B2B Marketing Statistics for 2025

This list of B2B marketing statistics contains the most recent data about everything from lead generation and email marketing to SEO, AI, and social media.

Featuring survey results from Hubspot, Content Marketing Institute, LinkedIn, and others, these B2B marketing statistics will help you decide which channels to invest in. You can go straight to the section you’re most interested in by clicking on it in the below table of contents.

Lead generation and a healthy sales pipeline are lifeline of any B2B business. Here are some numbers to guide your strategy:

• 89% of B2B marketers use LinkedIn for lead generation.
• 47% say they lack efficient lead generation and nurturing processes.
• Marketers using intent data achieve up to 70% higher conversion rates.
• 39% say strong alignment between sales and marketing systems isn’t possible.
• B2B buyers typically consume 13 pieces of content on average before finalizing a purchase (8 pieces created by the vendor, 5 pieces from third-parties).
• 76% of B2B buyers expect personalized attention from vendors.
• 51% of B2B marketers use social media promotion to drive traffic to landing pages; 44% use email promotion; 36% use SEO; 33% use paid advertising.
• B2B ecommerce was the most effective sales channel in 2024, with 35% of leaders ranking it first, followed by in-person sales (26%), video conferencing (12%), email (10%), and telephone (8%).

You’ll need SEO and paid advertising for content distribution and promotion. Where do things stand?

• 66% of B2B buyers use internet search results for product discovery, ahead of online ads (35%) and social media (23%).
• B2B buyers spend 27% of their purchase journey on online research, often using search engines.
• 55% of high-growth B2B brands have dedicated in-house SEO teams.
• 19% of marketers plan to build an SEO strategy for AI search in 2025.
• 31% of B2B marketers are focusing more on user intent and answering questions in SEO, while 27% are crafting more thought leadership content.
• SEO drives over 1000% more traffic than organic social media.
• 64% of B2B professionals use PPC advertising in their organizations.
• PPC traffic converts 50% better than organic traffic.
• 52% of B2B PPC ads lead to their homepage instead of a dedicated landing page, yet dedicated landing pages convert 65% better.

Content marketing is at the heart of B2B digital marketing. How are marketers doing it?

• 76% of B2B marketers have a dedicated content marketing team or person on staff.
• 54% of those with a dedicated team say it consists of two to five people.
• In 2024, 87% of B2B marketers achieved the goal of creating brand awareness, while 74% achieved that of lead generation.

Source: Content Marketing Institute

• Brand awareness is the most important goal for B2B content marketers (87%) followed by lead generation (74%).
• 29% rate their content strategy as extremely or very effective; 58% say moderately effective; 12% not very effective; 1% not at all effective.
• Here are some of the biggest challenges B2B marketers face:
  • Aligning content with the buyers’ journey – 45%.
  • Aligning content across sales and marketing – 43%.
  • Creating the right content for the audience – 57%.
  • Creating enough content – 39%.
  • Repurposing content – 37%.
  • Lacking a scalable model for content creation – 45%.
  • Attributing ROI to content efforts and tracking customer journeys – 56%.
• 70% of B2B buyers and researchers engage with video during the purchasing journey.
• 61% of B2B marketers expect to increase investment in video, while 52% are ramping up thought leadership content.
• 40% plan to boost budgets for AI-driven content optimization, and 39% for AI content creation.
• 84% of B2B marketers distribute content through company blogs, while 55% use in-person events and webinars.
• 84% use paid channels; of those, 73% use social media ads, 64% use search engine marketing (PPC), 62% use digital display advertising and sponsorships.
• 61% say SEM/PPC produced the best results, followed by social media advertising/promoted posts (49%), sponsorships (48%), and digital display advertising (35%).
• 85% say LinkedIn delivers the best value among paid social channels, followed by Facebook (28%), YouTube (22%), and Instagram (21%).

Social media is gaining popularity as a source of third-party reviews, while video leads to higher engagement.

• 89% of B2B marketers distribute content through social media platforms.

Source: Content Marketing Institute

• 85% say that LinkedIn provides the most value among social platforms.
• LinkedIn pages with complete information get 30% more weekly views.
• 45% of B2B marketers use social media shares as a KPI for measuring success.
• Ads on LinkedIn lead to a 33% increase in purchase intent for brands.
• 65% of B2B marketers plan to use more video.
• 55% find short-form social videos produce the highest ROI.
• Short-form videos deliver 30% higher engagement than other content formats, with conversion rates up 27%.
• Over 50% of B2B marketers say videos and infographics are their preferred content formats.

Email marketing remains a key part of B2B digital strategy. According to Statista, the number of global email users will reach 4.89 billion in 2027.

Here are some numbers to guide your email marketing strategy.

• 59% of B2B marketers say email is the most effective channel for revenue generation.
• 73% of B2B marketers consider email marketing the most effective method for reaching out to prospects.
• 71% distribute content via email newsletters.
• Email campaigns have an average open rate of 21% across industries, though slight differences exist depending on the email platform.

• Personalized email campaigns have 41% higher click-through rates than non-personalized campaigns.
• 57% of B2B marketers are using AI-powered tools for their email marketing campaigns.
• 73% use specialized email marketing software.
• 45% use AI to write emails; 11% use AI to generate visuals.

For effective email marketing campaigns, use the Know Your Prospect (KYP) email framework. It will help you send relevant emails that your prospects will want to read.

Not all marketers have embraced AI, though those that have are reporting positive results.

• AI is widely used for content ideation, research, analytics, and brainstorming.
• 40% of marketers expect to increase budgets for AI-driven content optimization and performance.
• 56% say their company is taking an active role in implementing and using AI.
• 41% use AI to analyze data for insights.
• 45% use AI to brainstorm content ideas.
• 39% of marketers aren’t sure how to safely use generative AI.
• 31% have accuracy and quality concerns about AI.
• 47% of B2B marketers report increased website traffic due to AI search.

Source: HubSpot

• 90% of people prefer a human customer service representative to a chatbot.
• 41% of people under 34 have negative feelings about the idea of companies using AI in CX vs 72% of those over 65.
• 92% of businesses want to invest in generative AI over the next three years.
• 68% of marketers are currently utilizing AI in their daily tasks.
• 50% of marketers believe insufficient AI adoption inhibits achieving goals.
• 1 in 5 marketing teams improved productivity by 50% with AI.
• 19% of marketers plan to add AI in search to their SEO strategy.
• Among Gen Zers, 66% were interested in AI that would help them through a product or website, 63% liked the idea of personalized deals, and 56% wanted tailored product recommendations.

Where do we stand with marketing budgets and business impact?

• Median marketing budgets have risen from 9% to 10% of revenue for B2B companies.
• 80% of marketers say Account-Based Marketing (ABM) delivers higher ROI than other marketing initiatives, and 56% report increased sales from ABM.
• Companies implementing ABM strategies have experienced a 208% increase in marketing-generated revenue over three years.

Source: Revnew

• 67% of B2B marketers are increasing budgets for brand-building efforts.
• 60% of B2B marketing budgets are going to acquiring new customers, 40% to retention.
• 52.3% of B2B organizations increased their marketing budgets for 2025; 8.4% reduced them.
• If given more cash, 16.5% of marketers would invest it in talent development, 10.3% in digital ads and marketing, and 7.9% in brand building.

Source: The CMO Survey

• Companies using coordinated omnichannel marketing strategies experience 287% higher purchase rates than those that don’t.
• 44% of B2B companies have in-house marketing teams, 33% do their marketing both in-house and outsourced, and 21% outsource their marketing.
• 93% of companies who outsource their marketing find outsourcing effective.

To stay ahead in B2B digital marketing, you need to make strategic moves. With the above statistics, you’ll be able to create the right strategies, allocate budgets accordingly, and get meaningful results across SEO, email, and social.

Ready to turn insights into impact? At Wezesha Marketing, we can help you lead with data and grow with confidence. Get in touch for a free consultation.