The Annual B2B Marketing Mashup

2023 Edition

Explore and take advantage of a range of B2B marketing strategies and statistics to help you reach and resonate more with your target market in 2023 and beyond.

Which KPIs should B2B marketers focus on?

As a business evolves and its goals change, its most important KPIs will vary. However, there are commonly tracked KPIs including lead generation metrics such as lead quality, lead volume, and conversion rates. Other important KPIs may include website traffic, return on marketing investment, customer acquisition cost, customer lifetime value, and click-through rates. Businesses need to identify their specific goals and track KPIs that are aligned with those goals in order to measure B2B marketing success.

Let's start with some key statistics for B2B. What are our peers (and competition) investing in? What trends are working? Where is there area for improvement? Find out in the annual marketing mashup report.

67%

of marketers say customer journeys are critical to success.

A customer journey map is a visual tool that can be a vital component of effective customer experience.

$27
billion

By 2026, the estimated market value of customer journey analytics worldwide.

B2B Marketing Strategies and Forecasts

Global advertising spending in 2023 will increase by 3.8% YoY

$740.9
billion

(Global ad spend)

Of B2B companies plan on increasing their content marketing spend within the next 12 months.

46%

B2B digital advertising spending in the US has more than doubled.

$10.8
billion

(B2B digital ad spend)

83%

Of B2B companies are using email newsletters as part of their content marketing program.

The global B2B software as a service (SaaS) customer relationship management (CRM) market is expected to reach in 2022.

$40.26
billion

(B2B SaaS and CRM market)

80%

Of B2B buyers prefer to get information from articles rather than advertisements.

3/4

Of business leaders believe that the pandemic has accelerated their digital transformation by at least a year.

97%

Of business leaders and B2B buyers are willing to purchase in an end-to-end, digital self-service environment.

B2B customers want more channels, more convenience, and a more personalized experience. They want the right mix of in-person interactions, remote contact (phone or video), and e-commerce self-service across the purchasing journey.

There are times when looking back can launch you forward. Here are some historical marketing statistics marketers should take note of.

28%

Of marketers say using additional account-level fields helps improve their lead scoring. (Activate, 2020)

Only
17%

Of marketers use landing page A/B tests to improve conversion rates.

24%

Of marketers use paid advertising to impact direct sales. (HubSpot, 2020)

57%

Of organizations say they're shifting to a hybrid sales model in 2021. (HubSpot, 2020)

62%

Of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020)

54%

The average engagement rate for short-form video content. (Wistia, 2021)

38%

Of B2B companies are exploring influencer marketing as a new lead-generation strategy.

Forbes predicts that storytelling and value realization through authentic buyer experiences will be the primary language of B2B awareness building and sales, and personalized experiences will become increasingly important.

Overall, the future of B2B marketing looks promising, with emerging trends and opportunities that can help businesses grow and succeed. It is exciting to see how quickly technology and the industry itself is evolving.

Sources:
Forbes [1], Forbes [2], Backlinko, Statista[1], Statista[2], Hubspot, Dealtale, Ranktracker.