35 min read

B2B Marketing Statistics 2023 (Our Choice)

Dmytro Tsybuliak
B2B Marketing Statistics 2023

The landscape of B2B marketing is constantly evolving, driven by technological advancements, changing buyer behaviors, and economic fluctuations. As we delve into the year 2023, it becomes crucial for marketers to understand the currents that shape the B2B arena.

Armed with the latest data, marketing professionals can optimize their strategies for better reach, engagement, and conversion. Let’s explore the compelling statistics that are defining B2B marketing this year, providing insights into what strategies are yielding the highest return on investment and how marketing budgets are being allocated.

B2B Email Marketing Produces the Highest ROI

In the realm of B2B marketing, the role of email cannot be overstated. In the realm of B2B marketing, the role of email cannot be overstated. With HubSpot revealing an astonishing return of $36 for every $1 spent on email marketing, the channel stands unparalleled in terms of ROI. But the story doesn’t end there. Let’s delve deeper into the dynamics of email marketing within the B2B space:

  • User Engagement: With over 4 billion individuals accessing their email on a daily basis, the reach is extensive.
  • Budget Allocation: A significant 37% of companies are recognizing this potential and are upscaling their email marketing budgets to capitalize on the opportunity.
  • Mobile Optimization: As the trend leans towards mobile consumption, an overwhelming majority of marketers have adopted mobile-friendly emails to cater to the smartphone populace.
  • Segmentation and Personalization: Tailoring communications via subscriber segmentation has emerged as the leading tactic for enhancing email campaign efficacy.
  • Frequency of Communication: About one-third of marketers have adopted a weekly email cadence, while another 26% engage with their audience multiple times within a month.
  • Engagement Trends: An encouraging 77% of marketing professionals have observed a rise in email engagement over the previous year, indicating a growing receptiveness among audiences.
  • Consumer Preference: A substantial number of smartphone users have indicated their preference for brand interactions to occur through email, favoring its convenience and accessibility.
  • Privacy Adaptations: Nearly half of marketers have been compelled to reassess their metrics for email performance, especially in light of Apple’s Mail Privacy Protection updates, signaling a shift towards more privacy-focused marketing strategies.
  • The Impact of Testing: Finally, the emphasis on A/B testing and other forms of email experimentation is unwavering, with evidence pointing towards such practices leading to a substantial increase in ROI.

More than 70% of B2B Companies in the US Have a Formal B2B Marketing Plan

In this ever-competitive market, a structured approach to marketing is not just an advantage; it’s a necessity. The latest findings by Statista underscore that more than 75% of B2B enterprises in the United States are now guided by a formal marketing plan. This signifies a substantial shift from previous years, where indecision and ad-hoc strategies were more common. Here’s what the numbers say:

  • Adoption of Marketing Plans: A significant majority of B2B companies have recognized the importance of a strategic roadmap, with comprehensive marketing plans being implemented across the board.
  • The Minority Without Plans: Contrasting with the majority, a small segment of companies — less than a quarter — still operate without a formalized marketing strategy, potentially missing out on structured growth opportunities.

A Third of B2B Companies Dedicate 5% of Their Budgets to Marketing

Discussing budget allocation is crucial in understanding where B2B companies value investment and expect returns. According to 99Firms, the investment landscape looks like this:

  • Commitment to Marketing: A robust 32% of U.S. companies allocate 5% of their budgets to marketing, illustrating a commitment to maintaining and growing market presence.
  • Low-Priority Spending: Conversely, about 23% of companies remain cautious, dedicating 1% or less to their marketing efforts, possibly indicating a reliance on organic growth or sales-led strategies.
  • Strategic Investment: Nearly half of the surveyed companies recognize the strategic importance of marketing, allocating 10% or more of their budgets to these efforts.
  • High-End Spend: A noteworthy 13% of companies are placing significant bets on marketing, investing over 15% of their total budgets, likely aiming for aggressive expansion and market penetration.

B2B eCommerce Sales Grew by 19% in 2022

B2B e-commerce sales in the US grew by 19 in 2022, accounting for 13% of all manufacturing and distribution sales. The B2B eCommerce sales growth can be directly attributed to the COVID-19 pandemic, which shifted the business landscape and catapulted B2B eCommerce from a minor sales channel to a mainstream necessity.

Top 5 Sources of B2B Leads

In the dynamic world of B2B marketing, understanding where leads come from is vital for any strategy aiming to be successful. Data from Callbox gives us a clear indication of the leading sources of B2B leads, which provide a valuable roadmap for marketers looking to enhance their lead generation tactics.

Customer Referrals and Existing Client Networks

A staggering 54% of B2B leads are generated through customer referrals and existing clients. The influence of customer referrals cannot be underestimated. The digital age has empowered consumers with platforms such as blogs, emails, and social media to amplify their experiences. This network effect means that a satisfied customer doesn’t just return – they bring new leads with them. Here’s why this channel is so powerful:

  • Credibility: Referrals come with built-in trust, bypassing the initial skepticism often associated with cold outreach.
  • Relevance: Referred leads are typically more qualified, as they come with a pre-understanding of the referrer’s needs, which often mirror their own.
  • Engagement: A referral is a sign of a positive customer relationship, indicating high engagement and satisfaction.

Businesses should foster a culture that encourages referrals, offering incentives or recognition to those customers who bring new clients into the fold.

Email and Direct Marketing’s Consistent Performance

Contrary to perceptions of obsolescence, email, and direct marketing remain effective, representing 14% of lead sources. Email marketing, especially when it’s finely tuned and personalized, can re-engage past customers and remind them of your value proposition. To optimize email marketing, consider the following:

  • Segmentation: Break down your customer list for targeted messaging. Personalized emails resonate better and can rekindle customer interest.
  • Content: Provide valuable and relevant content that reminds recipients of your expertise and value.

Despite the rise of other digital platforms, email remains a cornerstone for direct communication with prospects and previous clients.

Leveraging the Internet Beyond Basics

With 8% of leads from the internet, the focus shifts to optimizing digital touchpoints. A comprehensive online strategy should encompass:

  • Website Optimization: Ensure that your site is not just visually appealing but also informative, user-friendly, and optimized for conversions.
  • Content Marketing: Utilize blogging to address common industry challenges, positioning your company as a thought leader and solution provider.

By creating engaging content and ensuring your website is equipped to convert visitors into leads, the internet becomes a powerful lead generation tool.

The Value of Events in Lead Generation

Events contribute to 7% of B2B leads, offering a tangible experience of the brand and its offerings. Here’s how events can be maximized:

  • Integration: Combine live events with digital campaigns to extend reach and impact.
  • Engagement: Utilize events to connect personally with potential clients, creating memorable brand experiences.

In-person events provide opportunities to demonstrate products, engage in real-time conversations, and build relationships that digital channels cannot fully replicate.

‘Other’ Lead Sources

Comprising another 8% of leads, ‘Other‘ is an amalgam of diverse and unconventional lead sources. It includes:

  • Strategic Partnerships: Align with businesses that complement your offerings. This mutual relationship can open doors to new customer bases.
  • Cold Calling: Despite the dominance of digital, cold calling remains a staple. It offers direct feedback and can sometimes lead to instant conversions.

Each method has its own strengths and challenges but can be an essential part of a holistic B2B lead generation strategy.

The B2B eCommerce Market Is Estimated to Reach 36,1 Billion by 2031

The B2B e-commerce landscape is witnessing an extraordinary expansion, with forecasts indicating a surge to a staggering $36.1 trillion by 2031. This projection by Straits Research underscores a compound annual growth rate (CAGR) of 19.2% between 2023 and 2031, a clear signal of the burgeoning digital transformation in the business purchasing realm. Starting from a base of $7.43 trillion in 2022, this growth narrative is fueled by several factors:

  • Digital Adoption: Accelerated digitalization across industries has made e-commerce a cornerstone of B2B transactions.
  • Global Reach: E-commerce breaks down geographic barriers, enabling businesses to source globally.
  • Efficiency: The automation of sales processes and supply chain management enhances operational efficiency.
  • Customization: E-commerce platforms are increasingly offering personalized experiences, aligning with specific business needs.

With businesses increasingly prioritizing digital channels for procurement and sales, the B2B e-commerce market is poised for robust growth in the coming years.

More than 60% of Business Buyers Are Likely to Make Repeat Purchases

The realm of business purchasing is demonstrating that over 60% of B2B buyers are inclined towards repeat engagements with trusted vendors. This statistic, highlighted by 99Firms, emphasizes the significance of building and maintaining trust in business relationships. The inclination to return to familiar vendors speaks volumes about the buyer’s journey:

  • Predictability: Repeat purchases stem from positive past experiences and the predictability of satisfaction.
  • Trust: Building a trustworthy brand reputation is essential for fostering long-term business relationships.
  • Customer Retention: A focus on customer loyalty is as critical as acquisition in the B2B sector.

For B2B marketers, these insights dictate the need to cultivate a marketing strategy that not only attracts new customers but also solidifies the loyalty of the existing customer base.

91% of Businesses Use Video as a Marketing Tool in 2023

In today’s business marketing strategies, video content has ascended to a near-universal adoption rate. Industry insights from Wyzowl, a leading video marketing research company, reveal compelling statistics that illustrate this trend:

  • Prevalence of Video Marketing: A remarkable 91% of companies have integrated video into their marketing arsenals in 2023.
  • Strategic Importance: An unprecedented 96% of marketers now acknowledge the crucial role that video content plays within their broader marketing frameworks.

These figures demonstrate the unassailable position video content holds in contemporary marketing strategies. Moreover, its efficacy is reflected in the following benefits reported by marketers:

  • Product Understanding: An impressive 96% of video marketers reported that video content has been instrumental in enhancing user comprehension of their products or services in the preceding year.
  • Brand Recognition: Furthermore, 95% of respondents have credited video marketing with a substantial boost in brand awareness, showcasing its power in carving out brand identity.
  • Web Traffic Acceleration: It is noted that 91% of those utilizing video marketing have observed a significant uptick in web traffic, a testament to video’s effectiveness in driving digital engagement.
  • Lead Generation: Close to 90% of marketers have found video marketing to be a potent tool for lead generation, contributing to the funnel of potential new customers.
  • Sales Enhancement: Lastly, 87% have confirmed that video marketing strategies have directly contributed to increased sales figures.

These insights suggest not only the prevalence of video as a preferred marketing medium but also its direct impact on various stages of the customer journey, from awareness to purchase. In light of these findings, businesses are increasingly prioritizing video content creation, with a focus on storytelling, informational clarity, and brand alignment to foster deeper connections with their audience. Marketers are encouraged to continuously innovate in their video marketing tactics, leveraging the latest technologies and platforms to maintain engagement and growth.

93% of B2B Buyers Say that Video Is Important in Building Trust in a Company’s Ability to Deliver on Its Promises

Video content is solidifying its place as a pivotal medium in the B2B buyer’s journey, as reported by Search Engine Journal. An overwhelming 93% of B2B buyers acknowledge the role of video in establishing trust in a company’s offerings. Here’s how video is reshaping the B2B landscape:

  • Awareness: 70% of professionals recognize video as the most effective medium for raising awareness about business challenges.
  • Educational Tool: Videos serve as educational tools that help B2B buyers understand products, services, and solutions to their problems.
  • Sales Engagement: A notable 97% of viewers are more open to sales communications after engaging with a company’s video content.
  • Research: Within a recent three-month span, 88% of B2B buyers consulted videos to research a company’s products or services.

As video content becomes increasingly integral to the B2B procurement process, marketers must adapt by producing high-quality, informative videos that resonate with their target audience and address their specific needs and pain points.

B2B Buyers Consume an Average of 13 Pieces of Content before Selecting a Vendor

In B2B, potential clients engage with an extensive array of content, averaging 13 distinct pieces prior to finalizing their vendor choice. This insight from Steel Croissant, referencing Martech’s findings, underscores the multifaceted nature of the decision-making process:

  • Content Diversity: Buyers typically review around 8 vendor-provided pieces of content and 5 from third-party entities, signifying the weight of balanced information from various authoritative sources.
  • Video Influence: In the sphere of content types, video holds a significant sway in the B2B domain, serving multiple purposes:
  • Attention-grabbing: Short video ads and clips serve as hooks to garner initial interest in products.
  • Educational: More comprehensive video content plays a crucial role in explaining the intricacies of product functionalities and applications.

This data not only underlines the importance of a robust content strategy across diverse formats but also indicates the need for marketers to partner with credible third-party channels to amplify their reach and reinforce their brand authority.

73% Involved in Research and Decision-Making Regarding B2B Purchases Are Millennials

The influence of millennials in the B2B purchasing arena has been quantified by SQLI, highlighting that 73% of individuals engaged in B2B research and decision-making belong to this demographic. Their approach to sourcing information is characterized by distinct digital preferences:

  • Mobile Usage: A notable 80% of these younger B2B buyers utilize mobile devices as a part of their professional workflow.
  • Search Patterns: Starting the search for solutions, 71% lean on search engines, with half initiating this process on mobile devices.
  • Social Media Consultation: Social media platforms are consulted by75% of millennials during the purchasing process, reflecting their inclination towards peer reviews and community feedback.

These trends indicate a shift towards a more digital, mobile, and socially connected B2B buying process, suggesting that marketers should optimize their online presence for mobile devices and engage actively on social platforms to capture the millennial decision-makers’ attention.

Over 70% of the B2B Decision-Makers Prefer Remote Human Interactions or Digital Self-Service

The preference for digital interaction has become prevalent among B2B decision-makers, with over 70% favoring remote human contact or digital self-service platforms, as reported by Gotoclient. The pandemic has been a catalyst for this transition, influencing both the quantity and nature of these interactions:

  • Reduced Travel: The necessity for travel has diminished, providing sellers with more time to focus on reaching and exceeding sales targets remotely.
  • Quota Management: Despite reduced physical meetings, the expectations for sales performance remain high, necessitating a more strategic approach to remote selling.
  • Future Uncertainties: While there’s cautious optimism about returning to in-person meetings, the demand from clients for such interactions and the corporate policies around vendor visits remain in flux, pointing to a sustained reliance on remote and digital channels.

These statistics imply a clear message for B2B sellers: to navigate this evolved landscape successfully, one must embrace digital tools and develop competencies in remote engagement, aligning with the evolving preferences of their client base.

67% of B2B Buyers Begin Their Purchasing Journey Online

The digital realm has become the mainstay for B2B procurement activities, with a significant proportion of buyers commencing their search for suppliers online. The research from the authoritative business insights platform BusinessDIT underscores this trend:

  • Initial Research: Approximately 67% of B2B purchasers initiate their buying process via the Internet.
  • Supplier Discovery: An overwhelming 90% of these buyers prefer online channels to identify and engage with potential suppliers.
  • Online Research Time: A substantial 70% of these professionals dedicate more than half of their investigative efforts to digital platforms.
  • Online Purchases: On average, businesses are conducting three-quarters of their purchasing online, highlighting the shift towards digital transactions.

87% of B2B Customers Express the Desire for Self-Service Capabilities at Some Point During Their Buying Journey.

Additionally, the research from BusinessDIT delves into the educational aspect of the B2B buyer’s journey:

  • Self-Education: Buyers invest up to 90% of their decision-making time in self-guided education about potential purchases.
  • Consumer-Like Experience: An 80% majority of B2B buyers now expect a customer experience akin to B2C transactions.
  • Complexity in Purchasing: Approximately 77% of B2B clients find the purchasing experience to be multifaceted and challenging.
  • Interaction with Suppliers: Only 17% of the total purchase consideration period is spent interacting directly with potential suppliers.
  • Generic Online Searches: Generic search engines are the starting point for 71% of B2B researchers, signaling the importance of SEO in B2B marketing strategies.

It Takes More than One Month to Close a B2B Deal

The closure of B2B deals is an intricate process, influenced by a myriad of factors that extend the duration of sales cycles. Insights from Databox, which aggregates data analytics, present these findings:

  • Closing Timeline: More than one month is often required to finalize a B2B transaction, with the most common duration falling between one and three months, as reported by over 30% of businesses surveyed.
  • Sales Cycle Length Variables: The length of the sales cycle is highly variable, contingent upon the specific nature of the product or service, the sector of operation, pricing strategies, and the inherent complexity of the sales process.

Drawing on interviews with 65 business professionals representing B2B entities or consulting agencies servicing such firms, Databox gathered the following:

  • Extended Sales Cycles: Echoing the above statistics, the predominant experience among these professionals is that deal closure typically extends beyond a month, reinforcing the extended nature of B2B sales cycles.

These insights highlight the evolving landscape of B2B commerce, emphasizing the digital-first approach of modern B2B buyers and the intricate and protracted nature of B2B sales cycles.

The Process of Buying Lasts over Four Months for Nearly 75% of Buyers in B2B

When it comes to B2B transactions, the duration from initial contact to the final purchase can be substantial. An exhaustive study by Marketing Charts has revealed intricate details regarding the time frame of sales cycles:

  • Length of Sales Cycle: The data demonstrates that for a vast majority, or specifically 74.6%, of B2B sales directed at new clients, the sales cycle extends beyond four months.
  • Extended Decision Time: Delving deeper, it’s seen that close to half of these transactions, accounting for 46.4%, may require seven months or more to reach completion.

Delivery Speed Helps in Deciding Customer Loyalty and Future Purchases

The pace at which products and services are delivered in the B2B sector has become a pivotal factor in fostering customer allegiance and influencing repeat business. HCLSoftware’s analyses into B2B e-commerce patterns for 2023 accentuate this trend:

  • Delivery as a Loyalty Factor: Rapid delivery timelines are progressively determining the loyalty and retention of customers within B2B markets.
  • Efficient Fulfillment as a Differentiator: Companies that can streamline their fulfillment processes often differentiate themselves, thereby gaining a competitive edge in the market.
  • Digitization of Processes: By embracing digitized solutions, firms can simplify the order-to-cash journey, making it more efficient and less labor-intensive.
  • Order Management Technology: Implementing sophisticated order management systems can significantly expedite B2B companies’ abilities to process orders, by concurrently managing multiple orders and centralizing inventory data.
  • Supply Chain Simplification: These systems are also instrumental in diminishing complexities within the supply chain, ensuring a smoother flow of goods and information.

The integration of advanced technologies and the optimization of order fulfillment strategies are not merely trends but essential practices for B2B enterprises striving for success in the contemporary e-commerce landscape.

Over 50% of B2B Queries Are Done via Smartphones

The Revenue Marketing Alliance reports that the contemporary B2B landscape is increasingly mobile-centric, with over half of all business-to-business inquiries now initiated from smartphones. This significant shift towards mobile usage underscores the necessity for businesses to prioritize mobile optimization in their digital strategies.

  • It’s essential to highlight that mobile optimization goes beyond simple aesthetics; it must ensure functionality and ease of navigation across diverse mobile platforms.
  • With the ascendance of mobile-first approaches, it’s projected that by 2023 this trend will solidify, becoming the norm rather than the exception.
  • Despite the prominence of mobile usage, it’s noteworthy that a substantial portion of email marketing campaigns fail to offer a seamless mobile experience—this gap presents a critical opportunity for improvement.

Expanding upon this, it’s crucial for companies to recognize the multifaceted nature of device usage among their clientele. As B2B professionals frequently switch between devices based on their location and the task at hand, the demand for a consistent user experience is imperative.

  • Responsive design is a foundational element in this regard, ensuring that email campaigns automatically adjust to fit the screen of any device, be it a smartphone, tablet, or desktop.
  • Interactive elements within emails must be thoughtfully designed to accommodate touch controls prevalent on mobile devices, enhancing engagement and user experience.

In the context of email campaigns:

  • B2B marketers must conduct thorough testing across various devices and email clients to identify and rectify any discrepancies that might hinder the user experience.
  • Incorporating mobile-friendly features such as easy-to-click buttons, optimized images, and concise content can substantially improve the effectiveness of email marketing strategies.

To remain competitive and responsive to the evolving digital landscape, it’s not just advisable but imperative for businesses to ensure that their email marketing efforts are as mobile-friendly as they are compelling on desktops. Ignoring this trend may result in missing out on engaging a significant segment of the B2B market that prefers conducting business on the go.

70% of Business Buyers Find Content Directly on the Vendor’s Website

According to 99Firms, a significant portion of business buyers, approximately 70%, discover valuable content directly on the vendor’s own digital domain. This statistic illustrates the criticality of maintaining a current and strategically optimized website.

Vendor websites serve as a central hub for product information, thought leadership, case studies, and educational content—all of which are essential resources for potential buyers. Keeping a website fresh with relevant content can positively impact search engine rankings, leading to increased visibility and organic discovery by business buyers.

Search Engines and Beyond

While vendor websites hold the top position in content discovery, other avenues also play pivotal roles in the B2B buyer’s journey. An array of channels contributes to the diverse landscape through which business buyers seek and consume information.

  • Search Engines: Internet searches are instrumental in the B2B research process, with up-to-date data indicating that around 67% of business buyers utilize them to locate necessary information.
  • Social Media: Platforms like LinkedIn, Twitter, and industry-specific forums are leveraged by approximately 53% of buyers seeking insights and peer recommendations.
  • Email Communications: Personalized and targeted emails remain a powerful tool, influencing about 41% of business buyers in their search for relevant content.
  • Word of Mouth: Despite the digital age, traditional word of mouth continues to have an impact, with 33% of buyers acknowledging its influence in their discovery process.

The statistics above demonstrate the necessity for B2B marketers to diversify their strategies across multiple channels. A well-rounded approach ensures that a brand can meet its prospective clients wherever they are most active and engaged in their search for solutions.

  • Ensuring content is tailored and optimized for each channel maximizes the chance of engagement and alignment with the buyer’s needs at various stages of their decision-making process.
  • Regular analysis and updates of content strategy in response to emerging trends and buyer behavior patterns are crucial for staying relevant and top of mind in a competitive marketplace.

Recognizing the multifaceted nature of content discovery and distribution will empower vendors to craft a more compelling and customer-centric online experience.

Most Business Buyers Expect Companies to Keep Up with the Latest Digital Trends

Adapting to digital trends is critical for maintaining business relationships. According to 99Firms, with the digital shift accelerated by recent global events, a notable 84% of business clients are inclined to consider competitors if their current B2B suppliers fail to meet digital expectations.

Key Points on Digital Trends in B2B:

  • Businesses must integrate digital innovations effectively to align with customer expectations.
  • Digital proficiency has become a non-negotiable aspect of the B2B experience, emphasizing the need for a seamless digital customer journey.
  • Investing in digital channels is no longer optional, as customers demand efficient, intuitive, and value-driven online interactions.

For B2B companies, ensuring digital channels are up-to-date and user-friendly is not merely beneficial—it is essential for customer retention and competitive differentiation.

Top Purchase Consideration for Small Business Buyers Is the Ease of Implementation (Software Sector)

According to G2’s 2023 Software Buyer Behavior Report, small businesses prioritize software that can be easily implemented, with minimal operational disruption, as underscored by G2’s 2023 Software Buyer Behavior Report. For medium-sized enterprises, the focus shifts to achieving a return on investment within six months of deployment.

Crucial Takeaways for Software Providers:

  • Simplicity of Integration: Software vendors should foreground the ease of use and installation for small business clients.
  • Quick ROI: Medium-sized businesses are looking for clear evidence of rapid financial gains post-implementation.

Both segments benefit from:

  • Customization: Tailored solutions that cater to specific business needs.
  • Transparent Communication: Clear messaging on the software’s ease of integration and potential ROI is essential.

Software vendors can improve market penetration by aligning their marketing and product development strategies with these core buyer concerns.

Features/Functionality Is the Top Priority When Business Buyers Are Evaluating Providers

According to 99Firms, the attributes that buyers prioritize when assessing potential suppliers have been distinctly quantified. Research indicates that the feature set and functionality of a product or service stand paramount in the decision-making hierarchy, with an overwhelming 73% of buyers citing this as their primary concern. Close behind, the cost factor weighs heavily on the minds of decision-makers, with 72% acknowledging price as a pivotal determinant.

Peer evaluations and testimonials hold significant sway as well, with 59% of buyers considering them essential in vetting potential offerings. Furthermore, the speed and simplicity with which a solution can be operationalized are also critical, as evidenced by 56% of buyers who regard deployment efficiency as a key factor.

These insights suggest that providers in the B2B realm must not only develop solutions that are feature-rich and competitively priced but also ensure that their products are backed by positive customer feedback and designed for ease of implementation. Those who meet these criteria are more likely to emerge as frontrunners in the selection process of B2B purchasers.

Content Marketing Is One of the Most Popular B2B Marketing Strategies in 2023

Content marketing stands as the lifeblood of the digital marketing realm, with its significance continually rising among B2B marketers. Insights drawn from the 13th Annual Content Marketing Benchmarks, Budgets, and Trends report, a joint research effort by MarketingProfs and Content Marketing Institute, reveal that an emphatic 71% of content marketers acknowledge an increase in the strategic value of content marketing within their organizations over the preceding year.

Despite this growing recognition, there exists a discernible gap in the perceived efficacy of these marketers’ strategies. Only a modest 29% of the professionals surveyed imparted a high level of success to their content marketing efforts, classifying them as either “very successful” or “extremely successful.”

This dichotomy underscores a critical challenge within the industry: while the importance of content marketing is universally affirmed, there is significant scope for improvement in its execution. The onus is on B2B marketers to refine their content strategies, ensuring they not only capture the interest of their target audience but also deliver measurable business outcomes.

Product Specification and Functionality Rank as the Most Useful Type of Content for Over Two-Thirds of B2B Buyers

According to 99Firms, market data indicates that detailed product specifications and functionality insights are at the forefront of valuable content for business buyers, with 67% selecting these elements as the most beneficial. This underscores the imperative for marketers to elucidate the technical aspects and capabilities of their offerings clearly.

Furthermore, B2B marketing intelligence reveals the prominence of comparative content, with 65% of business buyers considering product comparisons critical in informing their purchasing decisions. The role of such content is instrumental in guiding customers through the often nuanced differences between available solutions.

Equally important are narratives of product efficacy, as evidenced by 60% of buyers who place high value on success stories. These testimonials not only substantiate the product’s claims but also help to forge an emotional connection with potential customers by demonstrating real-world applications and outcomes.

96% of Decision-Makers Say Content Marketing Has Been Effective for Their Brand

The domain of content marketing is witnessing a rapid evolution, becoming a fiercely competitive arena as an increasing number of marketers harness the power of compelling content to attract leads.

According to insights from Content at Scale, a substantial 76% of enterprise marketers affirm that content marketing’s role has surged in importance within their organizational strategies.

  • A dominant 88% of marketing professionals leverage content marketing with an objective to elevate brand awareness, and to cultivate trust and credibility among their audience. This speaks to the foundational role of content in establishing a rapport with potential customers.
  • The commitment to content marketing is evident, with 70% of marketers actively channeling investments into this area. Furthermore, a telling sign of content marketing’s effectiveness is that 80% of the most successful content marketers allocate upwards of 10% of their total marketing budget toward content initiatives.

Looking ahead, the focus on content marketing is set to intensify, with 71% of marketers planning to boost their investment in content throughout 2023. This trend underscores the growing recognition of content marketing as a vital tool for engaging audiences and driving business growth.

72% of B2B Buyers Will Do Business with a Company That Provides Them with Valuable Content

The efficacy of content marketing in the B2B sector is underscored by data from Seomator, revealing that a notable 72% of B2B buyers are inclined to engage with companies that offer meaningful content.

This trend extends to various aspects of the buyer’s journey and interaction with the brand:

  • A significant 60% of B2B buyers have been compelled to make a purchase after engaging with a company’s blog. This highlights the blog’s crucial role as a tool for influencing purchasing decisions.
  • In terms of content’s virality within professional circles, 58% of B2B buyers report sharing a company’s content with peers. This behavior demonstrates the content’s value and relevance, which prompts organic sharing among potential buyers.
  • The action of reaching out to a company post-consumption of their content is reported by 54% of B2B buyers. Content thus serves as a catalyst for initiating business conversations and relationships.

79% of Businesses Rely on Content Marketing to Produce High-Quality Leads

Content marketing (CM) is recognized as a pivotal element for generating superior leads, with 79% of businesses acknowledging its critical role, as per insights from Gitnux.

The strategic significance of content marketing is further emphasized by these findings:

  • A substantial 81% of marketing professionals affirm that content marketing is an essential strategy for their companies, showcasing the widespread recognition of its strategic importance.
  • Looking ahead, a robust 90% of marketers intend to maintain their current investment in CM. Meanwhile, a significant 66% are preparing to enhance their CM budgets, signaling a strong commitment to this area.
  • Reinforcing this trend, 79% of B2B marketers have indicated that their organizations have formulated a CM strategy, underscoring its entrenched role in B2B marketing efforts.

Top 5 B2B Marketing Trends in 2023

As we navigate through the evolving landscape of B2B marketing, the following trends are shaping the strategies of industry leaders, as reported by Sagefrog:

  • Prioritizing Client Retention: A crucial focus for marketers in 2023 is client retention, especially in light of reduced retention rates in 2022. B2B companies are placing significant importance on nurturing existing relationships to ensure sustained success and profitability.
  • Allocating Budgets to In-Person Events: With the waning of the pandemic, a resurgence of in-person professional gatherings is expected, with a third of surveyed marketers designating a portion of their budget to conferences and tradeshows for 2023. This return to face-to-face interaction signifies a shift towards traditional networking methods.
  • Embracing SEO and SEM for Lead Generation: In 2022, 34% of marketers cited SEO as their primary lead generation source, a trend that is poised to continue into 2023. Digital marketing tactics, including SEO, SEM, and paid social, are increasingly favored over more traditional methods, indicating a diminishing reliance on referrals.
  • Combining Organic and Paid Social Media Approaches: The synergy of organic and paid social media strategies is paramount for B2B marketers aiming to boost brand visibility and engagement. Optimizing content through a blend of both tactics can significantly enhance reach and effectiveness.
  • Exploring AI and Automation: There’s a notable shift towards experimenting with AI and automation, with 42% of marketers planning to incorporate these technologies into their strategies for 2023. Despite their relative newness in B2B marketing, these tools offer potential efficiencies and innovations.

89% of B2B Marketers Use LinkedIn

SproutSocial highlights LinkedIn as a cornerstone in the B2B marketing space for lead generation:

  • LinkedIn outshines other channels as the premier platform for high-caliber leads, with 40% of B2B marketers acknowledging its effectiveness.
  • A vast majority, 89% of B2B marketers, leverage LinkedIn to generate leads, and 62% have affirmed its success in lead acquisition.
  • The platform’s cost efficiency is underscored by the fact that the cost per lead on LinkedIn is 28% less expensive than Google AdWords, offering a more cost-effective alternative for marketers.

LinkedIn Is the Most Used Social Media Channel in B2B Marketing

As reported by Contensify, LinkedIn stands as the most utilized social media platform in B2B marketing:
LinkedIn’s dominance in B2B social media is further evidenced by the presence of over 63 million company profiles, showcasing its role as a hub for professional networking and corporate outreach.

Facebook Is Used by 79% of B2B Marketers 

Contensify’s insights also reveal a comprehensive picture of social media’s role in B2B marketing:

  • Facebook continues to be a significant platform for B2B marketers, with 79% utilizing it for their marketing strategies.
  • It’s followed closely by Twitter and Instagram, both at 60%, while YouTube is used by 56% of B2B marketers for content dissemination and advertising.
  • TikTok has shown a remarkable expansion within the B2B space, doubling its user base in a span of two years, reflecting a 100% growth between 2020 and 2022.

The overall growth of social media users globally has been more modest, with a 3% year-over-year increase from January 2022 to January 2023, accounting for an additional 137 million users.

Instagram’s Engagement Rates Are Four Times Higher than Facebook

Additionally, Contensify presents a nuanced view of Instagram’s engagement in the B2B context:

  • Instagram’s engagement rates stand out as being quadruple those of Facebook, with Instagram at 0.60% compared to Facebook’s 0.15%. However, it’s important to note that these rates have been on a downward trend.
  • A significant portion of Instagram’s user base, 61.2%, falls within the youthful demographic of 18-34 years old, highlighting the platform’s potential for reaching a younger audience in B2B marketing initiatives.

95% of B2B Marketers Use Social Media as Part of Their Content Marketing Strategy

The Content Marketing Institute’s research underscores the pivotal role of social media in B2B marketing landscapes:

  • A sweeping majority of B2B marketers, accounting for 95%, incorporate social media channels into their content marketing endeavors.
  • Social media emerges as the predominant avenue for content dissemination among these professionals, indicating its central position in content strategy.

89% of Buyers Are More Likely to Buy from Salespeople Who Understand Their Mission and Goals

Salesforce’s research reveals crucial insights into B2B buyer behaviors and preferences:

  • A commanding 89% of B2B buyers show a propensity to purchase from sales representatives who demonstrate a clear understanding of their business mission and objectives.
  • Personalized experiences play a significant role, with 80% of buyers more inclined to engage with brands that curate these experiences.
  • Over half of B2B customers, 52%, express a readiness to shift to a different brand should their expectation for personalized communication not be met.
  • Despite the craving for personalization, a notable 71% of B2B buyers perceive the majority of their sales interactions as merely transactional rather than relationship-driven.

77% of B2B Buyers Won’t Make a Purchase without Personalized Content

BusinessDIT underscores the significant impact of personalization in B2B marketing strategies:

  • Effective personalization tactics can bolster user engagement by up to 20%.
  • Companies implementing personalization in B2B sales witness up to 1.4 times growth in revenue.
  • A substantial proportion, over half of business recipients, report receiving B2B marketing emails that are irrelevant to their interests or needs.
  • Personalization is acknowledged by 67% of B2B marketers as a crucial or increasingly important element for fostering customer engagement.
  • In an effort to enhance user experiences, 63% of B2B e-commerce businesses are allocating resources to incorporate new personalization features.
  • A strategic approach is evident as 51% of organizations maintain a documented personalization strategy for their B2B e-commerce and digital platforms.
  • A majority, 83%, of B2B buyers show a preference for digital commerce for ordering or payment processes.
  • The pressing demand for tailored marketing is recognized by 73% of B2B executives, driven by the heightened expectations of their clientele.
  • Finally, 77% of B2B sales and marketing professionals are convinced that personalized engagements foster stronger customer relationships.

B2B Influencer Marketing Generates 3 Times as Many Leads as Traditional Marketing

BusinessDIT also provides valuable statistics on the effectiveness of influencer marketing in the B2B sector:

  • B2B organizations that implement influencer marketing achieve an impressive average return on investment (ROI) of $6.50 for every dollar spent.
  • Nearly 60% of B2B marketers are planning to increase their budgets for influencer marketing in the near future.
  • A significant 95% of brands engaged in B2B influencer marketing have seen it enhance their brand reputation and awareness.
  • A high success rate of 86% is reported by B2B brands leveraging influencer marketing strategies.

78% of B2B Marketers, Influencer Marketing Has Proven Effective Even for Smaller-Scale Campaigns

BusinessDIT states that, for those utilizing influencer marketing, 95% affirm that it aids in meeting at least one of their marketing objectives.

Also, the influencers commonly engaged by B2B marketers are typically regarded as industry experts and analysts, accounting for 77%. B2B micro-influencers on LinkedIn average engagement rates of 3%-6% and click-through rates (CTR) of 1% – 2%. In the year 2022 alone, the B2B influencer marketing sector has generated a substantial $11.7 billion in revenue.

HubSpot Wins as the Most Used B2B Marketing Automation Platform in 2023

HubSpot has been recognized as the leading B2B marketing automation platform for 2023. In the latest Gartner Magic Quadrant for B2B Marketing Automation Platforms report, HubSpot was positioned in the Leaders Quadrant, marking the third year in a row for such an accolade.

The evaluation of HubSpot’s Marketing Hub took into account both its Completeness of Vision and Ability to Execute.

98% of Marketers Say that Account-Based Marketing (ABM) Outperforms other Marketing Strategies

Market Splash reports that 98% of marketers have found that account-based marketing (ABM) strategies surpass other marketing efforts. The ROI from ABM is notably higher, with a remarkable 97% of marketers experiencing a more substantial return compared to other forms of marketing activities. Only a small fraction of B2B marketers, about 6%, need to utilize ABM according to the latest statistics.

The B2B Email Open Rate Is around 15.14%, the Click Rate is 3.18%, and the Click-Through Rate is 21%.

B2B email marketing remains an effective channel, with an average open rate of 15.14%, a click rate of 3.18%, and a substantial click-through rate of 21%. As Mailmodo suggests, these rates can be improved by employing strategies such as personalization, creating engaging content, optimizing for mobile, and enhancing deliverability to ensure the emails are not only received but also opened and acted upon by the target audience.

Most Successful B2B Content Marketers Say They Prioritize the Audience’s Informational Needs over Their Promotional Message

In B2B content marketing, prioritizing the informational needs of the audience over promotional messages is a common trait among the most successful marketers. Financial Marketer highlights that 90% of the most effective B2B content marketers put their audience’s informational needs first, in stark contrast to only 56% of the least successful ones. Furthermore, the most successful content marketers are much more likely to operate with a documented content marketing strategy, with 65% adhering to one versus just 14% of the least successful.

The most successful content marketers are much more likely to be working with a documented content marketing strategy, with 65% doing so compared to 14% of the least successful.


B2B marketing is undergoing a significant shift towards a customer-centric approach that prioritizes the specific needs and preferences of buyers. Successful strategies require a deep understanding of the target audience’s expectations and the ability to rapidly adapt to the industry’s changing dynamics.

Leaders in B2B marketing are distinguished by their use of advanced technology to enhance customer engagement and loyalty, with a notable pivot towards account-based marketing (ABM) for its effectiveness in personalizing the buyer’s journey. In the realm of digital engagement, personalized email campaigns have become essential, directly impacting the success of open and click-through rates.

Furthermore, aligning content marketing efforts with the audience’s desire for informative, non-promotional content is now essential for building trust and establishing industry authority. Top-performing B2B marketers are those who adopt agile, innovative strategies that deliver on these evolving customer expectations, steering clear of generic tactics in favor of more tailored, results-driven approaches.