If you’re running a business in the B2B space, you already know how important it is to keep a pulse on what’s going on. From AI to analytics and changes in content marketing strategies, the many recent shifts in B2B marketing could help you refine your next growth strategy.
Use data to craft the perfect B2B marketing strategy with this quick Coalition Technologies guide.
The Rundown
- 74% of B2B marketers report more leads from content marketing
- B2B deals average 62+ touchpoints over 6+ months
- Average purchase involves 7 decision-makers
- Success requires consistent, multi-channel engagement from both marketing and sales
- Long-form content ranks higher in search results
- Email delivers $36 ROI per $1 spent
- Personalized emails lift open rates by 30%
- 80% of social media B2B leads come from LinkedIn
- 75% of buyers research online before purchasing offline
- SEO leads close at ~15% vs. ~2% for cold calls
Table of Contents
Content Marketing Statistics
Content marketing is still one of the best strategies to build brand awareness, engage customers, and generate more leads as a B2B brand. Let’s dive deeper with some key statistics:
Content Marketing as a Lead Driver
Leads don’t just appear; they have to be hunted down. 74% of B2B marketers say content marketing helped them generate more leads. Long-form blogs and even videos are critical tools to generate value through thought leadership, and they can make all the difference if you’re targeting decision-makers.
Source: Content Marketing Institute
The Power of Long-Form Content
Better search engine visibility is a core target of most 2025 B2B marketing strategies, and long-form content is one of the best ways to achieve it. Pages averaging around 1,500 words appear to rank most consistently on the first page of Google’s search engine results pages.
Source: Backlinko
Video Marketing Reigns Supreme
89% of businesses use video as a marketing tool, and 68% of those who don’t, plan to use it in 2025. This B2B marketing statistic highlights the unmatched ability of videos to capture a viewer’s attention and convey critical product information quickly. From product demos to executive interviews, videos need to be a part of your marketing strategy in 2025.
Source: Wyzowl
Content Strategy Effectiveness
Only 26% of 2025 B2B marketers rate their strategies as ‘very effective.’ What’s driving this dissatisfaction with content strategies? Factors like:
- A lack of a clear goal
- Strategies that don’t tie into the customer journey
- Inadequate content research
- A lack of a dedicated digital marketing team
Source: Content Marketing Institute
62+ Touchpoints to Close a B2B Sale
Many have heard about the “seven touches” rule, the idea that it takes seven interactions to win a customer. But when it comes to B2B, seven is not enough.
Recent research shows the average B2B buyer engages in 62+ touchpoints before signing a deal. These span at least three channels and involve multiple members of the buying committee.
The cycle can stretch over six months or more. It blends marketing-led interactions such as ads, blog posts, webinars, and reviews with sales-led ones such as calls, demos, proposals, and contract talks. The path is rarely straight. Buyers revisit old content, bring in new decision-makers, or pause before coming back.
What this means for marketers:
- One big moment will not close a deal. Wins come from consistent, multi-channel visibility.
- Marketing and sales must be aligned because both drive the touch count.
- Every interaction should be tracked in your CRM to prevent gaps and improve the journey based on real data.
In complex B2B sales, the goal is not to reduce touchpoints. The goal is to make each one count and to be there when the buying committee is ready to decide.
Dissatisfied With Your Content Strategy?
If your business lacks a dedicated digital marketing team, you’ve probably encountered more than a few roadblocks in your growth journey. That’s why many companies work with top-rated digital marketing agencies to craft content strategies around their goals. Working with experts gives you:
- Access to world-class digital marketing specialists
- Industry-specific expertise and growth strategies
- The power to react quickly to changing market trends and tap into new opportunities
The dynamic nature of B2B marketing in 2025 requires businesses to be agile and leverage the latest trends in content marketing. If you’re dissatisfied with your content strategy, getting outside help could be the best way to chart a better course.
Data and Analytics B2B Marketing Statistics
ABM is a Key Strategy
64% of client-centric organizations see much higher ROI from Account-Based Marketing (ABM) than other strategies. ABM enables businesses to create smaller, more personalized campaigns explicitly targeted to high-value accounts, driving significantly higher engagement and conversion rates, if executed well.
Source: Momentum ITSMA
AI-Powered Personalization
Delivering more tailored experiences will be an essential part of B2B marketing in 2025. One-third of B2B marketers have used AI-powered tools for tasks like audience segmentation, delivering higher overall engagement rates.
Source: Statista
Email Marketing
Email is an ROI Leader
Email marketing remains one of the best-performing channels in terms of sheer return on investment. For every $1 spent on marketing, email campaigns deliver an impressive return of $36. If you’re working with an expert agency, like Coalition Technologies, to segment your campaigns and fine-tune every email, you’re setting your brand up for B2B success.
Source: HubSpot
Email Personalization
Highly personalized emails have 30% higher open rates for B2B marketing campaigns. High-value buyers appreciate the thought and care that goes into a customized campaign, and many will exclusively open personalized emails, discarding generic ones entirely.
Source: Stripo
Social Media and Mobile: B2B Marketing Statistics
Mobile Ad Spending
Mobile accounts for nearly 50% of B2B ad spending as of 2025. In 2025, B2B marketing material is being opened across a variety of devices, not just desktops. Brands need to put in the time to optimize their ads to perform optimally, no matter where their audience is.
Source: Statista
Sales Start With Mobile
According to a BCG study, about 60% of B2B buyers use mobile devices to make B2B queries. Is your website optimized to engage and impress those visitors? Today’s B2B buyers expect snappy interfaces, intuitive navigation, and an experience that makes purchasing effortless.
Source: BCG
LinkedIn Drives Leads
LinkedIn leads the pack in terms of social media leads. 80% of social media leads come directly from LinkedIn, and it’s easy to see why. Your 2025 B2B marketing strategy needs to target LinkedIn because that’s where the decision-makers spend a significant percentage of their time. The platform also offers powerful tools to help you target those decision-makers with ROI-forward campaigns.
Source: LinkedIn
SEO
You Need To Be Everywhere
According to Google, buyers make an average of 12 online searches before finally clicking on a B2B website. This B2B marketing statistic translates to one simple lesson: it isn’t enough to create a single great landing page or high-value blog; your business needs to be visible across every relevant channel with its best foot forward, and that’s what SEO gets you.
Source: Google
Cross-Channel Strategies Are Key
Nearly 75% of B2B buyers will conduct extensive online research before purchasing offline. Your 2025 B2B marketing strategies need to account for cross-channel engagement and accommodate your buyers wherever they are.
Source: Braze
SEO Gets You Higher Close Rates
SEO strategies offer an average close rate of almost 15%, significantly higher than the 2% you get from older methods, like cold-calling. SEO strategies can be fine-tuned to target a particular demographic of B2B buyers with high-intent keywords, for example.
Source: Wittypen
The Buyer’s Journey
Dynamic Marketing Strategies Are Better
A B2B purchase is rarely a solo endeavor. An organization with around 500 employees typically has at least seven people who influence buying decisions. As a business, it’s your prerogative to build more dynamic marketing strategies that can simultaneously address multiple stakeholders’ needs.
Source: Spotio
The Impact of Social Proof
Social proof can make all the difference in a 2025 B2B marketing campaign. Studies indicate that positive reviews and reliable online testimonials can increase conversions by up to 15%.
Source: Abmatic AI
Personalizing The Buyer’s Journey
Personalization is a key linchpin in the B2B buyer’s journey, according to this B2B marketing statistic. A report indicates that 80% of B2B buyers are more likely to purchase after interacting with a highly personalized experience, whether that’s an ad campaign or an email.
Source: Epsilon
Master The Art of B2B Marketing in 2025
The B2B space has clearly never been more dynamic than it is today, and expert assistance from a trusted B2B marketing agency can make all the difference. Coalition Technologies has driven millions in annual revenues for some of the biggest B2B brands in the world, and we’d love to show you how. Contact us for a free consultation today.
Frequently Asked Questions
How does B2B marketing work?
B2B marketing involves targeting businesses rather than individual consumers. This opens the playing field up to new strategies like ABM, where marketers target high-value accounts with incredibly personalized campaigns rather than a broader strategy you might see with an SEO campaign.
How many touchpoints does it take to close a B2B sale in 2025?
Most B2B deals take around 62 touchpoints before a final decision is made. These touches include both marketing interactions such as ads, content, and events, and sales activities like calls, demos, and proposals. The process usually spans six months or more and involves multiple decision-makers.
How can I shorten the B2B sales cycle?
You can shorten the sales cycle by improving marketing and sales alignment, providing useful resources early in the process, and tracking every interaction in a CRM. This helps ensure no opportunities are missed and allows you to deliver the right information to the right people at the right time.
Should I hire an agency for a B2B marketing strategy in 2025?
If your business doesn’t have a dedicated team of in-house B2B experts, it’s absolutely worth working with a trusted marketing agency, like Coalition Technologies. Consulting an agency gives you access to a massive team of industry experts at a fraction of the cost, and your business also grows with custom strategies tailored to your needs.
What emerging trends are shaping B2B marketing?
As the B2B marketing statistics might show, trends like AI and video marketing are taking center stage for B2B brands. AI, for example, offers a cost-effective way to personalize marketing campaigns and analyze massive amounts of data faster. That said, relying entirely on an AI solution for marketing is usually ineffective.
