10 Essential B2B Marketing Stats 2024 [+Graphs]
A list of relevant B2B marketing stats + Interpretation
Back your blog post, presentation, or discussion with facts.
These are the most essential B2B Marketing stats for 2024.
Frequently updated – make sure to check back.
3 Article Highlights
Table of Contents
B2B Marketing Stats Overview
15+ Marketing Stats 2024
General B2B Marketing Stats
B2B Companies, B2B Markets, Industrial Marketing Stats
B2B Marketing Budget Stats
Subheadline below H2, Capitalized
Share of Company Revenue on Marketing : B2B Service vs B2B Product
- Services: 10.33% of revenue
- Products: 8.52% of revenue
Source: Statista
B2B will spend 8.51 billion U.S. dollars on MarTech in 2024
- This is a steady growth year-over-year since 2020
- Growth rate from 2023 to 2024 is 14.8%
- This growth reflects the growing number of MarTech products.
Source: Statista
B2B Branding Stats
Brand Values and Branding
Microsoft is the most valuable B2B brand in 2024: 220.4 billion U.S. dollars
Top 5 brand values in billion U.S. dollars:
- Microsoft: 220.4
- State Grid Corporation of China: 71.1
- Amazon: 69.4
- Oracle: 53.1
- UnitedHealthCare: 47.6.
B2B brands are less valuable than B2C brands. The most valuable B2C brand is Apple (516.6 billion U.S. dollars)
Source: Statista
B2B Advertisting Stats
Advertising, online, offline, PPC, etc.
65% of worldwide advertising is spent online
- Online advertising leads the list by 3x compared to the second highest spending, namely television.
- Classic advertising like newspapers and magazines makes <5% of total spending.
Source: Statista
37.68 billion U.S. dollars are to be spent for B2B advertising in the U.S. in 2024
- This is an increase of 69% (15.44 billion U.S. dollars) in the last 4 years.
- There is a stable growth, year over year, of approx. 7-10%.
Source: Statista
B2B traditional advertising spending (U.S.) will peak at 19.22 billion U.S. dollars in 2024
- Increase by 0.66 billion U.S. dollars from 2023 to 2024
- Increase by 3,55% from 2023 to 2024, which is lower than a 4,7% increase from 2022 to 2023.
Source: Statista
B2B eCommerce Stats
Online Sales, Amazon Business, Payment
Amazon Business Gross Merchandise Volume will reach 83.1 billion U.S. dollars in 2025
- Growth rate, year over year, of 25-30% between 2021 and 2025
- By 2025, the GMV will have increased 5.5 times compared to 2019.
Source: Statista
European B2B eCommerce GMV is worth 1,672 billion U.S. dollars in 2024
- There will be an estimated increase of 8,6% from 2024 to 2025.
- Total European GMV in 2025 will be at an all-time high of 1,817 billion U.S. dollars.
- There has been a stable growth since 2022 (1,333 billion U.S. dollars)
Source: Statista
Cross-Border Payment Value in B2B will increase to 56.1 trillion U.S. dollars by 2030
- The total cross-border payment market will explode from 190.1 to 290.2 trillion U.S. dollars by 2030.
- The B2B growth from 2023 to 2023 is forecasted at 43%
- The majority of cross-border payment remains with wholesales.
Source: Statista
B2B Tradeshow Stats
Tradeshows and Events
Value of the B2B Tradeshow market remains smaller then pre-COVID19
- The value of the U.S. B2B tradeshow market peaked in 2019 at 15.55 billion U.S. dollars.
- COVID-19-related crash by 75% to 3.86 billion U.S. dollars.
- Market gains value but is below pre-COVID-19 level in 2024 (13,04) and the years to come.
Source: Statista
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