125 B2B Marketing Stats to Get You Started in 2020

125 B2B Marketing Stats to Get You Started in 2020

You read correctly, 125 B2B marketing, B2B content, B2B sales, and B2B digital stats. As we embark on a new decade, we have the unique opportunity to leverage years of marketing data, case studies, and real-world experiences to fuel future content creation, sales strategies, digital investments, and customer journeys for years to come.

The following statistics are great for practical implementation across your sales and marketing teams as well as guiding strategy and crafting budgets with key stakeholders.

So, sit back, sip your coffee, and enjoy 125 statistics that will empower your marketing team to hit the ground running in 2020!

Business people working discussing as a team at the office

B2B Marketing

  1. 80% of B2B buying decisions are based on a buyer's direct or indirect customer experience, and only 20% is based on the price or the actual offering. (CMO, 2019)
  2. 90% of B2B buyers now twist and turn through the sales funnel, looping back and repeating at least one or more task in the buyer's journey. (CMO, 2019)
  3. B2B industry professionals list lack of budget (59%) and the inability to reach the right people at the right time (39%) as their biggest obstacles (CMO, 2014)
  4. 52% of marketers say their company's ability to measure and analyze marketing impact is either sub-par or non-existent.
  5. Just 28% of marketers say they are "very effective" at demonstrating the value of their marketing efforts to their peers. The majority (69%) say that they are only "somewhat effective" at it. (KoMarketing, 2017)
  6. 96% of B2B buyers want content with more input from industry thought leaders. (Demand Gen Report, 2016)
  7. 73% of B2B buyers say they want a personalized, B2C-like customer experience. (Accenture, 2017)
  8. 71% of B2B buyers say customers increasingly want B2C-like experiences - faster response times and 24/7 availability-but nearly half (49%) say they're failing to deliver the personalized experiences their customers crave.
  9. 80% of U.S. marketers said they wanted to use integrated marketing and advertising technology from a single vendor. (Google, 2018)
  10. In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts, 2018)
  11. 28% of marketing professionals have reallocated their traditional advertising budget to digital marketing. (Gartner, 2013)
  12. 50% of B2B Marketers see producing content consistently as a top content marketing challenge. (LinkedIn, 2015)
  13. 53% of B2B marketers have small or one-person content teams serving their entire organizations. (Content Marketing Institute, 2018)
  14. 69% of successful B2B marketers have a documented content marketing strategy. (Content Marketing Institute, 2019)
  15. The most successful content marketers have access to 40% of the total marketing budget, and the least successful have just 14% of the marketing budget. (Content Marketing Institute, 2018)
  16. More than half of all B2B buyers view at least eight pieces of content during the purchase process, and 82% of buyers viewed at least 5 pieces of content from the vendor prior to purchase. (Forrester)
  17. While over 30% of marketers think voice search is the next big trend, 60% have no strategy to incorporate it into their business strategy (EConsultancy, 2017)
  18. 1 in 3 B2B marketing professionals say finding new hires who are trained in content marketing is more challenging than ever (Content Marketing Institute, 2014)
  19. In 2015, 46 percent of B2B professionals are millennials (It’s now over 50%) (Think With Google, 2015)
  20. 34% of marketers are STILL not paying for their social media management tools (Advanced Web Ranking, 2017)
  21. 46% of all B2B researchers and buyers are millennials. (Google, 2015)
  22. Mobile drives or influences an average of more than 40% of revenue in leading B2B organizations. (Google, 2017)
  23. 50% of B2B search queries today are made on smartphones, and this percentage will grow to 70% by 2020.
  24. 86% of B2B marketers want to see products and services on a vendor's website home page, 52% want to see about/company information, 27% want to see testimonials, and 23% want to see marketing collateral. Details about technical support (59%) and pricing (43%) are also important to marketers. (KoMarketing, 2015)
  25. 69% of buyers indicated that "excessive form field requirements" would deter them from completing a contact form, with 65% stating they wouldn't submit a form if "too much personal information" was required. If the form included an automatic email subscription, 55% said that would deter them as well. (KoMarketing, 2015)
  26. 80% of business decision-makers favor getting brand information via an article series more than ads (Content Marketing Institute)
  27. 44% would like access to an ROI calculator for buying decisions.

Two designers discussing color swatches together in an office

B2B Content

  1. 91% percent of B2B marketers are doing content marketing. (Content Marketing Institute, 2018)
  2. 85% of B2B marketers say lead generation is their most important content marketing goal. (Ring Lead, 2017)
  3. For every $1 spent in email marketing, the average campaign earns $38 in ROI (Campaign Manager, 2016)
  4. Marketers see an average of 760% increase in revenue from customized, segmented email campaigns. (CampaignMonitor, 2017)
  5. 81% of businesses use video as a marketing tool (Experian, 2018)
  6. 96% of B2B companies plan to use video in their content marketing over the next year. (Social Media Today)
  7. 73% of B2B marketers say that video positively impacts marketing ROI.
  8. 70% of B2B buyers and researchers watch videos on their path to purchase.
  9. Infographic search volumes have increased by over 800% (Unbounce, 2012)
  10. 51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy. (HubSpot, 2019)
  11. 86% of B2B companies maintain a blog (The Real-Time Report, 2010)
  12. 81% of businesses reported their blog as being critical to B2B lead generation. (Nurture)
  13. In a recent survey, over 40% of people admit they skim over blog posts (Hubspot, 2016)
  14. Blog posts with 6-13 word titles attract the most clicks (State of Inbound Report, 2017)
  15. Companies that blog 15 or more times per month drive 5x more traffic than companies that don’t blog. (Hubspot, 2016)
  16. 43% of B2B marketers say blogging is their most important type of content. (Social Marketing Industry Report, 2017)
  17. 29% of marketers repurpose existing content (Curata, 2016)
  18. The typical blog post is 1,050 words long. (Orbit, 2016)
  19. 48% of marketers are adding Youtube to their content distribution channel plan for the next year (State of Inbound Report, 2017)
  20. When an employee shares company content, their CTR is two times higher than if their company were to share the same content. (Ironpaper, 2017)
  21. 46% of B2B marketers say that professional quality photography is critical (CMO Council, 2016)
  22. 64% of B2B marketers hire freelancers to outsource writing projects. (Top Rank Marketing, 2014)
  23. The average person will only spend 37 seconds reading your article (Content Marketing Institute, 2016)
  24. Creative and personalized subject lines are 26% more likely to be opened than a generic phrase. (Experian, 2016)
  25. The leading reason business buyers have limited engagement with B2B vendors is because marketers are sending them too much irrelevant content (34%). (KoMarketing)
  26. 45% are looking for personalized content portals.
  27. 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (Content Marketing Institute, 2018)
  28. 32% say confusing content makes buying decisions more difficult.
  29. 90% of B2B marketers say the leading attribute of content marketing effectiveness is "audience relevance" (Statista, 2018)
  30. The top 2 technologies B2B organizations use to assist with content marketing are analytics tools (86%) and email marketing software (85%). (Content Marketing Institute, 2019)
  31. The average number of audiences B2B marketers create content for is 4. The average is higher in large companies (5) and lowers in small companies (3). (Content Marketing Institute, 2019)
  32. The top 3 types of content B2B marketers use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%). (Content Marketing Institute, 2019)
  33. The five most engaging phrases to include in B2B post headlines on social media are "the future of," "X ways to," "need to know," "in the world," and "of the year." And keep them short: while the most engaging headlines for consumer posts run between 12 and 18 words, the most effective length for B2B headlines are in the five to 10-word range. (BuzzSumo)
  34. 76% of B2B marketers prioritize content quality over quantity. (Content Marketing Institute, 2018)
  35. 35% of B2B content marketers can measure ROI, 47% admit that they can't measure ROI and 18% aren't sure. (Content Marketing Institute, 2018)

Two business colleagues shaking hands

B2B Sales

  1. The majority of senior executives (92%) own a smartphone used for business, with 77% reporting they use their smartphone to research a product or service for their business. While the majority (93%) go on to purchase that product via the Internet using a laptop or desktop, 50% of these executives have purchased IT products for business using their smartphone, with 13% reporting making a purchase between $1,000 to $4,999. (IDG Global Solutions)
  2. 68% of B2B companies have not identified their sales funnel. (Marketing Sherpa)
  3. 78% of executives say that an unsolicited email has led to a face to face meeting or event attendance at some point. (ITSMA, 2019)
  4. 62% of buyers say they can make a business decision based on online content alone. (2019)
  5. 49% of B2B marketers say articles are the most effective type of content for moving prospects through the sales funnel (Statista, 2017)
  6. Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative. (Accenture, 2018)
  7. B2B buying cycles are getting longer and more complex-58% of buyers said their decision process was longer in 2017 than in 2016; just 10% said purchase time decreased. Buyers are conducting more detailed ROI analysis before making a purchase decision (77%); using more information sources for research and evaluation (75%), and increasing the number of buying group members (52%). (Business2Community, 2017)
  8. 50% of LinkedIn users say they are more likely to buy from a company they interact with on LinkedIn. (Ironpaper, 2017)
  9. In 2017, it has been reported that 80% of B2B social media leads stem from LinkedIn (Ironpaper, 2017)
  10. 45% of marketers have gained customers through LinkedIn. (Quick Sprout)
  11. 65% of B2B companies have acquired a customer through LinkedIn paid ads. (HubSpot, 2018)
  12. LinkedIn is 277% more effective in generating leads than Facebook. (HubSpot, 2018)
  13. A new survey by Sacunas reveals 73 percent of millennials are involved in some aspect of purchasing decisions at their B2B companies; and at one-third of companies, a millennial is the sole decision-maker. (RDW Group, 2016)
  14. Mobile marketing can accelerate time to B2B purchases by 20%. (BCG, 2017)
  15. 80% of B2B executives research products or services on a tablet in the evening. (IDG Global Solutions)
  16. 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Junto, 2017)
  17. A personalized web experience can increase sales by 19% (MarTechAdvisor, 2018)
  18. B2B e-commerce sales are expected to outgrow B2C e-commerce sales by 2020. (Ecommerce Platforms, 2018)
  19. B2B e-commerce will exceed 12% of all B2B revenue by 2020. (BCG, 2017)
  20. 86% of buyers say they are "overwhelmed and annoyed" with more than 10 pieces of review content (BizReport, 2018)

Mature Buisnesswoman Leading Meeting

B2B Digital

  1. 63% of marketers believe their biggest challenge is generating traffic and leads (State of Inbound Report, 2017)
  2. 36% of desktop users click on the first search result they see. (Advanced Web Ranking, 2015)
  3. 22% of smartphone owners worldwide use their device every 5 minutes (Advanced Web Ranking, 2017)
  4. 1 in 5 Smartphone Owners Worldwide Use Their Device Every 5 Minutes (“Always On – A Global Perspective of Consumer Mobile Experience” study, 2017)
  5. More than 1 in 3 people in Brazil use their mobile devices for over 6 hours a day. (Advanced Web Ranking, 2017)
  6. Over half (53%) of emails are opened on mobile devices. (Campaign Monitor, 2015)
  7. Digital channels matter most: 56 percent of millennials report search engines, vendor websites and social media are the most important sources of information when researching new products. (RDW Group, 2016)
  8. 58% of B2B marketers pay to advertise on search engines and believe it is the most effective paid method of digital marketing (Consalta)
  9. 94% of B2B marketers use LinkedIn for content distribution (Content Marketing Institute, 2015)
  10. 200 million people use ad-blocking technology (Content Marketing Institute, 2016)
  11. 76% of Facebook users visit every single day (Business2Community, 2017)
  12. More than 9 in 10 mothers are active on a social networking website or service (Edison Research, 2017)
  13. Professional SEO services are requested by almost 30% of all customers (Advanced Web Ranking, 2017)
  14. Even in industrial and manufacturing industries, 67% of purchases are influenced by digital (Google, 2019)
  15. Mobile usage per B2B worker is expected to increase from two hours a day to three by 2020, driven by millennials, Gen Z, and the increasing use of smartphones by older workers. (Google, 2017)
  16. 60% of B2B buyers report that mobile played a significant role in a recent purchase. (BCG, 2017)
  17. 80% of B2B buyers use a mobile device at work. (BCG, 2017)
  18. 70% of B2B buyers increased mobile usage significantly over the past two to three years, and 60% expect to continue to increase their mobile usage. (BCG, 2017)
  19. More than 90% of buyers say they're likely to buy again from a vendor that had a superior mobile experience, compared to 50% of those who report a poor experience. (BCG, 2017)
  20. 46% will leave a website because of a lack of message (it's not clear what the company does), and 37% will leave because of poor design or navigation. (MarketingProfs, 2015)
  21. 22% (11 out of 50) of the fastest-growing B2B companies have a live chat widget on their website. (Drift)
  22. 42% of companies have a mobile-optimized website (B2BMarketingZone, 2018)
  23. 44% of B2B marketers say the main reason they abandon websites is that there's no contact info immediately visible. (KoMarketing, 2015)
  24. IT, B2B, and wholesale companies have the weakest mobile email opens, while TV/radio/film, events, and real estate have the strongest mobile email opens. (Campaign Monitor, 2018)
  25. 59% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Marketing Charts)
  26. Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo, 2018)
  27. 45% of enterprises are investing more than $20,000 on SEO each month. (B2BMarketingZone, 2018)
  28. 71% of B2B researchers begin their research with generic Google searches.
  29. 90% of B2B researchers who are online use search specifically to research business purchases. (Google, 2015)
  30. On average, B2B researchers do 12 searches prior to engaging on a specific brand's site. (Google, 2015)
  31. Only roughly 20% of the information on B2B websites out there displays characteristics of buyer enablement
  32. 84% of B2B marketers use paid distribution channels (like Instagram, LinkedIn, Facebook, YouTube, and more) for content marketing purposes. (Content Marketing Institute, 2019)
  33. 75% of B2B buyers use social media to support their purchase decision. (HubSpot, 2017)
  34. Only 47% of marketers say they are actively using LinkedIn. (HubSpot, 2018)
  35. Businesses on Twitter generate twice the amount of leads as opposed to those not on the platform. (HubSpot, 2018)
  36. Facebook (89%), LinkedIn (81%) and Twitter (75%) are the three most used social media channels by B2B marketers. Instagram is up and coming. (MarTechAdvisor)
  37. 33% of B2B businesses use Instagram.
  38. Nine out of 10 Americans worry about online privacy and data security. (Marketing Dive)
  39. 67% of all consumers have taken steps to defend their personal data, by limiting tracking or providing false information to companies. (Forbes)
  40. Brands that are upfront about how they use the information to target ads can boost engagement levels by up to 40%. (Marketing Dive)
  41. 75% of customers surveyed are more willing to share personal data with a brand they trust. (Forbes)
  42. The European Union’s General Data Protection Regulation (GDPR) is the most robust privacy protection law in the world to date. (Privacy Policies, 2019)
  43. In the U.S., all 50 states as well as Washington D.C., Guam, Puerto Rico, and all the U.S. Virgin Islands, have enacted laws that require businesses to notify consumers if their personal information is compromised. (Data Protection Online Report, 2019)



3 Ways to Measure B2B Brand Perception

3 Ways to Measure B2B Brand Perception

From brand awareness to customer loyalty, every experience someone has with your brand informs the larger market perception. A fellow marketer once said it best, “it’s like putting a face to a name.” Brand perception is a vital component of your overall marketing strategy and will help dictate future resource allocation as well as spend.

Brand Perception Today

Today’s B2B brands are somewhere in between AI sentiment analysis and an antiquated NPS score. For everyone else, if you’re grasping at the straws of your customer’s perception then it’s time to wake up and smell the bad reviews.

If you watched this season’s Silicon Valley, you got a witty and not so far-fetched depiction of Data Mining for Sentiment Analysis 101. If you haven’t seen it, I’m sure HBO will show you an ad after reading this blog – if not, make sure to catch up on the last few seasons… it’s a must.

However, for someone who spent the last decade in the tech sector, this show always hits a little too close to home. But IT IS a great reminder of what is well within reach for those who are obsessed with customer success teams, and knowing what to say, when to say it, and how to make someone take an action at the right time while growing loyalty and expansion within an existing base.

62% of customers say they share bad experiences with others*

For businesses that don’t have millions to spend on data science for the marketing department – yes that’s a real thing – there are few actions you can take to easily assess your customer’s perception, areas for improvement, and ways to showcase what you’re doing right!

82% of business buyers want the same experience as when they’re buying for themselves.*

Here are 3 easy steps you can take today, this week, and this month to get started:

  1. Google Alerts – Do it today.
    • You can set up Google Alerts in less than a minute. Face it, you don’t have the time or resources for someone to monitor the internet 24/7. Google Alerts will do it for you. Just insert the keywords you want to monitor—such as your company’s name, a specific product/service you offer, or competitive terms – and anytime those keywords appear online, Google will email you an alert. It’s literally that simple.
  1. MarTech Stack – Do it this week.
    • Let’s face it, one bad review in Google’s search results can cause you to lose 70 percent of potential customers. From directories to negative social media interactions, there is a lot to read. Here are some tools that can capture a holistic view of your brand’s perception and help you prioritize what to listen to and how to respond.
  1. Surveys – Do it this month.
    • When it comes to measuring brand perception, customer surveys are your best friend. However, the most vital component of your survey is timing. It must capture feedback at critical moments of the customer journey. Here are a few well-known surveys you can design and implement this month:
      • A customer satisfaction (CSAT) survey measures customer health by asking customers targeted questions. It’s usually sent after a specific customer experience—like a purchase or customer support interaction.
      • Net Promoter Score® (NPS®) measures customer loyalty with a simple question: How likely are you to recommend us? The NPS survey is typically sent at specific stages of the customer lifecycle and is a fantastic way to identify brand advocates. [For those who have Salesforce, the platform will integrate your NPS scores giving you more visibility and actionable insights.]
      • A product survey measures product satisfaction and stickiness. It gives marketing and development teams unique insights on messaging, value propositions and pain points. All of which can inform your competitive positioning.

How will these tactics help your bottom line? A true understanding of these areas will allow your business to graduate from apologetic customer support reps to message refinement, testing, delivery, and conversion. More importantly, it will help you develop a product by the customer for the customer.

If you still need to convince stakeholders to invest time into analyzing your brand’s perception, not to mention something that directly affects your profitability, we, at Kepler & Wilde, would like to leave you with these reviews that popped up on Page 1 of Google when we researched software for our own company.

Real Software Reviews from TrustPilot Review Directory

*Salesforce Report, State of the Connected Consumer

Look Inside Our NC IDEA Brand Strategy Workshop

Recently, Kepler & Wilde hosted a brand strategy workshop for one of our favorite organizations, NC IDEA. 

If you’re not familiar with NC IDEA, here’s the elevator pitch -> Based in Durham, NC, NC IDEA is a private foundation that fostereconomic development in the state of North Carolina by empowering and supporting entrepreneurs when they need it most. 

While the companies attending this workshop were start-upsthe content was easily transferable to any size organization. Your company could have over 300 employees and generate millions in revenue, but if your brand is lacking a foundation, consistency, or seems outdated — you are missing the mark and, more importantly, missing out on valuable market share.  

The foundation of your brand strategy is your brand platform. 

Did you know only 60% of marketers think their brand is well aligned with their longterm goals (Source) and that brand loyalty is worth 10x more than a single purchase? (Source) 

Many organizations do not realize their brand platform (or lack there-of) permeates everything they do. Branding today has moved past the art department; it is quantifiable and has a direct impact on stakeholder decision-making and revenue generation 

From case study development and website imagery to features sitting in the backlog, a shared vision of the future and what truly defines success is a company’s north star.  

Does your company have a brand platform? Does it need a refresh? 

Can your company easily answer these questions? If not, then it’s time for some self-reflection and realignment. 

  • What is our purpose? 
    • What is your reason for existing beyond money? What does your headline say on the cover of Forbes in 25 years? 
  • What is our vision? 
    • Where do you want to be in 15-20 years? What is the shared aspiration that is driving your company forward? 
  • What is our mission? 
    • What is your master plan for creating value in 5-10 years? How are you fulfilling your vision for the future? 
  • What is our onliness? 
    • What is the one thing that makes you stand out in the market?  Are you the most affordable, do you have something no one else does, are you driven by a moral purpose? 
  • What is our core positioning statement? 
    • What is your primary value proposition? How are you positioning your brand in the marketplace? 


Did you answer them easilyYes! Wonderful, gold stars all-around. Make sure this platform is easily accessible to the rest of your company and is still the guiding light for your content development.  

Having trouble with your answers? Engage your leadership team and figure out why.  

Maybe your company strategically pivoted over the years, but your brand did not. Or your long-term goals are outdated, or you just never developed a brand strategy to begin with.   

No matter what the answer is, you’re not alone. Let’s grab a coffee and discuss your company’s brand strategy together.