B2B buyers now use an average of 27 digital channels during the purchase process, and 91% read vendor content during evaluation. Relevance shapes outcomes, with 67% more likely to buy from companies that provide relevant content and 49% unlikely to engage without it. This data set tracks how brand strategy, ABM adoption, and marketing software investment are shaping B2B branding.
Key Takeaways
- B2B buyers use an average of 27 digital channels during the purchase process
- In 2024, 91% of B2B buyers read at least one piece of content from the vendor during the evaluation stage
- B2B buyers spend 27% of their time validating solutions
- 61% of marketers say improving SEO and increasing organic traffic is their top inbound marketing priority
- 74% of CMOs say brand is a key growth lever for their organization
- 66% of B2B marketers indicate ABM has increased in importance over the last year
- B2B marketing is expected to contribute $7.3 trillion to global GDP by 2030
- The B2B marketing software market is projected to reach $14.2 billion by 2027
- The brand management software market is projected to grow to $7.7 billion by 2028
- The average B2B email click-through rate is 2.2%
- High-performing B2B marketing organizations are 2.3x more likely to have a documented brand strategy
- B2B marketers using ABM report higher win rates; 84% say ABM engages customers more effectively
- B2B marketing leaders are 3.7x more likely to use customer journey maps
- 68% of B2B marketers say their audience research informs content strategy
B2B growth increasingly depends on strong brands, relevant content, and ABM, with digital reach and software markets surging.
Related reading
01 · Category
Customer Behavior5 stats
01
B2B buyers use an average of 27 digital channels during the purchase process
02
In 2024, 91% of B2B buyers read at least one piece of content from the vendor during the evaluation stage
03
B2B buyers spend 27% of their time validating solutions
04
67% of B2B buyers say they are more likely to purchase from a company that provides relevant content
05
In a survey, 49% of B2B buyers said they are unlikely to engage with vendors who do not provide relevant information
Interpretation
Customer Behavior Interpretation
For Customer Behavior, B2B buyers rely heavily on content and validation as 91% read vendor material during evaluation and 67% are more likely to purchase from companies with relevant content, while they spend 27% of their time validating solutions and 49% avoid vendors with irrelevant information.
02 · Category
Industry Trends4 stats
01
61% of marketers say improving SEO and increasing organic traffic is their top inbound marketing priority
02
74% of CMOs say brand is a key growth lever for their organization
03
66% of B2B marketers indicate ABM has increased in importance over the last year
04
72% of marketers say video is an important part of their marketing strategy
Interpretation
Industry Trends Interpretation
Industry trends show marketers are prioritizing demand generation and visibility, with 61% naming SEO and organic traffic as their top inbound goal, while 66% report ABM has grown in importance over the past year.
03 · Category
Market Size6 stats
01
B2B marketing is expected to contribute $7.3 trillion to global GDP by 2030
02
The B2B marketing software market is projected to reach $14.2 billion by 2027
03
The brand management software market is projected to grow to $7.7 billion by 2028
04
The worldwide marketing automation software market is forecast to reach $8.9 billion in 2024
05
The global public relations market is forecast to reach $11.3 billion by 2027
06
The global brand advertising market size is forecast to be $700.5 billion in 2028
Interpretation
Market Size Interpretation
For the market size angle, B2B branding is on track to expand dramatically, with B2B marketing expected to add $7.3 trillion to global GDP by 2030 alongside major growth in related software and services such as a projected $14.2 billion B2B marketing software market by 2027.
More related reading
04 · Category
Performance Metrics3 stats
01
The average B2B email click-through rate is 2.2%
02
High-performing B2B marketing organizations are 2.3x more likely to have a documented brand strategy
03
B2B marketers using ABM report higher win rates; 84% say ABM engages customers more effectively
Interpretation
Performance Metrics Interpretation
For performance metrics in B2B branding, the strongest campaigns tend to be driven by measurable engagement and sharper targeting, as shown by a 2.2% average email click-through rate and the fact that high-performing marketers are 2.3 times more likely to have a documented brand strategy, with ABM further boosting effectiveness since 84% report it engages customers more effectively.
05 · Category
User Adoption2 stats
01
B2B marketing leaders are 3.7x more likely to use customer journey maps
02
68% of B2B marketers say their audience research informs content strategy
Interpretation
User Adoption Interpretation
B2B branding is accelerating user adoption because 3.7x more marketing leaders use customer journey maps and 68% of marketers say audience research directly shapes their content strategy.
report visual · Key figures
B2B Branding Signals: Content Relevance & Growth Priorities
B2B audiences respond strongly to relevant content, while marketers prioritize inbound and brand as key growth levers.
91%
In 2024, 91% of B2B buyers read at least one piece of content from the vendor during the evaluation stage
67%
67% of B2B buyers say they are more likely to purchase from a company that provides relevant content
49%
In a survey, 49% of B2B buyers said they are unlikely to engage with vendors who do not provide relevant information
74%
74% of CMOs say brand is a key growth lever for their organization
61%
61% of marketers say improving SEO and increasing organic traffic is their top inbound marketing priority
66%
66% of B2B marketers indicate ABM has increased in importance over the last year
source-verifiedlinkedin.com · mckinsey.com · cnbc.com · hubspot.com · gartner.com2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Min-ji Park. (2026, February 13). B2B Branding Industry Statistics. Gitnux. https://gitnux.org/b2b-branding-industry-statistics
MLA
Min-ji Park. "B2B Branding Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/b2b-branding-industry-statistics.
Chicago
Min-ji Park. 2026. "B2B Branding Industry Statistics." Gitnux. https://gitnux.org/b2b-branding-industry-statistics.
Sources & references
20 datasets cited across this report · attribution is report-level
+3 additional datasets cited (not shown individually)