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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)
  • 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. (CMI, 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 their 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)

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)
  • 55% of marketers send leads to a sales representative for an initial call after they convert. (Ironpaper, 2022)
  • 21% of leads conduct a product or solution demo with leads after they convert. (Ironpaper, 2022)
  • 19% of marketers use social media or advertising to engage leads. (Ironpaper, 2022)
  • 18% of marketers send product- or service-related content to leads after they convert. (Ironpaper, 2022)
  • 14% of marketers provide a trial experience to leads after they convert. (Ironpaper, 2022)
  • 14% of marketers send content that discusses buyer motivation to leads after they convert. (Ironpaper, 2022)
  • 6% of marketers perform a structured buyer challenge assessment for leads after they convert. (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)
  • 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)

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)

B2B Events 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)
  • 17% of marketers who leverage virtual events planned to decrease their investment in 2022. (HubSpot, 2021)

B2B Messaging Statistics

  • Only 8.2% of B2B leaders feel their messaging is very effective. (Ironpaper, 2022)
  • 30% of marketers said speaking to buyer’s pain points is the most important part of marketing and sales messaging. 
  • (Ironpaper, 2022)
  • 27% of marketers said informing buyers about their products or service is the most important part of marketing and sales messaging. (Ironpaper, 2022)
  • 23% of marketers said clearly communicating a value proposition is the most important part of marketing and sales messaging. (Ironpaper, 2022)

43% of B2B companies reinvested their in-person event budget in digital marketing in 2021.


(Ironpaper, 2021)

B2B Online Customer Journey Statistics

  • 27% of marketers don’t know which digital marketing techniques are working. (Ironpaper, 2022)
  • 26% of marketers are struggling to digitize the sales process. (Ironpaper, 2022)
  • 25% of marketers say they lack the expertise to build a strong buyer’s journey online. (Ironpaper, 2022)

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)
  • 70% of marketers used automation in 2021, while 33% planned to start using it in 2022. (HubSpot, 2021)

78% of B2B companies use keyword research tools for search engine optimization during the content creation process.


(CMI, 2021)

B2B Buyer Statistics

  • 33% of B2B buyers said they have escalated some purchases due to changing business needs. (Demand Gen, 2021)
  • 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 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)
  • 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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