B2B Marketing Statistics and Facts

A nice, short collection of B2B marketing stats for my peeps. Enjoy.

Social matters in b2b. 53% of b2b buyers follow social discussions about vendors they are considering. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

The role of sales has changed. 67% of the typical “b2b buyer’s journey” is now done digitally. (War of Words: Myth-Busting Social Media, SEO & Content Marketing)

Google accounts for 90% of search traffic to b2b websites. (MediaPost)

Average conversion rates for different types of b2b web traffic: 1.60% overall; 2.89% for email; 1.04% for referral visits; 1.96% for paid search; 1.80% for branded search; 1.65% for direct visits; 1.45% for non-brand organic search; and 1.22% for social media. (MediaPost)

The biggest challenges for b2b content marketers? 64% struggle to produce enough content, while just over half (52%) find production of “engaging” content a challenge. (imFORZA)

More than 80% of b2b marketers use LinkedIn, Twitter and Facebook to distribute content. 61% use YouTube and 39% Google+. The least popular channels (all with single-digit percentage use) are Foursquare, Instagram, Tumblr and Quora. (Polaris B)

SEO is for traffic, social is for leads? Organic search accounts for, on average, 41% of traffic to SMB b2b websites, but just 27% of leads. Social media, in contrast, supplies just 2% of visits but 5% leads. And email accounts for just 1% of web traffic on average, but 9% of leads. (eMarketer)

Breaking that social traffic down one level, Facebook accounts for 54% of b2b website social media visits, but just 9% of leads; Twitter, on the other hand, provides less than a third of social visits but a whopping 82% of social leads. (Really?) (eMarketer)


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