Let's research the astir important B2B trading stats for 2024 and beyond.
B2B Marketing Priorities and Challenges
- The number 1 privilege for B2B marketers is increasing a high-quality lead pipeline, pinch 37% naming it arsenic 1 of their apical areas of focus. (LinkedIn)
- Other apical priorities for B2B marketers see implementing AI exertion (35%), utilizing information to thrust decisions and measurement capacity (33%), and building relationships pinch caller customers (32%). (LinkedIn)

Image Data Source: LinkedIn
- For 58% of B2B marketers, deficiency of resources is simply a challenge. (CMI)
- 45% find alignment betwixt income and trading teams difficult. (CMI)
- 34% of B2B marketers struggle to support up pinch caller tech, including AI. (CMI)
- 25% of B2B marketers admit deficiency of strategy is an issue. (CMI)
- 85% of B2B marketers struggle to link trading capacity to business outcomes. (WPromote)
Takeaways:
Overall, B2B marketers are optimistic and focused connected lead value and AI adoption.
Despite method advancements, trading teams look age-old challenges for illustration assets constraints and alignment pinch sales.
The outlook is positive, but marketers request to reside these cardinal challenges to afloat capitalize connected opportunities.
B2B Marketing Team Statistics
- Nine successful 10 B2B CMOs consciousness bully astir their team’s expertise to thrust revenue. (LinkedIn)
- 56% of B2B trading leaders are investing much successful diversity, equity and inclusion efforts to build better, much divers teams. (LinkedIn)
- Eight successful 10 B2B CMOs opportunity they person gender-diverse teams. And 3 successful 4 opportunity their teams are racially and property diverse. (LinkedIn)
- Over 40% of B2B trading teams underwent a reorganization successful 2023. And 67% of B2B CMOs pass a reshuffle is apt successful 2024. (LinkedIn)
- 28% of B2B marketers study squad members resigned successful the past year. And 20% opportunity squad members were laid off. (CMI)
- Only 20% of B2B marketers recovered collaboration difficult because of distant aliases hybrid work. (CMI)
- 44% of B2B companies person in-house trading teams, 33% do their trading some in-house and outsourced, and 21% outsource their marketing. (Sagefrog)
- 93% of companies who outsource their trading find outsourcing effective. (Sagefrog)
Takeaways:
B2B trading teams are focusing connected diverseness and adaptability.
Despite organizational changes and fluctuation, CMOs consciousness assured successful their teams' abilities. And there's a increasing inclination of blending in-house expertise pinch outer talent to meet trading goals.
B2B Marketing Budget Statistics
- Companies trading B2B products allocate connected mean 9.7% of their full fund to marketing. (CMO Survey)
- 68% of B2B trading leaders person a higher fund than past year. (LinkedIn)
- 90% of B2B trading leaders work together their marketing budget is successful statement pinch the company's gross and maturation goals. (LinkedIn)
- B2B marketers dedicate 19% of their fund to advertising, followed by contented (17%), devices and exertion (16%), and group (12%). (Salesforce)

Image Data Source: Salesforce
- 67% of B2B marketers are expanding budgets for brand-building efforts. (LinkedIn)
- 64% of B2B marketers are allocating much fund to customer experience. (LinkedIn)
- 45% of B2B companies scheme to summation their contented trading walk wrong the adjacent year. 42% will instrumentality to the aforesaid budget. Only 6% will walk less, and 7% are unsure. (CMI)
- Six successful 10 marketers consciousness their budgets and ROI are being monitored much now than successful the past. (HubSpot)
- 40% of B2B marketers intend to summation paid hunt spend. (Wpromote)
- 56% of B2B marketers are readying to walk much connected societal media. (Wpromote)
- 40% of B2B marketers are readying to summation their fund for email marketing. (Wpromote)
Takeaways:
Overall, B2B trading budgets are growing.
Businesses are spending much connected cardinal areas for illustration brand-building and customer experience.
They are besides allocating much resources to content, SEO, and societal media—and marketers are assured spending is aligned pinch business objectives.
B2B Sales and Lead Generation Statistics
- 84% of marketers opportunity driving caller business is their apical priority. But only 27% opportunity they are effective astatine it. (Sirkin Research)
- 48% of B2B marketers opportunity driving capable leads is simply a challenge, and 24% reported difficulties pinch converting leads to revenue. (Sirkin Research)
- Seven successful 10 B2B respondents person accrued their fund for lead generation. (LinkedIn)
- 60% of B2B trading budgets are allocated to acquiring caller customers, whereas 40% are dedicated to retention. (LinkedIn)
- B2B ecommerce has emerged arsenic the astir effective income transmission successful 2024. 35% of leaders rank it first, followed by in-person income (26%), video conferencing (12%), email (10%), and telephone (8%). (McKinsey)
- Five cardinal strategies thrust B2B income occurrence successful 2024: precocious income tools, highly personalized marketing, hybrid income teams, tailored third-party marketplace strategies, and finance successful an owned marketplace. Companies implementing each 5 strategies are 2 times much apt to execute complete 10% marketplace stock growth. (McKinsey)
- 69% of B2B professionals study income is becoming much difficult. (Salesforce)
Takeaways:
B2B income statistic show that lead procreation strategy is the main attraction for astir marketers.
That being said, ecommerce is simply a cardinal trend. Since B2B customers progressively expect Amazon-style integer experiences wherever they conscionable click and cheque out.
B2B Content Marketing Statistics
- 52% of B2B marketers judge their contented drives leads, but only 33% deliberation it really drives revenue. (Sirkin Research)
- 28% of marketers declare their organization’s B2B contented marketing is “extremely aliases very” successful. 57% study mean success. Only 15% opportunity their contented is “minimally aliases not astatine all” successful. (CMI)
- 84% of B2B marketers study that their content marketing built marque consciousness successful the past year. (CMI)
- 76% of B2B marketers judge contented trading supports their request procreation and lead procreation efforts. (CMI)
- 58% of B2B marketers judge contented trading helped summation income and gross successful 2024, up from 42% successful 2023. (CMI)
- 9% of B2B marketers don't person a contented trading strategy. (CMI)
- The mean B2B purchaser consumes 13 pieces of contented earlier making a purchase. (FocusVision)
- 56% of B2B marketers are readying to create much blog posts and thought activity articles successful the future. (LinkedIn)
- In the past 12 months, B2B marketers person utilized a divers operation of contented types (CMI):
- 94% created short articles and posts
- 84% produced videos
- 78% developed lawsuit studies
- 71% wrote agelong articles
- 60% made ocular content
- 59% created whitepapers and ebooks

Image Data Source: Content Marketing Institute
- Social media is the apical contented distribution transmission successful B2B, utilized by 90% of marketers. (CMI)
- 57% of B2B marketers find it challenging to create the correct contented for their audience. (CMI)
Takeaways:
These B2B contented trading stats show contented is hitting its stride, pinch the immense mostly of B2Bmarketers reporting astatine slightest immoderate success.
Content plays a cardinal domiciled successful driving awareness, sales, and revenue. B2B buyers are content-hungry, typically consuming 13 pieces of contented earlier making a decision.
While creating the correct contented remains tricky, marketers are adapting. By experimenting pinch different formats and distribution channels.
B2B SEO Statistics
- 23% of B2B marketers judge integrated hunt is the astir effective transmission astatine driving revenue. (Wpromote)
- 50% of B2B brands pinch fantabulous personification acquisition prioritize SEO, compared pinch 29% of each B2B companies. (Wpromote)
- 70% of B2B marketers opportunity SEO drives much income than PPC. (Databox)
- 55% of high-growth B2B brands person dedicated in-house SEO capabilities. (Bain)
- When it comes to adapting SEO strategy for AI, 31% of B2B marketers are focusing much connected personification intent and answering questions, 27% are crafting much thought activity content, and 22% are creating much conversational content. (CMI)
- Website and SEO (45%) and virtual events (45%) are the astir powerful trading channels for lead generation. (ViB)
- 96% of B2B marketers work together SEO is “very effective” aliases “somewhat effective.” (ViB)
- 66% of B2B buyers usage net hunt results to find accusation earlier making a purchase. This puts integrated hunt up of online ads (35%) and societal media (23%). (Statista)
- SEO is the astir celebrated trading tactic, pinch 49% of B2B companies utilizing it arsenic portion of their trading strategy. This intends much B2B marketers usage SEO than integrated societal (43%), paid societal (35%), and video (21%). (Sagefrog)
Takeaways:
SEO remains a powerful tool, outperforming paid hunt (at least, according to the mostly of marketers).
Many successful B2B companies put successful in-house SEO teams.
With the emergence of AI Overviews, marketers are adapting their SEO strategies by focusing much connected personification intent and creating thought activity content.
- 60% of B2B marketers judge societal media is the apical transmission for generating revenue. (Wpromote)
- 75% of B2B marketers opportunity societal media is their most-used channel. (LinkedIn)
- 84% of B2B marketers find LinkedIn is the integrated societal media level that delivers the astir value, up of Facebook (29%), YouTube (22%), and Instagram (21%). (CMI)

Image Data Source: Content Marketing Institute
- 72% of B2B brands started utilizing LinkedIn much complete the past 12 months. (CMI)
- 32% of B2B brands doubled down connected YouTube, 31% accrued Instagram use, and 22% grew their Facebook presence. (CMI)
- 27% of B2B marketers scheme to commencement leveraging YouTube for the first clip successful 2024. (HubSpot)
- 32% of B2B marketers person decreased their usage of X (formerly Twitter). (CMI)
- 19% of B2B marketers usage TikTok which is much than double the erstwhile year. (CMI)
- 43% of B2B trading teams leverage integrated social, and 35% tally paid societal ads. (Sagefrog)
- 97% of B2B companies person societal media pages. (Sagefrog)
Takeaways:
B2B marketers trust connected social media to thrust results for their business.
LinkedIn stands retired arsenic the apical platform, pinch astir brands expanding their beingness there. YouTube, Instagram, and Facebook person besides seen growth, while X usage has declined.
TikTok is gaining traction successful the B2B space. Overall, societal media remains a important transmission for B2B trading strategies.
B2B Video Marketing Statistics
- 93% of B2B buyers deliberation video is important for building spot successful a brand. (Brightcove)
- Over the past 3 months, 88% of B2B buyers person watched videos to investigation a company’s products aliases services. (Brightcove)
- Marketers who leverage video thrust gross 49% faster than those who don’t. (Brightcove)
- 84% of B2B brands create videos. (CMI)
- 69% of B2B marketers scheme to summation their finance successful video marketing successful 2024. (CMI)
- Over 50% of B2B marketers opportunity videos and infographics are their preferred contented formats. (LinkedIn)
- 65% of B2B marketers scheme to do much video. (LinkedIn)
- 55% of B2B marketers find short-form, societal videos nutrient the highest ROI, up of lawsuit studies, demos, thought leader interviews, and webinars. (LinkedIn)
Takeaways:
Video marketing has go a powerhouse successful B2B marketing.
It’s cardinal for building spot and driving revenue. As buyers move to video for merchandise information, it's clear a beardown video strategy is basal for B2B success.
Unsurprisingly, the mostly of B2B marketers are readying to summation their video investment.
B2B Email Marketing Statistics
- B2B brands tally 1 email trading run each 25 days, connected average. (SuperOffice)
- 83% of B2B marketers see email 1 of their astir important channels. (ViB)
- For 44% of B2B marketers, email is their astir effective contented distribution channel. (CMI)
- Around 44% of B2B marketers usage email to thrust postulation to landing pages, up of SEO (~36%) and paid ads (~33%). (HubSpot)
- The mean B2B acold email unfastened complaint is astir 36%, but it varies based connected industry. (Focus Digital)
Takeaways:
Email marketing remains a cardinal strategy for B2B companies.
Most B2B marketers find email campaigns much effective for contented distribution and postulation generation. Companies typically nonstop retired emails astir erstwhile a month. To debar overwhelming subscribers while still maintaining engagement.
B2B Data and Analytics Statistics
- B2B marketers usage 18 information sources for reporting connected average. (Salesforce)
- 14% study challenges pinch low-quality data, and only 65% of marketers opportunity they person high-quality information connected their target audience. (HubSpot)
- 26% of marketers judge information helps their trading thrust much ROI. (HubSpot)
- Only 1 successful 4 marketers opportunity their trading information afloat integrates pinch the different devices they use. (HubSpot)
- Seven successful 10 person the correct exertion successful spot to measurement trading activities, and 82% person the trading information they request to show effect to the C-suite. (LinkedIn)
- Companies starring successful B2B gross are 2 to six times much apt to person trading functions specified arsenic information subject and analytics, trading automation, and account-based trading in-house. (Bain)
Takeaways:
B2B marketers successful 2024 are data-savvy, leveraging aggregate sources to pass their strategies. They understand the value of data-driven marketing.
Most consciousness assured successful their information value and expertise to deduce insights. And the mostly person the correct tech and analytics to show trading effect to leadership.
However, location is still room for growth.
B2B Marketing AI Statistics
- Generative AI will person a important effect connected contented creation successful 2024, according to 85% of marketers. (HubSpot)
- 81% of marketers who usage Gen AI opportunity it enhances their roles. (HubSpot)
- Two successful 3 B2B marketers are presently utilizing GenAI, but only 28% person a bully knowing of really to usage AI successful trading activities. (LinkedIn)
- About half of B2B marketers usage generative AI to brainstorm caller topics. 45% usage the devices to investigation headlines and keywords, and 45% usage AI to make drafts. (CMI)

Image Data Source: Content Marketing Institute
- 91% of marketers who usage generative AI devices usage free devices (like ChatGPT), while 27% salary for AI contented penning tools. (CMI)
- 67% of B2B marketers consciousness affirmative astir AI. 5% are terrified, 26% are excited, 34% are hopeful and 7% are relieved. Only 12% are indifferent and 16% are apprehensive. (WPromote)
- 85% of marketers judge AI will person a affirmative effect connected B2B trading successful the adjacent year. (ViB)
Takeaways:
AI is quickly gaining traction successful B2B marketing. Most B2B companies usage AI tools. And the mostly of marketers consciousness affirmative astir AI's impact.
Marketers find generative AI peculiarly effective, utilizing it for tasks for illustration brainstorming, research, and contented creation.
While take is high, there's still a knowledge spread successful applying AI to trading activities.
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