B2B Marketing Statistics

B2B Revenue Statistics

• 44% of B2B companies said more competition in the market is impacting their ability to generate revenue. (Ironpaper, 2021)
• 43% of B2B companies said the fact that the needs of buyers are evolving, forcing us to change the way we communicate is impacting their ability to generate revenue. (Ironpaper, 2021)
• 31% of B2B companies disclosed that the sales cycle becoming longer impacted their ability to generate revenue. (Ironpaper, 2021)

B2B Lead Generation Statistics

• 56% of B2B companies report they generate enough qualified leads.
  (Ironpaper, 2021)
• 35% of B2B companies said the success of their lead generation efforts fluctuates over the year. (Ironpaper, 2021)
• 41% of B2B companies noted that effective one-to-one outreach created the most success in qualified lead generation strategy. (Ironpaper, 2021)
• 63% of B2B companies reported that referrals were the top source of marketing and sales leads. (Sagefrog, 2020)
• 38% of B2B companies reported that speaking to buyer challenges in messaging created the most success in qualified lead generation strategy.
  (Ironpaper, 2021)
• 35% of B2B companies said the hardest part about generating qualified leads is that buyers do not understand the value of the company’s offering. (Ironpaper, 2021)

B2B Sales Pipeline Statistics

• 32% of B2B companies replied that the most common reason prospects drop out of the pipeline is they do not get buy-in from all decision-makers. (Ironpaper, 2021)
• 30% of B2B companies replied that the most common reason prospects drop out of the pipeline is leads don't understand the value their product/ service provides. (Ironpaper, 2021)
• 21% of B2B companies reported that understanding buyer motivations is the single biggest challenge with nurturing leads. (Ironpaper, 2021)

B2B Salespeople vs Marketers Statistics

• When asked what changes impact the ability to generate revenue, 28.6% of salespeople and 7.6% of marketers said they lack data/insights. (Ironpaper, 2021)
• 60% of marketers vs. 41% of salespeople believe their business generates enough qualified leads to fill the sales pipeline and reach growth goals. (Ironpaper, 2021)
• When asked what is the single biggest challenge with nurturing leads, 32% of marketers and 31% of salespeople responded that leads don't understand the value our product/service provides. (Ironpaper, 2021)

B2B In-Person Event Statistics

• Before the COVID-19 lockdowns, 85% of B2B companies relied on in-person events to help drive demand. (Ironpaper, 2021)
• 14.5% of B2B companies considered industry trade shows to be one of the most successful lead generation strategies before COVID-19 lockdowns. (Ironpaper, 2021)
• 28% of B2B companies reinvested in virtual trade shows in 2020. (Ironpaper, 2021)
• 43% of B2B companies reinvested their in-person event budget in digital marketing in 2021. (Ironpaper, 2021)
• 35% of B2B companies reinvested their in-person event budget in online advertising in 2021. (Ironpaper, 2021)
• 33% of B2B companies reinvested their in-person event budget in marketing technology in 2021. (Ironpaper, 2021)
• 37% of B2B decision-makers believe website improvements will drive demand as a replacement for in-person events. (Ironpaper, 2021)

B2B Buyer Statistics

• 33% of B2B buyers said they have escalated some purchases due to changing business needs. (Demand Gen, 2021)
• 56% of B2B buyers said a web search was the first resource that informed them about a solution. (Demand Gen, 2021)
• 65% of B2B buyers noted they look for easy access to relevant content that speaks to their company when visiting the website of a potential solution provider. (Demand Gen, 2021)
• 79% of B2B buyers said the winning vendors' content had a significant impact on the buying decision. (Demand Gen, 2021)

B2B Content Marketing Statistics

• 70% of B2B content marketers changed their targeting/messaging strategy in response to the pandemic. (CMI, 2021)
• 64% of B2B content marketers changed their editorial calendar in response to the pandemic. (CMI, 2021)
• 83% of B2B marketers who reported high levels of content marketing success said the top two factors contributing to that success were the value their content provides (83%) and website changes (60%). (CMI, 2021)
• 93% of B2B organizations use blogs or short articles in their content creation. (CMI, 2021)

B2B Marketing Technology Statistics

• 88% of B2B organizations use analytics tools (e.g., web analytics, dashboards), 81% use social media tools, and 78% use email marketing tools to assist with content marketing. (CMI, 2021)
• Two-thirds of B2B companies use one or more marketing automation platforms, including HubSpot, Pardot, Marketo, or Infusionsoft. (Sagefrog, 2020)
• 78% of B2B companies use keyword research tools for search engine optimization during the content creation process. (CMI, 2021)