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)https://www.gartner.com/en/newsroom/press-releases/2019-07-18-gartner-reveals-74-of-b2b-buyers-enterprise-will-use-digital-self-service-to-complete-purchases
02
B2B organizations that use personalization are 2.3x more likely to increase their revenue, per Salesforce research (2019)https://www.salesforce.com/content/dam/web/en_us/www/documents/research/State-of-the-connected-customer.pdf
03
47% of buyers say they engage with content during the evaluation stage, per Gartner (2020)https://www.gartner.com/en/documents/3996799
04
B2B sales cycles lengthen by 20% when deals involve more stakeholders, per Gartner (2018)https://www.gartner.com/en/documents/3761283
05
B2B marketers using customer journey mapping report 2.8x higher revenue growth, per DemandGen (2020)https://www.demandgenreport.com/wp-content/uploads/2020/04/2020-b2b-customer-journey-research-report.pdf
06
65% of B2B buyers say they prefer to research online rather than talk to a sales representative early in the buying processhttps://www.g2.com/reports/b2b-buyers-statistics
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)https://terminus.com/resources/abm-statistics/
02
B2B marketers using marketing analytics report 5.3x higher marketing ROI, per Aberdeen Group (2014)https://www.aberdeen.com/summary/marketing-analytics-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)https://www.demandgenreport.com/wp-content/uploads/2018/01/2018-B2B-Lead-Generation-Benchmark-Report.pdf
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.
03 · Category
Industry Trends5 stats
01
68% of marketers say they are already using AI in marketing or plan to do so soon, per HubSpot State of Marketing report (2024)https://www.hubspot.com/state-of-marketing
02
Video marketing is used by 81% of B2B businesses, per Wyzowl (2023)https://www.wyzowl.com/video-marketing-statistics/
03
B2B marketers that prioritize data quality are 2.8x more likely to be confident in their marketing performance, per Experian (2020)https://www.experian.com/marketing-services/resources/2020-marketing-data-quality-report
04
In the U.S., 62% of B2B marketers say they use webinars for lead generation, per ON24 (2020)https://www.on24.com/resources/webinars-for-b2b-marketing
05
73% of CMOs say generative AI will impact marketing operations within 2 years, per Gartner (2024)https://www.gartner.com/en/articles/generative-ai-s-impact-on-marketing-operations
Interpretation
Industry Trends Interpretation
Industry Trends show that B2B marketing is rapidly adopting AI, with 68% of marketers already using it or planning to soon and 73% of CMOs expecting generative AI to affect marketing operations within two years.
04 · Category
Performance Benchmarks4 stats
01
B2B marketers are using marketing automation to drive lead management at 70% (2022)https://www.reportlinker.com/p06515539/marketing-automation-software-market.html
02
63% of B2B organizations use marketing automation in 2024, per a 2024 survey cited by Datanyze (2024)https://www.datanyze.com/companies/marketing-automation/usage-statistics
03
B2B marketers using marketing automation report 14.5% average conversion lift, per Luma (2021)https://luminoustechnologies.com/marketing-automation-conversion-rate-statistics/
04
B2B marketers using webinars report 3.1x conversion rates compared to other tactics, per ON24 (2021)https://www.on24.com/resources/webinar-statistics
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)https://databox.com/lead-generation-statistics
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)https://www.gartner.com/en/newsroom/press-releases/2021-12-15-gartner-forecast-b2b-marketing-spending
02
Global marketing technology (MarTech) spending is projected to reach $1.1T by 2025 (forecast), per Gartner (2022)https://www.gartner.com/en/newsroom/press-releases/2022-11-07-gartner-forecasts-worldwide-end-user-spending-on-technology-for-advertising-and-marketing-to-grow
03
The Global marketing software market is forecast to grow to $20.6B in 2025 (forecast), per MarketsandMarkets (2021)https://www.marketsandmarkets.com/Market-Reports/marketing-automation-market-689.html
04
The global marketing automation market is forecast to reach $7.5B by 2028 (forecast), per Grand View Research (2023)https://www.grandviewresearch.com/industry-analysis/marketing-automation-market
05
The global ABM software market size is projected to reach $4.6B by 2027 (forecast), per Fortune Business Insights (2020)https://www.fortunebusinessinsights.com/abm-software-market-102823
06
B2B marketing budgets are expected to increase by 10% in 2024 for firms at the growth stage, per Gartner CMO Spend Survey (2024)https://www.gartner.com/en/articles/cmo-spend-forecast-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 relationshipshttps://www.ibm.com/topics/marketing-automation
02
27% of B2B marketers say they have a clearly defined budget for marketing technologyhttps://www.idc.com/getdoc.jsp?containerId=US51500124
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 performancehttps://www.capterra.com/resources/marketing-analytics-trends/
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)https://www.scribd.com/document/510782580/ABM-Benchmarks-2020
02
56% of marketers say they use customer data platforms (CDPs) or plan to deploy themhttps://www.gartner.com/en/documents/3983904/customer-data-platforms
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
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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
+9 additional datasets cited (not shown individually)