B2B

90+ B2B MARKETING STATISTICS TO KNOW IN 2020

We love B2B because of its complexity. Longer sales-cycles and shrewd buyers are what makes this focus prime for growth marketing tactics. 

And like any good growth marketer, we begin with the facts. So here are 90+ B2B marketing statistics to know in 2020 – even if we are halfway through this crazy year.

Please note that some statistics have been taken from a few years back because they are still relevant today.

General B2B Marketing Statistics

46% of all B2B researchers and buyers are millennials. (Think with Google)
  • 68% of B2B customers prefer to research independently online. (Forrester)
  • 67% of purchases for multiple industrial manufacturing and pack-and-ship industries were influenced by digital. (Google Insights)
  • Even in industrial and manufacturing industries, 67% of purchases are influenced by digital (Google Insights)
  • 80% of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20% is based on the price or the actual offering. (SiriusDecisions Summit)
  • 62% of B2B buyers say they can make a purchase selection based solely on digital content. (Forrester)

Statistics Around the Complex Evolution of B2B Marketing

  • Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative. (Make Music, Not Noise | Accenture Strategy)
  • B2B buying cycles are getting longer and more complex—58% of buyers said their decision process was longer in 2017 than in 2016; just 10% said purchase time decreased. Buyers are conducting more detailed ROI analysis before making a purchase decision (77%); using more information sources for research and evaluation (75%), and increasing the number of buying group members (52%). (Business2Community)
  • 90% of B2B buyers now twist and turn through the sales funnel, looping back and repeating at least one or more tasks in the buyer’s journey. (Forrester)

B2B Content Marketing Statistics

  • 62% of B2B buyers say they can make a purchase selection based solely on digital content (Forrester)
  • 51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy. (HubSpot) 
  • 62% of buyers say they can make a business decision based on online content alone. (HubSpot) 
  • 69% of successful B2B marketers have a documented content marketing strategy. (Content Marketing Institute)
  • 86% of buyers say they are “overwhelmed and annoyed” with more than 10 pieces of review content (BizReport)
  • 32% say confusing content makes buying decisions more difficult (BizReport)
  • B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging 0-1 times per month. (HubSpot – Frequency Article)
  • 43% of B2B marketers say blogging is their most important type of content. (Social Marketing Industry Report, 2017)
  • 91% percent of B2B marketers are doing content marketing. (Demand Metric)
  • 53% of B2B marketers have small or one-person content teams serving their entire organizations. (Content Marketing Institute)
  • The most successful content marketers have access to 40% of the total marketing budget, and the least successful have just 14% of the marketing budget. (Content Marketing Institute)
  • 75% of B2B marketers without a documented content marketing strategy plan to create one in the next 12 months. (Content Marketing Institute)
  • More than half of all B2B buyers view at least eight pieces of content during the purchase process, and 82% of buyers viewed at least five pieces of content from the vendor prior to purchase. (Forrester) 
  • 80% of business decision makers favor getting brand information via an article series more than ads (B2B PR Sense Blog)
  • The five most engaging phrases to include in B2B post headlines on social media are “the future of,” “X ways to,” “need to know,” “in the world,” and “of the year.” And keep them short: while the most engaging headlines for consumer posts run between 12 and 18 words, the most effective length for B2B headlines are in a five to 10-word range. (BuzzSumo)
  • Over 80% of B2B buyers view at least 5 pieces of content during the purchase process and half of them view more than 8 pieces (Forrester)
  • 49% of B2B marketers say articles are the most effective type of content for moving prospects through the sales funnel (Statista)
  • 76% of B2B marketers prioritize content quality over quantity. (Content Marketing Institute Research)
  • 90% of B2B marketers say the leading attribute of content marketing effectiveness is “audience relevance” (Statista, 2018)
  • The top 2 technologies B2B organizations use to assist with content marketing are analytics tools (86%) and email marketing software (85%). (Content Marketing Institute)
  • The average number of audiences B2B marketers create content for is 4. The average is higher in large companies (5) and lowers in small companies (3). (Content Marketing Institute)

High-Converting Content

  • B2B buyers say prescriptive content that lays out a formula for success is the most popular type of content (Curata).
  • The top 6 types of content B2B marketers use are social media content (94%), case studies (73%), videos (pre-produced) (81%), Ebooks/Whitepapers (71%), Infographics (65%), Illustrations/Photos (56%). (Crystal Clear Comms)
  • The top six types of content B2B marketers use for content marketing purposes are social media posts (94%), case studies (73%), pre-produced videos (72%), ebooks/white papers (71%), infographics (65%), and illustrations/photos (56%) (Content Marketing Institute).
  • B2B marketers say articles/blog posts, white papers, and videos are the three most valuable content marketing types to move prospects through the sales funnel (Statista).
  • Buyers say they will share information in exchange for webinars (79%), white papers (76%), third-party/analyst reports (66%), e-books (63%), and case studies (57%) (Curata).
  • Buyers are less willing to exchange information in exchange for podcasts and video (each 19%) and infographics (24%) (Curata).
  • The top three most effective types of content B2B marketers use for content marketing purposes are ebooks/white papers (50%), case studies (47%), and social media posts (41%) (Content Marketing Institute).
  • 44% (22 out of 50) of the fastest-growing B2B companies offer downloadable content, like ebooks or whitepapers. (Drift)

B2B Web Design Statistics

  • 88% of online consumers are less likely to return to a site after a bad experience (SiteImprove)
  • 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson (SiteImprove)
  • 46% will leave a website because of a lack of message (it’s not clear what the company does), and 37% will leave because of poor design or navigation. (MarketingProfs, 2015)
  • 22% (11 out of 50) of the fastest-growing B2B companies have a live chat widget on their website. (Drift)
  • 42% of companies have a mobile-optimized website (B2BMarketingZone, 2018)
  • A personalized web experience can increase sales by 19% (CMO by Adobe)
  • 44% of B2B marketers say the main reason they abandon websites is that there’s no contact info immediately visible. (KoMarketing)
  • 86% of B2B marketers want to see products and services on a vendor’s website home page, 52% want to see about/company information, 27% want to see testimonials, and 23% want to see marketing collateral. Details about technical support (59%) and pricing (43%) are also important to marketers. (KoMarketing)

B2B Mobile Statistics

  • Mobile marketing can accelerate time to B2B purchases by 20%. (BCG.com)
  • 80% of B2B executives research products or services on a tablet in the evening. (IDG Global Solutions)Mobile usage per B2B worker is expected to increase from two hours a day to three by 2020, driven by millennials, Gen Z, and the increasing use of smartphones by older workers. (Google, 2017)
  • 50% of B2B search queries today are made on smartphones, and this percentage will grow to 70% by 2020. (Think with Google)
  • 80% of B2B buyers use a mobile device at work. (BCG)
  • 70% of B2B buyers increased mobile usage significantly over the past two to three years, and 60% expect to continue to increase their mobile usage. (BCG)
  • 60% of B2B buyers report that mobile played a significant role in a recent purchase. (BCG)
  • Mobile use at work will increase to three hours a day by 2020. (BCG)
  • 92% of senior executives own a smartphone used for business, with 77% reporting they use their smartphone to research a product or service for their business. While the majority (93%) go on to purchase that product via the internet using a laptop or desktop, 50% of these executives have purchased IT products for business using their smartphone, with 13% reporting making a purchase between $1,000 to $4,999. (IDG Global Solutions)

B2B Email Marketing Statistics

  • B2B marketers see an average of 760% increase in revenue from customized, segment marketing campaigns (Campaign Monitor)
  • IT, B2B, and wholesale companies have the weakest mobile email opens, while TV/radio/film, events, and real estate have the strongest mobile email opens. (Campaign Monitor)
  • 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (Content Marketing Institute)
  • 78% of executives say that an unsolicited email has led to a face to face meeting or event attendance at some point.  (ITSMA, 2019)
  • 94% of buyers share business content via email (Curata).
  • The top seven types of email B2B organizations use as part of their content marketing efforts are event emails (63%), lead nurturing (51%), monthly newsletters (48%), automated confirmation emails (45%), drip campaigns (45%), promotional emails (42%), and ad hoc newsletters (31%) (Content Marketing Institute).
  • Organizations most successful at B2B content marketing use an average of four types of emails, while the least successful use only three (Content Marketing Institute).

B2B eCommerce Statistics

  • With a projected $6.7 trillion global income by 2020, the B2B eCommerce market will outgrow B2C eCommerce sales. (Ecommerce Platforms)
  • Forrester forecasts that US B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023. (Forrester)

B2B Inbound Marketing Statistics

  • More than 90% of decision-makers never respond to cold outreach. (Harvard Business Review)
  • 81% of businesses reported their blog as being critical to B2B lead generation. (Strategic IC)
  • In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts, 2018)
  • 85% of B2B marketers say lead generation is their most important content marketing goal. (Content Marketing Institute)
  • 59% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Marketing Charts)
  • 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Junto)
  • Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo)

B2B Search Engine Optimization Statistics

  • 90% of B2B researchers who are online use search specifically to research business purchases. (Think with Google)
  • 71% of commercial buyers begin their research with generic Google searches (Think with Google)
  • 45% of enterprises are investing more than $20,000 on SEO each month. (Medium)
  • 71% of B2B researchers begin their research with generic Google searches.
  • 89% of B2B researchers use the internet during the B2B research process. (Think with Google)
  • On average, B2B researchers do 12 searches prior to engaging on a specific brand’s site. (Think with Google)

B2B Social Media Marketing Stats

  • 84% of B2B marketers use paid distribution channels (like Instagram, LinkedIn, Facebook, YouTube, and more) for content marketing purposes. (Content Marketing Institute)
  • LinkedIn is 277% more effective in generating leads than Facebook. (HubSpot)
  • 75% of B2B buyers and 84% of C-level or vice-president level executives use social media to make purchasing decisions  International Data Corporation (IDC)
  • 65% of B2B companies have acquired a customer through LinkedIn paid ads. (Linkedin)
  • Only 47% of marketers say they are actively using LinkedIn. (HubSpot)

B2B Video Marketing Statistics

  • The U.S. considers now watch up to 6 hours of digital video per day (Neilson)
  • 81% of businesses use video in their marketing strategy (BreadandBeyond)
  • 96% of B2B companies plan to use video in their content marketing over the next year. (Chief Marketer)
  • 73% of B2B marketers say that video positively impacts marketing ROI. (Chief Marketer)
  • 70% of B2B buyers and researchers watch videos on their path to purchase. (Medium)
  • Businesses on Twitter generate 2X the amount of leads as opposed to those, not on the platform. (Medium)
  • Facebook (89%), LinkedIn (81%), and Twitter (75%) are the three most used social media channels by B2B marketers.  Instagram is up and coming. (MarTechAdvisor)
  • 33% of B2B businesses use Instagram (Social Media Marketing Examiner)

Marketing Analytics Statistics

  • 68% of B2B companies have not identified their sales funnel. (Small Biz Trends)
  • Businesses that calculate ROI are 72% more likely to have an effective marketing strategy
  • 35% of B2B content marketers can measure ROI, 47% admit that they can’t measure ROI and 18% aren’t sure. (Business.Twitter)
  • 52% of marketers say their company’s ability to measure and analyze marketing impact is either sub-par or non-existent. (The Marketing Scope)
  • Just 28% of marketers say they are “very effective” at demonstrating the value of their marketing efforts to their peers. The majority (69%) say that they are only “somewhat effective” at it. (KoMarketing, 2017)

What B2B Buyers Seek from Marketers

  • 44% would like access to an ROI calculator for buying decisions. (Kepler and Wilde)
  • 80% of U.S. marketers said they wanted to use integrated marketing and advertising technology from a single vendor. (Think with Google)
  • 96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report)
  • 73% of B2B buyers say they want a personalized, B2C-like customer experience. (Make Music, Not Noise | Accenture Strategy)
  • 71% of B2B buyers say customers increasingly want B2C-like experiences – faster response times and 24/7 availability—but nearly half (49%) say they’re failing to deliver the personalized experiences their customers crave. (Kepler and Wilde)