Not everything that blows is bad. The wind blows on a hot day and cools the sweat on your forehead. We blow out birthday candles to celebrate another year of life. But your marketing strategy... If that blows, it means trouble for your business.
The good news is an unsuccessful marketing strategy means you have a ton of opportunity for quick wins and major improvements. Among all the clients I work with, the ones who show the fastest and most impressive growth are those who were struggling the most when they partnered with us. (See: McHone Industries saw a 1500% increase in leads over 6 months).
Do you feel like you're not getting the results you want from your marketing? Here are a bunch of B2B marketing statistics that can point you in the right direction. (My personal favorite is #18!)
33 B2B Marketing Statistics That Show Why Your Current Marketing Strategy Isn't Working
12. Healthcare leads are most expensive ($60) followed by business/finance ($43). At the low end are leads for marketing products/services ($32) and technology ($31). (B2B Marketing Insider) Tweet this!
13. When purchasing online, B2B buyers rate pricing as the most useful information, followed by technical information and specifications. Product demonstrations are least valued. (eMarketer) Tweet this!
14. B2B customers now expect the same range of omnichannel buying options they enjoy as consumers – which is why 49% of B2B buyers prefer to use consumer websites to make work-related purchases. (The Future of Commerce) Tweet this!
15. 80% of buyers noted the importance of credible product details and information, as well as an easy-to-use website. 75% would buy again from the same supplier because of omnichannel features. (The Future of Commerce) Tweet this!
22. Meeting B2B buyers at different points in their buying journey makes a difference - McKinsey reports an up to 20% increase in customer leads, 10% growth in first-time customers, and a speedup of as much as 20% in the time that elapses between qualifying a lead and closing a deal. Tweet this!
23. On average, a B2B customer will regularly use 6 different interaction channels throughout the decision journey, and almost 65% will come away from it frustrated by inconsistent experiences. (McKinsey) Tweet this!
26. 31% of B2B buyers want to research and buy online unassisted, with the option to receive phone support if any issues arise. 10.5% want to complete the process entirely on their own with no sales assistance, while 12.5% still want someone to walk them through the process directly. (Brafton) Tweet this!
Takeaways from these B2B marketing statistics:
- Make things personal - try to connect emotionally with your prospects
- Provide content that's useful throughout their entire purchasing process
- Be active and searchable on as many online channels as possible
- Evolve your marketing to meet the needs of the new digital generation ⭐