Gitnux/Report 2026

B2B Marketing Statistics

With 65% of B2B buyers preferring to research online instead of speaking to sales early, winning comes down to how well your digital and marketing automation engine turns attention into qualified demand. Get the 2025 flavored benchmarks across ABM, AI, personalization, webinars, and analytics including a forecasted $1.7T worldwide B2B marketing spend so you can spot what to double down on next.
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B2B Marketing Statistics
Timothy GrantWritten by Timothy Grant·Edited by James Okoro·Fact-checked by Claire Beaumont
Last verified May 15, 2026
Verified via a 4-step process
01Source

Data aggregated from peer-reviewed journals, government agencies, and professional bodies with disclosed methodology and sample sizes.

02Verify

Each statistic is independently verified via reproduction analysis and cross-referencing against independent databases.

03Grade

Figures are graded by cross-model consensus. Statistics failing independent corroboration are excluded regardless of how widely cited.

04Cite

Every figure carries a primary source. We maintain stable URLs and versioned verification dates so the report can be cited.

Read our full methodology →

Statistics that fail independent corroboration are excluded.

Next review Nov 2026
B2B marketers are expected to push marketing tech spending to $1.1T by 2025, even as $11,467 per year per marketer is quietly being spent just to generate leads in the U.S. At the same time, 74% of B2B buyers rely on digital channels for purchase decisions, which means targeting has to be precise, automated, and measurable. The gap between what buyers do and what teams measure is where these statistics get genuinely interesting.

Key Takeaways

  • 74% of B2B buyers say they use digital channels to make purchase decisions, per Gartner (2019)
  • B2B organizations that use personalization are 2.3x more likely to increase their revenue, per Salesforce research (2019)
  • 47% of buyers say they engage with content during the evaluation stage, per Gartner (2020)
  • B2B companies that use account-based marketing (ABM) reported 1.6x higher average deal size than those that don’t, per Terminus research (2020)
  • B2B marketers using marketing analytics report 5.3x higher marketing ROI, per Aberdeen Group (2014)
  • B2B organizations that have aligned sales and marketing teams are 38% more likely to report improved lead quality, per Demand Gen Report (2018)
  • 68% of marketers say they are already using AI in marketing or plan to do so soon, per HubSpot State of Marketing report (2024)
  • Video marketing is used by 81% of B2B businesses, per Wyzowl (2023)
  • B2B marketers that prioritize data quality are 2.8x more likely to be confident in their marketing performance, per Experian (2020)
  • B2B marketers are using marketing automation to drive lead management at 70% (2022)
  • 63% of B2B organizations use marketing automation in 2024, per a 2024 survey cited by Datanyze (2024)
  • B2B marketers using marketing automation report 14.5% average conversion lift, per Luma (2021)
  • B2B lead generation costs average $11,467 per year per marketer in the U.S., per a 2023 Databox calculation using HubSpot benchmarks (2023)
  • Worldwide B2B marketing spend is expected to reach $1.7 trillion by 2025, per Gartner (forecast) (2021)
  • Global marketing technology (MarTech) spending is projected to reach $1.1T by 2025 (forecast), per Gartner (2022)

B2B buyers rely on digital research, and data driven tactics like ABM, automation, and personalization lift revenue.

Related reading

01 · Category

Buyer Behavior6 stats

01
74% of B2B buyers say they use digital channels to make purchase decisions, per Gartner (2019)
02
B2B organizations that use personalization are 2.3x more likely to increase their revenue, per Salesforce research (2019)
03
47% of buyers say they engage with content during the evaluation stage, per Gartner (2020)
04
B2B sales cycles lengthen by 20% when deals involve more stakeholders, per Gartner (2018)
05
B2B marketers using customer journey mapping report 2.8x higher revenue growth, per DemandGen (2020)
06
65% of B2B buyers say they prefer to research online rather than talk to a sales representative early in the buying process
Interpretation

Buyer Behavior Interpretation

Buyer behavior in B2B is clearly shifting online and toward tailored experiences, with 74% using digital channels to guide purchase decisions and personalization driving 2.3x more revenue growth, meaning marketers that align content and messaging to how buyers evaluate are more likely to win.

02 · Category

Attribution & ROI3 stats

01
B2B companies that use account-based marketing (ABM) reported 1.6x higher average deal size than those that don’t, per Terminus research (2020)
02
B2B marketers using marketing analytics report 5.3x higher marketing ROI, per Aberdeen Group (2014)
03
B2B organizations that have aligned sales and marketing teams are 38% more likely to report improved lead quality, per Demand Gen Report (2018)
Interpretation

Attribution & ROI Interpretation

For Attribution & ROI, the data shows that stronger measurement and tighter coordination can materially lift outcomes, with B2B marketers using marketing analytics reporting 5.3x higher ROI and ABM teams seeing 1.6x higher average deal size.

04 · Category

Performance Benchmarks4 stats

01
B2B marketers are using marketing automation to drive lead management at 70% (2022)
02
63% of B2B organizations use marketing automation in 2024, per a 2024 survey cited by Datanyze (2024)
03
B2B marketers using marketing automation report 14.5% average conversion lift, per Luma (2021)
04
B2B marketers using webinars report 3.1x conversion rates compared to other tactics, per ON24 (2021)
Interpretation

Performance Benchmarks Interpretation

Performance benchmarks show that B2B marketing teams are widely adopting marketing automation, with 63% using it in 2024, and those using it see an average 14.5% conversion lift, while webinar-led programs can deliver 3.1x higher conversion rates.

05 · Category

Cost Analysis1 stats

01
B2B lead generation costs average $11,467per year per marketer in the U.S., per a 2023 Databox calculation using HubSpot benchmarks (2023)
Interpretation

Cost Analysis Interpretation

In the U.S., B2B marketers spend an average of $11,467 per year per marketer on lead generation, making cost analysis a key lens for understanding the true investment required to drive pipeline.

More related reading

06 · Category

Market Size6 stats

01
Worldwide B2B marketing spend is expected to reach $1.7 trillion by 2025, per Gartner (forecast) (2021)
02
Global marketing technology (MarTech) spending is projected to reach $1.1T by 2025 (forecast), per Gartner (2022)
03
The Global marketing software market is forecast to grow to $20.6B in 2025 (forecast), per MarketsandMarkets (2021)
04
The global marketing automation market is forecast to reach $7.5B by 2028 (forecast), per Grand View Research (2023)
05
The global ABM software market size is projected to reach $4.6B by 2027 (forecast), per Fortune Business Insights (2020)
06
B2B marketing budgets are expected to increase by 10% in 2024 for firms at the growth stage, per Gartner CMO Spend Survey (2024)
Interpretation

Market Size Interpretation

Under the Market Size angle, Gartner’s forecasts suggest B2B marketing will climb to $1.7 trillion by 2025 while MarTech spending reaches $1.1 trillion the same year, signaling rapid, large-scale investment into marketing capabilities.

07 · Category

Budget & Spend2 stats

01
45% of marketers say marketing automation is critical to improving customer relationships
02
27% of B2B marketers say they have a clearly defined budget for marketing technology
Interpretation

Budget & Spend Interpretation

In the Budget & Spend landscape, only 27% of B2B marketers report having a clearly defined marketing technology budget, even as 45% say marketing automation is critical to improving customer relationships.

08 · Category

Performance Metrics1 stats

01
91% of B2B marketers use marketing analytics to understand performance
Interpretation

Performance Metrics Interpretation

With 91% of B2B marketers using marketing analytics, performance metrics are clearly central to how teams measure and improve results.

09 · Category

User Adoption2 stats

01
62% of B2B companies use ABM to some extent (including pilot programs and full implementation)
02
56% of marketers say they use customer data platforms (CDPs) or plan to deploy them
Interpretation

User Adoption Interpretation

On the user adoption front, 62% of B2B companies already use ABM in some form and 56% are using or planning CDPs, signaling that targeting and data platforms are becoming widely adopted rather than experimental.
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
Timothy Grant. (2026, February 13). B2B Marketing Statistics. Gitnux. https://gitnux.org/b2b-marketing-statistics
MLA
Timothy Grant. "B2B Marketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/b2b-marketing-statistics.
Chicago
Timothy Grant. 2026. "B2B Marketing Statistics." Gitnux. https://gitnux.org/b2b-marketing-statistics.

Sources & references

30 datasets cited across this report · attribution is report-level

gartner.comterminus.comhubspot.comreportlinker.comdatanyze.comsalesforce.comdatabox.comwyzowl.comexperian.commarketsandmarkets.comgrandviewresearch.comfortunebusinessinsights.comluminoustechnologies.comon24.comaberdeen.comdemandgenreport.comg2.comibm.comcapterra.comscribd.comidc.com

+9 additional datasets cited (not shown individually)