19 Essential B2B Marketing Stats 2025 [+Graphs]
A list of relevant B2B marketing stats + Interpretation
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B2B Marketing Stats Overview
19+ Marketing Stats 2025
Back your blog post, presentation, or discussion with facts. These are the most essential B2B Marketing stats for 2025.
Frequently updated – make sure to check back.
General B2B Marketing Stats
B2B Companies, B2B Markets, Industrial Marketing Stats
Biggest pain points in business-to-business (B2B) procurement in 2024
- 475 %: Efficiency and complexity in operations and supply chain
- 21%: Costs and budgets
- 19%: Supplier relationships
- 17%: Compliance and quality
- 8%: Technology and automation
Source: Statista
B2B Marketing Budget Stats
Subheadline below H2, Capitalized
Over 1,870 billion U.S. dollars will be spent on Advertising and marketing worldwide
In 2025, advertising and marketing spending worldwide will reach over 1.8 trillion U.S. dollars, up from almost 1.78 trillion dollars a year earlier. For comparison, Australia’s 2024 gross domestic product (GDP) is 1.8 trillion dollars (world’s 14th largest economy).
Source: Statista
7.7% of Total Revenue is Spent on Marketing
Numbers for the North America and Europe:
- According to CMOs, they have spent 7,7% of their total companies’ revenue on marketing in 2024
- This is a decrease from 9,1% in 2023
- The 2024 figure is second lowest since 2014. Peak was in 2016 at 12,1%.
- The average spending over the last decade was 10,3%. The 2024 figure is a third below this long-term average.
Source: Statista
B2B will spend 10.11 billion U.S. dollars on MarTech in 2025
- This is a steady growth year-over-year since 2020
- Growth rate from 2024 to 2025 is 16%, while it was 14.8% from 2023 to 2024
- This increasing growth reflects the growing number of MarTech products and the raise of AI tools.
Source: Statista
Share of Company Revenue on Marketing : B2B Service vs B2B Product
- Services: 10.33% of revenue
- Products: 8.52% of revenue
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.
Top paid content marketing measure is social media advertising
- 73% of B2B content marketers spend budget on social media
- Followed by PPC (64%), sponsorships (62%) and Digital Display Ads (62%)
- Clearly below these values are native advertising formats as well as partnership e-mails an offline display ads.
- Despite it’s growth, influencer marketing is last on this list.
Source: Statista
Global content marketing budget 2025
How will your content marketing budget change in 2025, compared to 2024?
- 41% does not change their content marketing budget
- 46% however, will increase their budget
| Change | Answers |
|---|---|
| No change | 41% |
| Raise of 1-9% | 33% |
| Increase by more then 9% | 13% |
| Reduction of 1-9% | 6% |
| Unsure | 5% |
| Reduction of more then 9% | 2% |
Source: Statista
Digital B2B advertising spending in the U.S. 2022 – 2026
- Digital B2B advertising spending in the U.S. will increase from 18.34 in 2024 to 23.05 billion U.S. dollars in 2026
- This is a growth of 25.6% from 2024 to 2025
- By 2026 the digital B2B ad spending in the U.S. will have grown by 58% in 4 years (base 2022)
Source: Statista
B2B advertising and marketing spending in the U.S. 2022 – 2026
- B2B marketers increase spending to an estimated value of 69.3 billion U.S. dollars in 2026.
- The year over year growth remains stable.
Source: Statista
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 Social Media Stats
LinkedIn, Social Platforms, Influencer Marketing
LinkedIn is the third most important social media platform worldwide
- According to global marketers worldwide, LinkedIn is number 3 most important social platform.
- 21% of the respondents named LinkedIn
- Top 1: Facebook (44%), top 2: Instagram (25%)
Source: Statista
Influencer Marketing skyrockets to 32.55 billion U.S. dollars in 2025
- The growth of influencer marketing is unbroken and is estimated to reach an all-time-high in 2025
- The market size is 19x the value of 2015
- The growth from 2024 to 2025 is estimated to be 35% or 8.5 billion U.S. dollars
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
Stephan Wenger
B2B Marketing Expert, Editor and Marketing Management Consultant
Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of experience in leading global companies. His extensive expertise lies in the realms of B2B online marketing, content marketing, strategic marketing, and driving synergy between sales and marketing, including effective lead management.
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