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B2B Marketing and Sales Statistics

Written By: David Fei
Posted on November 10, 2022
Category: statistics

These are the important B2B marketing and sales stats you need to know. Whether you’re looking for trends, insights, or facts, this article provides you with the information you need for your B2B marketing or sales plan in 2023.

Sales Statistics

-30%

drop in response rates

Buyers are inundated with outreach from sales teams. They are less responsive.

of a typical buyer purchase journey is spent with a sales rep

There is a limited window of opportunity to influence buyers

68%

of organisations missed their sales targets in July 2022

Traditional sales methods are failing and organisations are struggling to hit their goals.

of leads identified by sales are nurtured by marketing in APAC

Everyone is talking about sales and marketing alignment but the numbers speak for themselves.

87%

of sellers at enterprise orgs use sales tech once a week

According to LinkedIn’s 2022 State of Sales data.

81%

of sellers saw a lost deal or delay due to decision makers changing roles.

External factors such as talent shortages have impacted sales cycles.

68%

of buyers say working remotely has made buying easier

The pandemic disrupted the sales process. Both permanently and postively.

Sources: State of Sales 2022 LinkedIn

Marketing Statistics

8 / 10

CMOs say they try to involve other members of the C-suite in B2B marketing decisions.

Chief Marketing Officers are fostering connections with other top-level executives across the organization.

6 / 10

in 10 B2B marketing leaders say they plan to use in-person events

In-person events have been identified as the most effective channel for B2B marketing.

7 / 10

B2B leaders say their budget is focused on generating new business.

Lead Generation (36%) receives the highest share of B2B budget allocation followed by Brand Building (30%) and Demand Generation (20%).

2 / 3

CMOs/CFOs say the importance of the CMO has increased in the eyes of the C-suite

The CMO’s role has gained greater significance among C-suite executives, resulting in evolving responsibilities that have a more direct impact on the company’s bottom line.

1 / 2

B2B marketing leaders say marketing technology mastery is the most important skill for their team members in the next two years.