60+ B2B Digital Marketing Stats You Need To Know

Traditionally, B2B companies focused on print advertising to build their brand and attract new leads but that is very rapidly changing.

B2B Marketers are finding just how good digital marketing is. For the first time, they can measure the ROI of every channel, get more leads for a much cheaper price and reach target markets that they never thought was possible.

In this post, we’re going to go over 60+ stats that prove just how important B2B digital marketing is.

60+ B2B digital Marketing Stats

B2B Sales Funnel & Digital marketing Stats

1. Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative. (Accenture, 2018)
2. In industrial and manufacturing industries, 67% of purchases are influenced by digital. (Google, 2019)
3. Half of B2B business researchers are between 18–24 years old. (Google, 2019)
4. 81% of non-C-suiters within B2B businesses have a say in purchase decisions. (Google, 2014)
5. 77% of B2B buyers say that they conduct a more detailed ROI analysis before making a purchase decision. (Business 2 Community, 2017)
6. 90% of potential leads contacted never respond to cold outreach. (Accenture, 2017)
7. 80% of B2B buyers are using mobile at work, and more than 60% report that mobile played a significant role in a recent purchase. (BCG, 2017)
8. 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. 93% go on to purchase that product via the Internet using a laptop or desktop, 50% of these executives have purchased products for business using their smartphone. (Business Wire, 2014)
9. 22% (11 out of 50) of the fastest-growing B2B companies have a live chat widget on their website. (Drift, 2016)
10. In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts, 2018)
11. 68% of B2B companies have not identified their sales funnel. (Marketing Sherpa)
12. Today’s sales process takes 22% longer than 5 years ago. (Biznology)
13. 78% of B2B customers (and 83% of consumers) say fulfillment options — such as next-day delivery — are important or very important. (The Future of Commerce)
14. 90% of B2B customers research 2–7 sites before they make a purchase. (Dialogtech, 2019)
15. Nurtured B2B leads are 20% more likely to make a purchase. (Hubspot)
16. 77% of B2B buyers state that their latest purchase was very complex or difficult. (Gartner)
17. 86% of B2B buyers are willing to pay more for great customer experience. (PWC)

B2B Content Marketing Stats

1. 86% of B2B buyers say they are “overwhelmed and annoyed” with more than 10 pieces of review content. (Biz Report, 2018)
2. 32% of B2B buyers say confusing content makes buying decisions more difficult. (Biz Report, 2018)
3. Headlines with 15 words in them perform the best. (BuzzSumo, 2017)
4. 43% of B2B marketers say blogging is their most important type of content. (Social Marketing Industry Report, 2017)
5. 51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy. (HubSpot, 2019)
6. 72% of marketers said that having a good content strategy was a major key to their success in 2018. (B2B Content Marketing, 2018)
7. Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo, 2018)
8. 85% of B2B marketers say lead generation is their most important content marketing goal. (Ring Lead, 2017)
9. 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, 2015)
10. 81% of businesses reported their blog as being critical to B2B lead generation. (Nurture)
11. B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging 0–1 times per month. (HubSpot, 2015)
12. 91% of B2B marketers are doing content marketing. (Content Marketing Institute, 2018)
13. 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)
14. 49% of B2B marketers say articles are the most effective type of content for moving prospects through the sales funnel. (Statista, 2017)
15. The average number of audiences B2B marketers create content for is 4. The average is higher in large companies (5) and lower in small companies (3). (Content Marketing Institute, 2019)
16. 96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016)
17. 65% of marketers agree that link building is the most difficult tactic to perform. (Advanced Web Marketing, 2017)
18. B2B Marketers who update older content are 74% more likely to report strong results. (Orbit Media, 2019)
19. 47% want to review three to five pieces of content before they engage with sales reps. (Source)
20. 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (B2B PR Sense Blog, 2016)

B2B Social Media Stats

1. 95% of B2B marketers use LinkedIn for organic content marketing and 76% use LinkedIn for paid social media. (Content Marketing Institute, 2020)
2. 46% of B2B website’s social media traffic comes from LinkedIn. (Martech Advisor, 2018)
3. 63% of marketers using social media saw an increase in marketing effectiveness. (Quick Sprout, 2019)
4. 45% of marketers have gained a client through LinkedIn. (Quick Sprout, 2019)
5. 65% of B2B companies have acquired a customer through LinkedIn paid ads. (HubSpot, 2018)
6. Businesses on Twitter generate twice the amount of leads as opposed to those not on the platform. (HubSpot, 2018)
7. 33% of B2B businesses use Instagram.

B2B SEO & SEM Stats

1. 61% of B2B transactions start online. (Accenture, 2017)
2. 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Hubspot, 2017)
3. 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Junto, 2017)
4. 71% of B2B researchers begin their research with generic Google searches.
5. The top 3 types of content B2B marketers use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%). (Content Marketing Institute, 2019)
6. In 2017, 50.3% of global web pages were accessed by mobile phones. (Statista, 2018)
7. In the B2B sector, advertisers saw average year-over-year growth in Q4 in ad spend (21%), clicks (4%), and CPC (16%) (WordStream, 2018)
8. The average cost per click (CPC) in B2B is $3.33 on the search network and $0.79 on the Google display network. (WordStream, 2018)
9. More than 90% of buyers say they’re likely to buy again from a vendor that had a superior mobile experience. (BCG, 2017)

B2B Email marketing Stats

1. Adding a video to marketing emails can boost the click-throughs by 200–300%. (Experian, 2018)
2. 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (Content Marketing Institute, 2018)
3. 78% of executives say that an unsolicited email has led to a face to face meeting or event attendance at some point. (ITSMA, 2019)
4. Marketers see an average of 760% increase in revenue from customized, segmented email campaigns. (CampaignMonitor, 2017)
5. 93% of B2B marketers use email the most for content distribution. (Omnisend, 2017)

Originally published at https://hunchmetrics.co on October 9, 2020.