B2B advertising and marketing in the United States - statistics & facts

B2B (business-to-business) marketing refers to marketing activities aimed at business entities such as manufacturers, suppliers, and retailers. There are several marketing strategies used by B2B companies to promote their products and services. Some of the most popular traditional advertising methods are in-person events such as trade shows and conferences, where companies can showcase their products, create brand awareness, and network with other businesses and potential partners. In 2021, B2B traditional advertising spending in the United States amounted to an estimated 15 billion U.S. dollars. But while traditional formats remain one of the most lucrative B2B media strategies, today’s marketing professionals are increasingly putting trust in digital channels, with U.S. marketers planning a substantial increase in digital marketing spending for B2B products and services alike.

Content is the key

The increased allocation of ad dollars towards digital marketing channels has been reflected in the overall digital shift in the B2B landscape, with online ads functioning as the top B2B digital marketing channels worldwide. In the United States, the adoption of B2B e-commerce solutions has visibly increased over the last few years, with content marketing serving as one of the most effective B2B online marketing tools. Video was the leading B2B content marketing area of investment worldwide, while leading social media platforms used by B2B marketers included Facebook, LinkedIn, Instagram, Twitter, and YouTube. LinkedIn beat its peers when it came to being considered the most effective social media platform for B2B content marketing. The importance of content marketing B2B promotional activities has been rising in the U.S., with four out of 10 marketers having a documented content marketing strategy, and two-thirds saying they planned to increase spending on content between 2021 and 2022.

Strategies and event marketing

Social media and marketing personalization were the top of marketers’ minds in terms of planned implementation of new B2B tactics and channels. In an increasingly hybrid reality where in-person events are still being adjourned because of the COVID-19 pandemic, U.S. B2B marketers pointed to improvements in their customer service, as well as in their websites, as being their best bets in driving demand. Almost half of marketers also reallocated their in-person event budgets to digital marketing, such as inbound, SEO, and social – speeding up the digitalization of B2B services.

Interesting statistics

In the following 5 chapters, you will quickly find the 35 most important statistics relating to "B2B advertising & marketing in the United States ".

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