In this post we’re going to share 45 B2B marketing statistics that can help you create (and execute on) an awesome marketing strategy in 2020.
Why should you care about this list?
If you don’t have a sense of what’s working & what isn’t, your entire marketing strategy is just going to be a handful of guesses. Some may pan out, others won’t.
TL;DR — Here’s all 45 stats, ready to be referenced. Just copy & paste in your Google Docs, blog posts, company emails, etc…
(P.S. you can click / tap on any stat to scroll down for more context & insight on the numbers)
The world of B2B marketing was flipped on its head a few years ago when digital marketing channels made it easier than ever to access your customers.
From the value of email marketing in B2B to the emergence of social media in B2B, there is no longer a question of whether technology has changed the entire industry. But (as we’ll see in this post) the change is still happening and there is lots more to come in the world of B2B marketing.
That’s why understanding the difference in channel usage, consumer behavior and the latest trends is really important for brands targeting a B2B audience.
When comparing the most popular tactics and strategies for generating B2B leads and customers it’s best to review them by metrics like usage, success rates, growth and not just make decisions based on gut instinct.
Our team at Foundation is committed to keeping this post updated throughout 2019 and beyond as we capture, conduct and find new research surrounding B2B marketing as a whole. We’ll be identifying to new data around live events, social media penetration, content marketing and other research that we think every brand should consider before investing in B2B marketing in the coming months.
We also recognize that some of the data in this resource is from 2015, 2016 or 2017.
We do this intentionally as we believe that whether you’re creating an email marketing strategy or business case, some stats about human behavior can be important regardless of their publishing date.
At Foundation, we pride ourselves on recognizing that content intelligence – research – is what every digital strategy needs to start with. That’s why we’ve created this list of B2B marketing stats to show you what sets each channel apart.
Let’s dive in!
Even though less customers than ever are requesting professional email marketing campaign services, email marketing remains to be one of the best ways to reach the most customers.
Consider your local marketing strategy and how you can attract those in your community.
Understand what people are searching for in your industry and make sure you have a presence in their results.
Distribute your content widely and often to make sure your campaigns are being seen by those who check in with social media on their phones often. Social media is time sensitive, so be sure to share often.
B2B marketers need to understand what 1 in 5 smartphone owners are checking every five minutes, and how to use those platforms to efficiently distribute content.
Are you a global B2B brand? Consider targeting your content best optimized for mobile devices to users outside North America, especially in countries like Brazil, China, and Argentina where people are on their phones for long periods of the day.
Our brains process images and text differently.
Knowing the keywords your customer is searching for will bring you miles ahead of your competition. One in three people click on the first link they see in a list of search results.
Email marketing campaigns need to be optimized for mobile users.
Digital marketing can reach audiences that traditional advertising typically ignores or overlooks. Marketers across the globe are seeing the ROI on digital and have started to respond appropriately.
If you combine top quality content with intelligent SEO and a distribution strategy, traffic will come. Make sure your content stands apart from the other 86% of bloggers who are writing about the same subject.
Check out this worldometer which tracks every blog post published today. Blogging is still one of the most effective ways to reach your audience with exciting content, but brands must focus on producing unique and engaging work to stand out in this sea of noise.
This number is likely much higher! If you’re reading these words right now – You’re in the minority It’s important to make the content highly scannable to encourage users to spend more time on site.
Generating traffic takes work and if you’re struggling to get traffic – You’re not alone. Here’s a podcast that breaks down how brands can leverage content distribution to reach millions.
Short is not always the sweet spot, but don’t get all Victorian in your titles either. Keep it a happy medium.
Video isn’t going anywhere. Most marketers are ramping up their strategies to include video production as a top priority.
LinkedIn is not only a network to connect with other B2B professionals, but it is a way to attract customers.
People respond well to people, not companies without a face. Employees who use LinkedIn should be encouraged to advocate for their company’s content on their personal pages.
This stat makes it clear that increasing your LinkedIn profile is a worthwhile time investment for marketers.
The content marketing industry is growing rapidly.
It’s important to keep writing even if you already have an archive filled with useful blog posts. New content will drive traffic.
Creating content isn’t easy. If it was, more people would be in the game. The key is to create quality content consistently.
LinkedIn is a great platform to use for making connections that follow into other social media channels such as Twitter or Facebook.
This is a relatively small amount of money to spend on a marketing strategy which is proven to increase sales across the board.
If more money was allocated for a B2B marketing strategy, the second problem of not reaching people would become less of an issue.
Longer blog posts are quickly becoming the norm. Readers respond well to in-depth pieces that show an investment of time and research. The most successful blog posts combine 1,000+ word counts with quality infographics and visuals.
Technology changes fast and marketers have to stay on top of their game to keep up with the technology their audience is already embracing.
Don’t be afraid to delegate tasks to outsource the creation of your content. Time is money, and most other marketers are focusing their grind on other tasks.
It is worthwhile to invest in quality professional photography and many believe it is critical to branding strategies.
If you’re not utilizing ad space on search engines, your competition likely is, and your customer will hear about them first.
Many new graduates from traditional marketing programs come from institutions who have not invested in learning about the newest advances in digital marketing.
Ask yourself: does it scale? You would be surprised to learn how hiring a capable writer can save you time and money while also giving a fresh perspective to your subject matter.
Repurposing content is a great strategy for working with what you’ve already worked hard to create. For example, a podcast can become a blog post, and a blog post can become a SlideShare, which can become an Instagram story.
Marketers use an average of six social media platforms to focus their branding strategy on. These include: LinkedIn, Twitter, Facebook, Youtube, Google+, SlideShare, Instagram, Pinterest
Millennials have an intuitive understanding for social media and are keen to use these skills in their professional life. As a B2B Marketer, you should understand the behaviors and preferences of millennials to ensure that you can connect with them on their terms.
Content marketing skills have become extremely valuable because consumers are becoming better than ever at evading advertisements.
Make sure your content is short, sweet, and skimmable because most people will only read the headline and introduction.
It’s important for B2B brands to go where their audience is spending the majority of their time. 76% of Facebook users are leveraging their newsfeeds to get news, information and entertainment on a daily basis.
The vast majority of B2B decision makers understand that Facebook is the best place for digital marketing. They’re spending over 12 hours a week on Facebook.
While you might consider Facebook to be used for personal social networking, most people are also using it professionally. Compare this to the 78% percent of users who use LinkedIn professionally. Facebook is catching up.
It’s important for B2B marketers to understand what type of content users will be most receptive to. App users are more interested in lighter, more entertaining content while web browsing users are more interested in hard hitting news content.
From 2015 to 2016, women’s entrepreneurship rates increased by 10 percent on average versus 5 percent for males.Know your audience, and use that knowledge to your advantage. If mothers are using social media, it’s time for you to consider it as an opportunity.
Many marketers choose to use the free versions of Hootsuite, Buffer, Bitly, and Klout. You don’t necessarily need to use a paid version of these apps to drive results but there’s no question that investing in top content curation tools and top social media management tools can help.
Improving your own and your team’s SEO knowledge is a worthwhile investment. SEO skills are in high demand.
And a recent FitSmallBusiness.com article is great for helping you pick the right social media management sites you need to be successful.
The data shows that personalization drives real results, especially in email marketing campaigns as email hosts become better at filtering advertisements and spam.
Which stats are jumping out to you the most? Share this post on Twitter with the one (or more than one) that you think is going to help you make 2019 the best year yet!
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