Statistics are the foundation of marketing. As someone who worked for years in market research, I can confirm this. If you don’t understand what’s not working – or what is – you’re just going to be guessing.
Might as well just flip a coin to establish a marketing strategy.
The Latest in Marketing Statistics
Besides this, the ever-increasing access digital marketers have to customers has upended B2B marketing strategies. E-mail marketing, social media, the proliferation of smartphones, and other technological advances have completely altered the industry.
Yet these changes are still happening, so it’s important to understand where we’re heading. It’s ultimately important to any business or brand targeting B2B customers to understand consumers’ behavior, the latest trends, and what channels people are using.
It’s always best to review what’s being used to generate leads and not just make decisions on the fly. When you actually look at metrics like success rates, growth, and usage and decide on your strategy based on that, you’re more likely to make your enterprise successful.
The Overall Statistics
- Desktop users click on the first search result 34.36% of time. (Advanced Web Ranking, 2015)
- Every $1 spent on email marketing in a campaign earns $38 in ROI on average. (Campaign Manager, 2016)
- Every five minutes, 22% of smartphone users worldwide are using their phone. (Advanced Web Ranking, 2017)
- In Brazil, more than 1 in 3 people use mobile devices for more than 6 hours per day. (Advanced Web Ranking, 2017)
- Over 100 billion searches go through Google monthly. (Search Engine Land)
- Searches for infographics increased over 800%. (Unbounce, 2012)
- Those looking for a location on a mobile device account for 30% of all searches. (Google, 2016)
- When checking e-mail, more than half – 53% – are opened from mobile devices. (Campaign Monitor, 2015)
- Worldwide, every five minutes 1 out of 5 smartphone owners use their device. (“Always On – A Global Perspective of Consumer Mobile Experience” study, 2017)
B2B Industry Statistics
- 47% of B2B marketers believe personalizing products and services will be an important strategy in 2020. (Sagefrog, 2019)
- 56% of B2B marketers believe digital marketing spending is a priority for 2020. (Sagefrog, 2019)
- 80% of B2B social media leads came from LinkedIn, according to reports. (Ironpaper, 2017)
- Adding Youtube to next year’s content distribution channel plan is being considered by 48% of marketers. (State of Inbound Report, 2017)
- Believing it the most effective way to advertise digitally, 58% of B2B marketers use paid search engine advertising. (Consalta)
- Blogging is done by 86% of B2B companies. (The Real Time Report, 2010)
- By 2020, 70% of B2B search queries will be made on smartphones, up from 50%. (Boston Consulting Group, 2017)
- Creating more content in the next year was part of the plan 70% of B2B marketers. (LinkedIn, 2015)
- Detailed content strategies are used by 69% of successful B2B marketers. (Content Marketing Insitute, 2020)
- Each day, online bloggers write over three million blog posts. (Worldometer, updated daily)
- Finding workers who are trained in content marketing is more challenging, according to 1 in 3 B2B marketing professionals. (Content Marketing Institute, 2014)
- Five time more traffic comes to companies blogging 15+ times per month than those that don’t blog. (Hubspot, 2016)
- For product launches, 71% of B2B technology marketers prefer Twitter over other social media. (Webequity, 2016)
- Generating leads and traffic is their biggest challenge, say 63% of marketers. (State of Inbound Report, 2017)
- It’s more likely – according to 50% of those using LinkedIn – that users will buy from companies they interact with on the platform. (Ironpaper, 2017)
- LinkedIn stated that 80% of B2B social media leads come through its platform. (LinkedIn, 2015)
- No human contact will occur in 80% of B2B buying by 2020. (Forrester & Gartner 2018)
- Of marketers, 29% repurpose already existing content. (Curata, 2016)
- On average, companies spend about 2% of revenue directly on their B2B marketing budget. (CMO, 2014)
- Outsourced writing projects by freelancers is done by 64% of B2B marketers. (Top Rank Marketing, 2014)
- Outsourcing content creation through websites like UpWork is done by 46% of B2B marketers. (B2B Content Marketing Report, 2016)
- Over 40% of people admit they just skim blog posts (Hubspot, 2016)
- Producing consistent content is a major challenge for 50% of B2B Marketers. (LinkedIn, 2015)
- Professional quality photography is critical, according to 46% of B2B marketers. (CMO Council, 2016)
- Reallocation from traditional advertising to digital marketing was done by 28% of marketing professionals. (Gartner, 2013)
- The best promotional tool, according to 35% of content marketers, is online communities. (Databox, 2019)
- The biggest obstacles for B2B industry professionals are lack of budget (59%) and not reaching people when they’re ready to buy (39%). (CMO, 2014)
- The click-through rate is twice as high when employees rather than the company itself shares content. (Ironpaper, 2017)
- The most clicks occur for blog posts with titles between 6-13 words. (State of Inbound Report, 2017)
- The top source for B2B marketing leads, according to 63% of marketers, were referrals. (Sagefrog, 2019)
- To research purchasing decisions, over 51% of B2B buyers rely on video content. (Demand Generation Report, 2016)
- Typical blog posts average 1,050 words. (Orbit, 2016)
- Utilized by 84% of marketers, 2019’s most used marketing tactic was e-mail marketing. (Sagefrog, 2019)
- Voice search is the next big trend, according to 31% of marketers, though two-thirds have no strategy to prepare for it. (EConsultancy, 2017)
B2B Customers Statistics
- Ad blocking tech is used by 200 million people. (Content Marketing Institute, 2016)
- Almost 30% of customers request professional SEO services. (Advanced Web Ranking, 2017)
- An average website visitor will spend only 37 seconds reading your article. (Content Marketing Institute, 2016)
- Content distribution via LinkedIn is used by 94% of B2B marketers. (Content Marketing Institute, 2015)
- Digital marketing decision makers for B2B products and services spend 12 hours and 40 minutes on average weekly on Facebook. (ComScore, 2017)
- In 2020, over 50% of B2B professionals are millennials, up from 46% in 2015. (Think With Google, 2015)
- Mobile apps are used for entertainment and social activities, while mobile web browsers are used to access relevant information by consumers. (“Always On – A Global Perspective of Consumer Mobile Experience” study, 2017)
- Of Facebook users, 76% visit daily. (Business2Community, 2017)
- Over 90% of mothers are active on social networking services or websites. (Edison Research, 2017)
- Personalizing or using creative subject lines make recipients of marketing e-mails 26% more likely open them. (Experian, 2016)
- Professional advantage is cited by 75% of Facebook users as a reason they use it. (Hootsuite, 2016)
- Those marketers not paying for social media management tools is 34%. (Advanced Web Ranking, 2017)
Conclusion
Statistically, most readers probably won’t even get this far, though even if you do chances are you haven’t read this whole post. If you’ve made it here, however, you might as well take my advice and consider those stats that piqued your interest. Those are probably the things you should consider when developing your B2B marketing strategies.
