Email blasts once ruled B2B marketing.

In the early 2010s, blogs, SEO, and LinkedIn changed how businesses reached buyers. By 2020, remote work and digital buying pushed B2B marketing online fast. Today, over 80% of B2B buyers say they research online before talking to sales.

That shift happened faster than in B2C. Now, AI tools, privacy rules, and longer sales cycles are forcing marketers to adapt. With that in mind, we’ll cover powerful B2B marketing statistics.

B2B Marketing Statistics: Key Findings

1. 77% of B2B customers conduct extensive research before making a purchase.
2. 35% of B2B companies expect online sales to rise next year.
3. 84% of B2B buyers use social media as part of their decision-making process.
4. 80% of social media leads for B2B marketing come from LinkedIn.
5. 91% of B2B marketers say content marketing is an important part of their overall strategy.
6. 80% of B2B customers want their B2B experience to be as good as or better than their B2C experience.
7. 40% of B2B marketers have a written plan for content marketing.
8. 75% of B2B content marketers use video, up from 66% last year.
9. 81% of B2B marketers say that email newsletters are their most used form of content marketing.
10. 59% of B2B marketers say email marketing generates the most revenue.

Source: (Gartner, Thrive My Way, MarketingProfs, LinkedIn, Demand Metric, Lumoa, Content Marketing Institute, LinkedIn, Content Marketing Institute, Fine Media.)

AI in B2B Marketing Statistics

• 64% of B2B marketers find AI to be a valuable component in their marketing strategy, while only 29% are currently implementing it. Meanwhile, another 32% intend to adopt AI in their strategies over the next two years.
• 63% of B2B marketers have linked the use of AI to an increase in revenue.
• By integrating chatbots into their marketing tactics, 26% of U.S. B2B marketers experienced an increase in lead generation volumes by 10-20%.
• 99% of B2B marketers believe AI chatbots improve lead conversion rates.

• By 2025, 75% of B2B sales organizations will use both AI and traditional sales solutions.
• 27% of B2B organizations intend to make significant investments in AI to drive content recommendations.
• 64% of B2B marketers believe AI is beneficial to their sales and marketing strategies.
• 13% of B2B marketers are very confident about AI, 55% are somewhat confident, and 33% are not at all confident.
• 71% of B2B marketers are interested in personalization using AI.
• 63% of B2B marketers want to use AI to identify trends.
• 59% of B2B marketers expect AI to assist them in identifying prospective customers.
• 53% of B2B marketers believe AI will improve marketing effectiveness and revenue generation.

Sources: (Botco, ZoomInfo, Everstring, and Gartner, MarTech, Demandbase, Statista).

B2B Buyer Journey Statistics

• 67% of B2B buyers begin their purchasing journey online.
• 90% of B2B buyers use online channels as their primary source for finding new suppliers.
• Over 70% of B2B buyers spend over half their research time online.
• When considering a purchase, B2B buyers spend only 17% of that time with potential suppliers.
• B2B buyers spend up to 90% of their decision journey educating themselves.
• On average, B2B companies buy 75% of their products online.
• At least 80% of B2B buyers now want a B2C-like purchasing experience.
• 77% of B2B customers surveyed described their purchasing experience as complex or difficult.
• 87% of B2B buyers want the ability to self-serve part or all of their purchasing journey.
• 71% of B2B researchers begin their research with a generic search.

Sources: (Kurve, Steel Croissant, Gartner, BizVibe, Digital Commerce 360, Lumoa, Trust Radius, Think with Google.)

B2B Video Marketing Statistics: Key Numbers

• 86% of businesses use video as a marketing tool.
• B2B marketers who use video grow their revenue 49% faster than those who don’t.
• Businesses that employ video marketing in their B2B campaigns see a 66% increase in qualified leads and a 54% increase in brand awareness.
• 73% of B2B marketers report a positive impact on return on investment
• 70% of B2B buyers and researchers watch videos throughout their path to purchase
• 52% of B2B marketers say video is the content type with the best ROI.
• 64% of B2B marketers increased their use of audio or visual content (videos, live streaming, and webinars).
• 84% of B2B marketers feel video has helped their business generate leads.
• 75% of B2B executives view at least one business-related video per week.
• 60% of B2B marketing professionals believe video content is more engaging than text.

Sources: (Wyzowl, WordStream, WebDew, Yans Media, Think with Google, The B2B House, Vidyard, ZipDo, Suttida.)

B2B Content Marketing Statistics: Key Figures

• B2B companies that offer consistent blogging have 67% more leads monthly, compared to companies that don’t blog regularly.
• 62% is how much less content marketing costs than traditional marketing
• 91% of B2B marketers say they use content marketing in their overall strategy.
• 47% of B2B buyers consume three to five pieces of content prior to engaging with a salesperson.
• 40% of B2B marketers have a documented content marketing strategy.
• 27% of B2B marketers have no content marketing strategy.
• 75% of B2B content marketers use video.
• 86% of B2B marketers use content to create brand awareness.
• 87% of B2B marketers use social media to distribute content.
• 89% of B2B content marketers use short articles/posts

Sources: (OptinMonster, Content Marketing Institute, Demand Metric, ZoomInfo Technologies LLC, Smart Insights, Brightcove.)

B2B Inbound Marketing Statistics

• Inbound marketing generates 54% more leads than paid marketing. 
• Inbound marketing generates 3x more leads per dollar than traditional marketing. 

B2B Influencer Marketing Statistics

• 86% of B2B brands consider influencer marketing to be moderately or very successful.
• 78% of B2B marketers say influencer marketing is effective, even for small campaigns.
• In 2022, B2B influencer marketing brings in $11.7 billion in revenue.

Read Further: 8+ B2B Influencer Marketing Statistics

B2B Social Media Marketing Statistics: Key Figures

• 75% of B2B buyers use social media to make buying decisions.
• 84 percent of C-level and VP-level buyers are influenced by social media when purchasing.
• 46.5% of B2B buyers use social media to contact B2B firms.
• 51% of B2B marketers say that social media resulted in lead generation and sales growth in 2020, up from 6% two years prior.
• 79% B2B Marketers rated social media as the most effective marketing channel.
• 83 B2B marketers use social media. 
• 41% of B2B marketers rate social media as the third most effective type of content for content marketing.
• 80% of B2B marketing leads from social media come through LinkedIn.
• 95% of B2B marketers utilize social media content in some form.
• 91% of B2B marketers use social media to distribute content

Sources: (LinkedIn, Business Wire, Whittington Consulting, Smart Insights, Forbes, Content Marketing Institute, SocialPilot, Adweek.)

Facebook B2B Marketing Statistics

• B2B marketers use Facebook 79% of the time, Twitter and Instagram 60% of the time, and YouTube 56% of the time.
• Facebook is used by 48.5% of decision-makers for B2B research, trailing only YouTube at 50.9%.
• About 83% of B2B marketers use Facebook for content marketing.

Twitter B2B Marketing Statistics

• 67% of B2B marketers use Twitter as an online marketing tool
• 75% of B2B businesses market their goods and/or services on Twitter.
• 82% of B2B content marketers are on Twitter.

B2B Branding Statistics

• Brand consistency can boost revenue by up to 23%.
• Customers who feel connected to a brand are 52% more valuable to a business than those who don’t.
• With good branding, hiring and training costs can go down by up to 50%.
• 46% of people are willing to pay more for goods and services from brands they trust.
• Color can increase brand recognition by up to 80%.
• 77% of marketing executives believe branding is critical to growth.
• 83% of marketers believe that authenticity is important to their brands.
• 48% of consumers become brand loyal after their first purchase or experience.
• 71% of consumers are more likely to buy from a social media-followed brand.
• Each year, more than 30,000 new consumer products are launched.

Source:

1. Retire Right With These 6 Billionaire Stocks That Pay Dividends Monthly | Forbes
2. The New Science of Customer Emotions | Harvard Business Review
3. The Ultimate List of Employer Brand Statistics For Hiring Managers, HR Professionals, and Recruiters | LinkedIn
4. 2024 Digital Consumer Report Shows Consumer Behavior Trends | Salsify
5. 10 Marketing, Web Design & Branding Statistics To Help You Prioritize Business Growth Initiatives | Forbes
6. 50+ Branding Statistics You’ll Want to Know for 2025 | WebFX
7. Bridging the Gap: Consumer & Marketing Perspectives on Content in the Digital Age | Nosto
8. Telia Agency
9. How social media influence 71% consumer buying decisions | Search Engine Watch

B2B Augmented Reality (AR) statistics

• 83% of B2B decision-makers say AR helps them better understand complex products before purchase.
• B2B companies using AR in sales demos report up to 30–40% higher deal close rates compared to traditional presentations.
• AR-based training reduces training time by 40–60% for enterprise and industrial workers.
• 70% of B2B marketers say AR improves customer engagement more than static or video content.
• B2B brands using AR product visualization see up to 94% higher conversion rates than those without AR.
• AR-assisted remote support reduces field service costs by up to 25% in B2B operations.
• 75% of industrial enterprises plan to adopt AR for maintenance, training, or quality control by 2026.
• B2B buyers are 2× more likely to request a quote after interacting with an AR experience.

Sources: PwC, Deloitte, IBM, Gartner, Harvard Business Review, Statista, Capgemini, Forrester

B2B promotional product statistics

• 83% of consumers can recall the brand on a promotional product they received within the last two years.
• 79% of people say promotional products make them more likely to do business with a company.
• Promotional products have a lower cost per impression than TV, print, and digital ads, often under $0.01 per view.
• 58% of B2B decision-makers keep promotional products for more than one year, increasing long-term brand exposure.
• 85% of recipients do business with the advertiser after receiving a promotional product.
• Logoed wearables generate the highest retention rate, with over 70% of recipients keeping them regularly.
• Over 60% of B2B marketers use promotional products as part of their brand awareness strategy.
• Promotional products increase trade show booth traffic by up to 50% when used as giveaways.
• Useful items like office supplies and drinkware rank as the most effective B2B promotional products.

Sources: Advertising Specialty Institute (ASI), PPAI Research, Statista, HubSpot, Sagefrog B2B Marketing Report

B2B Giveaway & Incentive Marketing statistics

• 83% of B2B marketers say branded giveaways are effective for increasing brand recognition.
• 79% of B2B buyers can recall the branding on a promotional product they received in the last 12 months.
• 52% of B2B recipients say a useful giveaway makes them more likely to do business with the brand again.
• Promotional products generate 2.5× higher brand recall than digital-only advertising in B2B campaigns.
• 73% of B2B marketers use giveaways specifically for lead generation at events and trade shows.
• B2B email campaigns that include incentives see conversion rates increase by up to 34%.
• 82% of B2B decision-makers say incentives positively influence their perception of a vendor.
• Giveaway-based campaigns cost less per impression than paid search or social ads in B2B marketing.

Sources: Advertising Specialty Institute, PPAI, HubSpot, Demand Gen Report