What’s hot? why not? What is working? What is on the way? What is the latest in the world of B2B Marketing?
We may not have all the answers, but we’ve done some research, called up some great sources, and put together a list of B2B marketing stats for 2022 and beyond.
If you need to convince your C suite or your manager to allocate money, time, or other resources to your B2B marketing efforts, these stats should help.
B2B, B-to-B, or BtoB Marketing: General Statistics
The vast majority, 73% to be exact, of B2B buyers involved in research and decision making are millennials and over 1/3 are the sole decision maker. (Source: HBR)
B2B sellers lag behind when it comes to catering to millennials who sign up for B2B. For example, 21% of millennials look at analyst ratings and reports as part of their decision-making process. (Source: TrustRadius)
Research shows that 76% of B2B organizations have established a formal marketing plan. It is also surprising that almost 25% do not have a formal marketing plan. (WebFX)
90% of customers start their B2B buying journey by searching online. (diagnostic)
B2B buyers are more than half way (57%) through the buying process when they finally reach a potential seller. (WebFX)
In the B2B space, 56% of B2B companies integrate digital marketing. (WebFX)
Digital marketing makes up 44% of B2B companies’ spending on marketing. (WebFX)
B2B buyers read more than 10 pieces of content before making a purchase decision. (99 companies)
A large portion, 70%, of B2B buyers and decision makers prefer digital or remote interactions with sellers. (99 companies)
The average buyer’s journey for B2B products and services takes up to 4 months for approximately 75% of buyers. (99 companies)
Is Search Engine Optimization Still Relevant?
Search engine optimization is very important for marketers. In fact, 64% of marketers spend time working on search engine optimization. (Source: HubSpot)
SEO > Organic Social Media, as it leads to 1,000% more website traffic than just posting on social media. (Source: HubSpot)
In recent studies of B2B buyers, 49% said they use a Google search engine to find a new item or product. (Source: HubSpot)
According to a recent survey, 70% of those surveyed stated that SEO generates more sales than PPC. (Source: HubSpot)
Does B2B Content Marketing Bring Results?
Before contacting a salesperson, an average of 41% of B2B buyers read 3-5 pieces of content. (Source: DemandGenReport)
In a recent CMI study, 70% of respondents stated that the pandemic had significantly impacted their content strategy, both in the short and long term. (Source: CMI)
Since the pandemic began, 33% of B2B buyers are spending more time researching products than before the pandemic. (Source: TrustRadius)
77% of B2B companies have a content marketing strategy. (Source: HubSpot)
Nearly 70% of B2B buyers find and consume content directly from the seller’s site. (99 companies)
Just by reading a seller’s content, 52% of B2B purchases said they were “definitely” more likely to buy from that seller. (Source: Backlinko)
Wondering if your B2B website design is modern?
Over 63% of Millennials say they prefer live chats to connect/interact with brands (Source: Magellan)
The vast majority, 90%, of B2B buyers search between 2 to 7 websites before making a purchase decision. (Source: Dialogtech)
Email or not, is that your question?
The number one email marketing technique used to improve engagement is personalizing emails. (Source: HubSpot)
Split email campaigns can increase revenue by up to 760%, according to recent studies. (Source: HubSpot)
Among email recipients who open an email on a mobile device, 25% will open it again. (Source: HubSpot)
B2B Marketing Ready Meals for the Future
Unless there is a major technological innovation in the coming year, the majority of B2B marketing avenues will remain the same. However, how marketers take advantage of these avenues will change and the resources devoted to those avenues will likely increase. It is essential to understand how your target B2B buyers want your brand to interact with them. Doing marketing according to what is comfortable for your brand will no longer be effective.
Harvard Business Review: https://hbr.org/2018/03/how-digital-natives-are-changing-b2b-purchasing
99 companies: https://99firms.com/blog/b2b-marketing-statistics/#gref
DemandGen Report: https://www.demandgenreport.com/resources/reports/2019-content-preferences-survey-report/
Content Marketing Institute: https://contentmarketinginstitute.com/wp-content/uploads/2020/09/b2b-2021-research-final.pdf