18 vital B2B marketing stats for your next presentation

And occasionally you finish a monster B2B marketing insights research piece just in time for the biggest B2B marketing event in the UK.

Yes, its that last one I’m talking about. See the lovely video version of the research here.

Now, we all love a good quotable/tweetable stat at a marketing event – so for all the speakers at Ignite 2018, and in no particular order, here’s my top 18 for you to mercilessly rob and use in slides if you’re needing some last minute stats! Enjoy.

Trust is EVERYTHING in B2B

#1
58% do not trust claims made by B2B vendors – even the ones they buy from

#2
84% of buyers say they seek input from peers and existing users

Great content really, really works

#3
62% rely solely on digital content to set their selection criteria and finalise a vendor list

#4
75% of buyers say the winning vendor’s content had a significant impact on their buying decision

#5
Although 46% think they’re overwhelmed by the marketing content available

Social has gone private

#6
Use of private media for sharing, like WhatsApp, Slack and email, now exceed public sharing via social media by a factor of 2-1

Just make it easy for me, please

#7
96% say the customer experience directly affects the decision to buy again

#8
Suppliers that make buying easy are 62% likelier than other suppliers to win a high-quality sale

#9
97% of b2b buyers prefer prescriptive content that recommends solutions and tips

The buyer/influencer has changed

#10
77% of b2b purchasing decisions involve millennials

#11
While 64% of senior execs have final authority, 81% of non-senior staff have influence

#12
Longer blog posts not only rank better in search, they get 2x the shares and are seen as more authoritative

Employees need to share!

#13
When an employee shares company content, their CTR is two times higher than if their company were to share the same content.

Alignment pays

#14
Companies with aligned sales and marketing generated 208% more revenue from marketing

Personal beats business

#15
B2B purchasers are almost 50% more likely to buy a product or service when they see personal value€ – such as opportunities for career advancement, confidence or pride in their choice

B2B is mobile

#16
50% of B2B search queries today are made on smartphones.1 BCG expects that figure to grow to 70% by 2020

#17
52% prefer mobile-optimised content

Banner ads just don’t work

#18
The CTR of first display ad in 1994 was 43%, the average CTR in 2017 is less than 0.1%
(Source: Forrester)

So there you go. See you all at Ignite 2018 for a stat-tastic B2B marketing jamboree.

(Header image: Shutterstock)