Readout: 33 B2B marketing statistics from 2024

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Forrester says B2B spends 8% of revenue on marketing; the median B2B sales cycle has “ballooned” from 120 to 408 days; 64% of B2B marketing say their biz doesn’t trust measurement

If you are not aware I also produce a monthly newsletter that is distinctly separate from the blog. I typically do a lot of reading every month and I save the articles that stand out for me for this newsletter.

Many of these articles are about surveys or studies related to marketing. So as part of my year end roundup series, I went back through the 12 monthly newsletters to curate these statistics.

If you are interested in getting that monthly newsletter, subscriber to it here (alternatively subscribe to the weekly blog here or the audio version here).

1. Underbudget. Forrester says B2B spends 8% of revenue on marketing

2. Sharing to look cool. Study finds 75% of Facebook shares are made without reading

3. Non-conversion. SaaS in dead last at 3.8% gated content conversion rate

4. The digitization continues. Digital advertising to reach ~$44B in 2025

5. Search zeitgeist. The top trending searches of 2024

6. A noisy few. Just 20% of accounts make 100% of the noise

7. Immeasurable. 64% of B2B marketing say their biz doesn’t trust measurement

8. Consent to inform. 21% of the US gets their info from influencers

9. In the event of marketing. Companies spend around 10-20% of their budgets on events

10. Pretty up. Creative ads bring a 40% increase in purchase consideration

11. Getting in touch with your bots. McKinsey: salestech boosts efficiency of 10-15%

12. Bloody stone. Half of B2B will miss 2024 goals because of a lack of budget

13. It’s better when people share. Personal accounts earn 561% more distribution than brands

14. Still the only killer app. There are nearly 5 billion email users in the world

15. Clicks need not apply. ~60% of searches do not end with a click (zero click)

16. Longer sales cycles. The median B2B sales cycle has “ballooned” from 120 to 408 days

17. Help wanted. 40% of B2B brands plan to spend more with outside agencies

18. Total recall. Memorable brands capture 90% of sales due to familiarity

19. Looking up. 1/3rd of marketers forecast a modest budget increase for 2025

20. What’s the big deal? PE firm buys marketing agency for 17x earnings

21. Two billion. Podcast ads to hit $2b threshold

22. Video marketing. 75% of adults spend 2 hours a day watching video

23. Fake traffic. On average 8.5% of all the paid traffic is invalid

24. Reviews. 70% of customers check reviews before a purchase

25. Good channel. 56% increase in demos from webinars

26. Steep competition. 73% of marketers expect more competition in 2024

27. Lower turnover. Average CMO tenure was 3.1 years in 2023

28. Follow up. BDRs average 17 touches on every prospect

29. Time investment. 54% of C-level executives read thought leadership weekly

30. AI use case. 51% of B2B marketers use generative AI to brainstorm

31. Influences. About 1 in 3 polled find social influencers persuasive

32. Snail mail for leadgen. 85% say direct mail drive leads for their business

33. The CMO is cool again. 73% of CEOs give their top marketer good grades

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>>> Need an extra pair of hands with B2B marketing or comms? | Let’s talk.

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18 B2B marketing and comms stats that summarize 2024

Image credit: Unsplash and respective studies

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