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B2B Marketing Stats That Will Help You in 2018


Top B2B Marketing Struggles

Many companies in the B2B space face similar challenges when it comes to marketing. Knowing that others are in the same position is comforting but knowing how to overcome these challenges is rewarding. Acknowledging where your weaknesses lie is the first step in overcoming them. In a recent study by HubSpot, business has acknowledged these 8 struggles at their top B2B marketing related weaknesses.



Top Content Marketing Statistics

Blogs, Strategy, Podcasts


Content marketers are leveraging certain projects and platforms to optimize their marketing endeavors. Whether working on national or international accounts – here are some of the trends happening for content marketing in the B2B space.


53% of marketers use blog content creation as their top inbound marketing

B2B companies that blogged 11+ times/month had 3x more traffic

Titles with 6-13 words attract the highest and most consistent amount of traffic


On average, B2B marketers allocate 28% of their total marketing budget to content marketing

47% of buyers viewed 3-5 pieces of content before engaging with a sales rep

96% of B2B buyers want content with more input from industry thought leaders


11% of marketers plan to add podcasting to their marketing efforts

64% of podcasts are listened to on a smartphone or tablet

Weekly podcast listeners consume five shows per week on average


Social Media Marketing Statistics

Facebook, Instagram, LinkedIn, Snapchat


With many channels to distribute content, finding the right fit for your audience is key. This is how B2B marketers are expanding their reach through Facebook, Instagram, Pinterest, and Snapchat.

72% of adult internet users use Facebook

Posts with images have 2.5x more engagement than those without

Facebook sends 82% of social media traffic to longer stories and 84% of social traffic to shorter news articles

63% Facebook users say it is a platform for news, events, and issues outside the realm of friends and family


Photos showing faces get 38% more likes than photos not showing faces

28% of adult internet users use Instagram

59% of Instagram users are on the platform daily – 35% check the platform several times a day

Over 95 million photos and videos are shared daily


25% of adult internet users use LinkedIn

Only platform that has greater usage among 30-49-year-olds than among 18-29-year-olds

46% of online adults who have graduated college are LinkedIn users

LinkedIn has 450 million members – only 25% actively visit the professional social network each month


Snapchat had 150 million daily active users

8,796 photos are shared per second on Snapchat

52% of Snapchat users are under the age of 25


23% of adult internet users use Twitter

30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older

3 in 10 online urban residents use Twitter, compared with 21% of suburbanites and 15% of those living in rural areas

Twitter has nearly 4x as many users internationally as in the U.S.


·       Social Media Management - 88% of marketers want to know how to measure their return on investment for social media activities

·      Only 42% of marketers say they are able to measure their social activities

·      92% of marketers say that social media is important to their business

·      More than half of marketers who've been using social media for at least two years report it helped them improve sales

·      90% of all marketers indicated that their social media efforts have generated more exposure for their businesses

·      By spending as little as six hours per week, 66% of marketers see lead generation benefits with social media

·      At least 61% of those investing a minimum of six hours per week in social media marketing saw improvements in search engine rankings

·      6 in 10 small business owners are not able to track ROI from their social media activities

·      Social Media Usage - 64% of marketers are using social media for six hours or more and 41% for 11 or more hours weekly

·      Nearly 19% of marketers spend more than 20 hours each week on social media

·      83% of all marketers actively pursue social media marketing initiatives

·       As of 2015, 35% of all those 65 and older report using social media, compared with just 2% in 2005

·      As of 2015, 90% of young adults use social media, compared with 12% in 2005

·      Nearly one-third of the world uses social networks regularly



Email has come back from being a ‘thing of the past’. This is how marketers are using email to revive their marketing plan and maximize their ROI.


            Click-through Rate Statistics


      ·      54% of marketers say increasing engagement rate is their top email marketing priority

·      11 AM ET has the highest click-through rate for email sends

·      15% of marketers surveyed say their company still does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click

·      Email notifications about abandoned carts have a 40.5% open rate

·      As the number of images in an email increases, the click-through rate of the email tends to decrease

·      64% of people prefer rich text emails

·      Email subject lines that include the words "thank you" have the highest above-average engagement levels

·      Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance

·      The open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization


Email Segmentation Statistics


·      42% of marketers do not send targeted email messages; only 4% use layered targeting

·      83% of companies use at least basic segmentation for their emails

·      The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively

·      Segmented and targeted emails generate 58% of all revenue

·      Email use worldwide will top 3 billion users by 2020

·      66% of unsubscribes occur between 5 and 10 PM.


Lead Generation

Whether through content syndication, newsletters, or other digital marketing statistics lead generation is being carried out by the majority of B2B companies.


·      80% of companies report that their lead generation efforts are slightly/somewhat effective

·      Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers

·      For B2B marketers, the ideal number of fields on web registration and download forms is between three and five for 79% of respondents, while only 16% said it was six or more

·      53% of marketers say half or more of their budget is allocated to lead generation, while 34% say less than half of their budget is allocated to lead generation

·      Only 16% of marketers say outbound practices provide the highest-quality leads for sales

·      63% of marketers say generating traffic and leads is their top challenge

·      58% of marketers say their lead generation budget will increase in the coming year. 

·      Nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less

·      For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month