B2B Marketing Statistics for Marketing Strategy Planning | Behalf

By January 4, 2016B2B

Planning your B2B marketing strategy for small business growth next year? Here are helpful B2B statistics, separated by marketing channel, to help guide you:

Social Media for B2B Marketing

• B2B customers are 55% more likely to research information on social media before making a sale (Biznology)
• B2B customers are more likely to research a purchase on B2B news sites than on social media (Demand Gen Report)
• 59% of B2B customers that see tech vendors’ tweets will visit their websites afterward
• 94% of B2B marketing uses LinkedIn to publish or distribute content, making it the most-widely used B2B social platform (Content Marketing Institute)

Mobile Trends for B2B Marketing:

• In 2015 the average time spent daily on a cell phone was 120 minutes (LoginRadius)
• Cumulatively, customers choose to “Add to Cart” more often on their smartphone than on desktop devices (LoginRadius)
• 89% of smartphone users visit your mobile app, only 11% go through the mobile web to your website (Smart Insights)
• Within the US, Japan, and 10 other countries, Google searches are more frequently occurring on mobile devices than on computers (Search Engine Land)

Purchase Decision Making Process for B2B Marketing:

• 48% of B2B customers have admitted to finding interest in a new product, but held back from purchasing it due to risk factors (Business 2 Community)
• In order to determine whether a new B2B vendor is trustworthy, 68% of businesses believe third-party reviews are the most important indication (CMS Wire)
• B2B customers that find personal value are 71% more likely to make a purchase (Business 2 Community)
• And, 68% of those that find personal value to a purchase will be willing to pay a higher price for that product (Business 2 Community)

Content for B2B Marketing:

• Roughly 67% of B2B customers are more reliant on content for researching products now than they were a year ago (Demand Gen Report)
• 73% of B2B buyers said that vendors could improve their content by incorporating more statistics and research to back their claims (Demand Gen Report)
• Of businesses surveyed, 80% of decision makers favored getting product information through articles, rather than advertisements (B2B PR Sense Blog)
• Almost 64% of B2B technology customers reported that they read between 2-5 pieces of content prior to making a purchase (Eccolo Media)

E-mail for B2B Marketing:

• 97% of B2B customers said that they’re most likely to share content with their peers via email (Demand Gen Report)
• Revenue for B2B marketing automation systems increased 60% to $1.2 million in 2014, compared to a 50% increase in 2013. (VentureBeat)
• Over 50% of emails are opened on mobile devices. (Campaign Monitor)
• Employees spend 13 of their working hours each week in their email inbox (on average). (McKinsey)

These B2B marketing statistics show the gaining importance and effectiveness of mobile, e-mail, and content for your small business marketing strategy, but with entrepreneurs’ busy schedules, focusing on only one or two may be more feasible. Narrowing down which one is the hard part and we recommend studying your customers and knowing which channel they engage with most. For example, if your customers are frequently on Twitter, Facebook, or LinkedIn, you may prioritize B2B social media marketing above B2B e-mail marketing.

We’d love to hear – which B2B marketing strategies work best for you? Let us know at content@beacondigitalmarketing.com.com.