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Among the emerging AI tools, more and more companies adopting a data-driven approach, and numerous Google updates, B2B marketing has seen many changes over the past few years.
If you’ve started to think about what your strategy will look like in 2024, you may have many questions and doubts. To help you resolve them and make informed decisions about the best marketing approach for your B2B business, Databox has surveyed hundreds of companies to learn:
And much more.
Let’s dive into the 40+ B2B marketing statistics that will help you set goals, build an effective strategy, and measure success in 2024.
According to data provided by Google Ads Benchmarks for B2B Companies, the median Conversion Rate in September was 2.91%.
Expert recommendation: Track your Google Ads campaign performance using our free dashboard template. Easily monitor and analyze your most relevant metrics in real-time, in an accessible dashboard, allowing you to react promptly if you notice any significant changes in your campaign performance. Learn which of your ads generate the most engagement, how much you’re paying for each ad, how many users converted after clicking on your ad, and more.
According to data provided by Facebook Ads Benchmarks for B2B Companies, the median number of Leads acquired in September was 39. However, the median for the top performing quartile is 191 leads—almost five times more, meaning that many B2B businesses are leaving money on the table when it comes to Facebook Ads. It’s definitely a channel worth investing in 2024.
Expert recommendation: To learn which type of ads work best for your Facebook audience, opt for this streamlined way of monitoring and analyzing your campaigns: the Databox free Facebook Ads Campaign Analysis dashboard template. Stay on top of your most important KPIs in real-time and tweak the campaign as soon as it’s off track: monitor amounts spent, clicks, impressions, reach, and more.
According to data provided by LinkedIn Ads Benchmarks for B2B companies, the median number of Conversions in September was 12. Meanwhile, the median for top performing quartile is 102, which is almost nine times more.
Expert recommendation: Use Databox’s LinkedIn Ads Overview dashboard template to monitor conversions within your next LinkedIn Ad campaign. You’ll have at-a-glance access to your key metrics, such as impressions, clicks, and average CPC and CTR. You can quickly learn what’s working for your audience and what’s not. Thanks to our robust integration with LinkedIn’s native advertising tools, you can dive deep into the data and make each campaign better than the last.
According to data provided by Facebook Page Benchmarks for B2B Companies, the median number of Page engagements in September was 223. It’s worth mentioning that the median for top performing quartile is 2.31K!
Expert recommendation: Don’t miss opportunities to raise awareness about your brand and convert your Facebook audience. To gather deep insights about how your followers interact with your Facebook page and how many people your posts reach on a daily basis, use this free Facebook Page Insights dashboard template by Databox. Track metrics like impressions, likes, comments, shares, and video views to uncover what works best to keep your audience engaged.
According to LinkedIn Company Page Benchmarks for B2B Companies, the median number of Reactions in September was 86.
Expert recommendation: Leverage your LinkedIn page data by knowing exactly what’s happening in real-time. This LinkedIn Company Page Overview dashboard template lets you monitor your performance and learn which posts and topics have the best reach or generate the most engagement. Use the dashboard to track your most relevant metrics, like clicks, shares, reactions, unique impressions, followers, and more.
According to Instagram Business Page Benchmarks for B2B Companies the median number of New posts in September was 10.
Expert recommendation: More frequent posting may make you more visible to the Instagram algorithm, but also give you more space to test different topics and formats (image, video, carousel, reel) to find what makes your followers engage. To monitor your performance and identify posts that are doing well, use this free Instagram Business Account Overview dashboard template and track metrics such as new posts, new followers, reach, profile visits, website clicks, and more.
According to YouTube Benchmarks for B2B Companies the median number of Views in September was 772.5. However, the median for the top performing quartile was 11.17K, which is a huge difference. This disparity means that there’s room for improvement for most companies from the B2B industry, which they can achieve by analyzing the strategies implemented by their successful peers.
Expert recommendation: Monitor your YouTube videos in real-time with this free YouTube Channel Performance dashboard template. Track and analyze metrics such as subscribers, views, watch time, and traffic sources to make an informed decision about your YouTube strategy.
According to Google Analytics 4 (GA4) for B2B Companies the median number of Conversions in September was 135.
Based on the same benchmark group, the median number of Views was 6.71K.
When it comes to sessions, the median number of sessions during the mentioned time frame was 2.9K.
Expert recommendation: If you want to be able to spot any upward or downward trends in your website performance in GA4 timely, we recommend this free Google Analytics 4 KPI dashboard template. It allows you to track views, sessions, conversions, and other relevant metrics in one place, in a user-friendly, customizable dashboard.
Interested in benchmarking your company’s performance against your peers? Know where you stand in terms of metrics that matter for your success—join Databox Benchmark Groups and gather useful insights that will help you get ahead of the curve and improve your numbers. Sign up for free!
If you ever asked yourself:
Databox Benchmark Groups can finally help you answer these questions and discover how your company measures up against similar companies based on your KPIs.
When you join Benchmark Groups, you will:
The best part?
When it comes to showing you how your performance compares to others, here is what it might look like for the metric Average Session Duration:
And here is an example of an open group you could join:
And this is just a fraction of what you’ll get. With Databox Benchmarks, you will need only one spot to see how all of your teams stack up — marketing, sales, customer service, product development, finance, and more.
Sounds like something you want to try out? Join a Databox Benchmark Group today!
Experts mostly use intent data to grow sales, according to nearly 80% of our survey contributors.
Expert recommendation: Use intent data to identify user segments with the highest conversion potential. Not everyone who interacts with your website is considering buying from you, but if you segment the users based on their interactions, you will be able to identify those who have a genuine interest in your products or services. This will help you improve ad targeting, lead nurturing, and more.
The majority of experts, 60% of them, lean on internal data. Approximately 30% of the companies we talked to rely on all sources of intent data, including internal and second-party, and third-party external data. Only one respondent shared they don’t use intent data.
Expert recommendation: Explore different ways to collect internal data. Google Analytics, native social media analytics on corresponding platforms, and conversations with customers are some of the most common ways to gather internal insights. With our Databoards, you can easily track data from all these sources in one place, gaining access to a holistic overview of your marketing efforts to better understand which tactics are working, and which are not.
For most of our respondents, it takes more than a month to close a deal, with the largest share of over 30% taking between one and three months.
Expert recommendation: Use lead scoring to improve your sales cycle process. This activity will help you focus your efforts on high-intent leads that have the best chance to convert and can boost the number of sales you make.
According to our respondents, identifying the decision-makers quickly is the most important part of closing the deal faster in B2B. This is closely followed by mapping the sales process with the buyer’s journey and merging marketing and sales efforts.
Expert recommendation: Use this Databox free HubSpot Sales Activity dashboard template to stay on top of your sales activities. You will be able to track all stages in your sales funnel and easily identify bottlenecks stopping you from making more sales. Available metrics include calls, emails, meetings, and notes, and you can customize it to fit your needs.
Almost all of our survey respondents listen to at least one B2B podcast in a week, with nearly 40% listening to as many as three to four per week.
Most people stated that they listen to podcasts while driving/commuting.
Expert recommendation: Podcasts are an emerging content format that more and more companies are using to reach prospects, but it’s also a popular learning medium for marketers. If you like seizing any opportunity to learn something new, check out this list of the best B2B podcasts that will boost your marketing knowledge and inspire you.
SEO best practices have changed over the past few years, but in combination with content marketing, SEO is still one of the top channels for B2B companies to distribute educational content and generate leads. Most of the companies we surveyed plan to invest in SEO in 2024. Close to half plan to invest in educational content and blogging–thus showing a strong inclination toward content marketing.
Expert recommendation: Databox offers a detailed Google Analytics 4 SEO dashboard template where you can monitor your SEO activities to see if they’re bringing results. You can track metrics like organic sessions, bounce rate, clicks by queries, and much more.
Organic search, aka search engine optimization (SEO), is a marketing channel used by all of the B2B companies we surveyed, with more than 50% crediting it for generating a lot of leads.
Expert recommendation: A successful SEO strategy starts with thorough keyword research, but also with making sure your website is optimized and providing a great user experience. You can achieve this by making it mobile-responsive, improving page load speed, and simplifying navigation.
The most popular choice of metric used to measure engagement on B2B websites is conversion rate (65.85%), while the closest second is page views (63.41%).
Expert recommendation: Databox allows you to track different types of user engagement metrics across various tools—in one place. You no longer need to log in and out of multiple tools to get your data; instead, you can simply monitor all relevant metrics in one screen and spot any emerging trends much faster. All thanks to Databox’s Metrics Screen feature.
Top-ranked SEO tactics that help SaaS grow traffic are building high-quality backlinks from authoritative websites (22%) and producing high-quality content (20%).
Expert recommendation: To gain high-quality backlinks organically, consider creating linkable assets, such as trend reports and statistics. This type of content is likely to attract authoritative websites to link to yours and contribute to your SEO efforts.
Like most marketers and marketing managers, you want to know how well your efforts are translating into results each month. How much traffic and new contact conversions do you get? How many new contacts do you get from organic sessions? How are your email campaigns performing? How well are your landing pages converting? You might have to scramble to put all of this together in a single report, but now you can have it all at your fingertips in a single Databox dashboard.
Our Marketing Overview Dashboard includes data from Google Analytics 4 and HubSpot Marketing with key performance metrics like:
Now you can benefit from the experience of our Google Analytics and HubSpot Marketing experts, who have put together a plug-and-play Databox template that contains all the essential metrics for monitoring your leads. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up the dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your HubSpot and Google Analytics 4 accounts with Databox.
Step 3: Watch your dashboard populate in seconds.
The largest percentage of our respondents (over 35%) indicated that landing pages have proven to be the most successful method for collecting subscribers.
Expert recommendation: Remove any additional navigation from your landing pages to allow the user to focus on your main call to action, which is to subscribe to the newsletter. The simpler the page (with fewer distractions), the better your chances to gain a new subscriber.
For our respondents, the most popular email format is a newsletter, with 81.40% of companies reporting using it.
Expert recommendation: Email marketing is still one of the most effective ways to reach your B2B audience. To track your email list growth and the effectiveness of your emails, use this HubSpot Email Campaigns dashboard template and track metrics like subscribers, emails sent, open rate, clicks, and more.
Among our survey respondents, 74.42% answered that providing very relevant content helped increase the size of their email lists. For comparison, 55.81% use the next-most-popular tactic, gating exclusive content.
Expert recommendation: Make your content more relevant and engaging by using visual elements like images and videos. Infographics and short videos are ideal for conveying important and valuable information to your subscribers quickly, prompting them to stay in the email and helping your email list and open rate grow.
To grow their B2B newsletters, our respondents primarily (around 70%) focus on optimizing websites with clear calls to action. Almost half offer incentives to entice new subscribers, and around 40% adjust content based on audience preferences.
Expert recommendation: Databox can pull data from various email marketing software solutions, like Mailchimp, ActiveCampaign, SendGrid, Klaviyo, and more. Track your key metrics easily in a single-screen dashboard and set up alerts on mobile or email to notify you if any of your campaigns is particularly successful so you can reiterate the strategy in your next email.
According to our research, Google Ads is the top-used lead generation tool for B2B. HubSpot and Zapier were another two common answers in our survey.
Expert recommendation: Know exactly where your leads come from, so that you can allocate resources accordingly and maximize your ROI. This free, customizable HubSpot (Leads by Source) dashboard template can help you: track all the relevant metrics in one screen and identify your top-performing lead generation channels at a glance.
If they had to pick just one channel to invest in in the future, more than half of the surveyed companies would choose ads, about a third would choose Influencer marketing and 13.64% would choose sponsorships.
Expert recommendation: If you’re pouring a large part of your marketing budget into ads, make sure your ad campaigns are generating the best results possible. Monitor your key campaign metrics in this free Facebook Ads & Google Ads dashboard template—track the amount spent, impressions, clicks, conversions, and more, and compare your performance on both platforms.
Companies usually allocate more than 60% of budget to ads, followed by Influencer marketing (22%) and sponsorships (16%).
Expert recommendation: If you’re a new B2B business, you may benefit from paid partnerships faster than from ads. Although ads allow you more control over getting your message across, partnering with influencers can contribute to your brand’s credibility as an influencer’s following trusts their recommendations.
Over 80% of surveyed companies believe LinkedIn ads are very effective. However, half of them find LinkedIn advertising to be overpriced.
Expert recommendation: Most B2B folks are active on LinkedIn, including decision-makers, so it makes sense for your company to use LinkedIn ads to generate leads. If these ads are your choice, too, use this free LinkedIn Ads: Campaign Performance dashboard template to monitor how your ads are doing in terms of amount spent, impressions, clicks, and conversions.
Over 70% of the B2B companies we talked to stated that they have been using TikTok ads for some time now, and about 17% have just started using them.
Expert recommendation: If you’re ready to join your B2B peers in leveraging TikTok to reach and convert your target users, this free TikTok Ads: Account Overview dashboard template will help you monitor how successful your campaigns are. Easily track metrics like CPC, CTR, total cost, and conversions in one, streamlined screen.
When it comes to the effectiveness of different types of TikTok ads for B2B, 80.00% of our respondents marked TikTok Video Ads (not permanent posts) as very effective. Ranked second best are Spark Ads (boosted organic content), which 52% of respondents marked as very effective. Another point worth mentioning is that most respondents haven’t tried Shopping Ads, Playable Ads (mini-games), or Pangle ads.
Expert recommendation: You can use TikTok ads for almost any of the buyer’s journey stages, but if your goal is to boost conversions, leverage Spark Ads to boost your or another user’s post that’s already performing well organically.
For many companies, the top social media channels to connect with leads are either LinkedIn or Facebook.
Expert recommendation: The best approach when connecting with leads is to build relationships first, and sell later. Pushing your product or service right away is most likely to irritate the lead even if they were interested in what you have to say at first. Engage in conversations and show genuine interest in your leads’ pains—it’ll help you establish trust.
If you use social media as a purely traffic-driving channel, you can benefit from Facebook.
Expert recommendation: Is reaching a specific amount of traffic one of your goals? You can easily visualize, track, and manage your goal with Databox’s goal-tracking feature. Your key performance metrics are available in real-time, meaning that you’ll be able to tweak your strategy if you notice your goals are off track.
LinkedIn is the best social media for conversions, as chosen by our respondents.
Expert recommendation: Have you ever considered starting a group on LinkedIn? This platform is full of B2B professionals looking to network daily. If you build a community by sharing valuable insights for free, you will build authority and credibility, boost your engagement metrics, and make the audience more likely to convert.
Having channel-specific strategy and improving content have the biggest impact on improving B2B social media engagement, according to the companies we surveyed.
Expert recommendation: People interact with content in different ways on different social media platforms. By creating content for each platform you increase your chances of appealing to the right audience. Leverage the types of content that are unique or most popular on social media, like Instagram Stories or Reels and threads on X.
When it comes to raising awareness and driving impressions, Facebook takes the lead, with 75% of respondents claiming it as the superior platform, while less than a quarter of respondents found LinkedIn to be more effective for this purpose.
In the realm of retargeting, Facebook also came out on top, with almost three-quarters of respondents preferring it over LinkedIn. By contrast, LinkedIn garnered only about a fifth of votes in this category.
For direct response campaigns, the competition was much closer. Facebook still maintained a slight edge, with almost half of the respondents giving it the nod.
However, LinkedIn trailed closely behind, with 45% of respondents finding it more effective for this objective. Meanwhile, less than 10% of respondents were unsure about which platform delivers better results for direct response campaigns.
Expert recommendation: Facebook, LinkedIn, or X? Which social media platform is generating the best results for your business? Keep track of your social media presence with this simple, holistic General Social Media Performance dashboard template and monitor metrics like reach, impressions, likes, comments, and more.
The people we surveyed seem to have a good grasp on social media marketing practices—almost 75% of our respondents make sure to differentiate content between Facebook and Linkedin.
Expert recommendation: If you’re planning to implement social selling activities or distribute business-focused content, aim for Linkedin rather than Facebook. LinkedIn is primarily designed for business interactions and you may not feel like you’re intruding users’ personal space when connecting with them and sharing business-centered resources.
61.90% of the B2B companies we talked to use Instagram to build their brands. No company reported that they have employer branding as a goal of their Instagram account.
Expert recommendation: Different Instagram trends come and go, but Stories are still one of the best ways to stay on top of your follwers’ minds. Leverage them to showcase your product or services, but also to connect with your followers on a human level: let your team members take over the account for a day, give the followers a sneak peek “behind the curtains”, and don’t be afraid to use humor to generate engagement.
Two types of posts on Instagram did most of the work for reaching goals: videos (45.24%) and images (33.33%).
Expert recommendation: See which posts have been the most popular among your followers and discover how they’ve impacted your following in this streamlined Instagram Business Post Performance dashboard template. Tracking metrics such as new posts, impressions, new posts by likes/comments count will help you refine your strategy and be more intentional with your next posts.
Companies incorporate a variety of practices into their LinkedIn advocacy programs. The most important points include encouraging employees to actively engage with others on LinkedIn, interact with people who comment on their posts, and share curated company content to ensure consistent brand messaging.
However, according to our research, only 45% of employees participate in LinkedIn advocacy programs.
Expert recommendation: For a successful LinkedIn advocacy program, get leadership buy-in and encourage the executives to participate. Leading by example can inspire more employees to take part in these initiatives.
For our respondents, awareness is the most common goal of their LinkedIn advocacy program, with almost half of them saying it’s their primary goal. The runner-up is lead generation at 20%, followed by positioning at 15% and reputation management at 11%. Sales ranks surprisingly low at 8%.
Expert recommendation: After you set your LinkedIn advocacy program goals and get approval from the leadership, focus on building an efficiency content curation team. These team members should be responsible for selecting quality articles, company updates, and other resources for employees to share on LinkedIn and ensure everyone has access to it.
When asked about their YouTube business channel’s primary goal, 43.75% of respondents stated it’s to showcase their products or services.
Expert recommendation: In B2B marketing, it’s key to show your audience how your product or service solves their problem. Identify key pain points in your most important audience segments and share unique and effective solutions in your YouTube videos.
Most of our respondents stated that Product tutorials or demonstrations attract the most subscribers to their channels.
Expert recommendation: Want to track your subscriber list growth in relation with other relevant metrics for your YouTube channel? We recommend this free YouTube Channel Performance dashboard template that you can customize to fit your needs. Track metrics like subscribers trend, views by traffic source, watch time, and more.
In terms of audience engagement and growth on B2B businesses’ YouTube channels, the strategies or tactics that have proven to be most effective are: YouTube SEO: Very effective for 68.75% of respondents; Posting of new videos regularly: Very effective for 65.63% of respondents; Promoting YouTube videos on other social channels: Very effective for 59.38% of respondents.
Expert recommendation: Creating quality content and optimizing it for search so that people can find your YouTube videos is more impactful than investing in professional video production. You can start building and growing your YouTube channel even with a limited budget and with no expensive equipment.
It’s never been more challenging to stand out in the sea of B2B businesses. But Databox has a way for you to cut through the noise.
With a data-driven approach, you will know rather than guess whether a tactic will work or not. You will know your audience like the back of your hand and finally be able to justify investing in new initiatives that can bring in more leads, boost your sales, and improve your ROI.
Databox simplifies data analytics for teams of all sizes. Build beautiful, streamlined dashboards with no coding or design skills required, customize them to include only the metrics that matter to you, and get a holistic overview of your performance in real time. Make smart business decisions timely rather than waiting for your monthly or quarterly reports when it’s already too late to make any tweaks and improve campaign performance.
Save time and money with automated reporting, connect all your data in one tool, and discover insights when they matter the most. Sign up for a forever-free Databox account today.
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At Databox, we’re obsessed with helping companies more easily monitor, analyze, and report their results. Whether it’s the resources we put into building and maintaining integrations with 100+ popular marketing tools, enabling customizability of charts, dashboards, and reports, or building functionality to make analysis, benchmarking, and forecasting easier, we’re constantly trying to find ways to help our customers save time and deliver better results.
Stefana Zarić is a freelance writer & content marketer. Other than writing for SaaS and fintech clients, she educates future writers who want to build a career in marketing. When not working, Stefana loves to read books, play with her kid, travel, and dance.
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