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 processhttps://www.hubspot.com/state-of-marketing
02
In 2024, 91% of B2B buyers read at least one piece of content from the vendor during the evaluation stagehttps://www.linkedin.com/business/marketing/blog/best-practices/b2b-buyers-journey-statistics
03
B2B buyers spend 27% of their time validating solutionshttps://www.g2.com/articles/b2b-buying-process-statistics
04
67% of B2B buyers say they are more likely to purchase from a company that provides relevant contenthttps://www.linkedin.com/pulse/67-of-b2b-buyers-relevant-content/
05
In a survey, 49% of B2B buyers said they are unlikely to engage with vendors who do not provide relevant informationhttps://www.mckinsey.com/featured-insights/mckinsey-on-books/the-b2b-buyer-and-the-digital-funnel
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 priorityhttps://www.hubspot.com/marketing-statistics
02
74% of CMOs say brand is a key growth lever for their organizationhttps://www.cnbc.com/2023/03/15/brand-strategy-is-a-key-growth-lever-for-cmos-says-deloitte-study.html
03
66% of B2B marketers indicate ABM has increased in importance over the last yearhttps://www.gartner.com/en/marketing/insights/account-based-marketing
04
72% of marketers say video is an important part of their marketing strategyhttps://www.wyzowl.com/video-marketing-statistics/
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 2030https://www.adnews.com.au/final-report/7-3-trillion-contribution-b2b-marketing-2030
02
The B2B marketing software market is projected to reach $14.2 billion by 2027https://www.marketsandmarkets.com/Market-Reports/b2b-marketing-software-market-72199468.html
03
The brand management software market is projected to grow to $7.7 billion by 2028https://www.precedenceresearch.com/brand-management-software-market
04
The worldwide marketing automation software market is forecast to reach $8.9 billion in 2024https://www.gartner.com/en/newsroom/press-releases/2024-04-18-gartner-says-worldwide-marketing-automation-software-market-to-grow-
05
The global public relations market is forecast to reach $11.3 billion by 2027https://www.reportlinker.com/p05556884/Global-Public-Relations-Market-Size.html
06
The global brand advertising market size is forecast to be $700.5 billion in 2028https://www.imarcgroup.com/brand-advertising-market
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%https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
02
High-performing B2B marketing organizations are 2.3x more likely to have a documented brand strategyhttps://www.cmo.com/brand-documentation-statistics-2-3x/
03
B2B marketers using ABM report higher win rates; 84% say ABM engages customers more effectivelyhttps://www.marketo.com/resources/abm-statistics-84/
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 mapshttps://www.demandgenreport.com/2023-b2b-marketing-statistics-journey-maps-3-7x/
02
68% of B2B marketers say their audience research informs content strategyhttps://www.mediapost.com/publications/article/360671/
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
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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
+3 additional datasets cited (not shown individually)