B2B Marketing Statistics 2024

This page provides updated B2B marketing statistics 2024, covering various aspects such as lead generation, SEO, PPT, advertising, B2B e-commerce, marketing automation, etc., helping marketers manage their B2B companies, digital marketing budget and boost their market size.

B2B marketing statistics for 2024 provide valuable insights into the trends and strategies shaping business-to-business marketing efforts. These statistics offer crucial information on areas such as digital marketing effectiveness, content marketing trends, social media engagement, and the adoption of emerging technologies like AI and automation.

Lead Generation Stats

Are you hip to how vital prospecting and lead generation are this year? Are you ready for professional prospecting and lead generation in 2024?

You should know that most worldwide marketers are projected to invest in lead generation. Lead generation is becoming vital for successful marketing due to the rise of online businesses.

Check out these B2B marketing stats about lead generation to stay in the loop in 2024:

• According to statistics from HubSpot, the primary focus for marketers is lead generation!
• According to data provided by Ascend2, 49% of companies state that their main goal is to boost customer acquisition.
• Companies generate around 1,877 leads each month on average (HubSpot Demand Generation Marketing Survey).
• Approximately 53% of marketers allocate at least half of their budget toward lead generation efforts (BrightTALK).
• 40.6% of the U.S. marketing decision-makers attributed successful qualified lead generation to effective one-to-one outreach. Additionally, 37% of marketers stated that addressing buyer challenges contributed to their success (Statista).
• Over half (53%) of marketers identify webinars as the top format at the beginning of the sales funnel for generating the highest quality leads (Demand Gen Report).

AI and Automation Stats

AI and automation in B2B marketing refer to using artificial intelligence and automated processes to streamline and optimize various marketing tasks, such as lead generation, customer segmentation, personalized messaging, content creation, and campaign management.

The following automation stats are essential for any marketer to be aware of in 2024!

• 64% of marketers currently employ AI/automation and an additional 38% of those who do not currently use it plan to start it in 2024 (HubSpot Marketing Trends Report).
• 47% of marketers incorporate bots in their marketing strategies (HubSpot Marketing Trends Report).
• 77% of marketers who employ automation software generate higher conversion rates than those who do not utilize such tools (APSIS).
• 92% of B2B marketers currently have an Account-Based Marketing program, with 68% leveraging automation within their ABM strategies (SalesForce).

Content Marketing Stats

Content marketing strategy is creating and distributing valuable, relevant, consistent content to attract and retain a clearly defined audience.

It’s important because it establishes trust, credibility, and authority, fosters customer engagement, and effectively nurtures leads through the sales funnel.

Let’s review some relevant content marketing statistics for 2024.

• Generating brand awareness and generating leads are, respectively, the two main reasons organizations use content marketing (Content Marketing Institute).
• 77% of marketers believe that Podcasts are the best type of content to produce (Content Marketing Institute).
• Around 81% of marketers believe that AI-generated content performs equally or better than content created entirely by humans (HubSpot Marketing Trends Report).

Email Marketing Stats

Email marketing is a digital marketing strategy that involves sending commercial messages to a targeted audience via email to promote products and services or foster customer engagement.

It offers a direct and personalized communication channel, allows for precise targeting and segmentation, and yields a higher return on investment (ROI) than other marketing tactics.

• In 2023, the revenue from email marketing was estimated to be over 10 billion U.S. dollars. Email marketing stands out with its notable average ROI, making it one of the most lucrative channels compared to others (Statista).
• 33% of the respondents in the Marketing Trends Survey performed by HubSpot used email as the top marketing channel.
• In a survey of U.S. consumers, 79% of millennials and 57% of Generation Z respondents preferred brand communication via email (Statista).
• In the financial services sector, marketing emails achieved the highest click-to-open rate worldwide at 16.68%. Publishing and communications sectors followed closely with rates of 14.47% and 11.83%, respectively (Statista).
• In a 2023 survey, 55% of email marketing professionals identified expanding personalization as their top priority for the upcoming year. Additionally, 48% aimed to focus on automating more aspects of their email campaigns, while only 19% planned to invest in new email tools (Statista).

Social Media Marketing Trends and Stats

Social media marketing is a form of digital marketing that utilizes social media platforms such as Facebook, Instagram, LinkedIn, YouTube, TikTok, and others to connect with the target audience.

Let’s explore some exciting statistics regarding social media marketing:

• In 2023, around $270 billion was spent on social media advertising, which is projected to exceed $300 billion by 2024 (Statista).
• In 2024, TikTok, Instagram, and YouTube will grow substantially, while Facebook remains the most used, matching Instagram for top ROI (HubSpot Marketing Trends Report).
• Facebook remains the leading platform utilized by marketers, with 57% still favoring it (HubSpot Marketing Trends Report).
• Social channels were utilized by the largest proportion (43%) of marketing respondents worldwide in the Q4 2023 Marketing Trends Survey performed by HubSpot.
• Marketers from other countries are also capitalizing on the social media trend despite the United States being the largest social media advertising market globally (Statista).
• Global industry professionals commonly cite increased exposure as the primary advantage of using social media for marketing purposes (Statista).

Website and Search Engine Optimization Stats

SEO, or Search Engine Optimization, is optimizing websites, web pages, and content to improve their visibility and ranking on search engine results pages (SERPs) organically.

Understanding the significance of SEO is crucial for businesses aiming to enhance online visibility and attract relevant traffic, so delve into the stats below to grasp the impact of website and SEO strategies.

• Websites rank as the second most utilized channel in marketing, behind social media as the primary channel (HubSpot State of Marketing Report).
• 32% of the respondents in the Marketing Trends Survey performed by HubSpot in Q4 2023 used website and blog SEO as the top marketing channel.
• According to web analysts and SEO experts, the most effective strategy for achieving high rankings in SERPs is optimizing on-page content around target keywords (HubSpot Blog Web Traffic & Analytics Report)
• Titles containing a question have a click-through rate that is 15% higher compared to titles without a question (Backlinko).
• Just 17% of marketers utilize landing page A/B tests as a method to enhance conversion rates (HubSpot).
• Marketers predominantly utilize Google Analytics as their primary SEO tool (HubSpot).
• Approximately 25% of websites typically experience an average click-through rate falling within the range of 10% to 19%. (HubSpot Blog Web Traffic & Analytics Report)
• The average CTR from image results on Google stands at 0.21%, although this figure varies significantly depending on the industry (seoClarity).

Pay-Per-Click Advertising Stats

Pay-per-click (PPC) advertising is a digital marketing model where advertisers pay a fee each time their ad is clicked. Some eye-opening PPC statistics are mentioned below:

• The profitability of PPC ads is a PPC rate ranging from 1% to 2% of total impressions, although this threshold may fluctuate depending on various factors.
• Search advertising expenditures are projected to reach $190.5 billion in the United States by the end of 2024 (Statista).
• Approximately 65% of small and medium-sized enterprises allocate resources to PPC campaigns, indicating its widespread adoption as a prominent digital marketing tactic (Web FX).
• You can achieve an average return on investment (ROI) of $2 for every $1 spent on PPC (Web FX).

Video Marketing Stats

Video marketing is a digital marketing strategy that involves creating and using videos to promote a product, service, brand, or message to an audience.

• In 2024, short-form video content delivers the highest ROI and is set to attract more investment than other formats (HubSpot Marketing Trends Report)
• In a survey of marketing professionals worldwide, 86% of respondents reported using videos on Facebook for marketing purposes. YouTube emerged as the most frequently utilized platform, mentioned by 90% of respondents. Additionally, TikTok was employed by 35% of the interviewed marketers (Statista).
• The most commonly utilized video types in global marketing include live videos and brand videos. For B2B video marketing campaigns, product demos and social videos are popular choices. Additionally, training videos were employed by 45% of global marketers, while customer testimonials were utilized by 39% of respondents (Statista).

Influencer Marketing Stats

Influencer marketing is a marketing strategy that focuses on leveraging individuals with a significant online following, known as influencers, to promote products, services, or brands to their audience.

These influencers are typically experts in a specific niche or industry and have a loyal and engaged following on social media platforms such as Instagram, YouTube, or TikTok.

• Instagram is the first social media platform where 74% of marketers collaborate with influencers and content creators (HubSpot).
• According to HubSpot, working with smaller marketers is the preference of most marketers (80%) as they are less expensive, easier to establish long-term partnerships, etc.
• According to HubSpot, 31% of social media users opt to discover new products through influencers they follow.
• The majority of consumers, around 61%, are most attracted to influencers who they find relatable (Matter Communications).
• Approximately 62.9% of marketers are inclined to incorporate AI and ML technologies into their influencer marketing campaigns (IMH report).

Customer Relationship Management Stats

CRM, or Customer Relationship Management, is a strategy and technology businesses use to manage and analyze customer interactions and data to enhance customer relationships, retention, and sales growth.

Below are several CRM statistics illustrating the significance of utilizing CRM in marketing and its importance for businesses to recognize.

• Around 62% of marketers use a CRM software. (HubSpot State of Marketing Report).
• 76% of marketers using a CRM deem it crucial to the success of their overall marketing strategy (HubSpot Blog Marketing Trends Report).
• By the end of 2027, the global CRM market is projected to reach approximately $113.46 billion (Globe Newswire).

Mobile Marketing Stats

Mobile marketing refers to promotional activities and strategies to reach and engage target audiences through mobile devices such as smartphones and tablets.

Let’s examine some statistics related to mobile marketing.

• Around 64% of SEO marketers consider mobile optimization a worthwhile investment (HubSpot Blog Research).
• Approximately 54.5% of web traffic searches occur on mobile devices as of December 2023 (Statcounter).
• Since the start of 2017, mobile web traffic has consistently represented approximately half of all global web traffic (Statista).
• Around 64% of all online retail traffic originates from cell phone devices (Think with Google).

The B2B marketing statistics 2024 in this article can help you gain valuable insights into trends shaping the landscape of B2B buying. Understanding data spending patterns and preferences among B2B buyers is crucial for crafting effective marketing strategies. By leveraging these statistics, businesses can tailor their approaches to better resonate with the needs and behaviors of B2B buyers.