B2B Marketing Statistics for 2022 and Beyond

What’s popular? What’s not? What’s working? What’s on the way out? What’s the latest development in the world of B2B marketing?

We may not have all the answers, but we’ve done some research, called some great resources, and compiled a list of B2B marketing statistics for 2022 and beyond.

If you need to convince your C-suite or manager to set aside money, time, or other resources for your B2B marketing efforts, these statistics should help.

B2B, B-to-B or BtoB Marketing: General Statistics

The majority (73%, to be exact) of B2B buyers who research and make decisions are millennials, and more than a third are the sole decision makers.
B2B vendors are lagging behind when it comes to meeting the needs of millennials as B2B buyers. For example, 21% of millennials use analyst rankings and reports as part of their decision-making process.
Research shows that 76% of B2B organizations have a formal marketing plan in place. Equally surprising is that nearly 25% do not have a formal marketing plan. 90% of customers begin their B2B buying journey with an online search.
By the time B2B buyers finally connect with a potential supplier, they are more than halfway through the buying process (57%).
In the B2B space, 56% of B2B companies are integrating digital marketing.
Digital marketing accounts for 44% of marketing spending by B2B companies.
B2B buyers read 10+ pieces of content before making a purchase decision.
70% of B2B buyers and decision makers prefer to interact with suppliers remotely or digitally.
For nearly 75% of buyers, the average purchase journey for B2B products and services is four months.
Is SEO Still Relevant?

SEO is extremely relevant to marketers

In fact, 64% of marketers actively spend time working on SEO.
SEO > Organic social media because it drives 1,000% more website traffic than just posting to social media.
In a recent study of B2B buyers, 49% said they use Google’s search engine to find new items or products.
According to a recent poll, 70% of respondents said SEO generates more sales than PPC.
Can B2B content marketing be effective?

On average, 41% of B2B buyers read 3-5 pieces of content before contacting sales.
In a recent CMI study, 70% of respondents said the pandemic has significantly impacted their content strategy, both in the short and long term.
Since the pandemic began, 33% of B2B buyers are spending more time researching products than they did before the pandemic.
77% of B2B companies have a content marketing strategy.
Nearly 70% of B2B buyers find and consume content directly from suppliers’ websites.
Once they’ve read a vendor’s content, 52% of B2B buyers say they’re “definitely” more likely to buy from that vendor.
Wondering if your B2B website design is up to date?

More than 63% of millennials say they prefer to communicate/interact with brands via live chat.
The vast majority (90%) of B2B buyers research between 2 and 7 websites before making a purchase decision.
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