2024 Edition

The Annual B2B Marketing Mashup

Become more successful in 2024 and beyond by understanding and taking advantage of a range of marketing strategies and statistics.

What are some key things to look for in 2024?

A number of KPIs, such as lead quality and lead volume, are commonly tracked. Web traffic, return on investment, customer acquisition cost, customer lifetime value, and click-through rates are all important KPIs. A business's effectiveness in B2B marketing depends on identifying its specific goals and tracking KPIs aligned with those goals.

The demand for maximum performance with minimal resources will hit an all-time high in 2024. Marketing leaders will be able to accelerate revenue-focused marketing and reduce non-hyper-targeted channel investments. It will also be critical to establish a data center of excellence to ensure accurate, complete, and current data is instantly available and focused on the right KPIs.

Let's dive right into some key statistics on demand generation and more. In 2024, ABM will not only work, but become the standard and focus for more and more marketers.

82%

Of B2B marketers say they are finding success with account-based strategies. Focus on how to reach target accounts, engage with audiences, and speak to customers. ¹

The two biggest challenges practitioners face with their lead nurturing initiatives are: ²

47%

Developing targeted content by buyer stage / interest

43%

Building the right timing / workflows for campaigns

Despite these challenges, here are some of the top benefits marketers see from lead nurture programs:

71%

Generating warmer, sales-ready leads

56%

Segmenting prospects based on interests / behaviors

55%

Getting better responses to campaigns / offers due to targeted relevance

Other key areas B2B marketers plan to increase their budgets in 2024 ²

CONTENT

Leaders plan to increase their budgets for content marketing (43%), and sales enablement (38%).

36%

Of B2B marketing professionals say that developing creative content is the most challenging aspect of demand generation.

A look at the latest trends, strategies, and forecasts for 2024

Digital advertising spending is expected to reach over $695 billion in 2024, with 53% of business leaders planning to invest more money in digital marketing in 2024. ⁴

$695
billion

(Digital ad spend)

Of B2B marketers said content marketing has helped them generate demand/leads. ²

67%

Expected B2B digital advertising spending in the US. The growth in B2B digital advertising spending is due to the increasing importance of digital marketing in the B2B industry. ²

$37.7
billion

(B2B digital ad spend)

73%

Of B2B marketers report that being just as effective with a smaller budget is a top priority. ³

The global partner relationship management market size is expected to expand at a CAGR of 16.2% from 2021 to 2027. ⁷ This growth is due to the increasing need for businesses to manage their partnerships effectively and efficiently.

145
billion

(by 2028)

Partner ecosystems: Forrester believes reliance on partner ecosystems will see an upward spike in 2024 as economic pressures continue to challenge direct sales. ₉

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

43%

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

23%

Of B2B marketers find the allocation of resources and budget for execution to be among the most demanding facets of leveraging data for driving demand.

$603

According to a report by Invesp, this is the average CAC for webinars and take 2-4 months to produce results.

$510

PPC average CAC and takes 1-3 months to produce results.

32%

Plan on investing in user experience by adding new personalization features.

38%

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

B2B marketing statistics provide insight into the current state of demand generation. The clear stand out—account-based marketing strategy was something we saw adopted by more and more B2B marketers in almost every report and reference used here. In 2024, B2B marketing will continue to emphasize personalization. This includes personalized content, messaging, and experiences that are tailored to the needs and preferences of individual customers.

B2B marketing has a promising future, as emerging trends and opportunities can help businesses flourish. As technology and the industry itself evolve, it is exciting to watch.

Sources:
RollWorks [1], The MX Group [2], MarketSplash [3], WebFX [4], EnterpriseAppsToday [5], 99Firms [6], Evolve [7], Backlinko [8], Forbes [9], Invesp [10].