Statistics Every B2B Company Should Know to Boost Their Sales

Businessman pointing to a growth chart showing business success

B2B sales teams have a lot on their plate nowadays and if marketing is not actively engaging in the sales cycle to help drive the relationship online, their jobs are even harder.

Buyers today are incredibly busy and have a wealth of information at their fingertips. They have a problem and they are seeking solutions. If your marketing and sales messaging is product-centered, you risk a major disconnect. Take a look at these B2B buyer statistics and decide for yourself if you have the tools in place to maximize your sales team’s efforts:

B2B Buyer Statistic 2016 




B2B buyers are typically 57% of the way to a buying decision before actively engaging with sales. (Source: CEB)

67% of the buyer’s journey is now done digitally. (Source: Sirius Decisions)

9 out of 10 B2B buyers say online content has a moderate to major effect on purchasing decisions. (Source: CMO Council)

Nearly 73% of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests.  (Source: Janrain & Harris Interactive)

55% of B2B buyers search for information on social media. (Biznology)

84% of CEOs and VPs use social media to make purchasing decisions. (Source IDC)

80% of business decision-makers prefer to get company information from a series of articles versus an advertisement. (B2B PR Sense Blog)

In 2007, it took an average of 3.68 cold call attempts to reach a prospect. Today, it takes 8 attempts. (Source: TeleNet and Ovation Sales Group)

Only 2% of cold calls result in an appointment. (Source: Leap Job)

The average salesperson only makes 2 attempts to reach a prospect. (Source: Sirius Decisions)

63% of consumers need to hear company claims 3-5x before they actually believe it.  (Source: Edelman Trust Barometer)

In a typical firm with 100-500 employees, an average of 7 people are involved in most buying decisions. (Source: Gartner Group)

 Today’s sales process takes 22% longer than 5 years ago. (Biznology)

82% of B2B decision-makers think sales reps are unprepared. (Biznology)

Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group)

Top sellers use LinkedIn 6 hours per week. (Source: Jill Konrath)

Email marketing has 2x higher ROI than cold calling, networking or trade shows. (Source: MarketingSherpa)

72% of B2B buyers are most likely to share useful content via email. (Source: Earnest Agency)

B2B companies consistently missed messaging to the key themes important to buyers and lacked strongly differentiated brand messages.  (Source: McKinsey)

In B2B, 65% of customers are lost because of indifference, not because of mistakes.

These B2B buyer statistics provide insight into what you can do to scale up your business. Your salespeople certainly cost money, so do yourself and them a favor:  increase your visibility, differentiate yourself, and influence the buying decision by going where your buyers go. Serve your market on the front end of the sales cycle by providing them with excellent resources online. You will gain a huge competitive advantage for attention and position as you get closer to the sale!