150 B2B Marketing Statistics for 2021: Which Will Shape Your Strategy?

You’re here for business-to-business (B2B) marketing stats, and this post has more than 100 of them.

Whether you’re looking for trends, insight, or facts to back up your marketing plan, these B2B marketing statistics for 2021 will provide you with the information you need. Even better, they’re organized by topic, so you can find what you want even faster.

Keep reading now to check out these 150 B2B marketing stats for 2021!

B2B marketing trends statistics

Where should your company focus its marketing efforts?

Well, these B2B marketing trends statistics offer insight into where B2B businesses plan to spend their marketing budget in 2021. Check them out now to see if your company needs to pivot its marketing strategy:

47% of marketers plan to increase their use of artificial intelligence in 2021 (Source)
46% of B2B organizations plan to invest in account-based marketing in 2021 (Source)
45% of marketers plan to increase their use of social marketing tools in 2021 (Source)
43% of marketers plan to increase their use of marketing analytics tools in 2021 (Source)
42% of marketers plan to increase their use of video marketing tools in 2021 (Source)
41% of B2B organizations plan to invest in video marketing in 2021 (Source)
38% of marketers plan to increase their use of customer data platforms in 2021 (Source)
33% of B2B organizations plan to invest in remarketing in 2021 (Source)
32% of B2B organizations plan to invest in personalization in 2021 (Source)
11% of B2B organizations plan to invest in programmatic advertising in 2021 (Source)
11% of B2B organizations plan to invest in voice optimization in 2021 (Source)

B2B marketing statistics

Looking for some more general B2B marketing statistics?

Get up-to-speed on the state of business-to-business marketing with these B2B marketing stats:

89% of B2B organizations have an account-based marketing program (Source)
81% of non-executive B2B employees have a say in company purchase decisions (Source)
76% of B2B organizations have a formal marketing plan (Source)
57% of the purchase process is complete before B2B buyers contact a company (Source)
56% of B2B companies outsource their marketing and maintain an in-house team (Source)
56% of B2B organizations are investing in digital marketing (Source)
46% of B2B researchers are millennials — or between the ages of 18-34 (Source)
44% of B2B companies’ top marketing spend is digital marketing (Source)
38% of B2B companies have an in-house marketing team only (Source)
6% of B2B companies outsource their marketing entirely (Source)

B2B email marketing statistics

Email marketing is one of the most popular B2B marketing strategies. With its impressive return on investment of $44 for every $1 invested, it makes sense to create an email marketing strategy for your business. What do other B2B marketers think of email marketing, though?

Find out with these B2B email marketing statistics:

10-60 minutes is how long people look at email each week (Source)
87% of B2B marketers use email to distribute content (Source)
84% of B2B organizations use email marketing (Source)
81% of B2B marketers produce email newsletters (Source)
59% of B2B marketers say email is their top channel for generating revenue (Source)
59% of people say email influences their purchase decisions (Source)
31% of B2B marketers view email newsletters as the best content for nurturing leads (Source)
20% is the average open rate for B2B emails (Source)
16% of B2B organizations’ top marketing spend is email marketing (Source)
5% is the average click-through rate for B2B emails (Source)

B2B lead generation statistics

Lead generation is one of the biggest challenges for B2B marketers. So, which strategies drive the best results when it comes to attracting leads? See what your fellow marketers say with these B2B marketing stats for lead generation:

86% of B2B companies use their website as a customer or prospect communication channel (Source)
38% of B2B companies cite email marketing as their top lead generator (Source)
33% of B2B companies cite search engine optimization (SEO) as their top lead generator (Source)
33% of B2B companies cite social media as their top lead generator (Source)
30% of B2B companies cite content marketing as their top lead generator (Source)
21% of B2B companies cite search engine marketing (SEM) as their top lead generator (Source)

B2B content marketing statistics

Like email marketing, content marketing is another favorite strategy of B2B companies. That’s not surprising since businesses that use content marketing see six times more conversions over organizations that skip content marketing.

Learn more about why B2B marketers love content marketing with these B2B marketing statistics:

General

80% of decision-makers want articles, not ads from potential partners (Source)
69% of B2B organizations use content marketing (Source)
62% is how much less content marketing costs than traditional marketing (Source)
61% of users prefer companies that create custom content (Source)
50% of B2B marketers’ organizations outsource at least one of their content marketing activities (Source)
41% of B2B marketing representatives read three to five pieces of content before engaging with a sales representative (Source)

Budget

$405,000 is the average annual content marketing budget for businesses with 1000+ employees (Source)
$213,000 is the average annual content marketing budget for organizations with 100-999 employees (Source)
$81,500 is the average annual content marketing budget for companies with 1-99 employees (Source)
33% of B2B companies’ top marketing spend is content marketing (Source)

Results

86% of B2B marketers use content to create brand awareness (Source)
70% of B2B marketers use content to generate demand and leads (Source)
68% of B2B marketers use content to nurture subscribers and leads (Source)
63% of B2B marketers use content to build customer loyalty (Source)
58% of B2B marketers rate their organization’s content marketing success as “Moderately successful” (Source)
53% of B2B marketers have used content to generate sales and revenue (Source)

Uses

89% of B2B marketers use their company’s blog to distribute content (Source)
68% of B2B marketers use content marketing to nurture subscribers or leads (Source)
63% of B2B marketers use content marketing to build loyalty (Source)
53% of B2B marketers use content marketing to generate sales or revenue (Source)
45% of B2B marketers use content marketing to build an audience of subscribers (Source)
41% of B2B marketers’ organizations have a documented content marketing strategy (Source)

B2B mobile statistics

With more than 50% of the world’s Internet traffic coming from mobile devices, companies can’t afford to ignore mobile users. The fact that Google now uses mobile-friendliness as a ranking factor for its search results also makes mobile essential for B2B companies.

Need more proof that mobile matters for B2B? Check out these B2B marketing stats:

90% of B2B buyers who report a superior mobile experience are likely to make another purchase from the vendor (Source)
80% of B2B buyers use mobile devices at work (Source)
74% of users are more likely to return to mobile-friendly websites (Source)
70% of Internet time gets spent on mobile devices (Source)
60% of B2B buyers say mobile played a significant role in a recent purchase (Source)
50% of B2B searches happen on smartphones (Source)
42% of revenue for leading B2B organizations is influenced or driven by mobile (Source)
42% of B2B researchers use a mobile device during the purchase process (Source)

B2B SEO statistics

Search engine optimization is another critical but underrated strategy for B2B companies. Your business can drive qualified leads to your site for free with SEO — a distinct difference from pay-per-click (PPC) ads.

Learn more about why SEO is a must-use B2B strategy with these B2B marketing statistics for 2021:

12 searches are the average number of searches a B2B user makes before engaging with a brand’s site (Source)
95% of search traffic goes to the first page of search results (Source)
74% of B2B clients conduct 50% of their research online before making a purchase offline (Source)
71% of B2B clients start their product research with search engines (Source)
71% of B2B researchers find a brand by making a generic, solution-focused search (Source)
70% of clicked search results are organic vs. paid (Source)
60% of B2B organizations use SEO (Source)
51% of users find a new company or product after using a search engine (Source)
40% of online revenue gets captured by organic traffic (Source)
6% is the average close rate of SEO — which is 8x higher than traditional marketing (Source)

B2B advertising statistics

Digital advertising is another strategy that B2B companies use to attract, nurture, and capture high-value leads. What should your business know before launching an ad campaign on Google, Bing, or another network, though?

Get a sneak peek with these B2B advertising statistics:

$3.33 is the average cost-per-click (CPC) for the B2B industry (Source)
$0.79 is the average cost-per-thousand-impressions (CPM) for the B2B industry (Source)
80% is how much brand awareness increases when seeing an ad (Source)
80% of companies, both B2B and business-to-consumer (B2C), use Google Ads (Source)
61% of B2B marketers use PPC ads to distribute content (Source)
46% of B2B organizations use search engine marketing (Source)
41% of clicks go to the top three paid ads in search results (Source)
16% of B2B companies’ top marketing spend is online advertising (Source)

Social media may seem like a B2C-only strategy, but B2B companies use networks like Facebook, LinkedIn, and Twitter to generate leads. Can your business do the same? Find out with these B2B social media statistics:

Overall

95% of B2B marketers produce social media content (Source)
91% of B2B marketers use social media to distribute content (Source)
86% of people use social media at least once a day (Source)
84% of C-Suite executives use social media when marketing a purchase (Source)
75% of B2B organizations use social media marketing and social media advertising (Source)
75% of B2B buyers use social media when making a purchase (Source)
72% of B2B marketers use social media ads to distribute content (Source)
62% of B2B organizations have seen a return on investment (ROI) from social media ads (Source)
33% of a user’s Internet time goes to social media (Source)
25% of B2B marketers view social media content as the best type of content for building brand awareness (Source)
22% of B2B companies’ top marketing spend is social media (Source)

$6.59 is the average CPM for LinkedIn ads (Source)
$5.26 is the average CPC for LinkedIn ads (Source)
$0.80 is the average cost-per-send for LinkedIn ads (Source)
95% of B2B content marketers use LinkedIn for content marketing (Source)
89% of B2B marketers use LinkedIn for lead generation (Source)
76% of B2B marketers use LinkedIn ads for content marketing(Source)
65% of B2B companies have acquired clients through LinkedIn ads (Source)

Twitter

$6.46 is the average CPM for Twitter ads (Source)
$2.50 is the average cost-per-follower for Twitter ads (Source)
$1.95 is the average cost-per-download for Twitter ads (Source)
$1.35 is the average cost-per-engagement for Twitter ads (Source)
$0.38 is the average CPC for Twitter ads (Source)
86% of B2B marketers use Twitter for content marketing (Source)
29% of B2B marketers use Twitter ads for content marketing (Source)

Facebook

$7.19 is the average CPM for Facebook ads (Source)
$5.47 is the average cost-per-action for Facebook ads (Source)
$1.07 is the average cost-per-like for Facebook ads (Source)
$0.97 is the average CPC for Facebook ads (Source)
83% of B2B marketers use Facebook for content marketing (Source)
66% of B2B marketers use Facebook ads for content marketing (Source)
43% of B2B marketers obtained clients through Facebook (Source)

Instagram

$7.91 is the average CPM for Instagram ads (Source)
$3.56 is the average CPC for Instagram ads (Source)
46% of B2B marketers use Instagram for content marketing (Source)
17% of B2B marketers use Instagram ads for content marketing (Source)

B2B video marketing statistics

Video is one of the top B2B marketing trends for 2021, but why?

Learn why B2B companies are now investing in video marketing with these B2B marketing stats:

88% is how much more time users spend on pages with videos (Source)
83% of video marketers say video helps with lead generation (Source)
75% of B2B marketers believe video has a positive impact on their ROI(Source)
71% of B2B marketers produce videos (Source)
70% of B2B buyers and researchers watch video at different stages of the buying funnel (Source)
70% of B2B marketers believe video is more effective than any other type of content for converting qualified leads (Source)
53% of B2B marketers use YouTube for content marketing (Source)
38% of B2B organizations use video marketing (Source)
11% of B2B marketers use YouTube ads for content marketing (Source)
6% of B2B organizations’ top marketing spend is video marketing (Source)

B2B web design statistics

Web design and development is another area of focus for 2021. With a growing emphasis on mobile-friendliness, page speed, and user experience (UX), B2B companies are working to meet user expectations with their websites.

Looking to learn more? Check out these B2B web design statistics:

$2.6 billion is how much revenue gets lost due to slow-loading websites (Source)
94% of first impressions relate to a website’s design (Source)
83% of people expect a website to load in three seconds or less (Source)
75% of website credibility comes from design (Source)
73% of companies now use web design to stand out from competitors (Source)
68% of B2B businesses use strategic landing pages to drive leads (Source)
51% of B2B companies’ top marketing spend is website development (Source)
44% of B2B buyers leave websites without contact information (Source)
7% is how much conversions can increase by when improving website speed by one second (Source)

B2B analytics statistics

Looking to upgrade your marketing analytics? When it comes to B2B marketing, there are plenty of opportunities to improve revenue, lead, and ROI tracking. Learn why with these B2B marketing statistics:

12 is the average number of data sources used by B2B marketers (Source)
7 is the average number of ways B2B companies use artificial intelligence (Source)
6 is the average number of data management tools used by marketers (Source)
86% of B2B marketers use analytics tools to assist with content marketing (Source)
77% of B2B marketers track their revenue (Source)
65% of B2B marketers track their sales effectiveness (Source)
63% of marketers use the same customer relationship management (CRM) as their sales and service departments (Source)
61% of B2B marketers track their web and mobile analytics (Source)
59% of B2B marketers track their marketing leads (Source)
59% of B2B marketers track their campaign ROI (Source)

Are you like 56% of B2B companies?

Today, 56% of B2B companies use their in-house team, plus a third-party partner to market their business online. If you’re like those brands — or looking to join them — our B2B marketing agency can help.

Learn how our custom strategies, award-winning team, and artificial intelligence and reporting tech will help your B2B business grow by contacting us online or giving us a call at 888-601-5359 to learn more about our digital marketing solutions!