Insights

Top 10 B2B Marketing Statistics 2020

Author - armstrong-editor
17.09.2020

As we approach the end of a year to remember, let’s reflect on some of the more interesting b2b marketing statistics and how much things continue to evolve in the b2b sector.

  • B2B ecommerce sales are expected to more than double B2C eCommerce sales this year.

You would be forgiven for thinking that eCommerce is all about b2c via Amazon, eBay and clothes shoppers, yet this couldn’t be further from the truth. Global B2b eCommerce sales ($6.6 trillion) are expected to more than double b2c eCommerce sales ($3.2 trillion) in 2020.  

This shows that we are entering a period of unprecedented opportunity for those b2b businesses prepared to embrace eCommerce now and in the future. Those unwilling to adapt may find themselves becoming dinosaurs next to the competition.

  • 81% of b2b businesses regard their blog as being critical to B2B lead generation. (Source: Nurture).

While much of the focus on b2b websites is on products, blogs are all too often neglected, yet according to a recent survey of b2b businesses, 81% saw their blog not just as a bit of an extra in marketing but a critical component of lead generation for their business.

This proves there is always an audience of buyers that can be persuaded by blog content that is engaging enough to capture leads.    

  • …and yet 73% of people admit to skimming blog posts while 27% consume them thoroughly. (Source: HubSpot).

If this statistic is a true reflection, then it is important to satisfy the needs of the small percentage who read a blog fully as this may be the audience most likely to make a purchase after doing their research.

  • 80% of all B2B leads are acquired from LinkedIn (Source: 99firms.com)

This statistic shows that the power of Linkedin isn’t something to be ignored. Linkedin is widely accepted as a strong source of leads among b2b marketers. Linkedin works great as a tool for widening business networks and promoting products and services and content.

Video, in particular, has taken over from written articles as a key driver of engagement on this channel.

  • 67% of purchases in industrial and manufacturing industries are influenced by a business’s digital presence (Source: Google).

If there was any doubt of the value of investing in digital, then this statistic is a powerful indicator. Most b2b businesses now understand that having a professional web presence as well as branding is an essential component of how a business is viewed by customers.

Customer experience is so important 80% of b2b buying decisions are influenced by customer experience (source: Business2Community).

  • 90% of buyers said they would be more likely to buy again from a company with a superior mobile experience.

With more and more prospective customers searching and making buying decisions via mobile, it is essential for websites to be responsive and display well on all screen sizes.

Not optimising a website correctly for mobile or providing a poor user experience can impact on customer retention, which is the lifeblood of most businesses. Only 50% of customers say they would make a repeat purchase from a website offering a poor user experience.

  • 69% of buyers say excessive form field requirements put them off completing contact forms (Source: KoMarketing).

It’s one thing bringing potential customers to your website but if they’re discouraged by overly complex contact forms then all the hard work could be wasted.

Contact forms with more options can be a useful way to screen a customer, but this can deter potential customers who may not have the time or be unwilling to share the depth of information required.

  • 57% of B2B marketers believe SEO generates more leads than any other marketing channel. (Source: Junto).

While SEO isn’t the only channel to consider when looking at lead generation for a b2b business, it is considered by the majority of b2b marketers as the most important.

With 81% of buyers doing their research online before making a major purchase it is important to ensure a business is appearing in front of these buyers wherever they are doing their research.

  • 70% of businesses surveyed believe SEO is better than PPC for generating sales. (Databox, 2019).

This surprising statistic may reflect the more precise nature of organic search results. PPC campaigns on platforms such as Google ads can take time to yield worthwhile results.

Targeting, however, is improving all the time on Google ads and it is possible to narrow down and refine the target market to gain better results in terms of conversions. PPC can also be an important lead generation channel for a new business that lacks traction in organic search results when there is a lot of competition.  

  • 60% of smartphone users have contacted a business direct from Google search results. (Think with Google, 2019).

It’s often less hassle to have an instant number to call rather than click through from search results, then search around a website for the correct phone number to call.

To capture those searchers looking for instant results, optimising a website for areas such as click to call is essential to capture this audience. Click to call Google ads and direct calls from Google My Business listings have grown to become an important source of leads in recent years as Google moves more towards presenting rich results that provide information without leaving the results page.