57 B2B Marketing Statistics 2026 [Growth & Trends] – DemandSage

91% of B2B marketers now use content marketing, and digital ad spending has reached $19.22 billion in the U.S. alone. This 2026 report compiles over 100 B2B marketing statistics from trusted sources, including Statista, LinkedIn, Google, and CMI.
In this report, we’ve compiled the latest B2B marketing data, including growth, market size, etc.
This spending was recorded to be $16.74 billion in 2021. This indicates an increase of approximately $2 billion in traditional B2B advertising spending between 2021 and 2023. 
Source: Statista. 
By 2024, the B2B digital advertising spending will reach $18.47 billion. 
Here are further details about the digital advertising spending in the United States recorded over the years.
Source: Statista. 
This number has risen from 2022, when  83% of B2B marketers used content marketing. 
Source: Content Marketing Institute. 
50% of the B2B buyers go through at least eight pieces of content while purchasing. Over 80% of buyers say they view at least five articles before making the decision. 
Source: Brand Culture. 
Meanwhile, 58% of B2B marketers believe content marketing helps increase brand awareness. 
Here are further details about the view of B2B marketers regarding the effectiveness of content marketing. 
Source: Content Marketing Institute. 
To reach your consumers in the B2B market, you need to publish a substantial amount of content on a regular basis.
Hence, most marketers publish new content in the form of videos, podcast episodes, or blog posts on a weekly basis. However, some publish new content every day. 
Source: Databox. 
Another 33% of the B2B marketers said they have a strategy, but it’s not documented. While 27% of the B2B marketers do not have any strategy at all.
This is up by 65% compared to six years ago. Writing in a B2B niche requires more research and more data. Hence, due to this, B2B marketing companies outsource at least one content marketing activity.
Here are further details about the time required to write a blog post in the B2B niche. 
Source: Orbit Media. 
More than 80% of B2B marketers outsource content from the top-notch provider. 86% of the outsourced quality content to increase brand awareness, and 62% stick to their content marketing strategy. 
Source: Sales Simplify. 
This makes short articles and posts the most used type of content. The second most preferred and used type of content is Video.
In 2023, 75% of B2B marketers used it, compared to 66% the previous year.
A study of 500 SaaS companies highlighted that blogs focused on PR get more traffic than educational blogs. 
PR and news-related blogs are easily discoverable as the buyers use branded search terms. Meanwhile, it is difficult to rank the educational content as it is a non-branded search. 
Source: Emily Byford
More than 80% of B2B marketers believe that SEO generates better quality leads than PPC leads. 
Source: Linkflow.ai . 
This is because the average CPL of Google Ads increases yearly in 91% of the industries, and it can not always be used. 
Besides, 81.2% of marketers believe that SEO generates high-quality leads compared to PPC. 
Source: Linkflow.ai .
At the same time, 42% of researchers use mobile devices to research their B2B purchases. Hence, it is crucial to optimize B2B websites for search engines and mobile searches. 
Source: Google. 
In a study by Backlinko, Backlinks were the top factor affecting B2B SEO, while content quality was the second. 
Source: Linkflow.ai
10.4% of B2B marketers said that search intent is one of the most important factors they consider when optimizing content. 
The other top factors considered by the B2B SEO professionals are:
26. Approximately two-thirds of buyers are now leaning towards digital channels instead of traditional methods.
This change is further highlighted by the fact that over 70% of buyers say that more than half of their suppliers have embraced B2B eCommerce solutions.
The growth in digital purchasing has been striking. The percentage of B2B buyers making digital purchases has doubled in the past two years. Initially, only 15% of buyers engaged in digital transactions, but that number has surged to an average of 30% today. Looking ahead, almost half (44%) of B2B buyers are likely to make digital purchases in the next two years.
Source: Sellers eCommerce
72% of the videos made by the B2B marketers are explainer videos that demonstrate a process to the B2B marketers. 
Source: Content Marketing Institute, Oberlo. 
Hence, 83% of video marketers in the B2B industry use video content for lead generation. 
After watching the brand’s video, B2B marketing stats further reveal that 89% of people were convinced to buy a product. 
Source: Hootsuite, Wyzowl. 
At the same time, 95% of the marketers said the strategy helped increase brand awareness. While 90% said it helped them in lead generation. 
Source: Wyzowl. 
In addition to digital strategies, almost half (around 50%) of B2B marketers intended to increase spending on in-person events. This reflects a strong desire to foster personal connections and strengthen relationships within their industry.
Moreover, about one-third of B2B marketers are turning their attention to building online communities.
Here is a table displaying the share of B2B marketers who look forward to increasing their spending in various marketing areas:
Source: Content Marketing Institute
Nearly half of the B2B buyers worldwide maintain social media to contact B2B firms. 
At the same time, 69% of B2B buyers use social media platforms to share their poor customer experiences. 
Source: Insider Intelligence. 
36% of Gen Zs search for brands more often on Social media than on search engines. 
Here are further details about different generations that search for brands more often on social media than on search engines. 
Source: Hubspot, LinkedIn. 
Social media is the most effective revenue-driving channel for B2B businesses. 
60% of US B2B marketers consider it their top choice for driving the increase in revenue. 
Other most effective B2B challenges to drive an increase in revenue are: 
Source: Insider Intelligence. 
More than 65 million business decision-makers use LinkedIn. Besides, 89% of B2B marketers already use LinkedIn to generate leads. 
Source: Hubspot. 
Source: Content Marketing Institute. 
Over 70% of the B2B organizations used email newsletters to distribute content in 2022. 
Source: Content Marketing Institute. 
Source: Hubspot. 
As a result, 59% of B2B marketers address email as their top channel for revenue generation. 
Source: Option Monster. 
Meanwhile, 80% of B2B buyers say they are more likely to engage with a brand that offers a personalized experience. 
Source: LinkedIn. 
Implementation of personalization in your B2B business boosts sales and helps the sellers create a bond with their consumers. Personalization displays that the sellers understand the buyers’ needs and display the products accordingly. 
Source: Business Wire. 
The latest B2B marketing stats reveal that the businesses that have implemented personalization at a greater extent witness two-thirds more growth compared to the businesses with little or no personalization. 
40% of the visitors use on-site search to find what they are looking for on a commerce site. This makes personalization more important. 
In addition, some marketers also use advanced search solutions and artificial intelligence to re-rank the results based on consumers’ preferences. 
Source: Adobe. 
Product recommendation is a proven tactic for increasing conversion rates and average order value. 
Source: Adobe. 
According to Forrester, the value of B2B e-commerce in the United States is expected to double by 2027. In 2021, the value of the B2B e-commerce in the United States was $1.7 trillion. 
Another research by Gartner predicts that 80% of the B2B sales interactions between suppliers and buyers will occur through digital channels.
Source: Digital Commerce 360, Gartner. 
This number is up from 13% recorded in 2019. 
China has the highest market contribution, with its B2B eCommerce market valued at 27.5 trillion yuan.
Here’s a sneak peek of the eCommerce market share owned by different regions as of 2021.
Source: Statista. 
Tip: Check out online shopping statistics for further details about how much B2B marketers spend online. 
 Research done by Regalix brought into the limelight that digital events like online summits and webinars provide an opportunity to reach a large set of interested audiences.  
Source: Brand Culture. 
36% of the B2B marketers said they look forward to investing in lead generation, while 30% said they plan to invest in Brand building and Awareness. 
Some of the top segments of B2B marketing leaders are planning to invest in are:
Source: LinkedIn. 
B2B marketers allocate 71% of their time to generating new business leads. Meanwhile, 29% of the time is allotted to retaining existing consumers.
Overall, the tech industry invests the highest share of time to find new leads. On the other hand, the Education industry spends over 41% of its time retaining leads. 
Source: LinkedIn
Bonus: Check out Lead generation Statistics for further insights. 
43% of the B2B marketing leaders believe that storytelling, or the ability to develop creative connections with the target audience, will be one of the most critical skills required in future marketing teams. 
Source: LinkedIn. 
Besides, 75% of the B2B marketing leaders said they will likely use or will continue using generative AI to promote their businesses when AI-driven advertising becomes available.
Check out these trending artificial intelligence statistics for more insights.
Source: LinkedIn. 
However, one in 5 B2B marketing leaders has an ‘extremely good’ understanding of it.
Source: LinkedIn. 
Meanwhile, two-thirds of marketing leaders said that they are looking forward to increasing their B2B marketing budget in the next year.
Source: LinkedIn. 
As of 2023, B2B marketing job posts have recorded 29% month-over-month growth and 10% year-over-year growth. 
Source: LinkedIn. 
Most B2B marketing leaders are currently running nine or fewer marketing campaigns concurrently. 
38% of the marketers said that they run one to four campaigns, while 37% said that they run five to nine campaigns concurrently. 
Source: LinkedIn. 
In 2026, B2B marketing is more digital, data-driven, and buyer-focused than ever. 89% of buyers research online, 75% use social media in buying decisions, and 60% rely on digital content to finalize purchases.
With content, video, SEO, and AI at the center, marketers are prioritizing personalization and lead generation, allocating over 8.7% of their company budgets to marketing. Email, video, and online marketplaces dominate across channels.
If you’re planning campaigns this year, these statistics offer real direction, not just data. Use them to benchmark performance, improve targeting, and align with how modern B2B buyers behave and make decisions.
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