40+ B2B Marketing Statistics to Back Your Bets

There’s nothing quite like backing up your hunches with straightforward numbers, which is why so many marketers turn to statistics to form strategies and make decisions. B2B marketing statistics are especially essential for successfully navigating complex, fast-changing trends and preferences.

In this article, we’ll cover important stats and trends to know in key areas of B2B marketing:

1. Content Marketing
2. Video Marketing
3. Social Media Marketing
4. Email Marketing
5. AI in B2B Marketing
6. B2B Marketing Careers

Let’s dive right in!

On B2B Content Marketing:

1. Blogs are still a centerpiece of content marketing. Companies with active blogs earn 55% more site visits and 97% more links. (HubSpot, 2022)
2. Documenting your content marketing strategy is essential. In 2023, 64% of the most successful B2B marketers had a documented strategy. (Content Marketing Institute, 2023)
3. Content marketing costs 62% less than other types of digital marketing while generating 3X as many leads. (Demand Metric, 2023)
4. Content marketing is still fast on the rise. In 2023, 69% of businesses increased their investment in content marketing. (SEMRush, 2023)
5. Nearly three-quarters (71%) of B2B marketers say content marketing was more important this year than last year. (Content Marketing Institute, 2023)
6. Content must be high-value to stand out. Today, 83% of marketers say it’s essential to focus on content quality, even if that means posting less often. (HubSpot, 2023)
7. At the same time, 52% of B2B marketers acknowledge that frequent content is a top contributor to content performance. (SEMRush, 2023)
8. The top-performing types of B2B content are short-form articles (less than 3K words), videos, and online events/webinars. (Content Marketing Institute, 2023)
9. The majority of B2B content marketers (67%) focus most on top-of-the-funnel content. (Databox, 2023)
10. Personalization is a must for B2B content marketing. More than half of B2B buyers expect personalized content at every stage of the purchase journey. (Marketing Charts, 2023)

On B2B Video Marketing:

1. If content is king, video is the king of content—91% of marketers now use video as part of their content marketing strategy. (HubSpot, 2023)
2. Of those who use video, 96% say it’s an “important” part of their strategy. (HubSpot, 2023)
3. Today, 86% of consumers want more video content from brands they support. (Wyzowl, 2023)
4. Product review and product demo videos are the most-watched types of B2B video content. (Marketing Charts, 2022)
5. In 2023, 90% of marketers say video has helped them increase leads and 87% say it has helped them increase sales. (Wyzowl, 2023)
6. Video now accounts for more than 80% of all content generated. (Demand Sage, 2023)
7. A staggering 95% of B2B buyers say video played an important role in recent purchase decisions. (Spiceworks, 2023)
8. About 8 in 10 B2B buyers say they prefer video content over written content. (Marketing Charts, 2023)
9. Increasing brand awareness is the top reason B2B marketers use video. (HubSpot, 2020)
10. Video is playing a key role in B2B event marketing. Nearly 90% of companies hosted at least one virtual event in the past year. (vFair, 2023)

On B2B Social Media Marketing:

1. Social media was identified as the top revenue-driving channel for 60% of B2B marketers in 2023. (Insider Intelligence, 2023)
2. 95% of B2B marketers utilize social media content in some way. (Content Marketing Institute, 2020)
3. Three-quarters of B2B buyers use social media to support purchase decisions. (HubSpot, 2023)
4. B2B buyers’ most-preferred platforms for making purchase decisions are Facebook and YouTube (Gartner, 2023)
5. For 96% of B2B marketers, however, LinkedIn is the most-preferred platform. (Content Marketing Institute, 2023)
6. B2B marketers who use social selling close 40-50% more new business than those who don’t use it. (Sales for Life, 2023)
7. Social selling leaders are 51% more likely to reach quota and 78% more likely to outsell peers. (LinkedIn, 2022)
8. More than three-quarters (77%) of B2B advertisers are using retargeting ads as part of their social media strategy. (Sharp Spring, 2022)

On B2B Email Marketing:

1. Nearly 90% of B2B marketers leverage automation in their email marketing strategies. (HubSpot, 2023)
2. Email is the most-preferred form of brand communication for consumers across all generations. (BlueCore, 2023)
3. More than 80% of B2B marketers say their most-used form of content is email newsletters. (Content Marketing Institute, 2020)
4. Half of all email recipients buy from an email at least once per month. (Sales Cycle, 2022)
5. Email marketing revenue is on the rise and will continue to grow through 2027. (Statista, 2023)
6. The majority (64%) of small businesses now use email marketing to reach customers. (Campaign Monitor, 2021)
7. Emails must be designed to stand out—the average professional receives more than 120 emails to their inbox every day. (Harvard Business Review, 2019)
8. Nearly half (47%) of recipients decide whether or not to open an email based on its subject line alone. (Zippia, 2023)
9. Mobile optimization is key. Half of all emails are now opened on mobile devices. (Backlinko, 2023)

On AI in B2B Marketing:

1. More than 60% of B2B marketers now use AI in their marketing activities. (MarTech, 2023)
2. Marketing and sales use generative AI more than any other function. (Marketing Charts, 2023)
3. There is growing confidence in AI’s ability to enhance operations—64% of businesses believe it can boost their productivity. (Forbes, 2023)
4. The top-identified benefits of using AI in B2B sales are automating manual tasks and leveraging data insights. (HubSpot, 2023)
5. The top-identified concerns around using AI in B2B marketing are content quality and data privacy/security. (VIB, 2023)
6. More than 80% of marketers say AI is helping them create significantly more content than they could produce without it. (HubSpot, 2023)

On B2B Marketing Careers:

1. B2B leaders are positive about their marketing teams’ ability to drive revenue—86% categorize their sentiment as either “optimistic” or “confident.” (LinkedIn, 2023)
2. Two-thirds of CMOs and CFOs say the importance of the CMO has increased in the eyes of their company’s C-suite. (LinkedIn, 2023)
3. THe marketing industry experienced a great “reshuffle” after the pandemic. In 2021, 31% of marketing professionals changed jobs. Competition for talent is more fierce as a result. (LinkedIn, 2022)
4. After a YOY drop between 2022 and 2023, marketing budgets are expected to grow in both 2024 and 2025. (Insider Intelligence, 2023)
5. The number of available marketing jobs will grow by 7% between 2022 and 2032. (Statista, 2022)

Final Takeaways

Nearly 50 B2B marketing statistics later, and you’ve got a lot of information to take with you! Before you go, let’s wrap up some of the most important takeaways we learned from curating these stats:

1. Content marketing remains a cornerstone of B2B marketing. While blogs are still an essential piece for driving traffic, video has fast become the most popular content type for buyers.
2. Leveraging social media to market and sell products significantly enhances revenue and profit potential.
3. Email marketing is still most preferred for brand communication. That said, companies must use enhancers like automation and personalization to make messages stand out.
4. AI has arrived and it’s here to stay in the B2B world. The time is now for B2B marketers to adopt it into their strategies.
5. The B2B job market (like many others) has experienced volatility in recent years, but is predicted to continue growing for the foreseeable future.

Most importantly, these statistics have confirmed what we already knew about the need for B2B marketers to be on-the-pulse of evolving trends. It’s imperative that marketers stay agile, innovative, and committed to adjusting to new opportunities, preferences, and market demands as they emerge.

Visit our website to explore how Televerde can help you build a winning B2B marketing strategy to succeed now and in the future.