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B2B Online Marketing Statistics

84% of Demand Metric’s Inbound Marketing Effectiveness Study participants agree that a combination of inbound marketing tactics and outbound marketing tactics is the best way to drive business.

~ Inbound Marketing Effectiveness Report, January 2016

94% of B2B participants in Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends Study reported that they use LinkedIn for content distribution. Twitter and Facebook followed, at 87% and 84% respectively.

~ 2016 Benchmarks, Budgets, and Trends—North America

84% of top performing businesses are using or will use marketing automation in 2016. Marketing automation needs leads, and while content is the most potent fuel for lead generation, managing and leveraging that growing library of content will be vital in order to fully utilize marketing automation.

~ Yoav Schwartz | CEO, Co-Founder, Uberip

70% of the sales teams that responded to the survey acknowledge not having access to effective content has a negative impact on sales conversions. They estimate that 44% additional revenue could be achieved if they always had access to the right content.

~ Content Effectiveness Benchmark Report

A better understanding of target markets leads to greater digital marketing effectiveness. 69% of participants in Demand Metric’s Digital Marketing Benchmark Study claimed a higher understanding of the target market and reported their marketing efforts as effective or very effective.

~ 2015 Digital Marketing Benchmark Report

B2B marketers use on average 13 distinct content marketing tactics. The most prevalent of these tactics, at 92% usage is social media content. This is followed by eNewsletters at 83%, and articles posted on their own website at 81%. Infographics saw the biggest rise in usage from 51% last year to 62% this year.

~ Content Marketing Institute’s 5th Annual Content Marketing Survey, 2015

As more consumers run local searches on mobile, advertisers are increasing spending on local mobile ad campaigns. In April 2015, BIA/Kelsey estimated that US mobile ad spending on local, or location-targeted, placements would rise 56% this year to $6.7 billion, or 37% of all mobile ad dollars.

~ eMarketer, June 2015

Marketers are expected to spend 540 billion dollars globally on advertising this year.

~ Ad Age, March 2015

It is no surprise that about two thirds (67%) [of B2B buyers] rely more on content to research and make purchasing decisions than they did a year ago.

~ Demand Gen Report, March 2015

In 2015, search engine marketing (SEM) will continue to capture the largest share of online spend at 47%, or about 14% of the firm’s total marketing budget 2014.

~ Business2Community, February 2015

Spending on paid media in the US totaled $179.80 billion in 2014. Digital accounted for 28.2% of total ad investments, with 10.6% going toward mobile. Digital ad spending rose 17.7% in 2014 and will rise another 15.5% in 2015, fueled by mobile.

~ eMarketer, January 2015

Digital marketing spend is forecasted to increase to 35% of total budgets by 2016.

~ Business2Community, January 2015

2015 will be the year when B2B marketers will wake up to hyper-targeting. Only 10% of online visitors find what they are looking for when interacting with online content. Savvy digital marketers will be able to match traffic with business attributes, identify segments they want to grow and serve them with a very targeted message.

~ GetApp

Content creation and management now claim the second largest share of digital marketing budgets. Between social networks, customer-driven forums, blogs, and video, creating and strategizing around content that’s interesting, timely, and effective is big for 2015.

~ Gartner, Inc.

Inbound Marketing leads have a 14.6% close rate, while outbound sourced leads have a 1.7% close rate. Inbound Marketing leads are eight times more likely to close into customers than outbound leads. Leads from inbound links (referrals) are five times more likely to become customers than outbound leads.

~ HubSpot

Marketing budgets remained healthy in 2014, with 50 percent of companies planning an increase in 2015, according to a recent survey by Gartner, Inc. Digital marketing spending averaged one-quarter of the marketing budget in 2014. The survey found that of the 51 percent of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17 percent.

~ Gartner, Inc.

By 2016, advertisers will spend $77 billion (as much as is spent on TV advertising today) on the following online marketing activities: Search marketing, display advertising, mobile marketing, email marketing, and social media. These online marketing tactics will grow to 26% of all advertising spend as they are embedded in the marketing mix.

~ Forrester Research

59 percent of B2B marketers and 49 percent of B2C marketers credit SEO with having the biggest impact on lead generation — in both cases, those numbers are significantly higher than both PPC and social media.

~ 2012 State of Digital Marketing Report


Content marketing generates three times more leads than traditional marketing per dollar spent.

~ DemandMetric

SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.

~ Search Engine Journal

Approximately 91% of companies with revenues over 500 million, are using digital video, making it the top form of digital advertising among organizations of this size.

~ Forbes

Users exposed to both a brand’s social media and paid search programs are 2.8 times more likely to search for that brand’s product compared to those only exposed to paid search.  Source: Comscore, GroupM, and M80 study, “The Influenced: Social Media, Search and the Interplay of Consideration and Consumption”.

Citing a recovering economy and increasing marketer interest in the space, research company eMarketer recently raised its 2010 spending forecast for advertising on social networks by nearly 30% to $1.68 billion domestically.