The 2014 B2B Marketing Statistics highlights that while 86% of B2B marketers use content marketing, only 38% find it effective, with significant challenges in ROI and lead generation. Inbound marketing became the primary lead source over outbound techniques, emphasizing the importance of organic growth through channels like social media and SEO. As B2B marketers plan for 2015, increasing content marketing budgets and focusing on brand awareness, lead generation, and customer journeys remain key priorities.

1. The B2B Marketing
Statistics Advent
Calendar 2014
Count down to Christmas with
our carefully curated collection
of marketing statistics.
Have a Merry Marketing
Christmas!

2. 1
86%
of B2B marketers are
using content marketing,
but only 38% rate their
content marketing as
effective.
Source: Marketing Profs/Content Marketing Institute

3. 2
71%
of marketers say
content marketing
is critical.
Source: B2B Marketing

4. 3
The five biggest content
marketing challenges cited
by B2B marketers are:
54%
50%
49%
42%
41%

5. of B2B marketers are
creating more content
now than they were
last year. Just 5% are
producing less.
Fo u r
Source: Marketing Profs/Content Marketing Institute

6. 5
Marketers who have
prioritised blogging are
13 times more likely to
enjoy positive ROI.
54% of the most effective
B2B marketers publish
content daily or multiple
times per week.
Source: Hubspot, Marketing Profs/Content Marketing Institute

7. 6
55%
of B2B marketers aren’t
achieving maximum ROI
from their content.
Source: Tomorrow People/B2B Marketing

8. ROI
Se ven
was the top challenge
for marketers in 2014.
(Just like it was in 2013)
Source: Hubspot

9. Marketers who measure
inbound ROI are 17
times more likely to see
the same or greater ROI
over the previous year.
8
Source: Hubspot

10. 9
In 2014, more than twice as many marketers
cited inbound marketing as their primary
source of leads versus outbound techniques.
Source: Hubspot
Inbound Outbound

11. Te n
84% of inbound marketers (compared to only
9% of outbound marketers) cite organic, top
of funnel sources like social media, blogs
and SEO as rising in importance.
Source: Hubspot

12. In 2014, inbound-sourced leads were
consistently more knowledgeable about the
company prior to speaking with a rep than
leads sourced through outbound means.
11 Source: Hubspot

13. The top goal for B2B content marketing in
2015 is brand awareness, closely followed by
lead generation and customer acquisition.
74% 71%
12
82%
Brand
awareness
Lead
generation
Customer
acquisition
Source: Marketing Profs/Content Marketing Institute

14. 13
of B2B marketers are
dissatisfied with the
number of leads their
content marketing is
generating. 48%
Source: Tomorrow People/B2B Marketing

15. 14
Source: Hubspot
In 2014, leads sourced
through inbound practices
were consistently less
expensive than outbound
leads, regardless of
company size.

16. The most important lead
sources for marketers over
the last 6 months were:
15
Email marketing
Social media
Blogs
SEO
Source: Hubspot

17. of the most effective
B2B marketers have
a documented content
marketing strategy.
16
Source: Marketing Profs/Content Marketing Institute

18. 17 B2B marketers cite the
characteristics of a successful
content marketing plan as:
Relevant to
audience
Engaging
content
Appropriate
channels for
audience
Source: B2B Marketing

19. 18
86%of senior-level marketers agree
that it’s very important to create
a cohesive customer journey.
Source: Salesforce

20. 51% of marketers mark
themselves below average
at producing the correct
content for every stage of
the customer journey.
19 Source: Tomorrow People/B2B Marketing

21. Data-driven marketing was the top
priority for marketers in 2014.
Twent y Source: Hubspot

22. 21
83% of B2B marketers
who fully integrate their
customer data across
their organisation said
they were effective at
creating a cohesive
customer journey
across all channels.
Source: Salesforce

23. 22
of marketing leaders reported
an increased need for data
and analytics expertise
over the past 12 months.
Source: Salesforce
46%

24. 23
55%
of B2B marketers plan
to increase their content
marketing spend in 2015.
Source: Marketing Profs/Content Marketing Institute

25. 85% of marketers practice
inbound marketing.
(You should probably join them)
24 Source: Hubspot

26. Give your sales team the gift
of an abundance of warm
leads this Christmas.
Get your free eGuide now: Hot
leads roasting on an open fire:
A Marketing Director’s guide