Ask any B2B marketer – the field is always changing. This might be truer than ever over the past couple of years, with the rise of AI, shifting buyer behavior, and changes to data and privacy policies.
We like to have our finger on the pulse here at BT. So, distilled down, here are some of the key numbers you should be aware of right now:
1. AI and Content Creation: The Future is Now
As we all know, AI is no longer a novelty in marketing; it’s becoming an integral part of content creation and strategy.
According to HubSpot, 64% of marketers are already using AI in their marketing efforts, and an impressive 85% say that generative AI has changed the way they produce content.
We’ve previously shared our thoughts on what ChatGPT can and can’t do for marketers. We think it’s a complex picture. However, there’s no doubt that it’s changing the game and is here to stay. 60% of marketers view AI as an assistant, like a new and improved Clippy, helping with tasks such as brainstorming new ideas and repurposing older content for fresh channels. (Spoiler: we’re in the 60%!)
According to the same Hubspot study, marketers who incorporate AI into their workflows save an average of 2.5 hours per day, giving them more bandwidth for complex decision-making. AI also helps improve content performance, with 77% of marketers reporting that AI helps create more personalized content.
In 2024, 92% of businesses have considered investing in AI-powered software according to Gartner, further emphasizing its place in the marketing ecosystem. For marketers, the challenge now lies in incorporating AI without sacrificing creativity or authenticity. The tools are there, and those who utilize AI effectively will lead the way in B2B content strategy.
2. Social Media: Video Still King
Social media remains a dominant force in B2B marketing. Short-form video is the #1 format, offering the highest ROI and will see the most growth in the coming year, with platforms like Facebook, Instagram, TikTok, and YouTube leading the way.
In fact, 60% of B2B buyers use social media as their primary method of discovering new tools, making it a crucial channel for engagement and lead generation.
For B2B businesses, LinkedIn continues to reign supreme as the top platform, with 85% of marketers stating it delivers the best value according to a report by the Content Marketing Institute. LinkedIn’s influence is especially important when you consider that 93% of B2B marketers use it for paid social media campaigns, and 62% of B2B buyers say LinkedIn generated leads at twice the rate of the next-best performing social platform.
Social media has become the top product discovery channel for both Gen Z and Millennials, making it an essential tool for brands targeting younger consumers. In fact, 31% of consumers now turn to social media platforms to find answers to their questions, highlighting its growing role not only in product discovery but also in providing valuable information and insights during the customer journey.
3. Data and Privacy Trends: The Shift to First-Party Data
With privacy regulations continuing to tighten globally, marketers are pivoting away from third-party cookies and focusing more on first-party and zero-party data. According to HubSpot’s 2024 report, 47% of marketers are actively seeking alternatives to third-party cookies. This shift is driven by growing privacy concerns, as 98% of buyers emphasize the importance of reading reviews before making a purchase decision.
First-party data collection isn’t just about compliance—it’s about trust. As 66% of B2B buyers prioritize verified reviews from third parties, building credibility becomes even more essential.
Moreover, 84% of B2B decision-makers base their buying decisions on peer recommendations and social proof, further stressing the importance of developing direct relationships with customers. First-party data helps brands meet these expectations by offering more personalized and relevant content.
4. B2B E-Commerce and Buyer Behavior: Unwavering Online Growth
The B2B e-commerce market continues to grow at an impressive rate. Research suggests that the B2B e-commerce market will reach a staggering $47,772.6 billion by 2030, growing at an annual rate of 11.8% from 2021 to 2030. With 83% of B2B buyers preferring online shopping for its convenience and efficiency, businesses that have robust e-commerce platforms are poised to thrive in the coming years.
B2B buyers are increasingly using self-service tools to guide their purchasing decisions, with 52% preferring a self-service approach. Additionally, 94% of B2B buyers conduct online research before making a purchase according to Accenture, and 84% of B2B buyers are willing to pay more for great branded experiences. For B2B businesses, this means the importance of a well-optimized, informative, and easily navigable website cannot be overstated.
Devil in the Details
The statistics we’ve covered here paint a clear picture: AI is revolutionizing content creation, social media continues to offer the highest ROI, and data privacy concerns are pushing marketers to focus on first-party data collection. Meanwhile, B2B e-commerce is experiencing unprecedented growth, driven by changing buyer preferences and the increasing popularity of self-service tools.
For B2B marketers, the key is to stay agile, continue learning, and prioritize data-driven decision-making. Need help with that? You know where we are! BT is ready to help.