47 B2B Marketing Stats to Know in 2024

April 7, 2024

TLDR: Key B2B Marketing Statistics for 2024

According to HubSpot's research

66% of B2B leaders have leveraged AI tools in their strategies.
74% of B2B leaders consider AI/automation tools important for their business strategy.
69% of B2B leaders believe they have the necessary data to effectively reach their audience.
68% of sales leaders think they have all the necessary data for targeting audiences.
68% of B2B marketers say they possess high-quality target audience data.
74% of B2B marketers can turn their data into meaningful insights.
73% of B2B marketers understand the customer journey their leads take.
76% of B2C marketers say their niche changed more in the past three years than in the past 50, compared to 68% of B2B marketers.
15% of B2B marketers identified aligning sales and marketing as their biggest issue.
27% of B2B marketers highlighted the need for adaptability in planning as the biggest industry change.
16% of B2B marketers prioritize lead generation as their main goal for 2024.
Lead generation is deemed the most crucial metric for content strategy effectiveness by 29% of B2B marketers.
44% of marketers primarily use landing pages for lead generation.
51% of marketers use social media promotion to drive traffic to landing pages.
39% of marketers believe videos on landing pages positively impact conversion rates.
AI saves marketers approximately 2 hours and 16 minutes on manual tasks.
50% of B2B marketers find data sharing with other teams easy.
52% of marketers find it easy to access shared data.
56% of marketers report better alignment with sales teams.
29% of marketers say sales-marketing alignment benefits lead quality.
Facebook and Instagram are seen as the best social media channels for ROI by 29% of B2B marketers.
YouTube is the third most profitable platform for 26% of B2B marketers.
TikTok and Discord are set for increased marketing activity, with 53% and 46% of B2B marketers planning to up their budgets.
16% of B2B marketers plan to leverage YouTube for the first time in 2024.
17% of B2B marketers plan to invest the most in LinkedIn.
97% of B2B marketers find generative AI tools effective.
52% of marketers make minor edits to AI-generated text.
46% of marketers worked with influencers or creators in 2023.
Micro-influencers are the most utilized by 61% of marketers.
48% of marketers are satisfied with the results from micro-influencers.
Website and blog SEO is leveraged by 32% of B2B marketers.
40% of B2B marketers will increase budgets to prepare for AI in search.
50% plan to increase their SEO budgets in 2024.
11% of B2B marketers see improving SEO performance as their biggest challenge.
39% consider sales the most important content marketing success metric.
46% believe generative AI will make SEO more effective.
22% are updating SEO strategies for Google’s algorithm changes.
8% of marketers saw the biggest growth from updating SEO for generative AI.
12% believe AI-driven SEO tools are most beneficial for their business.
42% use AI for automating SEO tasks like meta tags and analyzing website data.
80% of users believe AI tools will independently handle most SEO tasks by year-end.
78% are concerned automation tools might render SEO obsolete.
69% agree automation tools can optimize SEO better than humans.
Physical events and tradeshows slightly surpass SEO in usage at 33%.
43% of B2B marketers plan to maintain their SEO investment levels.
The importance of sales-marketing alignment has decreased for 14% of marketers in 2023.
32% cite a lack of communication as the biggest obstacle to team alignment.

These statistics paint a comprehensive picture of the B2B marketing landscape in 2024, highlighting the critical role of AI, data, and digital marketing strategies.

The Pivotal Role of AI in B2B Marketing

In the realm of B2B marketing, AI has not just arrived; it has made itself comfortably at home. According to HubSpot's research:

AI Adoption: 66% of B2B leaders have incorporated AI tools, underscoring the technology's growing influence.
Importance of AI/automation: 74% of B2B leaders deem these tools critical to their business strategy, highlighting the essential role of AI in contemporary marketing efforts.

Data: The New Gold Standard

Data's importance cannot be overstated, serving as the cornerstone for strategic decision-making:

Access to Data: 69% of B2B leaders believe they have the necessary data to effectively reach their audience, showcasing a confidence in their data-driven strategies.
However, a significant portion remains uncertain or lacks adequate data, with 19% unsure and 12% outright lacking the necessary data.
Quality vs. Insight: While 68% of B2B marketers claim to possess high-quality data, turning that data into actionable insights is a challenge for a quarter of them.

Lead Generation: The Heartbeat of B2B Marketing

Lead generation remains a central pillar of B2B marketing strategies:

Primary Goal: 16% of B2B marketers have identified lead generation as their chief objective for 2024.
Effective Strategies: Landing pages are the tool of choice for 44% of marketers in generating leads, followed by social media promotion and email marketing.
The Role of Content: With 29% of B2B marketers pointing to lead generation as the key metric for content strategy effectiveness, it's clear that content plays a crucial role in attracting potential leads.

B2B Marketing Team Dynamics

The internal workings of B2B marketing teams are pivotal for seamless strategy execution:

Data Sharing: Half of all B2B marketers find sharing data across teams to be a straightforward task, indicating a level of operational harmony.
Team Alignment: 56% of marketers have observed increased alignment with sales teams, though challenges remain in fully harmonizing sales and marketing efforts.

Social Media Strategy in B2B

Social media continues to be a fertile ground for B2B marketers, with varying platforms offering unique advantages:

ROI Champions: Facebook and Instagram lead the way in ROI, but platforms like TikTok and Discord are catching up fast, pointing to shifting trends in social media marketing.
Investment Plans: LinkedIn remains a key focus, but there's noticeable intent among B2B marketers to explore newer platforms like TikTok and Twitter/X.

SEO: The Unchanging Constant

Despite the rise of AI and social media, SEO remains a steadfast tactic in B2B marketing:

Strategy Updates: With Google's evolving algorithms, 50% of B2B marketers plan to increase their SEO budgets, indicating the ongoing importance of SEO.
AI and SEO: A considerable number of marketers believe that AI can enhance SEO effectiveness, with automation tools playing a significant role in optimizing SEO tasks.

Conclusion: Navigating the Future with WAVE Web Consulting

As we navigate through the intricacies of B2B marketing in 2024, the data presents a clear message: adaptability, strategic data utilization, and a deep understanding of digital marketing trends are non-negotiable for businesses aiming to thrive. The role of AI, the ever-evolving SEO landscape, and the dynamic nature of lead generation strategies underscore the necessity for expert guidance and innovative solutions.

At WAVE Web Consulting, we specialize in helping businesses like yours harness the full potential of these trends. Whether it's integrating AI into your marketing strategy, optimizing your lead generation processes, or refining your SEO tactics to meet the latest standards, our team is equipped to guide you through the complexities of digital marketing in the modern age.

Don't let the rapid pace of change in the B2B marketing world leave you behind. Partner with WAVE Web Consulting, and let's craft a forward-thinking strategy that positions your business for success now and in the future. Reach out today to learn how we can transform your B2B marketing efforts and drive tangible results for your business.

The Wave.