Knowledge is power, especially when it comes to information that can help you market better, stronger, and more effectively.
The marketing industry is constantly in flux. What works one day may not work the next, and vice versa. Staying ahead of the game is necessary if you want to keep up – and one of the best ways to ensure that your team is focusing their time and resources in the right places.
When it comes to better marketing, you need to start with the facts. Look industry wide to see what’s working and what’s not, and what you can learn from both. The more you know about where things are now, the more you can anticipate what’s to come.
So what’s driving marketing success today? Here are 32 B2B marketing statistics for 2019 that will help guide you through Q4 — and beyond.
Content Marketing is Still King
96% of marketing decision makers say content marketing is effective for their brand. (Zazzle)
89% of B2B marketers tie their content marketing strategy into larger business goals. (Zazzle)
70% of marketers are having more success with content marketing than they did in 2017. (Impact)
62% of B2B buyers say they can make a business decision based on content alone. (Blue Corona)
58% of B2B marketers have used content marketing to successfully nurture their audience in the past 12 months. (Content Marketing Institute)
56% of B2B marketers increased spending on content creation in the past 12 months and 37% increased spending on their content marketing staff. (Content Marketing Institute)
47% of consumers view 3-5 pieces of content from a brand before talking to one of their sales staff. (Junto)
The top two methods used to nurture leads are email campaigns (87%) and educational content (77%), followed by clear calls to actions (62%) and in-person events (61%). (Content Marketing Institute)
More than 50% of B2B marketers increased their use of audio and visual content, text-based digital content, and image-driven content in the past 12 months. (Content Marketing Institute)
54% of all consumers (and 65% of consumers aged 18-24) want to see more video content from brands and businesses they support. (HubSpot)
SEO or Bust
93% of online experiences begin with a search engine. (Junto)
71% of B2B researchers begin their search on Google. (Blue Corona)
65% of B2B marketers use keyword research to guide their content. (Content Marketing Institute)
61% of B2B marketers report changes to SEO and search engine algorithms as being a top concern driving their 2019 marketing strategy. (Content Marketing Institute)
57% of B2B marketers say that SEO generates more leads for their business than any other marketing initiative. (Junto)
Building Credibility and Awareness
96% of successful B2B content marketers say that their audience views their company as a trusted resource. (Content Marketing Institute)
90% of top performing B2B marketers put their customers’ informational needs ahead of their company’s sales and promotional messages. (Content Marketing Institute)
76% of B2B marketers say that building brand awareness is a key goal of their marketing efforts. (Zazzle)
73% of B2B content marketers are planning to use customer personas to create more useful and targeted messages. (Content Marketing Institute)
68% of B2B marketers say they’ve successfully used content marketing to build credibility with their audience. (Content Marketing Institute)
42% of B2B marketers communicate directly with their audience through customer conversations and panels as a means of marketing research. (Content Marketing Institute)
Prioritizing Personalization
3 out of 4 B2B content marketers uses sales feedback and website analytics to research their audience. (Content Marketing Institute)
Among B2B markets, 51% report that the ability to segment their email lists is their most effective personalization tactic, while 50% say it’s their ability to individualize email campaign messaging. (Instapage)
Personalized emails deliver 6x higher transaction rates than non-personalized emails. (Instapage)
71% of B2B buyers say they want B2C-like experiences like faster response times and 24/7 availability. (Blue Corona)
57% of consumers are okay with providing personal information to brands if it’s for their benefit and used in a responsible way. (Instapage)
51% of consumers expect that by 2020 companies will anticipate their needs and make relevant suggestions—even before they make contact. (Instapage)
45% of consumers are looking for personalized content portals. (Blue Corona)
Social Media Matters — to a Point
79% of brands distribute content on Twitter, while 75% use Facebook, 72% use LinkedIn, 57% use Instagram, and 52% use YouTube. (Zazzle)
75% of B2B buyers use social media to support purchasing decisions. (Blue Corona)
61% of Internet users are on social media. (Impact)
31% of brands report generating measurable sales directly from social media marketing. (Zazzle)
The B2B statistics above aren’t a guarantee of what will or won’t work for your brand, but they are incredibly useful for seeing what others in the industry are doing — and what they’re succeeding with. Some major takeaways? Put content, SEO, and personalization first, and don’t neglect social media but don’t over-prioritize it either.
Here’s to a great Q4!