B2B marketing has changed significantly over the years. From the release of insightful tools, the increase of automation, and the development of different aspects of marketing, including PPC and paid social strategies, there’s a lot for marketers to keep up to date with.

If you’re interested in reading about the latest trends and research that pertains to the marketing industry, take a look at our blog below. Read on to find out 10 B2B marketing statistics you should know, so you can shape your next strategy around the latest trends…

Create your next B2B marketing strategy with help from a leading LinkedIn Manchester agency, StraightIn. Contact us to find out more about how we can help you. 

1. 35% of B2B businesses prefer to conduct in-house marketing (source)

Our first B2B marketing statistic comes from Safefrog, a B2B marketing agency located in America. According to research conducted in 2024, 35% of B2B businesses surveyed prefer to conduct their marketing practices in-house. Conversely, 49% revealed they prefer a hybrid approach – demonstrating how B2B businesses recognise the value of specialised marketing agencies.

2. 58% of B2B marketers plan to increase their investment in video marketing (source)

Research from the Content Marketing Institute has shown that B2B marketers believe they have gained the most success from the use of video content marketing. With the rise of popularity in short form videos such as TikToks, providing users with the information they need instantly, it’s not a surprise that this has been a successful enterprise for marketers over the last year and looking ahead.

3. Brand awareness is the main objective of content marketing (source)

When it comes to content marketing, there are a variety of goals companies want to achieve when performing it. The main objective – according to 83% of those businesses asked by Kurve – is to build brand awareness. This further demonstrates the importance of properly positioning your brand within your industry as a thought leader – so you can engage with your prospective audience and interest them in your products/services.

4. When it comes to content, size matters (source)

A study conducted by BackLinko suggests that on average, content ranking on the first page of Google for a key term has a word count of approximately 1447 words. Whilst users are seeking accessible ways to receive information, long-form content is still valued by Google, as it addresses the pain points of the audience – helping to legitimise businesses as a trusted resource of information. 

5. Email marketing is still a valuable tool (source)

It might seem old-school or surprising, but when it comes to emails, many marketers believe there is value in conducting marketing campaigns via this channel. In fact, 75% of marketers surveyed by Lead Forensics believe that email marketing is good at generating a return on investment.

6. LinkedIn ads are effective at acquiring clients (source)

For B2B businesses, clientele can be acquired effectively on LinkedIn, especially via LinkedIn ads. This is because LinkedIn hosts a network of professionals – including business owners who might benefit from your products/services. Using targeted LinkedIn advertising helps to position yourself in front of prospects and ultimately generate leads.

7. Social proof is paramount (source)

Word of mouth has always been important when it comes to individuals seeking recommendations from trusted businesses or suppliers. That’s why in our digital age, social media proof is important. Reviews, testimonials, and case studies all play an important part in encouraging users to purchase/use a business’s products/services. In fact, products with 5 or more reviews are 270% more likely to be bought than those with no reviews – showing how powerful of a tool social proof is. For inspiration, check out StraightIn’s testimonials page. 

8. Digital methods over traditional methods are preferred by B2B customers (source)

With the rise of the internet, people don’t even have to move to make a purchase that could benefit their quality of life. This also applies to B2B customers, who don’t need to meet suppliers in person to get an understanding of their products/services. So much so that research has shown that 64% of B2B customers prefer a B2B eCommerce solution over in-person selling.

9. 4/5 leads come from LinkedIn (source)

As previously mentioned, marketers of a B2B business should not underestimate the value of using LinkedIn to promote their business, especially when it comes to showcasing their valuable industry insight. In fact, 4/5 leads come from marketing on the platform, showcasing just how valuable LinkedIn is at engaging B2B audiences.

10. Events and webinars are a valuable marketing channel (source)

We might have further highlighted the importance of online marketing with the B2B marketing stats we’ve shown, but that doesn’t mean you should completely rid your business of in-person advertising. 37% of marketers asked believe that their most valuable platform for engaging their target audience is events and webinars. This is likely because of the ability to showcase how their tools/products/services work in a way that shows tangible results to the viewer.

Build your B2B marketing strategy with the help of StraightIn’s experts

Building a B2B marketing strategy might seem like a daunting task to undertake, but with the help of StraightIn’s experts, you can see tangible results as soon as possible.

Our team of LinkedIn marketing experts makes it their priority to understand your business and its unique offering, so we can position you in front of the right people and help you achieve your goals sooner rather than later.

Contact us today to find out more about how we can help you. Call 0161 518 4740 or email grow@straight-in.co.uk.

B2B marketing: FAQS

Why is B2B marketing important?

It might seem surprising as consumers aren’t the focus, but marketing should still be a priority for your B2B company. Marketing can help increase awareness of your brand, reach a wider audience, and boost the overall sales of your company.

Why should B2B businesses utilise LinkedIn?

LinkedIn is the perfect platform for B2B businesses to utilise, as it puts you right in front of key industry figures who can shape and expand your company further. As it’s a professional networking platform, it’s easy for you to target likeminded individuals and establish yourself as a trusted resource.