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B2B marketing has changed fast. Buyers do more research independently, video is now a core format, and AI has moved from “nice to have” to daily workflow. At the same time, content strategy and measurement discipline are what separate high-performing teams from everyone else.
This post updates the most useful B2B marketing statistics using recent, reputable sources (Content Marketing Institute, LinkedIn/Ipsos, Gartner, and 6sense). A few older stats are kept as historical context and clearly labeled by year.
B2B Marketing Stats (Latest Available)
- 97% of B2B marketers have a content strategy (2026 insights)
- 61% report their content strategy effectiveness improved (2026 insights)
- 95% use AI weekly; 65% use it daily or more (LinkedIn/Ipsos, 2025)
- 78% of B2B marketers use video; more than half plan to increase investment (2025)
- Buyers are nearly 70% through the journey before engaging sellers; buyers initiate first contact 80%+ of the time (6sense, 2024)
- 75% of B2B buyers prefer a rep-free sales experience (Gartner)
Key Metrics Table
| Metric | Value | Year | Source |
|---|---|---|---|
| B2B marketers with a content strategy | 97% | 2026 insights | Content Marketing Institute |
| Content strategy effectiveness improved | 61% | 2026 insights | Content Marketing Institute |
| B2B marketers using AI weekly | 95% | 2025 | LinkedIn / Ipsos |
| B2B marketers using AI daily or more | 65% | 2025 | LinkedIn / Ipsos |
| B2B marketers who use video | 78% | 2025 | |
| Buyers are ~70% through journey before engaging sellers | ~70% | 2024 | 6sense |
| B2B buyers who prefer a rep-free sales experience | 75% | Gartner (undated page) | Gartner |
Content Marketing: Strategy Is Nearly Universal
Content is still the engine of most B2B demand generation, but the biggest shift isn’t “do you publish?” It’s “do you publish with a plan?” Content Marketing Institute’s latest B2B research found that 97% of marketers have a content strategy. More importantly, 61% say their strategy effectiveness improved over the last year.
- 97% have a content strategy (2026 insights)
- 61% report improvement (13% significantly + 48% somewhat)
Video: A Core B2B Format
Video is no longer optional in B2B. LinkedIn’s benchmark coverage reports that 78% of B2B marketers use video, and more than half plan to increase investment. Short-form social, brand storytelling, and customer testimonials are often cited as high-impact formats across the funnel.
AI: High Adoption, Mixed Maturity
AI adoption has moved into daily operations. LinkedIn/Ipsos research found 95% of B2B marketers use AI weekly, and 65% use it daily or more. The report also notes that common applications include copywriting, SEO, and automation—useful, but not always strategic.
The practical takeaway: teams that connect AI to business outcomes (not just output volume) tend to outperform teams using AI only for task-level speed.
The Buying Journey: Buyers Delay Sales Conversations
In many categories, buyers want to learn on their own terms before talking to vendors. In the 6sense 2024 Buyer Experience Report launch materials, buyers were described as nearly 70% through their purchasing process before engaging sellers—and buyers initiated first contact more than 80% of the time.
Gartner also reports that 75% of B2B buyers prefer a rep-free sales experience. Taken together, these signals are why strong content, clear positioning, and discoverability (search + social distribution) are critical long before a lead ever fills out a form.
Historical Stats
- 46% of B2B researchers were millennials (2015)
- 64% of B2B purchasing decisions made at the C-suite (2015)
- 81% of non-C-suite employees influence B2B purchasing decisions (2015)
FAQ
Do most B2B marketers have a content marketing strategy?
Yes. Content Marketing Institute reports that 97% of B2B marketers have a content strategy (Insights for 2026).
How common is video in B2B marketing?
LinkedIn’s 2025 benchmark coverage reports 78% of B2B marketers use video, and more than half plan to increase investment.
How widely is AI used in B2B marketing?
LinkedIn/Ipsos found 95% of B2B marketers use AI weekly and 65% use it daily or more (survey fielded March 2025).
How far into the buying process are B2B buyers before talking to sales?
6sense reported buyers are nearly 70% through the purchasing process before engaging sellers (2024 Buyer Experience Report materials), and buyers initiate first contact more than 80% of the time.
Do B2B buyers prefer self-service over sales reps?
Gartner reports that 75% of B2B buyers prefer a rep-free sales experience, highlighting the need for strong self-serve content and digital experience.
Sources
