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)

• 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)

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)

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)

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)