10 B2B Marketing Stats That Will Surprise You

B2B marketing is changing all the time. The way businesses buy products and services today is very different from a few years ago. Old methods, like cold calls, generic emails, and brochures, don’t work as well as they used to.

Some numbers about B2B marketing might surprise you. These stats can help you understand what works today, what doesn’t, and how you can improve your marketing. Let’s take a closer look at 10 important B2B marketing stats.

1. 70% of B2B buyers watch videos

Most business buyers like to watch videos to learn about products and services. They watch videos to compare different options, see how a product works, or watch success stories from other companies.

Why it matters: If your business doesn’t use video, you are missing a chance to connect with buyers in the way they prefer.

Example: You can create short videos that explain your product or show how a customer used it successfully. Videos don’t have to be complicated—simple and clear works best.

2. 61% of B2B marketers say generating leads is their biggest challenge

Getting the right people to see your marketing and become potential customers is not easy. Many marketers spend a lot of time creating content but still struggle to attract leads.

Why it matters: It’s not about making lots of content—it’s about making content that actually helps your audience and answers their questions.

Example: Instead of writing a long generic blog, create a guide that solves a problem your buyers have.

3. 77% of buyers won’t talk to sales until they do research

Most buyers want to understand a product or service before speaking to a sales person. They look at guides, watch videos, read reviews, or compare options.

Why it matters: You need to provide helpful information before trying to sell. Buyers trust businesses that educate them first.

Example: Offer a free guide, an article, or a webinar that answers common questions. This helps buyers feel ready to talk to you when they are interested.

4. 47% of B2B companies use 10 or more marketing tools

Many companies use a lot of different marketing tools—like email software, analytics, social media platforms, and advertising tools.

Why it matters: Using more tools doesn’t always mean better results. If your tools don’t work together, they can make marketing more confusing and harder to track.

Example: Instead of using 10 different tools that don’t connect, choose a few tools that work well together and help you measure results clearly.

5. 92% of decision-makers trust experts

Business buyers are more likely to work with companies that show real knowledge and expertise. They want to get advice from someone they trust, not just a salesperson trying to sell something.

Why it matters: Showing that you know your industry and can solve problems builds trust and makes buyers more likely to work with you.

Example: Share success stories, tips, or insights that show your expertise. Post helpful advice on LinkedIn or write articles that answer common questions.

6. 54% of marketers struggle to measure results

Many marketers don’t know which parts of their marketing work and which don’t. Without measuring results, it’s hard to make improvements or know where to spend money.

Why it matters: Tracking results helps you see what’s working and what needs to change.

Example: Use tools to track leads, clicks, and sales. Focus on the channels that bring real results and improve the ones that don’t.

7. 87% of marketers use email to reach leads

Even though social media is popular, email is still the most effective way to communicate with potential customers. Email allows businesses to share useful information directly with leads over time.

Why it matters: Sending helpful emails can keep your business top of mind and move buyers closer to making a decision.

Example: Send emails that educate your audience, share tips, or answer questions. Avoid sending only promotional emails.

8. 65% of buyers want content that solves problems

Buyers don’t just want information about your product—they want help with their challenges. Content that educates or solves a problem is more effective than just advertising.

Why it matters: Helpful content builds trust and makes buyers more likely to choose your company.

Example: Create blogs, guides, or videos that explain how to solve a problem your audience faces.

9. LinkedIn generates 80% of social leads

LinkedIn is the most important social media platform for B2B marketing. Most business leads that come from social media come from LinkedIn, not Facebook or Instagram.

Why it matters: If your business is not active on LinkedIn, you are missing a chance to reach many potential buyers.

Example: Post helpful content, engage with industry groups, and use LinkedIn Ads to reach your audience.

10. Only 22% of companies are happy with conversion rates

Getting leads is one thing, but turning them into paying customers is much harder. Most companies are not satisfied with how many leads actually buy.

Why it matters: You need to focus on improving conversions, not just getting more leads.

Example: Test your landing pages, calls-to-action, and emails to see what works best. Even small changes can make a big difference.