B2B Marketing Statistics

This comprehensive list of B2B marketing and sales statistics for 2022 will help companies understand trends and changes in the industry. Learn what marketing and sales tactics B2B businesses prioritize, as well as how they've adapted to a digital landscape.


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)
  • Before the COVID-19 lockdowns, 85% of B2B companies relied on in-person events to help drive demand. However, only 14.5% of B2B companies considered industry trade shows to be a successful lead generation strategy. (Ironpaper, 2021)
  • Even though most companies do not find trade shows to be a successful lead generation strategy, 28% of B2B companies reinvested in virtual trade shows in 2020. (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. (CMI, 2021)
  • 63% of B2B companies reported that referrals were the top source of marketing and sales leads. (Sagefrog, 2020)

Only 14.5% of B2B companies considered industry trade shows to be a successful lead generation strategy.


(Ironpaper, 2021)

B2B Sales Pipeline Statistics

  • 51% of B2B decision-makers say the most common reason prospects drop out of the sales pipeline is either leads don’t understand the value of their product/service and/or the price of their product/service is too high. (Ironpaper, 2021)
  • 55% of B2B leaders send leads to a sales representative for an initial call after they convert. (Ironpaper, 2022)
  • Only 14% of marketers send content that discusses buyer motivation to leads after they convert. (Ironpaper, 2022), but 38% of B2B companies reported that speaking to buyer challenges in messaging created the most success in their qualified lead generation strategy (Ironpaper, 2021)
  • Only 6% of marketers perform a structured buyer challenge assessment for leads after they convert. (Ironpaper, 2022)

B2B Marketing Technology Statistics

  • 49% of B2B companies struggled to digitize the buyer’s journey and/or lacked the expertise to build an online buyer’s journey when trying to shift marketing and sales efforts online. (Ironpaper, 2022)
  • 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)
  • 56% of marketers and only 28% of salespeople noted they use legacy systems. (Ironpaper, 2022)
  • 78% of B2B companies use keyword research tools for search engine optimization during the content creation process. (CMI, 2021)
  • 78% of B2B companies use keyword research tools for search engine optimization during the content creation process. (CMI, 2021)

Nearly half of B2B leaders reported their messaging is either “ineffective” or “needs a lot of improvement.”

(Ironpaper, 2022)

 

B2B Messaging Statistics

  • Only 8.2% of B2B leaders feel their messaging is very effective. (Ironpaper, 2022)
  • Nearly half of B2B leaders reported their messaging is either “ineffective” or “needs a lot of improvement.” (Ironpaper, 2022)

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)

 

49% of B2B companies struggled to digitize the buyer’s journey and/or lacked the expertise to build an online buyer’s journey when trying to shift marketing and sales efforts online.

(Ironpaper, 2022)

 

B2B Buyer Statistics

  • 89% of business buyers are more likely to buy if companies demonstrate an understanding of their goals (Salesforce, 2022)
  • 71% of business buyers report that sales interactions feel transactional (Salesforce, 2022)
  • 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)
  • 75% of business buyers note that sales conversations are more asynchronous than they used to be (Salesforce, 2022)
  • 79% of B2B buyers said the winning vendors' content significantly impacted the buying decision. (Demand Gen, 2021)

B2B Content Marketing Statistics

  • 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)
  • Video is the leading content marketing area of investment for marketers in 2022, with 69% of marketers projecting they would invest in video in 2022. (CMI, 2021)
  • LinkedIn is the leading paid social media platform used by marketers to distribute content, with 75% of marketers stating they used it within the last 12 months. (CMI, 2021)
  • Despite only 40% of marketers stating they used content marketing in 2021 (down from 43% in 2020), 66% of marketers indicated their content marketing budget would increase in the next 12 months. (CMI, 2021)
  • The top three goals marketers achieved with content marketing in 2021 were: Create Brand Awareness (80%), Build Credibility and Trust (75%), and Educate Audiences (70%). (CMI, 2021)
  • While only one in three content marketers leverages podcasts, 53% of those who do say it’s the most effective media format they use. (HubSpot, 2021)

Research report:

How B2B Marketers Can Make the Most Impact in 2022.

Ironpaper conducted a market survey of 180 B2B leaders to understand their focal points for 2022.

As growth goals for 2022 evolve, B2B marketers will need to re-evaluate how to bring true sales qualified leads into the funnel, and continuously prime the pipeline for success.

DOWNLOAD RESEARCH REPORT

Ironpaper research report 2022

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Ironpaper is a growth agency that specializes in helping B2B companies build mature and high-performance marketing and sales functions. We study how companies build better systems for growth and succeed in competitive markets. 

We act as a strategy and execution partner for marketing and sales. Additionally, we conduct studies, gather research, and build models and methods that help organizations grow better. 

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Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We power demand generation campaigns, ABM programs, create B2B content, strengthen sales enablement, and improve B2B marketing efforts.

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