Crucial B2B stats

The world is continuously changing and increasingly faster. That’s why it’s essential to keep informed about new trends related to the current market. Adapting the business to new tendencies is key to avoid being outdone and standing out from the competition. Learn about new crucial B2B stats, trends, and how the current market is acting to determine new strategies.

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Sending two or three messages at the same time on different channels can increase the probability of response rates by as much as 14%.

Source: Gartner [Adapt Your Sales Force to Meet Current B2B Buyer Trends] August 2021

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Crucial B2B stats

Sending two or three messages at the same time on different channels can increase the probability of response rates by as much as 14%.

Ad spending in 2021 is gathering 75% of total ad spend in the UK, or around £14.45 billion of a total of £19.23 billion.

LinkedIn generates 80% of B2B social media leads (vs. all other social platforms combined).

77% of marketers use AI tools like ChatGPT to create or improve marketing content.

Ad spend increased by 24% WorlWide in March 2021 vs January 2020, according to HubSpot.

21% of marketers say they use AI tools daily in their marketing workflows.

23% of users follow companies’ social networks they purchased from. On the other hand, 21.6% of users follow companies and brands they’re considering purchasing from.

B2B video performance is accelerating: total watch time grew 44% year-over-year, and plays increased 15% (2024 vs. 2023).

One-fifth of all internet users aged 16 to 64 say that they follow companies that are relevant to their work.

72% of marketers agree AI and automation tools will help them better personalize the experience for customers.

Industrial robots have increased about 450,000 since 2015, will grow to about 600,000 by 2022, even as 70% of manufacturers will be regularly using digital twins by 2022.

80% of B2B sales interactions between a supplier and customer will occur in digital channels by 2025.

65% of organizations report regularly using generative AI in at least one business function (rapid adoption).

The automotive future is electric. New regulatory targets in the European Union and the United States now aim for an electric-vehicle (EV) share of at least 50% by 2030, and several countries have announced accelerated timelines for sales bans on internal-combustion-engine vehicles in 2030 or 2035.

Content is shifting toward video-first: 91% of businesses use video as a marketing tool (B2B included).

More than half a billion new users joined social media platforms over the past 12 months, taking the global total to 4.33 billion by April 2021.

50 percent of internet users below the age 35 saying that they’ve used voice interfaces in the past 30 days.

Short-form video continues to be the highest-ROI content format for marketers (useful for B2B top-of-funnel + retargeting).

Web traffic in EMEA by 80% in March 2021 vs January 2020, according to HubSpot.

Web traffic in EMEA by 80% in March 2021 vs January 2020, according to HubSpot.

95% of marketers say AI prompting makes their marketing more effective (speed + quality improvements).

All IT spending segments are forecast to have positive growth through 2022. The highest growth will come from devices (14%) and enterprise software (10.8%)

Gartner predicts that by 2025, graph technologies will be used in 80% of data and analytics innovations, up from 10% in 2021, facilitating rapid decision making across the organization.

IT spending is projected to total $4.1 trillion in 2021, an increase of 8.4% from 2020

Data fabric utilizes continuous analytics of data assets to support the design, deployment and utilization of diverse data to reduce time for integration by 30%, deployment by 30% and maintenance by 70%.

Strong demand for supporting remote working and online education resulted in a brighter outlook for segments such as PCs and tablets.

56% to the Deloitte’s surveybelieve that the pandemic exposed shortcomings in their organizations’ digital capabilities, pointing out the importance of faster action.

The following channels are driving revenue in the post-pandemic environment in the UK: 25% ecommerce, 18% in person, 12% video call, 15% email, 16% phone, 19% online chat.

The following channels are driving revenue in the post-pandemic environment in France: 20% ecommerce, 23% in person, 14% video call, 15% email, 17% phone, 8% online chat.

The following channels are driving revenue in the post-pandemic environment in Germany: 14% ecommerce, 19% in person, 14% video call, 22% email, 19% phone, 9% online chat.

The following channels are driving revenue in the post-pandemic environment in Italy: 24% ecommerce, 23% in person, 11% video call, 16% email, 13% phone, 8% online chat.

The following channels are driving revenue in the post-pandemic environment in Spain: 24% ecommerce, 23% in person, 19% video call, 13% email, 12% phone, 7% online chat.

B2B buyers increasingly prefer digital-first: in multiple surveys, buyers report a strong preference for remote and self-serve interactions over fully in-person processes.

The tariffs are projected to raise $1.5 trillion in revenue over the next decade but are also expected to shrink the U.S. GDP by 0.4%. This economic downturn may further constrain marketing budgets and spending.

A survey by the Interactive Advertising Bureau (IAB) indicates that 94% of U.S. advertisers are concerned about the impact of tariffs on their budgets, with 45% planning to reduce their overall ad spend.

Average hourly wages were up 0.6% from the previous month and up 4.3% from a year earlier.

Global growth is projected to slow from 3.3% (2024) to 3.2% (2025) and 3.1% (2026), impacting demand, investment cycles, and marketing efficiency targets.

Specifically, 41% of advertisers anticipating budget cuts due to tariffs plan to decrease spending on social media, while 24% intend to cut budgets for linear TV and gaming.lation since November 2011. This was far higher than the 2.2% clocked in the previous month.

In August, the consumer price index was up 3.0% from a year earlier, the highest rate of annual inflation since November 2011. This was far higher than the 2.2% clocked in the previous month.

Tighter efficiency focus: many orgs are shifting budget allocation toward measurable outcomes (pipeline, CAC, payback) as macro uncertainty persists.

The Spring 2021 Economic Forecast projects that the EU economy will expand by 4.2% in 2021 and by 4.4% in 2022. The euro area economy is forecast to grow by 4.3% this year and 4.4% next year.

Inflation in the EU is now forecast at 1.9% in 2021 and 1.5% in 2022. For the euro area, inflation is forecast at 1.7% in 2021 and 1.3% in 2022.

By 2022, the aggregate budget deficit is forecast to halve to just below 4% in both the EU and the euro area. The number of Member States running a deficit of more than 3% of GDP is forecast to fall significantly.

In the EU, the ratio of public debt to GDP is forecast to peak at 94% this year before decreasing slightly to 93% in 2022. The euro area debt-to-GDP ratio is forecast to follow the same trend, rising to 102% this year and then falling slightly to 101% in 2022.

The leading Real Estate Index has increased steadily since March and is now trading at a 10%- 15% discount compared to January

From November 2020 to February 2021, the PMI remain significantly higher compared to the initial months of the pandemic in spring 2020, suggesting that the economic impact of the second wave of virus infections has until now been less severe.

Gartner expects the global IT spending in 2020 to decline with 3% but rebound with a grow rate of 6% in 2021.

From December 2020 to February 2021, the retail index has moved index from 113.0 to 117.3, the hospitality from 87.5 to 97.1, and consumer from 91.2 to 90.2.

Optimism in 2021. More than 20% annual digital growth in 2021 (with 30% in Europe and the United States) compared with 2020.

40 percent of workers globally are considering leaving their current employers by the end of the year.

Employment grew much faster than the labor force, thereby leading to a decline in the unemployment rate from 5.4% in July to 5.2% in August.

44% of workers’ core skills are expected to change by 2027 as companies accelerate tech adoption and new operating models.

Employment in August remained 3.5%, or roughly 5 million, below the prepandemic level of February 2020.

Germany has one of the lowest unemployment rates. 4.4% of the labour force (15- to 74-year-olds) were unemployed in April 2021. The lowest unemployment rates were recorded in Poland (3.1%), Czechia and the Netherlands (each 3.4%), Malta (3.8%) and Hungary (4.3%).

The World Economic Forum estimates 23% of jobs will change by 2027 due to industry transformation (a major driver of reskilling and role redesign).

The unemployment rate in the EU is forecast at 7.6% in 2021 and 7% in 2022. In the euro area, the unemployment rate is forecast at 8.4% in 2021 and 7.8% in 2022. These rates remain higher than pre-crisis levels.

The share of time German workers spend using basic cognitive skills, for example, may shrink by 3.4 percentage points, while time spend using social and emotional skills will increase by 3.2 percentage points.

In Europe, a total of 15.4 million citizens were without employment in April 2021. This represents an unemployment rate of 7.3%. The highest unemployment rate was recorded in Greece (15.8% in December 2020) and Spain (15.4%).

More than 100 million workers will need to find a different occupation by 2030 in our post-COVID-19 scenario. This is 12 percent more than we estimated before the pandemic, and up to 25 percent more in advanced economies.

25 percent more workers may need to switch occupations than before the pandemic.

64% of managers believe that office workers are higher performers than remote workers and are likely to give in-office workers a higher raise than those who work from home.

20 to 25 percent of the workforces in advanced economies could work from home between three and five days a week. This represents four to five times more remote work than before the pandemic.

Employers can also see a 21% increase in the number of high performers compared to organizations that don’t provide support to their employees.

74% of employees expect their employer to become more actively involved in the cultural debates of the day.

Employers that support employees with their life experience see 20% increase in the number of employees reporting better mental and physical health.

69% of companies have focused on building employee skills during the pandemic, strongly prioritizing leadership & people management, critical thinking and decision making and project management.

Trust is a growth lever: 62% of U.S. adults say they trust businesses (more than government, media, or NGOs).

Deal pipelines in HubSpot increased by 49% in March 2021 vs January 2020.

AI is moving from experimentation to operations: 95% of marketers say AI prompting makes their marketing more effective (use it to scale thought leadership + demand).

Across US, UK, France, Germany, Italy, Spain, China & India, 58% of B2B decision makers believe new remote sales & digital sales are more efficient than the pre-pandemic model. Split by industry as follows: 62% for tech, media and telecom, 59% consumer & 51% in retail and travel & transportation.

Marketing teams are consolidating around AI-enabled workflows: 77% already use AI to create or improve content, and 72% expect better personalization with AI/automation.

On Feb 1st 2021, in Germany 46% of B2B decision makers think remote sales & digital channels are more effective than the pre-pandemic model. In Spain, that’s 54%. In Italy, 52% and 39% in France.