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21 B2B Marketing Statistics That Will Blow Your Mind

By William Steward on Thu, Feb 20, 2014

b2b-marketing-statsAre you responsible for a B2B business' marketing?

Perhaps you're a business owner, director, or marketing manager?

If so, you need to be aware of these statistics. Business-to-business buying behaviour is evolving faster than ever before, and these stats don't paint a pretty picture for those stuck in the past.


  1. 66% of B2B marketers with a documented content strategy feel they are effective, vs 11% of B2B marketers who don't have a content strategy (CMI)

  2. 62% of companies outsource their content marketing (B2B Content Marketing)

  3. By 2020, customers will manage 85% of their relationship without talking to a human (Gartner Research)

  4. 42% of B2B marketers say they are effective at content marketing (CMI)

  5. B2B data has a shelf life. If it's more than three years old, it's likely only 10% of your data will be clean and useful (Earnest)

  6. The average cost to generate a lead through inbound marketing ($143) is about half the average cost of outbound marketing ($373) (Hightable)

  7. 93% of B2B marketers use content marketing (CMI)

  8. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads (The Annuitas Group)

  9. 85% of B2B buyers believe companies should present information via social networks (Earnest)

  10. 44% of B2B marketers have a documented content strategy (CMI)

  11. B2B companies that blog produce 67% more leads than companies that don't (Ragan)

  12. Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months (Gartner Research)

  13. 78% of CMOs think custom content is the future of marketing (Ragan)

  14. 90% of B2B buyers say when they're ready to buy, they'll find you (Earnest)

  15. Content creation is marked as the single most effective search engine optimisation technique (Marketing Sherpa)

  16. 81% of B2B buyers start with a web search (Earnest)

  17. 87% of B2B marketers use social media to distribute content (CMI and Marketing Profs)

  18. Most buyers are 50-60% of the way into the buy cycle before they'll talk to you (Earnest)

  19. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement (CMI)

  20. 63% of B2B marketers are either vaguely aware or not aware what is being said about their companies online (Earnest)

  21. Articles with images get 94% more views than articles without (Jeff Bullas)

Which of these stats surprised you the most? Have any contributions of your own to share? Let us know in the comments below!

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