B2B Marketing Statistics

B2B marketing is evolving at an unprecedented pace, driven by digital transformation, data-driven strategies, and the increasing role of AI and automation. With the global B2B market projected to reach $28 trillion in 2024, companies are prioritizing brand awareness, lead generation, and customer engagement to stay ahead in an increasingly competitive landscape. Content marketing remains at the heart of B2B strategies, with 92% of marketers leveraging short articles and posts, 76% investing in video, and 75% utilizing case studies to build credibility and drive conversions.

Despite the growing emphasis on content, many B2B marketers face challenges in measuring performance and attributing ROI, with 56% struggling to track customer journeys effectively. Meanwhile, AI-powered automation and predictive analytics are becoming critical tools, with 56% of marketers prioritizing AI in 2025 for hyper-personalization and efficiency. Platforms like LinkedIn continue to dominate the B2B space, with 85% of marketers citing it as the most valuable social channel.

This article explores the latest B2B marketing statistics, shedding light on content trends, AI adoption, marketing automation, and emerging strategies that are reshaping how businesses connect with and convert their target audiences.

1. Content Types Utilized: 92% of B2B marketers use short articles/posts, 76% use videos, and 75% use case studies/customer stories. contentmarketinginstitute.com
2. Content Marketing Achievements: 87% of B2B marketers say content marketing created brand awareness in the last 12 months. contentmarketinginstitute.com
3. Challenges in Measuring Content Performance: The two challenges cited most often for B2B marketers measuring content performance are attributing ROI to content efforts (56%) and tracking customer journeys (56%). contentmarketinginstitute.com
4. Social Media Platform Effectiveness: 85% of B2B marketers say LinkedIn is the social media platform that delivers the best value for their organization. contentmarketinginstitute.com
5. Use of Paid Channels: 84% of B2B marketers use paid channels to distribute content, with 73% utilizing social media advertising/promoted posts. contentmarketinginstitute.com
6. Investment in Video Content: 61% of B2B marketers expect their organization’s investment in video to increase in 2025. contentmarketinginstitute.com
7. Global B2B Market Size: The global B2B market is estimated to reach $28 trillion in 2024, reflecting the growing demand for digitization. sellerscommerce.com
8. Brand Awareness Priority: 84% of B2B marketers stated that brand awareness is their top goal. protocol80.com
9. Presence of Brand Programs: Only 54% of businesses have a B2B brand program in place for measuring brand perceptions. protocol80.com
10. Content Performance Metrics: Conversions are the most common metric to evaluate content performance among B2B marketers. backlinko.com
11. Marketing Goal Achievement: 74% of marketers set goals, but only 50% always or most of the time achieve them. backlinko.com
12. Digital Marketing Spend: In 2024, offline U.S. B2B advertising and marketing spending was estimated at $39.1 billion, accounting for nearly two-thirds of the total spending. statista.com
13. Use of Marketing Automation: The B2B marketing automation market was valued at $2.1 billion in 2020 and more than $2.74 billion in 2021. en.wikipedia.org
14. Lead Generation Challenges: 76% of B2B tech buyers drop out because of high costs. vib.tech
15. Channel Management: B2B marketing manages an average of 10.2 channels in 2024, double the number managed in 2016. swordandthescript.com
16. Content Marketing Achievements: 74% of B2B marketers reported that content marketing generated demand/leads in the last 12 months. contentmarketinginstitute.com
17. Use of AI in Marketing: Most B2B marketing teams (54%) take an ad hoc approach to AI, experimenting but not necessarily applying it widely. contentmarketinginstitute.com
18. Trust in AI Outputs: Only 4% of B2B marketers report a high level of trust in generative AI’s outputs. contentmarketinginstitute.com
19. Content Distribution Channels: 89% of B2B marketers use organic social media platforms to distribute content. contentmarketinginstitute.com
20. Effectiveness of Webinars: 55% of B2B marketers use webinars, which are among the distribution channels that produce the best results for their content marketing. contentmarketinginstitute.com
21. Expected Budget Changes: 46% of B2B marketers think their content marketing budget will increase in 2025. contentmarketinginstitute.com
22. Investment in Thought Leadership: 52% of B2B marketers expect investment to increase in thought leadership content in 2025. contentmarketinginstitute.com
23. Use of Case Studies: 75% of B2B marketers use case studies/customer stories in their content marketing efforts. contentmarketinginstitute.com
24. Effectiveness of LinkedIn: 85% of B2B marketers say LinkedIn delivers the best value for their organization among social media platforms. contentmarketinginstitute.com
25. Use of Paid Social Media Advertising: 73% of B2B marketers use social media advertising/promoted posts as part of their paid content distribution strategy. contentmarketinginstitute.com
26. Digital Self-Serve Channels: More than half of large B2B transactions (over $1 million) are expected to be processed through digital self-serve channels by 2025. forrester.com
27. AI Integration: In 2025, there will be an increased integration of artificial intelligence in B2B marketing for hyper-personalization and predictive analytics. forbes.com
28. Account-Based Marketing (ABM) Adoption: 67% of brands are utilizing ABM strategies, with 93% of SaaS marketers rating ABM as highly successful. rollworks.com
29. Video Investment: 61% of B2B marketers plan to increase their organization’s investment in video content in 2025. contentmarketinginstitute.com
30. AI-Powered Automation: 56% of B2B marketers will prioritize AI-powered automation in 2025. contentmarketinginstitute.com
31. First-Party Data Utilization: 91% of marketers are expected to use intent data for account prioritization and personalized content strategies in 2025. rollworks.com
32. Predictive Analytics Adoption: Ad-influenced accounts progress 234% faster through the sales pipeline than non-ad-influenced ones, highlighting the impact of predictive analytics. rollworks.com
33. Personalization Impact: Companies using personalized ABM messaging have seen a 50% improvement in customer re-engagement rates. rollworks.com
34. Tech Stack Consolidation: Companies consolidating their tech stacks report a 29% reduction in operating costs. rollworks.com
35. Hybrid Events: Hybrid events, blending physical and virtual experiences, are becoming the standard in B2B marketing. rollworks.com
36. Purpose-Driven Marketing: 38% of marketers believe AI will reduce ABM costs, allowing a focus on campaigns that highlight brand values such as sustainability and diversity. rollworks.com
37. In-Person Events: In-person events are expected to become a key strategy in B2B marketing in 2025. cognism.com
38. Social Media Advertising: B2B marketers are prioritizing investments in social media advertising in 2025. digitalcommerce360.com
39. Podcast Advertising: There is an increasing focus on podcast advertising among B2B marketers in 2025. digitalcommerce360.com
40. Content Performance Measurement: 45% of B2B marketers use social media shares to gauge the success of their marketing efforts. dbswebsite.com
41. Web Traffic as a Metric: 60% of B2B marketers view web traffic as the gold standard for measuring marketing success. dbswebsite.com
42. Lead Generation Challenges: 76% of B2B tech buyers drop out because of high costs. contentmarketinginstitute.com
43. Content Creation Models: Nearly half (45%) of B2B marketers lack a scalable model for content creation. contentmarketinginstitute.com
44. AI Experimentation: 81% of B2B marketers are experimenting with generative AI tools. contentmarketinginstitute.com
45. AI Integration in Workflows: Only 19% of B2B marketers have integrated AI into their daily processes and workflows. contentmarketinginstitute.com
46. Content Distribution Channels: 89% of B2B marketers use organic social media platforms to distribute content. contentmarketinginstitute.com
47. LinkedIn Effectiveness: 85% of B2B marketers say LinkedIn delivers the best value for their organization among social media platforms. contentmarketinginstitute.com
48. Paid Content Distribution: 84% of B2B marketers use paid channels to distribute content, with 73% utilizing social media advertising/promoted posts. contentmarketinginstitute.com
49. Search Engine Marketing Success: 61% of B2B marketers report that search engine marketing/pay-per-click is the paid channel that produces the best results for their content marketing. contentmarketinginstitute.com
50. Content Marketing Budget Expectations: 46% of B2B marketers think their content marketing budget will increase in 2025. contentmarketinginstitute.com

B2B marketing is undergoing a significant transformation, with companies increasingly investing in content, AI, and data-driven strategies to enhance engagement and drive results. As digital self-serve channels gain traction and predictive analytics accelerate sales cycles, businesses must adapt to stay competitive. While LinkedIn remains a dominant force, marketers are also embracing hybrid events, personalized ABM messaging, and AI-powered automation to streamline operations and improve performance.

To succeed in this evolving landscape, B2B marketers must focus on integrating innovative technologies, optimizing content strategies, and refining measurement techniques to ensure sustainable growth. By staying agile and data-driven, businesses can navigate the complexities of modern B2B marketing and achieve long-term success.

Written by: Andy Halko, CEO & Founder

I started Insivia in 2002 and for over 22 years I have had the chance to work directly with hundreds of companies and founders to redefine or reinvent their businesses.