or read industry publications offline.
In addition, 42% of searchers use a mobile device during the B2B buying process. This is why it is extremely important that your site is SUPER easy to use on mobile.
Before interacting with a website, the average B2B shopper performs 12 different online searches ( Google )
Buyers tend to do 12 different online searches before interacting with a B2B website.
This proves that one piece of content is usually not enough No. You usually need to introduce yourself to potential buyers looking.social networks. And with branded online ads.
29% of Google users visit a single page from search results ( Backo )
When you type something into Google , on how many results do you tend to click? Most B2B buyers have a simple answer: "A ".
B2B buyers usually don't scour different websites to find what they're looking for. Remember: these are busy people looking for a quick solution to their problem. Which means they usually land on a page. Find their solution. And move on to the next thing.
Combine that with the fact that a quarter of researchers click on the first result, and you will see why increasing the ranking by just a few positions can make a huge difference.
B2B Email Marketing Statistics
Email newsletters are the best way to convert leads, according to 31% of B2B marketers ( Content Marketing Institute )
The people who signed up to your mailing list are your most loyal fans. And according to this research, the most close to doing acat.
Yes, direct sales emails obviously convert well. But they can also burn your mailing list. And turn off the colder wires.
An email newsletter offers insane value. And remind people that you exist. This powerful combination is probably why almost a third of B2B marketers see them as their primary closing tool.
59% of B2B marketers say their main revenue channel is email ( Emma )
More than half of B2B marketers say this is their main channel for generating revenue.
This should come as no surprise to any seasoned marketer. The courrier electronic is still the best way to make yourself known. And to convert them into paying customers.
All of this contributes to the superb ROI that marketers get from B2B emails.
The vast majority (89%) of all B2B emails have the company name as the sender ( SuperOffice )
A B2B buyer's inbox is sacred. this is where they interact with their colleagues. Communicate with partners. And head over to the brands that they are considering buying from.
However, the vast majority of B2B email campaigns list the company name as the sender and not as the actual person. There is nothing wrong with that requiredessentially. But it's a good idea to experiment with different names of business senders and real people to see what gets more opens and clicks.
B2B social network statistics
84% of experienced buyers are influenced by social media ( IDG )
When you think of social media marketing, You are probably thinking of "viral" Campaigns.
The point is, platforms like LinkedIn and Twitter are very influential for B2B buyers. Research shows 84% of experienced B2B buyers are influenced by content they see on social media.
This influence can take many different forms.The buyer may see interesting brand content in the news feed. Or join a discussion about a specific product.
Or, they can experience FOMO. Something that 56% of social media users admit to having trouble with it.
Social media is a source of buying decision for 84% of B2B executives ( Leadspace )
Certainly, B2B buyers can be swayed by random content on social media.
Yet 84% also say they take to social media when actively making a buying decision. They want to hear other real opinions about a product, service, or business. Before of engaginger to buy
4 out of 5 B2B leads from social networks come from LinkedIn ( LinkedIn )
LinkedIn is one of the only social media platforms for professionals. So it's no surprise to learn that the vast majority of B2B social media prospects go through this channel.
(A lot of these leads are also due to insane levels of LinkedIn post spamming. But that's another story 🙂)
There are a million ways to get more leads from LinkedIn. You can create and publish content on your business profile. Individual team members can interact with posts that their target audience is likely to read. You can even post original content in the form of LinkedIn articles.
B2B Marketing Analytics statistics
74% of B2B marketers set goals, but only 3% always achieve them ( CoSchedule )
Research shows that B2B marketers set goals. But they rarely succeed. Only 3% say they still meet their marketing goals.
Total sales are the most common success metric for marketing content ( HubSpot )
Traffic. Social shares. Backs.
These are all decent metrics for determining if your content is performing. there is another metric that trumps everything:the sales.
In fact, based on this data, total sales tend to be the default measure of success for most businesses.
It makes sense to evaluate your content marketing efforts based on sales. Towards a point.
The point is, a "conversion" for a piece of content depends on what stage of the funnel it is written for. For example, the focus of an article in the middle of the funnel might be "newsletter subscribers". And the goal of a high-end item would be something less tangible, like "brand awareness".
Both of these conversions are invaluable. But they won't lead to sales that day.
Additionally, the average B2B buying process involves six to ten makers . This means that your readers should get the adhesion before deciding whether to buy or not. this is unlikely to happen from a single blog post or a single YouTube video.
Most marketers use 15 data sources to create reports ( Salesforce )
Google Analytics uses a last minute attribution model. This means that the content is not always credited with a sale. Even if this content was the reason someone visited your B2B website in the first place.
This is probably why most marketers use up to 15 different data sources to create reports. Their CRM, their Facebook Ads dashboardand their income figures all contain valuable data that you can extract for marketing reports. s, data pooling is more accurate by relying solely on Google Analytics.
Here is my roundup of B2B marketing statistics.
Now, I would like to know what you thought of this list:
Specifically, which statistic surprised you the most?
Let me know in the comments section below.