B2B marketing statisticsfor 2022 and beyond

Our must-know marketing statistics will aid you in outlining your strategy
and achieving B2B marketing success now, and in the future.

Unlock the statistics

With an ever-changing marketing landscape, accelerated by a sudden shift to virtual and the emergence of new technologies, business leaders and marketers need to stay ahead of the curve.

That’s why we’ve curated a list of the top marketing statistics, aiding you in outlining your strategy and achieving B2B marketing success in 2022 and beyond.

Sift through our marketing statistics and discover key insights that can drive your B2B marketing strategies and trends. As demand for content continues to rise, learn why elements such as social media marketing, automation and data are integral and necessary building blocks for foolproof strategies to secure conversions, increase engagement and spark meaningful C-Level relationships.


Content creation

With the right content, you can share relevant written and visual collateral with your target audience, allowing them to learn more about your brand, expertise, and products or services. Check out these marketing statistics; they speak for themselves.

Thought Leadership


of marketers consider thought leadership a “top priority” for their marketing organisation, but only 26% consider their current program “very successful”.


of people would rather read an article based on data than the author’s opinion.


of decision-makers say they use thought leadership content as an important way to vet business.

Thought leadership has a greater impact of ideas on potential buyers than all other forms of content marketing (case studies, collateral, advertising, etc.).



of content marketers say online communities is the best promotion method.


of marketers use organic traffic as a measure of content success.


of B2B marketers are outsourcing content creation.


of blogs include videos but 41% of bloggers report strong results from videos.

67% of marketers say SEO is the most effective marketing tactic.

Half of all content created in 2019 was for top-of-the-funnel.


Text will always be the foundation of search so making sure the text around your website’s assets is descriptive will help them rank well in search.

Marketing tactics

Top five B2B content marketing tactics: Social media content 92%; eNewsletters 83%; articles on your website 81%; blogs 80%; in-person events 77%.

Websites & SEO

To improve site performance, the top technical SEO tactic used by marketers is optimising mobile performance.


About 64% of marketers actively invest time in search engine optimisation (SEO).


To improve site performance, the top technical SEO tactic used by marketers is optimising mobile performance. 

Search traffic

According to a 2019 study, search traffic generated 65% of total ecommerce sessions, 33% was generated through organic search, and 32% was generated through paid search. 


In a survey conducted by Databox, 70% of respondents said that SEO is better than PPC for generating sales.


Content marketing

The right content marketing strategy can transform your business. Just as quality content builds your brands trust, marketing it right increases conversions. These marketing statistics will show you what strategies really work.

Email marketing

Email marketing is one of the most effective marketing channels. The average ROI is £38 for each pound invested and 72% of customers prefer to be approached via email.


In the US 21% of email opens happens between 9 a.m. and noon.


Companies that A/B test every email see email marketing returns that are 37% higher than those of brands that never include A/B tests.


Consumers open emails with personalised subject lines at a 50% higher rate compared to emails without personalised subject lines, yet only 2% of emails employ personalisation.


On a global basis, segmented email campaigns see 14% higher open rates as compared to non-segmented email campaigns.

45% of businesses send their leads one email per week.

Social media marketing

In 2020, there are 3.81 billion people actively using social media in the world.

257 million

By 2023, the number of social network users in the US is expected to reach 257 million.


As of April 2020, LinkedIn’s number of users in the US reached 160 million, making it the country with the most users in the world.


Instagram is the social channel with the second-highest ROI among marketers.

Social media

Social media usage broken down: 90% of Millennials, 77% of Generation X, and 48% of Baby Boomers.

Video marketing


of video marketers say video has helped them generate leads.


of video marketers claim that video has directly increased sales.


of people now listen to podcasts each month.


of marketers consider podcasts to be the most successful form of virtual engagement.


Business relevance

Businesses are always striving to attract new prospects. To do this effectively means trying and testing different methods. Services like lead generation marketers can convert prospects interested in your brand, products, or services. Check out these marketing statistics to discover what’s integral to building business relevance and converting your clients from prospect to client.

Building credibility


of customers spend more money at brands they’re loyal to.


of consumers say they would be open to sharing more information if it would result in faster and easier services.


of B2B purchasers won’t speak to a salesperson until they’ve done their own research.


of business leaders plan to make investments in more advanced customer service technology over the next two years.

77% of brands could simply disappear and no one would care - so you need to go that extra mile.

Lead generation

Information that helps customers advance drives ease and high-quality deals. Those brands that helped buyers advance would experience a 2.8x rise if made easier, and 3x more if made higher quality.


of B2B buyers claim that their latest purchase was very complex or difficult.


of companies report that increasing customer acquisition is their primary objective.


of companies use lead generation as a key metric to measure content success.


of leaders agree that marketers must now focus on using virtual experiences to generate qualified leads and customer satisfaction.

Proportion of buyers who used sales reps vs website to complete a job is consistently higher, with an average 4.5% higher engagement with sales reps than websites.

Marketing automation


Data-driven marketing increases ROI, with campaigns that leverage data-driven personalisation reporting 5-8x ROI for their campaign spend.

email automation

Email automation campaigns are among the top three tactics used by email marketers to improve performance.

content delivery

Of those who are automating marketing, 23% are automating their content delivery.


Human engagement

At Chief Nation, our Digital to Human™ approach and networking experiences bring you face-to-face with your desired C-level audience in the UK, US and EU. With live and virtual events, you can create opportunities to connect with prospects and spark meaningful business relationships.

Virtual events


of people join virtual events for educational purposes. The next biggest reason for joining virtual events is networking.


of the people who have attended virtual events report higher or equal levels of engagement compared to in-person events.


of event marketers plan to invest in virtual events moving forward.


of marketing and sales leaders said that virtual roundtables were proving the most successful form of virtual engagement.

68% of leaders agree that hybrid events that combine elements from both virtual and in-person experiences are likely to be a powerful tool for connecting with audiences.


of event marketers reported that a hybrid solution that can manage both virtual and in-person events will play a key role in the 2020 and 2021 event strategies.


of respondents said that not needing to travel to business events is the best thing about virtual events.


of marketers say that email is the single most effective way to drive registrations.


of respondents reported that attendee engagement and satisfaction were KPIs used for measuring virtual event success.

Seven out of 10 respondents have moved their face-to-face events partially or fully to a virtual platform, and many don’t see that as a short-term fix.


of virtual event organisers use social media to drive registrations.


of event marketers said they have canceled—and 66% have postponed—events as a result of COVID-19.


of marketing and sales leaders say that the shift from face to-face engagement has had a negative impact on their organisations.


of attendees of virtual events said they are keen to attend live events in person within the next 12 months.

For 45% of marketing leaders, reducing carbon emissions was the most important benefit to virtual engagement.


of leaders will run both virtual and in-person events.


of respondents believe tools to engage virtual attendees will play a key role in their 2020 and 2021 event strategies.


of respondents agree that in-person events provide attendees with valuable opportunities to form in-person connections in an increasingly digital world.


of respondents believe tools to connect sponsors and attendees both virtually and in-person will play a key role in their 2020 and 2021 event strategies.

On average, marketing and sales leaders are scoring their current virtual engagement strategy a 6 out of 10.

We can help you deliver a winning virtual event


We help clients connect all over the world, virtually. We bring our diverse portfolio of clients together for C-level insight, trending business discussions, thought-leadership content and networking opportunities all through our virtual events sister company, CWO : DIGITAL.

If you want to strike the right balance between business and pleasure but aren’t sure how, get in touch with one of our events managers today!