GITNUXREPORT 2025

Marketing In The Procurement Industry Statistics

Procurement marketing boosts engagement, authority, conversions through targeted content strategies.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

Our Commitment to Accuracy

Rigorous fact-checking • Reputable sources • Regular updatesLearn more

Statistic 1

56% of procurement professionals find that interactive content increases their engagement with vendors

Statistic 2

65% of procurement marketers track the performance of their content marketing efforts monthly

Statistic 3

35% of procurement leaders say influencer marketing impacts their buying decisions

Statistic 4

47% of procurement buyers prefer video content for product and service evaluations

Statistic 5

65% of procurement decision-makers trust vendor content more when it includes data and analytics

Statistic 6

53% of procurement marketers see video testimonials as most effective for building trust

Statistic 7

69% of procurement decision-makers watch at least one product demo before purchasing

Statistic 8

37% of procurement buyers prefer engaging with vendors via social media channels

Statistic 9

76% of procurement professionals consider case studies as the most persuasive type of content

Statistic 10

82% of procurement decision-makers say content tailored to their industry needs influences their purchasing decisions

Statistic 11

70% of procurement professionals trust peer reviews over vendor provided information

Statistic 12

58% of procurement professionals prefer to receive marketing messages during industry conferences

Statistic 13

42% of procurement decision-makers engage with vendor blogs regularly

Statistic 14

48% of procurement buyers prefer concise, clear messaging in marketing content

Statistic 15

67% of procurement marketers report that social proof influences their content strategy

Statistic 16

62% of procurement professionals find influencer collaborations credible when they involve industry experts

Statistic 17

59% of procurement decision-makers view content marketing as essential for vendor evaluation

Statistic 18

64% of procurement decision-makers switch vendors after receiving compelling content from competitors

Statistic 19

72% of procurement decision-makers prefer vendor content that demonstrates ROI

Statistic 20

73% of procurement professionals consider content marketing essential for establishing industry authority

Statistic 21

68% of procurement marketers say that personalized email campaigns increase engagement

Statistic 22

54% of procurement organizations use LinkedIn as their primary content distribution channel

Statistic 23

Companies with targeted procurement marketing report a 45% higher lead conversion rate

Statistic 24

62% of procurement marketers rely on case studies to showcase their success stories

Statistic 25

58% of procurement companies incorporate SEO strategies into their marketing efforts

Statistic 26

52% of procurement leads come from organic search traffic

Statistic 27

70% of procurement marketers use webinars to engage prospects

Statistic 28

29% of procurement organizations used influencer marketing campaigns in 2023

Statistic 29

80% of procurement content marketing campaigns are aimed at information exchange rather than direct sales

Statistic 30

44% of procurement firms plan to increase their marketing budget in 2024

Statistic 31

48% of procurement firms utilize account-based marketing strategies

Statistic 32

63% of procurement organizations measure ROI from their marketing activities quarterly

Statistic 33

29% of procurement marketers believe their biggest challenge is generating quality leads

Statistic 34

66% of procurement vendors utilize email marketing campaigns for nurturing leads

Statistic 35

59% of procurement marketers plan to adopt new visual content formats in 2024

Statistic 36

71% of procurement companies consider marketing analytics vital for strategic planning

Statistic 37

77% of procurement marketers agree that storytelling enhances the effectiveness of their campaigns

Statistic 38

54% of procurement organizations include sustainability messages in their marketing materials

Statistic 39

61% of procurement teams use virtual events for marketing and engagement

Statistic 40

55% of procurement companies plan to increase content marketing spend in 2024

Statistic 41

36% of procurement marketers utilize paid advertising to reach decision-makers

Statistic 42

70% of procurement firms employ comprehensive content strategies to educate buyers

Statistic 43

55% of procurement organizations plan to leverage podcasts for marketing in 2024

Statistic 44

61% of procurement marketers consider customer success stories as highly effective content

Statistic 45

50% of procurement companies have dedicated marketing roles focusing solely on procurement industry campaigns

Statistic 46

41% of procurement professionals access vendor content via mobile devices

Statistic 47

40% of procurement marketers use marketing automation platforms to nurture leads

Statistic 48

49% of procurement organizations invest in virtual reality for product demonstrations

Statistic 49

45% of procurement firms use chatbots to improve lead qualification processes

Statistic 50

60% of procurement vendors utilize data-driven marketing to personalize outreach campaigns

Statistic 51

46% of procurement organizations have integrated AI tools for marketing insights

Statistic 52

49% of procurement marketing teams use analytics dashboards to monitor campaign success

Slide 1 of 52

Sources

Our Reports have been cited by:

Trust Badges - Publications that have cited our reports

Key Highlights

73% of procurement professionals consider content marketing essential for establishing industry authority
68% of procurement marketers say that personalized email campaigns increase engagement
54% of procurement organizations use LinkedIn as their primary content distribution channel
Companies with targeted procurement marketing report a 45% higher lead conversion rate
62% of procurement marketers rely on case studies to showcase their success stories
35% of procurement leaders say influencer marketing impacts their buying decisions
47% of procurement buyers prefer video content for product and service evaluations
58% of procurement companies incorporate SEO strategies into their marketing efforts
41% of procurement professionals access vendor content via mobile devices
52% of procurement leads come from organic search traffic
70% of procurement marketers use webinars to engage prospects
29% of procurement organizations used influencer marketing campaigns in 2023
65% of procurement decision-makers trust vendor content more when it includes data and analytics

In an industry where 73% of procurement professionals see content marketing as key to establishing authority, mastering personalized, video-driven, and data-rich strategies is revolutionizing how vendors engage and convert procurement buyers worldwide.

Digital and Content Marketing Effectiveness

56% of procurement professionals find that interactive content increases their engagement with vendors
65% of procurement marketers track the performance of their content marketing efforts monthly

Digital and Content Marketing Effectiveness Interpretation

With over half of procurement professionals embracing interactive content to boost vendor engagement, and nearly two-thirds rigorously tracking their marketing metrics, it's clear that the procurement industry is shifting towards data-driven, engaging strategies to stay ahead in the competitive marketplace.

Procurement Decision-Makers' Preferences and Trust

35% of procurement leaders say influencer marketing impacts their buying decisions
47% of procurement buyers prefer video content for product and service evaluations
65% of procurement decision-makers trust vendor content more when it includes data and analytics
53% of procurement marketers see video testimonials as most effective for building trust
69% of procurement decision-makers watch at least one product demo before purchasing
37% of procurement buyers prefer engaging with vendors via social media channels
76% of procurement professionals consider case studies as the most persuasive type of content
82% of procurement decision-makers say content tailored to their industry needs influences their purchasing decisions
70% of procurement professionals trust peer reviews over vendor provided information
58% of procurement professionals prefer to receive marketing messages during industry conferences
42% of procurement decision-makers engage with vendor blogs regularly
48% of procurement buyers prefer concise, clear messaging in marketing content
67% of procurement marketers report that social proof influences their content strategy
62% of procurement professionals find influencer collaborations credible when they involve industry experts
59% of procurement decision-makers view content marketing as essential for vendor evaluation
64% of procurement decision-makers switch vendors after receiving compelling content from competitors
72% of procurement decision-makers prefer vendor content that demonstrates ROI

Procurement Decision-Makers' Preferences and Trust Interpretation

In the procurement arena, where nearly three-quarters prioritize ROI-driven content and over half seek data-rich narratives, it’s clear that building trust hinges on engaging, credible, and influencer-supported storytelling—proving that in procurement, as in marketing, content isn't just king; it’s the entire royal court.

Procurement Marketing Strategies and Tactics

73% of procurement professionals consider content marketing essential for establishing industry authority
68% of procurement marketers say that personalized email campaigns increase engagement
54% of procurement organizations use LinkedIn as their primary content distribution channel
Companies with targeted procurement marketing report a 45% higher lead conversion rate
62% of procurement marketers rely on case studies to showcase their success stories
58% of procurement companies incorporate SEO strategies into their marketing efforts
52% of procurement leads come from organic search traffic
70% of procurement marketers use webinars to engage prospects
29% of procurement organizations used influencer marketing campaigns in 2023
80% of procurement content marketing campaigns are aimed at information exchange rather than direct sales
44% of procurement firms plan to increase their marketing budget in 2024
48% of procurement firms utilize account-based marketing strategies
63% of procurement organizations measure ROI from their marketing activities quarterly
29% of procurement marketers believe their biggest challenge is generating quality leads
66% of procurement vendors utilize email marketing campaigns for nurturing leads
59% of procurement marketers plan to adopt new visual content formats in 2024
71% of procurement companies consider marketing analytics vital for strategic planning
77% of procurement marketers agree that storytelling enhances the effectiveness of their campaigns
54% of procurement organizations include sustainability messages in their marketing materials
61% of procurement teams use virtual events for marketing and engagement
55% of procurement companies plan to increase content marketing spend in 2024
36% of procurement marketers utilize paid advertising to reach decision-makers
70% of procurement firms employ comprehensive content strategies to educate buyers
55% of procurement organizations plan to leverage podcasts for marketing in 2024
61% of procurement marketers consider customer success stories as highly effective content
50% of procurement companies have dedicated marketing roles focusing solely on procurement industry campaigns

Procurement Marketing Strategies and Tactics Interpretation

In an industry where 73% of procurement professionals deem content marketing essential for establishing authority, the savvy contenders are leveraging personalized emails, targeted case studies, and storytelling—because in procurement, showing your success is just as important as closing the deal, all while navigating the digital landscape with LinkedIn, virtual events, and SEO to turn organic search traffic into a 52% lead flow and a 45% higher conversion rate.

Use of Technology and Data in Procurement Marketing

41% of procurement professionals access vendor content via mobile devices
40% of procurement marketers use marketing automation platforms to nurture leads
49% of procurement organizations invest in virtual reality for product demonstrations
45% of procurement firms use chatbots to improve lead qualification processes
60% of procurement vendors utilize data-driven marketing to personalize outreach campaigns
46% of procurement organizations have integrated AI tools for marketing insights
49% of procurement marketing teams use analytics dashboards to monitor campaign success

Use of Technology and Data in Procurement Marketing Interpretation

With nearly half of procurement professionals relying on mobile content and innovative tools like AI, chatbots, and VR, it’s clear that procurement marketing is not just shifting to digital—it's transforming into a high-tech arena where data-driven personalization and automation are becoming the new benchmarks of success.