Businessman pointing to a growth chart showing business success

Statistics Every B2B Company Should Know to Boost Sales and
Get More Customers

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’re seeking solutions.

If your marketing and sales messaging is product-centered, you risk a major disconnect.

Take a look at these B2B statistics and decide for yourself if you have the tools in place to maximize your sales team’s efforts:


According to McKinsey, B2B companies consistently missed messaging to the key themes important to buyers and lacked strongly differentiated brand messages.

73% of consumers
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.
(Janrain & Harris Interactive)

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


90% influence rate
9 out of 10 B2B buyers say online content has a moderate to major effect on purchasing decisions.
(CMO Council)

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

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

67% of buyer research and influence
67% of the buyer’s journey is now done digitally.
(Sirius Decisions)

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

57% of decision making
B2B buyers are typically 57% of the way to a buying decision before actively engaging with sales. This underscores the importance for marketing to pave the path at every step of the journey for consumers to learn about and engage with your brand.

55% use social media
55% of B2B buyers search for information on social media.

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


117% more effort
In 2007, it took an average of 3.68 cold call attempts to reach a prospect. Today, it takes eight attempts (117% more effort); yet, the average salesperson only makes two attempts to reach a prospect. If this sounds like your sales team, is it any wonder that sales are down?
(Sirius Decisions, TeleNet and Ovation Sales Group)

98% failure rate
Only 2% of cold calls result in an appointment — all the more reason to expand your marketing efforts.
(Leap Job)

91% referral rate
91% of customers say they’d give referrals, but only 11% of salespeople ask for them.
(Dale Carnegie)

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

68% customer loss
In B2B, 68% of customers are lost because of indifference or perceived apathy, not because of mistakes. And according to Gallop, only 46% of customers said vendors deliver on what was promised.

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

22% longer sales cycle
Today’s sales process takes 22% longer than 5 years ago.

6 hours
Top sellers use LinkedIn six hours per week to research prospects, connect with peers, interact with industry-related groups, and publish helpful and insightful content. Top guns also tend to have enhanced profiles that stand out from their competition.
(Jill Konrath)

2x better ROI
Email is twice as powerful as cold calling with email marketing yielding 2x higher Return on Investment (ROI) than cold calling, networking or trade shows, yet, good old-fashioned trade shows remain the top source for most B2B lead generation, with 77% of marketers saying they generate a significant quantity of leads, and 82% saying they generate high-quality leads.

The takeaway?

The top companies are leveraging the power of email marketing and working those trade shows to make one-on-one connections.

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 by influencing your customers’ buying decisions by:

INCREASING YOUR VISIBILITY by expanding your presence and influence online and offline.

DIFFERENTIATING YOURSELF with consistent branding and gutsy rather than me-too marketing.

GOING WHERE YOUR BUYERS GO by joining them in the trenches where conversations are happening.

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!