B2B marketing stats.

B2B marketing stats the landscape is constantly evolving, and it can be difficult to keep up with the latest trends and statistics. That’s why I put together a list of the most important B2B marketing stats, so you can stay ahead of the curve.

Which type of content does your team create the most?

B2B content converts the most when the potential client is just on the edge of signing up, how ever there will only be a few of your keywords that will trigger this kind of behaviour. These keywords will also be the most expensive to target and therefore the most competitive.

With an emphasis on top of funnel emotion driven messaging and content, as this is where brand building takes place the most, 67.4% of those surveyed were producing the most content. Customers start to fall off during middle of funnel content and this is only natural. This isn’t a bad sign, this is helping understand who is actually going to be a customer and who isn’t. Finally most drop off at the bottom of funnel content. At the bottom of the funnel most customers are seeking a purchase, at this stage, they are most receptive to making a purchase. A more logical rational approach to content and messaging is to be considered.


Listicles Get 218% more shares than “how to” tutorial-style posts.

Listicles are a popular form of online content for a reason: they’re easy to read and often provide valuable information. In fact, according to Backlinko, listicles get 218% more shares than “how to” tutorial-style posts.

If you’re looking to boost the reach and engagement of your content, consider incorporating listicles into your strategy. However, don’t sacrifice quality for the sake of listicle format, make sure each article provides value and is well-written. With that in mind, here are some tips for writing successful listicles:

– Keep it interesting: A boring title won’t entice readers to click, no matter how good the content is, this is the same in B2B and is it is in B2C.

– Start with an attention-grabbing headline: Your headline is the first (and sometimes only) thing people will read, so make it count. Use strong keywords and aim for around 60 characters or less. This is also the first thing they see when doing a google search.

– Write concise, scannable content: Listicles are meant to be easily digestible, so keep your sentences and paragraphs short. Use bullet points or numbered lists whenever possible, and break up your text with images, videos, or infographics.

– Provide value: As with any piece of content, your listicle should provide value to the reader. Whether you’re sharing tips, tricks, or interesting facts, make sure your article is informative and helpful.

Source: Backlinko

More than 50% of all B2B buyers are millennials.
Source: Thrivemyway

Over 70% of business buyers watch videos to complete their product research Source: Google

31% of B2B marketers say email newsletters are the best ways to nurture leads Source: Hubspot

The optimum budget mix varies.

It is well-known that the optimum budget mix varies in B2B marketing. The IPA databank provides evidence to support this claim. However, there is still debate as to what the optimum mix is. Some say that it depends on the type of product or service being marketed, while others believe that the mix should be tailored to the specific needs of the target market. Ultimately, it is up to the company to decide what the best mix is for their products or services.

Source: IPA databank, The B2B Institute, Binet and Field 

Effectiveness of B2B strategies 

It is essential for businesses to have an effective B2B strategy in place in order to be successful. However, many businesses struggle to create an effective strategy that will work for them. Binet and Field (2007) argue that the effectiveness of a business’s B2B strategy depends on three factors: the company’s objectives, the market it is operating in, and the type of customers it is targeting.

Source: The B2B Institute, Binet and Field

Social media is integral to 75% of B2B purchases.

According to BCG’s report, social media plays a key role in 75% of business-to-business (B2B) purchases. The report found that buyers are increasingly using social media to research potential vendors and product options.

BCG recommends that companies use social media to engage with potential customers and build relationships. Additionally, companies should make sure their website is optimized for search engine ranking so that potential customers can easily find them online.

Source: BCG

The optimum budget mix varies.

The Sagefrog Marketing Group has released their thirteenth annual B2B Marketing Mix Report. The report survey’s the most implemented marketing tactics of 2020 and provides keen insights into what is working well in the world of B2B marketing.

Some of the most popular tactics used by businesses this year include content marketing, lead generation, and email marketing. All of these strategies have helped businesses to connect with their audiences and create lasting relationships.

Content marketing has especially been a powerful tool for building brand awareness and generating leads. By creating informative and engaging content, businesses have been able to attract new customers and keep existing ones coming back for more.

Source: Sagefrog


Whilst some of the data should be almost taken as the gospel, some of it should be taken with a grain of salt. Certain data is surprising when you first see it, with this in mind it’s important to keep these stats at the back of your mind when for example you’re formulating content strategies, deciding budgets, and which general strategies are more worthy than others.

In the end always use your intuition when deciding what is right for your business niche.