B2B marketing in the U.S.

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Statista dossier on B2B marketing in the United States

This dossier has been compiled to provide statistical information about B2B marketing in the United States.

Table of contents

  • 1. Overview
    • Leading exhibition and meeting expenses in the U.S. 2019

    • Number of trade shows U.S. companies attended 2015-2021, by type

    • U.S. B2B businesses - revenue share invested in marketing 2021

    • Share of B2B budgets devoted to marketing in the U.S. in 2020

    • B2B digital ad spend in the U.S. 2013-2019, by device

    • U.S. B2B businesses - change in digital vs. traditional marketing 2021

  • 2. Marketing strategies
    • Share of B2B companies with a formal marketing plan in the U.S. in 2020

    • Share of B2B companies with a in-house marketing teams in the U.S. in 2020

    • U.S. B2B businesses - marketing expense items 2020

    • B2B marketing technology adoption level worldwide 2019

    • New B2B marketing tactics to be used in the U.S. 2020

    • B2B account-based marketing adoption level worldwide 2019

  • 3. Marketing effectiveness
    • U.S. most effective B2B lead generation tactics in ROI generation 2019

    • B2B marketing channels most effective in driving early stage engagement U.S. 2019

    • B2B marketing channels most effective in driving conversions U.S. 2019

  • 4. Content marketing
    • Use of content marketing among B2B marketers in North America 2020

    • Departments in charge of B2B content marketing in North America 2019

    • Change of B2B content marketing budgets in North America 2020

    • Organizational goals achieved with use of B2B content marketing in North America 2020

    • Paid methods used for content distribution by B2B marketers in North America 2020

    • U.S. B2B most effective content types for moving prospects through funnel 2019

  • 5. Coronavirus impact
    • Change in global B2B marketing spend due to COVID-19 in 2020

    • Changes to B2B marketing budgets in the U.S. due to COVID-19 in 2020

    • Changes to B2B marketing activities due to COVID-19 in 2020

    • Share of global B2B marketers delaying campaigns due to COVID-19 in 2020

    • B2B marketers reallocating live events budgets in the U.S. due to COVID-19 in 2020

    • B2B marketers replacing live events with webinars in the U.S. due to COVID-19 in 2020

    • Increase in B2B webinars due to COVID-19 in the U.S. 2020

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