B2B Articles - June 30, 2014

B2B Digital Marketing Statistics

Marketing Tips  - B2B marketing statistics for 2014B2B marketers that embrace new techniques, strategies and technologies with digital marketing see big gains and cut through the chaos of a fragmented marketplace. Many CMOs of B2B companies grapple with the challenge of changing times. Many marketing departments are stuck in approaches from the last century--failing to adopt a customer-centric and Inbound form of marketing. Failing to make such adoptions hampers the growth of the enterprise and ability to scale efforts efficiently.

This collection of B2B marketing statistics for 2014 make a case for the smart adoption of Inbound marketing with data-driven decision making.

B2B Marketing Statistics

Today's business buyers do not contact suppliers directly until 57 percent of the purchase process is complete.

42 percent of B2B content marketers in North America consider themselves effective, up from 36 percent in 2013.

The average B2B marketing budget is only about 2 percent of revenue.

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads

Using inbound tactics saves an average of 13% in overall cost per lead.

93% of B2B marketers are using content marketing


  • 39% – The percentage of marketing budget spent on content marketing by the most effective B2B marketers
  • 16% – The percentage of marketing budget spent on content marketing by the least effective B2B marketers

B2B buyers today are 70%-90% of the way through their “buying journey” before they reach out to a vendor.

Eighty-eight percent of B2B CMOs say their C-suite peers turn to them more often for data and insight needed to strategize and plan, and 78 percent agreed that marketing’s influence on corporate strategy is greater today than it was just two years ago.

Social media marketing budgets are projected to double in the next five years.

Below, is a comparison of the most and least effective B2B marketers from a report by Content Marketing Institute, MarketingProfs, and Brightcove.
Comparison of the most and least effective B2B marketing teams - B2B marketing statistics for 2014

Bonus stat :)
Although approximately 90% of marketers now use content marketing, most B2B marketing CMOs don't feel like they do it effectively. About 42% of B2B marketers and 34% of B2C marketers believe they are effective at content marketing with their given skills and existing resources.


  1. B2B's Digital Evolution - https://www.thinkwithgoogle.com/articles/b2b-digital-evolution.html
  2. B2B benchmarks, budgets, 2014 and Trends–north America https://www.iab.net/media/file/B2BResearch2014.pdf
  3. Pardot - https://www.slideshare.net/pardot/gr2-wed-9a-lwizdo-forrester
  4. Demandmetric - A Guide To Marketing Genius [Infographic]-  https://www.demandmetric.com/content/content-marketing-infographic
  5. Hubspot - STATE OF INBOUND MARKETING - https://www.stateofinboundmarketing.com/
  6. Content Marketing Institute - Content Marketing Effectiveness
  7.  Content Marketing Institute - Content Marketing Effectiveness
  8. B2B Marketing - B2B CMOs: Is It Time for you to Evolve or Move On? - https://www.b2bmarketing.net/
  9. Forrester - https://blogs.forrester.com/laura_ramos/13-07-16-b2b_cmos_is_it_time_for_you_to_evolve_or_move_on
  10. SocialTimes - [Infographic] 20 Marketing Trends and Predictions to Consider for 2014

Bonus stat source: e-Strategy Trends

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