74 B2B Marketing Statistics to Guide Your 2025 Strategy

You’ll get to know what channels and content formats B2B teams plan to prioritize this year. We’ve broken it down into separate sections so you can view statistics related to budget, content marketing, AI trends, and ROI, and adjust your strategy accordingly to continue growing your business.

B2B Marketing Budget Stats

Budget has always been a big question in B2B marketing. There’s never enough of it, and proving ROI isn’t getting any easier with more zero-click searches and longer buying cycles.

Most teams are trying to make every dollar count, and from what we’ve seen in the research, content continues to get a good chunk of the overall spend. At the same time, there’s growing interest in areas like video, AI tools, and CRM tech. Here are the stats that support this:

1. 52% of marketers expect to invest more in thought leadership content. (CMI)
2. Lead generation takes the biggest share of the B2B marketing budget at 36%. But many teams are also putting money into brand building (30%) and demand generation (20%). (LinkedIn)
3. 54% of B2B marketers plan to spend most of their budget on marketing technology, including CRM systems, automation tools, and AI workflows. (SageFrog)
4. 61% of B2B marketing teams think their budget for video will increase in 2025. (CMI)
5. Seven out of ten B2B leaders say their budget is mainly focused on bringing in new business and more sales. (LinkedIn)
6. 54% of B2B marketers say they struggle with limited resources. (CMI)
7. 53% of marketers allocate no more than one-third of their entire marketing budget to video content. (Wyzowl)
8. 91% of marketers plan to maintain or increase their investment in podcasts and audio content in 2025. (HubSpot)
9. 34% of the overall B2B marketing budget goes to content marketing, the third-largest area of investment. (SageFrog)
10. 46% of B2B marketers expect their content marketing spend to grow in 2025. 41% think it will stay the same, 8% expect a decrease, and 5% aren’t sure yet. (CMI)
11. 32% of survey responders mentioned that they had a budget decrease in 2025. (State of B2B Pipeline Growth)
12. Marketing leaders are expecting their budgets to rise in 2026, with an average growth of 8.9% across the board and nearly 12% going into digital channels. (CMO Survey)

B2B Content Marketing Statistics

Before contacting a sales professional, buyers in B2B do a lot of research. They visit websites of possible vendors and even use AI tools to find suitable products for their needs.

This shows that despite new ways in which people search for information, a content marketing strategy is still a must-have for every business. It’s how B2B companies surface the problems their target audience is trying to solve and explain how their product fits into their world. Let’s now check the stats that support this:

1. 91% of marketers include content marketing as part of their overall strategy. (DemandMetric)
2. 56% of B2B marketers say it’s hard to connect content efforts to ROI. The same number also struggles to track how customers move through the journey. (CMI)
3. Marketing teams are more than twice as likely to use AI for creating top-of-funnel SEO articles than for thought leadership content. (Flying Cat Marketing)
4. Only 29% of marketers with a documented content strategy say it’s very effective. Another 58% say it works to some extent, while 13% say it doesn’t deliver much value. (CMI)
5. 65% of B2B buyers lean toward short-form content like blog posts and infographics (Demand Gen)
6. 25% of marketers are currently exploring the creation of content that reflects their brand’s values. (HubSpot)
7. Short articles are the most common format in content creation for B2B marketers, used by 92% of marketers. (CMI)

B2B Sales and Lead Generation Statistics

Sales and marketing teams in B2B have to deal not only with economic challenges and budget constraints but also with longer sales funnels. For this reason, many high-performing teams are adjusting their strategies.

They are now using a wider set of KPIs and various digital marketing channels to engage and nurture the decision makers more effectively at every stage. Here are the stats that show this:

1. The most commonly used lead generation channels in B2B marketing are email marketing (66%), paid social (58%), paid search (50%), and SEO (47%). (State of B2B Pipeline Growth)
2. 74% of B2B marketers said generating demand and leads was one of the top goals they achieved through content marketing (CMI)
3. 74% of marketers say sales cycles are getting longer. The main reasons are bigger buying groups, delayed budgets, and new decision-makers joining the process. (State of B2B Pipeline Growth)
4. B2B marketers believe that the biggest opportunities to improve lead nurturing lie in data-driven content personalization (52%), engagement tracking (48%), and better alignment with sales (45%). (State of B2B Pipeline Growth)
5. 96% of surveyed marketers reported that personalized customer experiences have increased sales for their business. (HubSpot)
6. 20% of sales teams say that social media ads helped them generate leads. (SageFrog)
7. 55% of B2B marketers say it’s hard to create content that leads to action, like a sign-up or conversion. (CMI)
8. Companies with blogs generate 67% more leads per month on average. (DemandMetric)

AI Trends in B2B Marketing

B2B marketers are now using AI for a variety of tasks within their organizations. The most practical use cases seem to be around personalization and addressing specific target audiences’ pain points across the funnel.

Marketers mentioned that it’s particularly useful for email marketing, content creation, and lead nurturing. At the same time, some teams are still skeptical of AI tools, with some of the concerns around data safety. Here are the crucial B2B marketing statistics that show the good and the bad behind AI in B2B:

1. 50% of businesses in the U.S. integrate artificial intelligence into their marketing processes. (SeoProfy)
2. 44% of marketers report growing concerns around data handling and ethics when it comes to using AI. (Coschedule)
3. 85% of B2B marketers rely on AI tools for content creation. (Coschedule)
4. 74% of marketers segment customers with the help of AI models. (Striped Giraffe)
5. Nearly 40% of marketers are starting to use generative AI in their account-based marketing programs, but only on a limited scale so far. (Demand Gen)
6. 76% of marketers say they need to learn more specialized or niche skills to stay relevant as AI tools become more common. (CMI)
7. 89% of marketers say they’re already using AI tools in their work. (CMI)
8. 73% of businesses are either using or planning to use AI-powered chatbots to handle instant messaging. (Forbes)
9. 1 in 5 marketers plans to use AI agents to automate marketing, from strategy to execution. (HubSpot)
10. Most marketers using AI lean on it for early-stage tasks. 62% use it to brainstorm new topics, 53% use it to summarize content, and 44% use it to draft first versions. (CMI)
11. 36% of marketers are using AI tools for content creation. (State of B2B Pipeline Growth)
12. Over 40% of business owners worry about depending too much on AI tech tools. (Forbes)
13. ChatGPT, HubSpot, and Copilot are among the most widely used AI tools in B2B marketing in 2025. (SageFrog)
14. Around 75% of marketers say using AI gives them a competitive advantage. (Coschedule)
15. 80% of surveyed marketers rated the importance of AI content for SEO at 6 or higher on a 10-point scale. (FlyingCatMarketing)
16. 30% are leveraging AI for data analysis and insights, and 20% for workflow automation. (HubSpot)

B2B SEO Statistics

SEO is still one of the most effective marketing channels in B2B. Even though some research now begins with AI tools, buyers continue to use search engines and vendor websites to evaluate their options. That’s where buyers evaluate vendor solutions and decide whether to become a client. That said, let’s look at the stats that show the importance of a B2B SEO strategy:

1. In the US, Google holds 84.9% of the B2B search engine market, followed by Bing at 3.7% and ChatGPT at 3.2%. ChatGPT is currently the fastest-growing B2B search engine, with a 14% annual user growth rate. (First Page Sage)
2. 37% of B2B buyers say they prefer to purchase directly through a supplier’s website. (SeoProfy)
3. 91% of marketers said SEO efforts helped improve both their website performance and overall marketing results in 2024. (Conductor)
4. 22% of B2B marketers agree that, among all channels, organic search is the most effective for driving revenue. (Wpromote)
5. When asked which SEO goals they track, 43% of B2B marketers pointed to website traffic as the main metric for top-of-funnel activity. Revenue generated came next at 42%, followed by the number of sales-qualified leads (SQLs). (State of B2B Pipeline Growth)
6. For B2B marketers, the website, blog, and SEO were the channels that brought the highest return on investment in 2024. (Hubspot)
7. 70% of marketers say they prefer SEO strategy over PPC, mainly because it’s more cost-effective, brings in higher quality leads, and delivers better results over time. (DataBox)
8. One of the easiest wins in SEO for B2B SaaS is adding internal links to your blog posts. It can lead to a 37.1% increase in organic traffic. (StrataBeat)
9. 92% of B2B buyers research a supplier’s sustainability claims before committing, and 40% use the company’s website to verify the information. (Sana)
10. 49% of B2B marketers say search engine optimization is the most implemented marketing tactic. (SageFrog)

B2B Social Media Statistics

For B2B companies, social media management helps with everything from building brand awareness to generating leads. As for digital channels, the research from the Content Marketing Institute shows that LinkedIn remains the go-to option, and most marketing teams plan to invest more in it this year.

YouTube and TikTok are also part of the mix, gaining traction for product explainers and expert-led content. Here are the B2B marketing stats that back this up:

1. 68% of B2B marketers say they’ve used LinkedIn more this year. 27% kept their activity the same, 3% scaled back, and 2% don’t use it at all. (CMI)
2. The top social media marketing channels for B2B in 2025 are YouTube, Instagram, and TikTok. (HubSpot)
3. 75% of B2B buyers use social media platforms during the buying process, and 50% consider LinkedIn a reliable source of information. (LinkedIn)
4. LinkedIn is seen as the most effective channel by 85% of B2B marketers. Facebook ranks second at 28%, with YouTube and Instagram close behind at 22% and 21%, respectively. (CMI)
5. 62% of marketers say LinkedIn brings in leads at twice the rate of any other social media platform. (LinkedIn)
6. 87% of B2B marketers use social media to share their content. (DemandMetric)
7. 84% of B2B marketers say they use paid channels and social media advertising as part of their strategy. (CMI)

B2B Video Marketing Statistics

Video content is starting to overtake text in B2B. When internet users have questions about a product or want to understand a use case, a short video often explains it faster than a written guide and feels more personal. It’s part of the reason why it’s one of the most effective formats for converting prospects.

More teams are also turning to video because it gets visibility across different platforms and even in AI overviews. If you’re planning your content marketing budget, video definitely is worth the investment. Here are some numbers to show why:

1. 21% of marketers say short‑form video gave them the highest ROI in 2024. (HubSpot)
2. 96% of survey respondents say marketing videos helped raise awareness of their brand (Wyzowl)
3. Videos are the second most common content format (76%), followed by case studies (75%). But when it comes to results, marketers say video performs best. (CMI)
4. 95% of surveyed marketers include video as a core part of their digital marketing strategies. (Wyzowl)
5. The top marketing channels in B2B include in-person events (60%), video (59%), thought leadership content (57%), and digital events (49%). (LinkedIn)

B2B Email Marketing Stats

Email continues to be one of the main customer acquisition channels for business-to-business marketers. B2B teams are now looking for ways to make it more personal and relevant, and some are using AI for audience segmentation.

HubSpot, for example, used ChatGPT to customize emails based on user behavior and website data. This led to an 82% increase in conversions, a 30% improvement in open rates, and 50% more clicks. That said, here are some other B2B marketing statistics on email marketing:

1. 71% of B2B marketers use email newsletters in their lead generation efforts. (CMI)
2. 29% of B2B marketers say email is one of their top channels for generating leads. (SageFrog)
3. For 25% of marketers, email is the top channel in their strategy, and it’s one of the most reliable when it comes to ROI. (MailModo)
4. 73% of business buyers prefer to hear from vendors by email, which is the most commonly chosen outreach channel. (Sopro)
5. 63% of B2B marketers distribute their content via email. (CMI)
6. On average, emails bring back $36 for every $1 spent. (Litmus)

B2B Data and Analytics Statistics

Data has always separated strategies that lead to better business outcomes from those that waste time and budget. In B2B, it’s now a core part of how teams choose channels, plan campaigns, and measure performance. According to HubSpot, more marketers are now trying to make every part of their process data-driven. Here are some stats that show this trend:

1. The top benefits that marketers report from using data to guide their marketing strategy are better targeting (35%), higher ROI (34%), and more effective media planning (32%). (HubSpot)
2. One of the main setbacks B2B marketers face is limited access to advanced analytics tools, cited by 33%. (CMI)
3. For 51.8% of senior marketing leaders, using data and analytics to tackle their most important marketing problems has become the second biggest challenge this year. (CMO Survey)

Stay Ahead with Your B2B Marketing Strategy

We can see from these stats that B2B marketing is going through a shift. It’s becoming harder to connect specific efforts to results, especially with the zero-click search. Even though attribution has always been tricky, now it’s even more blurred.

Buyers now come in through different touchpoints and take longer to make decisions. That means traditional funnels don’t reflect how people buy. There’s rarely a straight path anymore, from lead to demo to customer.

All of this means that marketers need to rethink their strategies. That might involve tracking different KPIs, personalizing content to the needs of various stakeholders throughout the entire buyer’s journey, and investing in channels that seem to drive the most ROI.

And since SEO is one of those channels, we can help you make the most of it. As a data-driven B2B SEO agency with over 12 years of experience, we keep a close eye on the recent AI and LLM trends. Our team can build a custom strategy for you that fits your industry and business goals. So, if you’re thinking about outsourcing your SEO, schedule a free consultation with us.

Author

Khrytyna Dzhumaryk

Khrytyna Dzhumaryk is a content writer at SeoProfy with four years of experience in SEO and content strategy. At the company’s main blog, she writes in-depth articles and guides to help businesses improve their online visibility through proven tactics. Her work brings together hands-on SEO experience with ongoing research into algorithm updates, search trends, and the growing impact of AI on content and optimization.