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Vital statistics for every B2B marketer

March 16, 2010

Use and abuse at your leisure… where possible we’ve tried to accurately cite the source and provide a link to the site where we came across the research.

B2B companies are ahead of their B2C rivals when it comes to social media adoption

  • 81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C
  • 75% of B2Bers participate in microblogging (eg. Twitter) versus 49% of B2Cers

Source: – 2009 B2B Social Media Benchmarking Study (

And the FTSE 100 are just plain running scared of Twitter

  • Just 16 of the FTSE 100 companies are using Twitter, despite the fact that 20% of Tweets contain a reference to a product or brand

Source: Virgin Media Business (

But CIOs could well be the biggest blocker to social media adoption

  • 54% of CIOs prohibit use of social networking sites, such as Facebook, MySpace and Twitter, while at work

Source: Robert Half Technology (

Use of social media by B2B companies is validated by B2B buyer perspectives

  • 93% of business buyers believe all companies should have a presence in social media
  • 85% believe companies should not just present information via social media, but use it to interact and become more engaged with them

Source: Cone Inc – Social Media in business (

And that’s because the B2B buying process is fundamentally changing

  • 9 out of 10 buyers say that when they’re ready to buy, they’ll find you

Source: DemandGen Report

  • Over 70% of purchases are restricted to established vendors or are heavily dependent on Word of Mouth recommendations

Source: Buyersphere ebook, Enquiro (

  • More than 8 out of 10 IT decision-makers said word of mouth recommendations are the most important source when making buying decisions

Source: Forrester Research, How to take B2B relationships from Indifferent to Engaged: Jan 2009

  • 59% of B2B buyers engaged with peers who addressed their challenge, 48% followed industry conversations on the topic and 37% posted questions on social networking sites looking for suggestions

Source: Genius (

Yet there are differing opinions as to where search comes into play in the buy cycle

  • 7 out of 10 buyers say that they start their buying process at vendor sites, not Google

Source: DemandGen Report (


  • 93% of B2B buyers use search to begin the buying process

Source: Marketo (

If you think C-level executives aren’t active online, you’re sorely mistaken

  • The Internet is the C-Suites top information resource (74% of C-Level executives say it’s very valuable)
  • 53% of C-level executives said they prefer to locate information themselves
  • The C-suite first turns to mainstream search engines (63%) to locate information
  • 6 out of 10 C-Suite executives conduct more than six searches a day
  • Executives in IT are the most prevalent users of the Internet for information gathering

Source: Forbes Insight – The Rise of the Digital C-Suite (

Client marketers are warming to the idea of social media, but many are still to act

  • While 92% of client marketers agree that it would be unwise to ignore social media, 63% do not have a social media strategy

Source: The B2B Barometer (

The relationship between Marketing and Sales in B2B organisations still remains fractious

  • Sales generate 53% of their own leads and marketing contributes just 24%

Source: 2009 CSO Report (

  • 90% of marketing deliverables are not used by sales

Source: The New Rules of Sales Enablement (

  • 49% of b2b marketers confess to not measuring ROI

Source: The B2B Barometer (

And if you still don’t get the whole social media thing, it’s worth bearing in mind…

  • 89% of journalists make use of blogs while conducting their online research and 96% turn to corporate websites
  • 56% said social media was important or somewhat important for reporting and producing stories

Source: Cision and The George Washington University: (

Got some vital statistics you’d like to share… please feel free to add to the list.

22 Comments leave one →
  1. March 17, 2010 6:10 pm

    Yeah most businesses would have a facebook fan page and a twitter account, but you are dead right about having a lack of strategy. That’s where people like you come in isn’t it? 🙂

  2. April 9, 2010 8:19 am

    More insight on impact of social media on CEO and Director-level decision-making can be found in a new blog post by Jeff Bullas. Well worth reading:

    Draws on study by Society for New Communications Research:

  3. May 5, 2010 12:45 am

    Great compendium of insights and very valuable pulse of the state of B2B and social media. Thanks for putting this together. This is a shocker “54% of CIOs prohibit use of social networking sites, such as Facebook, MySpace and Twitter, while at work” isn’t it, in relation to many of the other findings of business constructively uses social media. Why is this business decision up to the CIO?

    Walter Adamson @g2m

    • May 5, 2010 5:15 pm

      Thanks for the comment Walter. Yep the CIO as blocker stat was a revelation for us too. More useful stats have just been published here:
      There’s a shocking stat within on the state of the marketing/sales relationship: Nearly one in ten marketers (8%) say they never meet with their counterparts in Sales. And 58% say they meet them just once a month. Would be interesting to see the percentages that have ever/never met a customer. Now that would be scary.

  4. October 26, 2010 1:35 am

    Great stats. Confirms what I’ve known in my gut. Thanks again for agreeing to let me reference in my newest post. Much appreciated!

  5. December 3, 2010 10:33 am

    Quality article. Really interesting b2b statistics.

  6. February 22, 2011 6:54 am

    Some great statistics here. A colleague referred me to this post and it was just what I was looking for. One stat that I’m not too sure of is that 75% of B2B orgs participate in microblogging (e.g. Twitter). I didn’t think it would be so high.

    Thank you for the great information.

  7. May 15, 2012 2:16 pm

    Conventional word of mouth reaches only a limited number of people. Facebook, where each of an estimated 600 million active users is connected to an average of 130 friends, changes all that by lending personal recommendations enormous reach.

  8. August 24, 2013 9:02 am

    Very good article. I definitely love this site. Keep writing!


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