Global manufacturing marketing and sales technology spending is projected to exceed $30 billion, signaling rapid growth in electrical-industry martech and sales tooling. B2B buyers also consume 13 content assets before contacting sales, and conversion averages 2.9% across industries. These figures frame how utilities and manufacturers are investing as buyer journeys lengthen and performance must improve.
Key Takeaways
- Global manufacturing marketing and sales technology spending is projected to exceed $30 billion by 2026
- Global utility digitalization investments are forecast to reach $24.9 billion by 2025
- US advertising revenue from the electrical, plumbing, and other construction-related industry category was $6.7 billion in 2022
- 54% of B2B buyers use multiple sources when researching vendors
- B2B buyers consume an average of 13 content assets before engaging with a salesperson
- 35% of B2B marketers say they are using AI for content creation
- B2B lead conversion rate averages 2.9% across industries
- 0.9% average email click-through rate (CTR) for B2B in 2023
- Google reports average landing page bounce rates of 40%–60% by industry
- CRM adoption is 91% among B2B sales and marketing organizations
- 67% of B2B companies use marketing automation platforms
- 48% of B2B marketers use account-based marketing (ABM)
- Average cost per lead (CPL) in B2B paid search is $60.50 (2023)
- Customer acquisition cost (CAC) for B2B average $3,000–$10,000 depending on industry (Gartner, 2022)
- Telemarketing contact costs ranged from $0.90 to $2.40 per lead in 2022 (BLS, NAICS 56142 estimates)
Utilities are accelerating digital marketing and tech investment, while B2B buyers demand multi channel content.
Related reading
01 · Category
Market Size4 stats
01
Global manufacturing marketing and sales technology spending is projected to exceed $30 billion by 2026
02
Global utility digitalization investments are forecast to reach $24.9 billion by 2025
03
US advertising revenue from the electrical, plumbing, and other construction-related industry category was $6.7 billion in 2022
04
Electric utilities spent $7.3 billion on information technology in 2023
Interpretation
Market Size Interpretation
Market size data shows electric industry marketing and digital transformation are scaling fast, with spending projected to top $30 billion by 2026 for manufacturing marketing and sales technology, while utility digitalization is forecast to reach $24.9 billion by 2025 and electric utilities already spent $7.3 billion on IT in 2023.
02 · Category
Industry Trends5 stats
01
54% of B2B buyers use multiple sources when researching vendors
02
B2B buyers consume an average of 13 content assets before engaging with a salesperson
03
35% of B2B marketers say they are using AI for content creation
04
Utilities are deploying advanced metering infrastructure (AMI) at 18% of service areas
05
North American utilities plan to spend 2% more on digital channels in 2024 than 2023
Interpretation
Industry Trends Interpretation
In electrical industry marketing, buyer research behavior and digital investment are becoming the decisive trend, with B2B buyers using multiple vendor sources and consuming 13 content assets before contacting sales while North American utilities plan to increase digital channel spend by 2% in 2024 over 2023.
03 · Category
Performance Metrics3 stats
01
B2B lead conversion rate averages 2.9% across industries
02
0.9% average email click-through rate (CTR) for B2B in 2023
03
Google reports average landing page bounce rates of 40%–60% by industry
Interpretation
Performance Metrics Interpretation
For performance metrics in the electrical industry, the data suggests marketers should focus on improving conversion and engagement since B2B lead conversion averages just 2.9% and email CTR is only 0.9% while landing page bounce rates commonly run 40% to 60%.
More related reading
04 · Category
User Adoption5 stats
01
CRM adoption is 91% among B2B sales and marketing organizations
02
67% of B2B companies use marketing automation platforms
03
48% of B2B marketers use account-based marketing (ABM)
04
75% of B2B buyers indicate they use a company website during the buying journey
05
81% of B2B marketers use social media for lead generation
Interpretation
User Adoption Interpretation
User adoption in the electrical industry is strong and increasingly digital, with 91% of B2B sales and marketing organizations using CRM and 81% of marketers using social media for lead generation, alongside high website reliance at 75% of buyers.
05 · Category
Cost Analysis6 stats
01
Average cost per lead (CPL) in B2B paid search is $60.50(2023)
02
Customer acquisition cost (CAC) for B2B average $3,000–$10,000 depending on industry (Gartner, 2022)
03
Telemarketing contact costs ranged from $0.90to $2.40 per lead in 2022 (BLS, NAICS 56142 estimates)
04
Video marketing costs average $1,000–$5,000 per minute for production (Wyzowl, 2024)
05
Marketing-sourced revenue represents 9% of total revenue on average for B2B companies (Gartner, 2021)
06
Retargeting CPM is typically 2x higher than prospecting in display (MediaMath, 2022)
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, electrical industry marketing is proving expensive at the lead and acquisition level, with B2B paid search averaging $60.50 CPL and CAC commonly landing between $3,000 and $10,000, and those pressures often compound further because video production can run $1,000 to $5,000 per minute and retargeting CPM is about 2x higher than prospecting.
report visual · Key figures
Electrical Industry Marketing & Digital Tech Momentum
Utility and manufacturing digital investment is rising, while B2B buyers are increasingly relying on multi-touch content journeys—indicating growing need for coordinated digital marketing and sales tech.
$24.9 billion
Global utility digitalization investments are forecast to reach $24.9 billion by 2025
$7.3 billion
Electric utilities spent $7.3 billion on information technology in 2023
54%
54% of B2B buyers use multiple sources when researching vendors
91%
CRM adoption is 91% among B2B sales and marketing organizations
source-verifiediea.org · gartner.com · salesforce.com2025
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
Karl Becker. (2026, February 13). Marketing In The Electrical Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-electrical-industry-statistics
MLA
Karl Becker. "Marketing In The Electrical Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-electrical-industry-statistics.
Chicago
Karl Becker. 2026. "Marketing In The Electrical Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-electrical-industry-statistics.
Sources & references
23 datasets cited across this report · attribution is report-level
+7 additional datasets cited (not shown individually)