Top B2B Statistics Every Sales and Marketing Pro Should Know in 2023by@jenniferjames
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Top B2B Statistics Every Sales and Marketing Pro Should Know in 2023

by Jennifer JamesDecember 30th, 2022
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You need your marketing to be effective to increase your sales. But to achieve that, you need to conduct extensive research. I’ll help you with that by presenting some important B2B stats. This helps your sales and marketing teams in planning and executing their next marketing strategy.

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You need your marketing to be effective to increase your sales. But to achieve that, you need to conduct extensive research. I’ll help you with that by presenting some important B2B stats. This helps your sales and marketing teams in planning and executing their next marketing strategy.

General B2B Marketing Statistics

  • 83% of B2B buyers want to buy products or place an order through online mediums. (Gartner)

    Due to the lockdown during the COVID-19 pandemic, traveling ceased to exist and markets became deserted. As a result, buyers diverted to online shopping, which has now become the norm. B2B buyers find it convenient to buy online without needing to travel. As a result, marketers need to leverage digital marketing to communicate with target customers.

  • 70-80% of B2B buyers prefer to communicate virtually with sales representatives. (McKinsey & Company)

    B2B buyers not only want to purchase a stock online but they also want communication through online means such as video conferencing and live chat. They highly prefer it over conducting in-person meetings with sales reps.

  • 76% of the B2B companies in the U.S. have proper marketing strategies. (Statista)

    B2B marketing needs intense research and planning. The decision-makers are entities within the supply chain and they are well aware of the industry. The Internet has made them even smarter, so marketers must create properly documented marketing strategies.

  • 84% of B2B buyers want to buy from a business that prioritizes their needs. (Salesforce)

    An overwhelming majority of buyers expect suppliers to understand and fulfill their requirements by providing accurate solutions. The sales and marketing teams should present a pitch in accordance with the buyer's needs. The best way to understand customer needs is to engage in direct communication and conduct polls and surveys on relevant topics.

  • 68% of B2B buyers say that a seller's demonstration of solving customer needs hugely influences their buying decisions. (Statista)

    Besides providing viable solutions to problems, buyers want suppliers to show how to solve a problem. Proper demonstration of using products is a major factor that persuades customers to buy from that business along with other options.

B2B Omnichannel Marketing Statistics

  • B2B buyers communicate with sellers through at least ten digital channels. (McKinsey & Company)

    The evolution of the Internet has sparked an increase in digital communication channels. The number of digital channels has increased within the past few years.

    Buyers now use multiple channels to conduct research on a business and communicate with suppliers. Back in 2016, buyers used an estimated five digital channels, which has increased to a minimum of ten digital channels in 2021.

  • 77% of B2B buyers are ready to spend a minimum of $50,000 to interact remotely and buy through digital sales channels. (McKinsey & Company)

    Omnichannel marketing is growing in popularity within the B2B sector. B2B buyers are fond of using different digital channels for purchase and conversation. They desire that suppliers provide them with multiple channels for communication. Buyers even wish to spend a good amount to fulfill the requirement.

  • Furthermore, 35% of B2B buyers are planning to spend up to $500,000 to implement online communication and online buying.

B2B Email Marketing Statistics

  • According to 78% of marketers, segmenting leads is the most effective email marketing tactic. (Hubspot)

    Creating different groups and dividing leads into these groups produces good results for email marketers. Different buyers have different preferences. So, marketers should create content and campaigns catering to these leads.

  • 84% of B2B businesses use email marketing to promote content and target leads. (Sagefrog)

    Emails are very effective to reach target audiences and convey the brand message. With various types such as newsletters, advertisements, and product updates, email marketers can effectively convince and convert buyers.

  • 81% of B2B content marketers use email newsletters for marketing purposes. (Content Marketing Institute)

    Companies engage customers with newsletters to provide information regarding new products, promotional offers, and various updates. These newsletters are the most used form of content for email marketing. Newsletters are beneficial to strengthen brand image and are instrumental in increasing sales.

B2B Content Marketing Statistics

  • 90% of companies produce content to promote their businesses. (Demand Metric)

    Content is very important to educate customers about useful information relevant to your business and the industry.Buyers heavily rely on content while conducting research before making a buying decision. Content is influential in persuading customers to buy a product or use a service from that business.

  • Content marketing is 62% cheaper in cost than traditional marketing methods. (Demand Metric)

    Whether you’re publishing ads in newspapers, publishing and distributing pamphlets, or using billboards and banners, it costs you a huge amount. Compared to these traditional marketing methods, content marketing is cheaper, more convenient, and a more effective promotional tactic.

  • 84% of content marketers have succeeded in using content to build customer loyalty to the brand. (Content Marketing Institute)

    Producing meaningful content attracts potential customers and makes your brand trustworthy and reputable among audiences. Along with strengthening customer loyalty, B2B marketers have succeeded in generating leads and making more sales by using content.

B2B SEO Statistics

  • 72% of B2B buyers begin their research phase by searching for relevant information through search engines. (Pardot)

    It’s very natural for a visitor to search for any required information through a search engine. As a  normal user, you enter the words or phrases in the address bar and it redirects you to search engines. Similarly, whenever B2B buyers want to search for information, they use search engines where they find relevant results. And they find important websites to conduct their research.

  • 70-80% of the visitors ignore paid ads and click on organically searched results. (Imforza)

    A vast majority of users usually do not click on paid ads which they view on top of the search results page while searching on Google. These visitors do not trust these ads and instead click on the organic results that appear as a response to their search queries.

  • Search drives 300% more traffic to a website than social media. (Imforza)

    Social media is a popular medium for making connections and improving business relations. However, search queries are more effective in driving traffic to a website than social media.

    Most visitors reach and open websites by searching through search engines.

  • 75% of visitors do not search beyond the first results page of the search engine. (Imforza)

    Most users search on the first page of the search engine results to find relevant information.

    These are top-ranked websites and users consider these more reliable. They do not want to spend their time scrolling through more pages.

B2B Social Media Statistics

  • Social media posts are the most used form of content as 95% of B2B marketers promote content via social media. (Content Marketing Institute)

    Social media posts such as images, reels, short videos, and advertisements are convenient and popular ways to connect with the audience. You can reach a significant audience by boosting these posts. Marketers understand the power of social media and leverage content distribution through this medium.

  • 84% of B2B decision makers use social media to conduct research while making a purchase decision. (MarketingProfs)

    Social media has become a great source for the B2B community to form connections and seek results. B2B buyers use these platforms to view content from businesses. These rely on social media posts for analyzing the companies and considering buying from them.

  • LinkedIn is the most effective social media platform for B2B marketing as it has produced the best results for 79% of marketers. (Statista)

    Research shows that LinkedIn, Facebook, and YouTube are the three most effective social media platforms for B2B marketers. A majority agree that they have obtained authentic leads and completely generated leads through LinkedIn.


These statistics show which mediums and methods are popular and important for B2B marketing. Sales and marketing teams should consider studying these statistics to devise an effective marketing strategy.