B2B Marketing Statistics By Platforms, User Share, AI Usage, Event Marketing, Email and Video Marketing, Social Media and Facts

Introduction

B2B Marketing Statistics: B2B marketing, or business-to-business marketing, is the practice of selling products or services from one business to another. Unlike B2C (business-to-consumer) marketing, which focuses on reaching individual customers, B2B marketing targets companies, organizations, or institutions. The goal is to build strong relationships, as business clients often look for long-term partnerships rather than one-time purchases.

In B2B marketing, decisions are typically made by multiple people, often after detailed discussions. This means that B2B marketing strategies focus on providing useful information, showcasing expertise, and proving value. Examples include marketing to manufacturers, wholesalers, or service providers. Effective B2B marketing can help companies grow by securing steady, large-scale clients.

Editor’s Choice

• B2B Marketing Statistics show that global B2B Marketing spending is estimated to reach USD 138 billion in 2024, showing a 12% growth from the previous year.
• More than 75% of B2B marketers use content marketing as their main method of connecting with their target clients.
• Meanwhile, B2B companies say email marketing gives an average return of USD 42 for every USD 1 spent, making it very profitable.
• Around 88% of B2B marketers see Video as essential, mostly for educating customers and showcasing product demos.
• Moreover, almost 60% of B2B companies plan to increase their spending on Account-Based Marketing in 2024 to focus on valuable clients.
• The top platform for B2B promotions will be LinkedIn, which will drive 58% of the business.
• B2B Marketing Statistics further states that 55% of B2B marketers use AI to generate leads and analyze customer data.
• In contrast, B2B search ads will increase by 8% by the end of 2024, representing a move towards digital ads.
• Besides, 69% of B2B marketers use social media ads, mainly on LinkedIn, Facebook, and Twitter.
• About 46% of B2B brands now use influencers to boost their brand’s credibility.

General B2B Marketing Statistics 

• In 2024, around 35% of B2B businesses will conduct their marketing activities in-house, while 65% of B2B brands will not do all of that stuff in-house.
• Meanwhile, 50% of B2B marketing teams outsource at least one content marketing activity.
• Among large companies that have more than 1,000 employees, B2B organizations outsource 75% of their content marketing activities, which decreases to 54%, followed by 37% share among (100 to 999 employees) and small companies (under 100 employees), respectively.
• On average, B2B organizations allocate 8.7% of their total budget to marketing, while for B2B service organizations, that’s as little as 8.5%.
• Around 45% of B2B companies have recently planned to enhance their content marketing spend within the next 12 months.
• Whereas 69% of B2B marketers plan to increase their investment in video marketing in 2024
• B2B Marketing Statistics: for around 84% of B2B marketers, content marketing helped build brand awareness.
• 73% of B2B marketers recently used lead conversions as a performance metric.
• Moreover, only 13% of the people marketing teams would consider a “lead” something a sales rep can work on.
• The MQL to SQL for leads found through webinars is 17.8%.

B2B Marketers Statistics To Evaluate Content Performance

(Source: backlinko.com)

• To date, 74% of marketers set goals, but only 50% always achieve them most of the time.
• In contrast, other metrics used by B2B marketers to evaluate content performance include email engagement (71%), website traffic (71%), website analytics (65%), quality of leads (52%), search rankings (45%), quantity of leads (41%), email subscribers (32%), and cost to acquire a lead, subscriber and customer (29%).

Effective Marketing Channel Statistics

(Reference: sellerscommerce.com)

• In the second quarter of 2024, nearly 60% of B2B marketing leaders have planned to use in-person events to meet their needs.
• The next two channel shares, such as Video and thought leadership content channels, hold a share of 59% and 57%, respectively.
• B2B Marketing Statistics show that other channels statistics by marketers shares are display ads (50%), digital events (49%), influencer marketing (42%), hybrid events (39%), online communities (37%), podcasts (36%), and generative AI (26%).

B2B Marketing Statistics By Industry Shares

(Reference: sagefrog.com)

• As of 2024, B2B Marketing is expected to be practised by 19% of advertising and marketing services, followed by information technology services (12%).
• Furthermore, other industries’ usage share of B2B Marketing programs is represented by human resources and recruitment (11%), healthcare and medical devices (10%), construction and engineering (8%), manufacturing and industrial equipment (8%), logistics and supply chain management (7%), pharmaceuticals and biotechnology (5%), software development and technology solutions (4%), and professional services (4%).

By Platforms

 B2B Marketing Statistics report that in 2024, nearly 80% of B2B marketers chose LinkedIn as their main platform for sharing content.

Here’s a table showing which social media platforms B2B marketers prefer the most.

By User Share

(Reference: sagefrog.com)

• Almost 33% of coordinators or specialists are currently implementing B2B Marketing practices.
• Moreover, other user shares are represented at the same time as 32% (manager or director), 16% (assistant), 11% (vice president), and 8% (C-level).

B2B Marketers Statistics by AI Usage  

• B2B Marketing Statistics show that in 2024, the outlook on Artificial Intelligence (AI) remained very optimistic in B2B marketing, as stated by 25% of marketers.
• Other B2B marketers’ shares on AI are estimated as somewhat optimistic (33%), neutral (15%), cautiously sceptical (14%) and very sceptical (13%).
• The top three B2B marketers use AI for coding, chatbots, and designs, each accounting for a 31% share.
• For usage shares in 2024 are presentations (30%), content (30%), productivity (29%), website development (26%), automation (23%), video creation (18%), and not applicable (2%).

B2B Event Marketing Statistics

• B2B Marketing Statistics further elaborates that the average rating of in-person events has turned out to be 4.1.
• Of these, 89% claimed that webinars would be effective in generating leads and brand awareness, and 11% disagreed.
• Furthermore, 42% of people attended Webinars, while 38% of them exhibited or sponsored In-Person Conferences.
• Similarly, other event marketing trends include organizing and hosting own Webinars (36%), attending in-person events or conferences (32%), co-hosting in-person events (23%), and participating in panel discussions or speaking engagements (18%).

B2B Email Marketing Statistics 

• In 2024, email newsletters work best for B2B marketers, according to 39% of people surveyed.
• Similarly, 89% of B2B emails use the company’s name as the sender to appear professional.
• B2B Marketing Statistics also show that the distribution channels used by B2B marketers are in-person events (56%), webinars (51%), email (44%), social media platforms (44%), blogs (40%), and email newsletters (39%).

B2B Content Marketing Statistics

• Around 34% of marketers share new videos, blog posts, or podcasts several times weekly to keep their audience engaged.
• About 33% of marketers share fresh content daily to keep their audience engaged.
• In 2024, writing a blog post usually takes around three hours and 51 minutes.
• B2B Marketing Statistics also show that nearly 67% of B2B content teams focus most on creating top-of-funnel content.
• Studies find that 67.4% of B2B content teams focus on top-of-funnel content because it attracts the most attention.
• Meanwhile, also 27.9% of people say they create content for audiences in the middle of the buying process.
• Only 4.7% of people focus on B2B buyers who are very close to making a purchase decision.

B2B Buyers Statistics By The Most Appealing Content Format

(Source: backlinko.com)

• In 2024, approximately 65% of B2B buyers prefer short content like blog posts and infographics because it is quick and engaging.
• B2B Marketing Statistics also show all other most appealing content formats by B2B buyers are webinars and digital events (52%), long-form content (50%), interactive multimedia content (42%), case studies/user-generated content/product reviews (42%), audio and video content (40%), third party validated resources (33%), serial content (29%) and thought leadership form in-person events (23%).

B2B Video Marketing Statistics

• 14% of B2B buyers think Video is the most useful type of content in the decision-making process.
• On the other side, almost 12% of B2B buyers ranked whitepapers as the most useful content type.
• As mentioned in B2B Marketing Statistics, the most used content types by B2B buyers shares are case studies (25%), blogs (17%), videos (14%) and whitepapers (12%).
• In the last three months of 2024, almost 88% of B2B buyers watched videos to learn about products or services.

B2B Marketers Investment Statistics By Video Marketing

(Reference: backlinko.com)

• Around 69% of B2B marketers plan to increase their investment in video marketing in 2024.
• B2B Marketing Statistics also mentioned the other share of B2B marketers who planned to budget increment, followed by thought leadership content (53%), in-person events (47%), paid advertising (43%), online community building (33%), Webinars (33%), Audio contents (25%), digital events (21%), Hybrid events (11%).

B2B SEO Statistics

• According to B2B Marketing Statistics 2024, in the United States of America, almost 66% of B2B buyers find products through Internet search results.

Furthermore, the table below elaborates on the other marketing channels in the U.S. to discover products by share of B2B Buyers in 2024:

B2B Social Media Statistics

• In the past year, 90% of B2B marketers shared content on social media platforms.
• As of 2024, around 50% of B2B marketers say social media best supports top-funnel goals, more than email (43%) or in-person events (34%).
• Nearly 46% of B2B marketers say social media helps reach bottom-of-funnel goals more than email (40%) or paid search (30%).
• Meanwhile, 84% of B2B marketers view LinkedIn as the most valuable social media platform for their organization’s needs.

The table below elaborates on the top 5 effective social media network analyses used by B2B Marketers.

B2B Advertising Statistics

(Source: inboundblogging.com)

• B2B Marketing Statistics also mentions that around 67% of B2B companies use paid channels for content promotion. About 85% rely on social media ads, while 52% generate revenue through sponsorships and advertising.
• In 2024, American businesses will spend around USD 37.7 billion on ads, up from USD 35.02 billion in 2023.
• In the U.S., B2B companies are set to spend over USD 7.4 billion on marketing tech in 2023, which will grow up to USD 8.5 billion by 2024.

B2B Web Design Statistics 

• Most marketers (94%) believe that easy navigation is the most important feature a website should have.
• Meanwhile, 83% of people like it when a website appears modern and visually appealing.
• Around 43% of all websites use WordPress, which is the most popular content management system (CMS) today.
• As stated in B2B Marketing Statistics, half of consumers feel that a company’s website design shapes their impression of the business.
• Reducing the page load time by just one second helps in boosting conversions by nearly 7%.

Top Pin Points of B2B Buyers Statistics

(Reference: sellerscommerce.com)

• As mentioned in B2B Marketing Statistics, the main challenges in B2B buying are limited customization (39%), no real-time stock updates (38%), and slow purchasing steps (34%).
• Other pain points for B2B buyer’s shares are followed as lack of personalized prices and discount information (33%), disjointed sales and buying systems that don’t communicate (32%), fewer or no digital interactions between sellers and buyers (29%), lack of self-service options (24%), lack of up-to-date information about products and services (20%), lack of searchable information (19%), missing features that are standard in consumer eCommerce (19%) and lack of ability to differentiate between suppliers (13%).

B2B Marketing  Statistics by Opportunities

• About 31% of B2B marketers expect a big rise in their marketing budgets, while 45% predict a smaller increase.
• Lead generation is the top goal for 2024 for 16% of B2B marketers.
• Content marketing increased sales and revenue for 58% of B2B marketers in 2024, compared to 42% in 2023.
• Video marketing is a growing focus, with 69% of B2B marketers currently planning to spend more on it in 2024.
• As per B2B Marketing Statistics, approximately 84% of B2B marketers use LinkedIn as their favorite organic social media platform, followed by Facebook (29%), YouTube (22%), and Instagram (21%).
• The global B2B e-commerce market will reach USD 20.9 trillion shortly.
• Organic search is seen as the most effective revenue driver by 23% of B2B marketers. 

By Challenges

• In 2024, 58% of B2B marketers say they need more resources, making it hard to run successful marketing campaigns.
• Moreover, 45% find it difficult to get their sales and marketing teams working together.
• Additionally, 34% face challenges in keeping up with new technology, like AI, which affects their ability to compete.
• Only 25% admit they need a clear marketing strategy, leading to scattered efforts and lower effectiveness.
• B2B Marketing Statistics also report that 85% need help to connect marketing activities directly to business results.
• Marketing budgets are now down to 7.7% of total company revenue, a low point after the pandemic, adding pressure to deliver more with fewer resources.

Conclusion

B2B Marketing is about promoting products or services from one business to another. It focuses on building strong relationships and understanding the specific needs of business clients in recent marketing sectors. Decision-making in B2B marketing policy includes the involvement of multiple people and takes longer than in consumer markets. Successful B2B marketing relies on clear communication, trust, and providing real value to clients.

Due to technological enhancements, B2B marketers should adopt new strategies to gain more effective measures by staying focused on client needs and being flexible; businesses can form lasting partnerships and achieve continued success.

Joseph D'Souza

Joseph D'Souza started Coolest Gadgets in 2005 to share his love for tech gadgets. It has since become a popular tech blog, famous for detailed gadget's reviews and companies statistics. Joseph is committed to providing clear, well-researched content, making tech easy to understand for everyone. Coolest Gadgets is a trusted source for tech news, loved by both tech fans and beginners.

More Posts By Joseph D'Souza

AdTech Statistics By Retail Media Advertising, Industry and Facts

Geomarketing Statistics and Facts (2025)

Video-on-Demand Statistics By Region, Subscribers, Demographics And Revenue (2025)

Educational Robots Statistics By Revenue, Demographics, Popularity And Product Launches

Recipe App Statistics By Market, Regions, Revenue (2025)

Interactive Kiosk Statistics and Facts

Telecom Cloud Statistics and Facts (2025)

U.S. Tariff Statistics By Country, Imports, Trading Partners, Revenue and Facts

Dashboard Camera Statistics By Usage and Facts

Smart Rings Statistics By Usage, Country, Brands and Users