31 Scary B2B Marketing Statistics

October 28, 2014

The scariest holiday of the year is just a few days away. There’s plenty of challenges that marketers have all year long, whether it’s trying to better align with sales, help employees tell our story, get better at execution or just figuring out what our role is in the changing world of marketing.

With that I wanted to share some stats on B2B marketing that should scare you into looking at the work that you do in a different light…and a few that will make you feel pretty good about the work that you do:

  1. Only 25% of B2B CEOs are extremely satisfied with their CMOs and senior marketing leaders. (Stein IAS)
  2. 85% of B2B CEOs say that agility and responsiveness are extremely or somewhat important to them, yet only 53% are satisfied with their marketing team’s performance in this area. (Stein IAS)
  3. A majority (70%) of B2B marketing leaders surveyed admit they are concerned about brand integrity and execution in social media (Business Marketing Association/Forrester Research)
  4. Twitter users who see tweets from B2B tech brands are more likely to visit the sites of these brands. A recent study found that Twitter users visit B2B tech brand sites at a higher rate (59%) compared to average Internet users (40%), illustrating the strong presence of a B2B audience on Twitter. (Twitter)
  5. 41% of American workers say they don’t know what their employer stands for and what differentiates its brand from others. (Gallup via The Conference Board Performance Anxiety report)
  6. 97% of marketers say they expect the pace of change in their organization to accelerate. (Business Marketing Association/Forrester Research)
  7. 76% of B2B marketers say they felt their leadership judges success of failure faster. (Business Marketing Association/Forrester Research)
  8. 21% of B2B marketers say the skills for which they were hired are now obsolete. (Business Marketing Association/Forrester Research)
  9. 97% of B2B marketers see a dramatic increase in the breadth of skills needed. (Business Marketing Association/Forrester Research)
  10. 97% of B2B marketers are doing things they’ve never done before. (Business Marketing Association/Forrester Research)
  11. 45% of B2B companies can’t find candidates with the right skills. (Business Marketing Association/Forrester Research)
  12. The average B2B marketing budget is about 2 percent of revenue. (Pardot)
  13. 60% said they are seeking younger employees who understand new technologies (Business Marketing Association/Forrester Research)
  14. Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge (Forrester Research)
  15. Only 20% of CMOs either pursued or was able to tie customer experience initiatives with specific financial objectives. (SAP)
  16. 62% of B2B CEOs see the need for ongoing customer engagement as having the biggest impact on business success in the last five years. (Stein IAS)
  17. 42% of B2B CEOs say that marketing, sales and IT alignment has had the biggest business impact over the same period. (Stein IAS)
  18. 60% of all B2B sales opportunities end up in “no decision.” (Corporate Visions)
  19. 94% of B2B buyers report conducting some degree of research online before making a business purchase. (Acquity Group)
  20. Lead generation ranks as the top objective for B2B companies’ digital marketing programs. When presented with a list of six objectives, 41 percent of B2B respondents chose lead generation as their top goal, 27 percent pointed to sales and revenue generation, and 17 percent to brand and product awareness. (MarketingCharts)
  21. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified (MarketingSherpa)
  22. 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t know the metric (Forrester Research)
  23. 44% of B2B marketers have a documented content strategy (Content Marketing Institute/MarketingProfs)
  24. 73% of B2B organizations have someone in place to oversee content marketing strategy. (Content Marketing Institute/MarketingProfs)
  25. B2B marketers use an average of 13 content marketing tactics.
  26. 81% of B2B CEOs believe that the importance of marketing has increased, and 46% of them say significantly. (Stein IAS)
  27. 88% of B2B CMOs say their C-suite peers turn to them more often for data and insight needed to strategize, set objectives and plan (Business Marketing Association/Forrester Research)
  28. 80% of B2B marketers feel secure with their grasp of the skills they personally need to be successful in the post-digital world. (Business Marketing Association/Forrester Research)
  29. 78% of B2B marketers say that marketing’s influence on corporate strategy is greater today. (Business Marketing Association/Forrester Research)
  30. 56% of B2B marketers say they spend more time in front of the company’s board of directors where final strategy decisions get hammered out. (Business Marketing Association/Forrester Research)
  31. The highest paying marketing jobs are in B2B. (Fierce CMO)

Tell me, what scares you the most about the work that you do as a B2B marketer?

Photo credit: Gratisography

About Carla Johnson


Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.

Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. Her work with Fortune 500 brands has served as the foundation for many of her books.

In her latest project, Fast Forward Files, she contributes to a larger collection of thoughts by some of the world’s greatest minds -  Shazam co-founder Dhiraj Mukherjee, activist and entrepreneur Heather Mills and behavioral designer, technologist and mental-health champion Peter Trainor. Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. 

Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.