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B2B marketing - 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. These events allow companies to showcase their products, create brand awareness, and network with other businesses and potential partners. It is estimated that the global B2B trade show market value will surpass 40 billion U.S. dollars by 2023, with the United States accounting for a large share of the total. But while these formats remain one of the most profitable B2B media strategies, today’s marketing professionals are increasingly placing their bets on digital channels: According to marketers in the United States, advertising spending on traditional media will decrease in 2020, while spending on digital marketing will increase for B2B products and services alike.

Content is the key

In 2019, B2B digital advertising spending in the United States surpassed an estimated six billion U.S. dollars. This allocation of ad dollars towards digital marketing channels reflects the overall digital shift in the B2B landscape. In the United States, the adoption of B2B e-commerce solutions has visibly increased over the last few years. Alongside lead generation tactics like the use of e-mail or search optimization, one of the most effective B2B online marketing tools is content marketing. B2B marketers primarily distribute paid content via social media, sponsorships, or search engine/pay-per-click methods to build brand awareness and ultimately generate high revenues/ROI. Leading social media platforms used by B2B marketers worldwide include Facebook, LinkedIn, Instagram, Twitter, and YouTube.

Trends and developments in the B2B marketing landscape

Another trend that is gradually reshaping B2B marketing in the United States is the implementation of marketing technology. In 2019, the global MarTech industry value surpassed 131 billion U.S. dollars. As technology continues to facilitate customer acquisition and retention, it will likely play an ever-increasing role in the marketing world of the future. What this future will look like also depends on the impact of the coronavirus (COVID-19) pandemic. In the United States, B2B marketing spending has already decreased by over 50 percent in early 2020, and while events are still suffering a severe setback amidst the pandemic, a progressively digital direction of marketing funds and efforts is already becoming apparent.

Key figures

The most important key figures provide you with a compact summary of the topic of "B2B marketing" and take you straight to the corresponding statistics.

Marketing strategies

Marketing effectiveness

Coronavirus impact

Interesting statistics

In the following 5 chapters, you will quickly find the 28 most important statistics relating to "B2B marketing".

B2B marketing in the U.S.

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
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B2B marketing - 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. These events allow companies to showcase their products, create brand awareness, and network with other businesses and potential partners. It is estimated that the global B2B trade show market value will surpass 40 billion U.S. dollars by 2023, with the United States accounting for a large share of the total. But while these formats remain one of the most profitable B2B media strategies, today’s marketing professionals are increasingly placing their bets on digital channels: According to marketers in the United States, advertising spending on traditional media will decrease in 2020, while spending on digital marketing will increase for B2B products and services alike.

Content is the key

In 2019, B2B digital advertising spending in the United States surpassed an estimated six billion U.S. dollars. This allocation of ad dollars towards digital marketing channels reflects the overall digital shift in the B2B landscape. In the United States, the adoption of B2B e-commerce solutions has visibly increased over the last few years. Alongside lead generation tactics like the use of e-mail or search optimization, one of the most effective B2B online marketing tools is content marketing. B2B marketers primarily distribute paid content via social media, sponsorships, or search engine/pay-per-click methods to build brand awareness and ultimately generate high revenues/ROI. Leading social media platforms used by B2B marketers worldwide include Facebook, LinkedIn, Instagram, Twitter, and YouTube.

Trends and developments in the B2B marketing landscape

Another trend that is gradually reshaping B2B marketing in the United States is the implementation of marketing technology. In 2019, the global MarTech industry value surpassed 131 billion U.S. dollars. As technology continues to facilitate customer acquisition and retention, it will likely play an ever-increasing role in the marketing world of the future. What this future will look like also depends on the impact of the coronavirus (COVID-19) pandemic. In the United States, B2B marketing spending has already decreased by over 50 percent in early 2020, and while events are still suffering a severe setback amidst the pandemic, a progressively digital direction of marketing funds and efforts is already becoming apparent.

Interesting statistics

In the following 5 chapters, you will quickly find the 28 most important statistics relating to "B2B marketing".

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