Today's B2B buyer is radically different than the traditional linear buyer. As a result, B2B marketers are investing more in marketing budgets to win new business. How are your own efforts in line with the industry trends?

This is the age of the self-driven, educated B2B customer. 

The explosion of digital content, social networks and personalized technology has all but obliterated the traditional linear buyer journey—where the buyer gets all their information from a salesperson—replacing the old model with a new chaotic and random journey to purchase.

To reach today's buyers, B2B marketers must shift tactics and evolve their practices. Below is a list of B2B marketing statistics—compiled to help you determine where to adjust your marketing budget and efforts to maximize marketing results and close new business. 


B2B Decision Maker Habits

  • Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge. [Forrester Research]

  • 49% of B2B researchers who use their mobile devices for product research do so while at work. [Think With Google]

  • While 64% of the C-suite have final sign off, so do almost a quarter (24%) of the non-C-suite. What's more, 81% of non-C-suiters have a say in purchase decisions. [Think With Google]

  • 71% of B2B researchers start their research with a generic search. [Think With Google]

  • On average, B2B researchers do 12 searches prior to engaging on a specific brand's site. [Think With Google]

  • Marketing today is driving more than half of the customer conversation during the sales process. (Modern Marketing Today)


B2B Marketing Budgets 

  • B2B marketing budgets are expected to increase, on average, by about 5% in the coming year. [Webbiquity]

  • The top three responsibilities (in order of importance) of B2B marketers are brand and positioning, lead generation, and brand communications followed. However, B2B marketers expect that two years from now the top three will be understanding buyers, marketing technology tools, and market / competitor analysis (lead gen drops to #5 on the list). (eMarketer)

  • Nearly two-thirds (65%) are set to spend more money on programmatic advertising in 2016, with 78% of B2B marketers devoting up to 50% of their digital ad budgets on programmatic in 2016. [MediaPost]

  • Spending on digital marketing specifically is projected to rise 14% for B2B products and 20% for B2B services in the coming year. [The CMO Survey]

  • There is a correlation between effectiveness and the amount of budget allocated to content marketing. The most effective marketers allocate 37%, on average, whereas the least effective allocate 16%. [Content Marketing Institute]

  • 55% of B2B marketers plan to increase their content marketing spend in the next year. [Content Marketing Institute]


B2B Content Marketing

  • 88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy. [Content Marketing Institute]

  • 61% of the most effective B2B content marketers meet with their content team daily or weekly. [Content Marketing Institute]

  • The most effective B2B content marketers allocate a larger portion of their budget to content marketing: 42% of their total budget, compared to 28% for less-effective marketers. [Content Marketing Institute]

  • 54% of B2B Content Marketers are challenged with producing engaging content. [Content Marketing Institute]

  • 83% of B2B marketers use content marketing for lead generation; 81% use content marketing for engagement. [Content Marketing Institute]



B2B Email Insights

  • 77% of consumers prefer to receive the majority of their marketing communications through email. [Marketo]

  • Relevant emails drive 18 times more revenue than broadcast emails. [Juniper Research]

  • Emails with “Free” in the subject line were opened 10% more than those without. [HubSpot]

  • Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue. [DMA]

  • About 53% of emails are opened on mobile devices. [Campaign Monitor]


B2B Lead Generation

  • Businesses with websites of 401-1000 pages get 6x more leads than those with 51-100 pages. [HubSpot Lead Generation Lessons from 4,000 Businesses]

  • Most marketers are not satisfied with the effectiveness of their lead-generation programs. 80% report their efforts are only “slightly” or “somewhat” effective; just 16% rate their efforts as “very” or “extremely” effective. 4% say their lead-generation programs as not effective at all. (MediaPost)

  • 68% of B2B marketers ranked “generating high-quality leads” as their top priority in 2015. 59% also said that was their biggest challenge. (MediaPost)

  • White paper and eBook downloads are the top producers of B2B leads, cited by 59% of marketers. Other top calls to action included contact forms (39%), webinars (37%), and free trials (35%). (MediaPost)

  • 54% of B2B companies are increasing their SEO spend in 2016. [Regalix, State of B2B Marketing 2016]


B2B Lead Nurturing Insights

  • 73% of all B2B leads are not sales-ready. [MarketingSherpa]

  • 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. [MarketingSherpa]

  • Companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured leads. [Forrester Research]

  • 74% of B2B Content Marketers believe lead nurturing is an important goal for their organization. [Content Marketing Institute]

  • Prospects wait until they are 65% to 90% of the way through their journey before approaching a vendor. [Forrester Research]


Social Media for B2B

  • 94% of B2B marketers use LinkedIn as part of their content strategy. Other popular platforms include Twitter (87%), Facebook (84%), YouTube (74%) and Google+ (62%). [Content Marketing Institute]

  • 66% of B2B marketers rank LinkedIn as the most effective social media platform for their business. Other effective platforms were Twitter (55%), YouTube (51%), SlideShare (41%) and Facebook (30%). [Content Marketing Institute]

  • B2B brands that connect with their buyers on an emotional level earn twice the impact over marketers who are still trying to sell business or functional value. Buyers feel a much closer personal connection to their B2B brands than to consumer brands. [LinkedIn Pulse]

  • 54% of B2B marketers said they've generated leads from social media. [Social Media Examiner]

  • B2B marketers who use Twitter generate twice as many leads as those who don't. [Social Media Today]


Marketing Technology Adoption by B2B Marketers

  • Nearly two-thirds (65%) of B2B companies say they plan to increase their marketing technology budget in the near future. [Informatica, Dun & Bradstreet, and Ascend2]

  • 89% of respondents say their B2B company uses an email marketing tool. [InformaticaDun & Bradstreet, and Ascend2

  • 70% use a social media management platform. [InformaticaDun & Bradstreet, and Ascend2]

  • Only 16 percent of B2B consumers prefer live webinars. [ClickZ]

  • B2B marketers who implement marketing automation software see their contribution to the sales pipeline increase by an average of 10%. 63% of companies that are growing faster than their competitors use marketing automation. [Iconsive]


B2B Sales Insights

  • B2B marketers report sales lead quality as their #1 most important metric for measuring content marketing success; even more important than sales and conversions. [Content Marketing Institute]

  • If you follow up with web leads within 5 minutes, you’re 9 times more likely to convert them. [Inside Sales]

  • 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. [MarketingSherpa

  • Between 28% and 35% percent of B2B leads come from marketing, while 45% to 52% on average are generated by sales teams. [Direct Marketing]

  • 84% of companies that have a CRM have a lead scoring process in place to determine the quality of leads. [Direct Marketing News]



With all this data showing rapid, radical shifts in B2B buying trends, savvy marketers should be—and are—taking advantage. They're learning how to leverage digital channels, in order to aptly market throughout all stages of the funnel and decision-making process. Don't fall behind. Set up your strategy accordingly!