60+ B2B Marketing Stats You Need to Know for 2024

B2B (Business-to-Business) marketing is constantly evolving, driven by technological advancements, changing buyer behaviors, and economic shifts. Understanding the latest trends and statistics can help marketers craft more effective strategies. Below are over 60 crucial B2B marketing stats for 2024 that every marketer should know.

1. Content Marketing

• 70% of B2B marketers say their organization’s content marketing is more successful than a year ago. (Source: Content Marketing Institute)
• 91% of B2B marketers use content marketing to reach customers. (Source: Content Marketing Institute)
• 47% of B2B buyers view 3-5 pieces of content before engaging with a sales rep. (Source: Demand Gen Report)
• 83% of B2B marketers focus on creating quality content to increase engagement. (Source: HubSpot)
• 64% of B2B marketers outsource content creation to manage workload and scale. (Source: Content Marketing Institute)

2. Email Marketing

• 93% of B2B marketers use email for distributing content. (Source: Content Marketing Institute)
• 59% of B2B marketers cite email as the most effective channel for generating revenue. (Source: HubSpot)
• 35% of B2B marketers have improved their email marketing efforts in the past year. (Source: Ascend2)
• 81% of B2B companies use email marketing to generate leads. (Source: Content Marketing Institute)
• 90% of B2B marketers believe that email marketing will continue to be a critical strategy in 2024. (Source: Statista)

3. Social Media Marketing

• 83% of B2B marketers use social media ads, up from 80% in 2022. (Source: Statista)
• LinkedIn generates 80% of B2B leads from social media. (Source: LinkedIn)
• 79% of B2B marketers use LinkedIn as their primary social media platform. (Source: Content Marketing Institute)
• 54% of B2B marketers plan to increase their social media marketing budget in 2024. (Source: HubSpot)
• 25% of B2B buyers now use social media to conduct research. (Source: Demand Gen Report)

4. Search Engine Optimization (SEO)

• 61% of B2B marketers believe SEO is a top marketing priority. (Source: HubSpot)
• 57% of B2B marketers say SEO has the biggest impact on lead generation. (Source: BrightEdge)
• 53% of website traffic for B2B companies comes from organic search. (Source: BrightEdge)
• 75% of B2B buyers start their research with a search engine. (Source: Google)
• 68% of B2B marketers say improving SEO is a top priority for 2024. (Source: Content Marketing Institute)

5. Lead Generation

• 85% of B2B marketers say lead generation is their most important goal. (Source: DemandWave)
• 61% of B2B marketers struggle with generating high-quality leads. (Source: HubSpot)
• 53% of B2B marketers say they allocate more than half of their marketing budget to lead generation. (Source: Forrester)
• 81% of B2B buyers prefer to conduct their research independently before engaging with a sales representative. (Source: Gartner)
• 44% of marketers say that improving lead quality is a top priority. (Source: Demand Gen Report)

6. Marketing Automation

• 76% of B2B marketers use automation to improve productivity. (Source: HubSpot)
• 63% of B2B companies have implemented marketing automation software. (Source: Salesforce)
• 58% of B2B marketers report improved customer targeting with automation. (Source: Ascend2)
• 54% of B2B marketers plan to increase their spending on marketing automation tools in 2024. (Source: MarketingProfs)
• 38% of B2B marketers say that marketing automation tools have improved their lead nurturing processes. (Source: DemandWave)

7. Video Marketing

• 70% of B2B buyers watch product videos before making a purchase decision. (Source: Wyzowl)
• 83% of B2B marketers believe that video content will play a critical role in their marketing strategy in 2024. (Source: HubSpot)
• 52% of B2B marketers say video is the most effective type of content for lead generation. (Source: Demand Gen Report)
• 76% of B2B organizations use video in their marketing mix. (Source: Wyzowl)
• 68% of B2B buyers prefer to learn about a product or service through a short video. (Source: Wyzowl)

8. Account-Based Marketing (ABM)

• 67% of B2B companies use ABM as part of their marketing strategy. (Source: HubSpot)
• 85% of marketers say that ABM outperforms other marketing investments. (Source: ITSMA)
• 62% of B2B companies plan to increase their ABM budget in 2024. (Source: Gartner)
• 83% of ABM users say that ABM drives more ROI than other marketing activities. (Source: Forrester)
• 52% of B2B marketers say ABM helps them personalize their marketing efforts more effectively. (Source: Ascend2)

9. Influencer Marketing

• 48% of B2B marketers plan to use influencer marketing in 2024. (Source: Influencer Marketing Hub)
• 67% of B2B buyers engage with influencers on social media during their research process. (Source: Edelman)
• 71% of B2B marketers believe influencer marketing improves brand awareness. (Source: Influencer Marketing Hub)
• 42% of B2B companies have increased their influencer marketing budgets in 2024. (Source: Influencer Marketing Hub)
• 63% of marketers say they measure the success of influencer marketing through engagement metrics. (Source: Influencer Marketing Hub)

10. Mobile Marketing

• 60% of B2B buyers use mobile devices to conduct research. (Source: Google)
• 58% of B2B marketers plan to optimize their websites for mobile in 2024. (Source: HubSpot)
• 71% of B2B companies report that mobile marketing has improved their customer engagement. (Source: Salesforce)
• 34% of B2B marketers say that mobile marketing is critical to their overall marketing strategy. (Source: MarketingProfs)
• 40% of B2B sales are influenced by mobile devices. (Source: Google)

11. Event Marketing

• 80% of B2B marketers say live events are critical to their success. (Source: Bizzabo)
• 70% of B2B buyers have attended virtual events in the past year. (Source: LinkedIn)
• 52% of B2B marketers plan to host more virtual events in 2024. (Source: MarketingProfs)
• 63% of B2B marketers believe that hybrid events will become more popular in 2024. (Source: Bizzabo)
• 44% of B2B companies have increased their event marketing budgets for 2024. (Source: Demand Gen Report)

12. Customer Experience (CX)

• 88% of B2B companies say that improving customer experience is a top priority. (Source: Salesforce)
• 70% of B2B buyers expect personalized experiences from vendors. (Source: Salesforce)
• 59% of B2B marketers say that enhancing CX is their biggest opportunity for growth. (Source: Gartner)
• 45% of B2B companies plan to invest more in CX technologies in 2024. (Source: Forrester)
• 62% of B2B buyers are willing to pay more for a better customer experience. (Source: PwC)

13. Sales and Marketing Alignment

• 87% of B2B companies say that sales and marketing alignment leads to significant business growth. (Source: Marketo)
• 58% of B2B marketers say their biggest challenge is misalignment between sales and marketing. (Source: HubSpot)
• 76% of B2B organizations are focusing on improving sales and marketing collaboration in 2024. (Source: DemandWave)
• 93% of companies that have aligned sales and marketing teams report higher revenue growth. (Source: LinkedIn)
• 55% of B2B companies use shared metrics to align sales and marketing goals. (Source: MarketingProfs)

14. Data-Driven Marketing

• 71% of B2B marketers use data