Marketing statistics 2025-2026: Key figures & trends
In a context where marketing decisions must be increasingly data-driven, understanding key figures in the sector has become essential. This compendium of statistics offers a clear vision of the dynamics that shape current B2B marketing. By analyzing the behaviors of decision-makers and the effectiveness of various digital strategies, it allows professionals to make informed decisions. These data are not just numbers: they are a real strategic tool to optimize your marketing investments and anticipate changes in the sector. Faced with the multiplication of channels and the constant emergence of new technologies, having reliable benchmarks is becoming a major competitive advantage.
This in-depth analysis will allow you to:
- Compare your performance with industry benchmarks
- Identify the most effective channels for your B2B strategy
- Anticipate major developments in digital marketing
- Make decisions based on concrete data rather than hunches
1. Digital marketing and multi-channel strategies
1.1. SEO and lead acquisition
1.2. Multi-channel strategies
70% of companies are seeing an increase in results with a multi-channel strategy (Plezi)
44% of businesses increase their advertising budget for digital campaigns (Falia)
25% increase in online sales for businesses investing in Facebook Ads (Falia)
Major digital marketing trends in 2025-2026
- Dominance of strategies focused on mobile, SEO and soon GEO
- The growing importance of the multi-channel approach, it is necessary to be present at all points of contact or lose.
- Personalization as a key success factor, the better you know your target audience, the more personalized your speech is, the more likely you are to win.
- Increase in digital investments despite the economic context. The alternative will inexaurably lead to the death of the company.
2. SEO (Search Engine Optimization)
2.1. Impact business
23% of B2B marketers consider organic search to be the most effective channel for generating revenue (Wpromote)
70% of B2B marketers say that SEO generates more sales than PPC (Databox)
66% of B2B buyers use internet research before a purchase (Statista)
2.2. Optimizing keywords
75% marketers say that long-tail keywords are essential for a successful SEO strategy (Viuz)
22% of businesses see a faster return on investment with strategies based on long-tail keywords (Plezi)
49% marketers say that voice search is now influencing their keyword choices (Viuz)
Major SEO trends in 2025-2026
- SEO is emerging as a major driver of revenue generation in B2B despite AI.
- AI is changing the SEO to GEO, these approaches are perfectly complementary but require more work on content and branding, the technique is losing importance, it has become a “convenience”.
- Keyword strategies are evolving towards more specificity, more expertise. We respond to a “search intent” more than a query
- Voice search influences SEO strategies
- SEO and GEO remain a priority in B2B acquisition for ambitious companies
3. Online advertising
3.1. CPC and ROI
Google Ads cost per click has increased by 20% in 2023 (Falia)
46% of businesses see a higher return on investment with Facebook ads (Falia)
75% of businesses say that search engine advertising is crucial to their marketing strategy (Plezi)
3.2. Advertising strategies
40% advertising budgets will be devoted to digital ads in 2024 (Falia)
58% of marketers plan to increase their ad spend in the next 12 months (HubSpot)
33% of businesses say that video ads get the best engagement (Falia)
Major trends in online advertising in 2025-2026
- Continued increase in digital advertising costs: this forces advertisers to urgently work on their organic attractiveness in a period where SEO is changing.
- Strong growth in investments in video advertising, this trend is likely to face ROI problems, with costs also rising.
- Diversifying advertising channels, and more generally acquisition channels, is essential.
- The growing importance of advertising ROI, it is necessary to manage these paid acquisition budgets as finely as possible.
4. Content Marketing
4.1. Content engagement
52% of B2B marketers think that their content generates leads (Sirkin Research)
84% B2B marketers report that their content marketing has built brand awareness (CMI)
B2B buyers consume on average 13 content before a purchase (FocusVision)
92% marketers who invest in content marketing report a positive return (HubSpot)
4.2. Content types
- 94% short articles
- 84% Of videos
- 78% case studies
- 71% of long articles
- 60% of visual content
- 59% white papers and ebooks
4.3. Video content
93% of B2B buyers consider video important for building trust (Brightcove)
88% B2B buyers watched videos to search for products in the last three months (Brightcove)
Marketers using video generate revenue 49% faster (Brightcove)
Major content marketing trends in 2025-2026
- Content is essential as a pillar of the B2B strategy, none of the recent changes (AI, economic situation) change this trend
- Video is becoming an essential format, it has been a trend for many years, but we are quickly reaching the point where it is a “minimum viable”.
- Diversifying content formats is essential, as is a multi-channel presence
- Content plays a crucial role in the decision-making process and therefore in business performance.
5. Marketing automation and CRM
5.1. Impact of automation
50% businesses that use marketing automation generate 50% more qualified leads (Falia)
Automation improves the conversion rate of 53% (HubSpot)
74% companies equipped with a CRM see an improvement in their overall performance (Viuz)
5.2. ROI and productivity
Businesses that automate their CRM see an ROI 11 times superior (Meltwater)
62% employees say that a well-integrated CRM would create more value (Falia)
Sales and marketing teams aligned thanks to CRM are seeing an increase of 15% of the success rate (Viuz)
5.3. Artificial intelligence
85% of marketers think that generative AI will significantly impact content creation in 2024 (HubSpot)
81% marketers using generative AI say it makes their work better (HubSpot)
67% of B2B marketers are positive about AI (WPromote)
Major marketing automation trends in 2025-2026
- AI is emerging as a major driver of automation
- CRM/marketing integration is becoming crucial
- Automation significantly improves ROI
- The sales/marketing synergy is reinforced by the tools
6. Social media marketing
6.1. Commitment and performance
72% salespeople use social networks to find out about their prospects (HubSpot)
63% of users say that social networks make it easier to build relationships with potential customers (HubSpot)
Businesses using social networks have a higher success rate of 51% (Viuz)
6.2. Social media advertising
The ROI of social ads is 2 times superior to classic banners (Meltwater)
33% marketers say that ads on Instagram generate the best engagement (Viuz)
80% of users consult social networks before making a B2B purchase (HubSpot)
6.3. Platforms and efficiency
84% of B2B marketers find that LinkedIn is the most efficient organic platform, ahead of Facebook (29%), YouTube (22%) and Instagram (21%) (CMI)
72% of B2B brands increased their use of LinkedIn (CMI)
32% of B2B brands have reduced their use of Twitter (CMI)
6.4 Influencer marketing on social networks
Influencer campaigns offer ROI 11x superior to banner ads (Meltwater)
Micro-influencers generate 60% more commitment (Viuz)
75% of consumers trust authentic and transparent influencers more (Viuz)
Major social media marketing trends in 2025-2026
- LinkedIn is establishing itself as the dominant B2B platform
- Social networks are becoming essential in the B2B buying process
- Social advertising shows a higher ROI
- Video engagement dominates on social networks
7. Email marketing
7.1. Email campaign performance
33% recipients open an email based on its subject line (Meltwater)
Personalized email campaigns generate a click rate 14% superior (Viuz)
The average opening rate of a cold B2B email is around 36% (Digital Focus)
Personalized campaigns generate 29% more open rates than non-personalized ones (Viuz)
7.2. Email automation
Businesses using email automation are seeing an increase of 27% the engagement rate (HubSpot)
Automated email campaigns generate 50% more leads (Meltwater)
64% marketers say that email is their most effective channel for lead acquisition (Viuz)
On average, B2B brands launch an email campaign every 25 days (SuperOffice)
Major trends in email automation in 2025-2026
- Email remains the most efficient B2B acquisition channel
- Automation is emerging as a major driver of performance despite its increasingly widespread use (and these excesses...).
- The personalization and timing of shipments are critical
- Mobile has become a major medium for reading professional emails.
8. Customer experience and personalization
8.1. Global personalization
80% of consumers buy more willingly with a personalized offer (Viuz)
63% of customers expect brands to understand their needs (HubSpot)
Personalized marketing campaigns are up by 20% conversions (Meltwater)
76% of consumers easily switch brands after a bad experience (Medium)
63% marketers say that personalization is a key factor in increasing the conversion rate (Viuz)
8.2. Mobile experience
64% Google searches are done via mobile (HubSpot)
E-commerce sites optimized for mobile are seeing an increase of 20% conversions (Viuz)
8.3. Business impact of UX
70% of companies that invest in UX have seen their turnover increase (Ferpection)
Businesses investing in UX have 24% more chances of increasing their customer satisfaction (Ferpection)
65% of companies rely on the opinion of users for their development decisions (Ferpection)
70% of businesses make user experience their strategic priority for 2024 (Meltwater)
8.4. Technical performance
53% users leave a site that takes more than 3 seconds to load (Falia)
88% of users are less likely to come back after a bad experience (HubSpot)
Major customer experience trends in 2025-2026
- Customization is becoming a standard expected by customers
- The mobile experience is a critical success factor
- Investing in UX has a direct impact on business
- Technical performance determines customer loyalty
9. ROI and marketing campaign effectiveness measures
9.1. ROI measurement
75% of B2B companies consider measuring ROI to be their main digital marketing challenge (HubSpot)
46% marketers say that their efforts on social networks generate the best ROI (Viuz)
Businesses that use automation tools see ROI 53% superior (Falia)
9.2. Performance improvement
92% marketers say that data and analytics are crucial to optimize their campaigns (Viuz)
70% of businesses see an improvement in their conversion rate with advanced analysis tools (Plezi)
58% marketers plan to increase their analytics tool budgets in 2024 (Viuz)
9.3. Marketing investments
B2B companies allocate on average 9.7% of their total marketing budget (CMO Survey)
68% B2B marketing leaders have a higher budget than the previous year (LinkedIn)
- 19% For advertising
- 17% For the content
- 16% for tools and technologies
- 12% for human resources
Major marketing investment trends in 2025-2026
- Measuring ROI is becoming more sophisticated and accurate
- Analysis tools are at the heart of marketing decisions
- B2B marketing budgets are on the rise
- Investment in technology continues to grow
10. E-commerce, conversion and retargeting
10.1. E-commerce key figures
80% prospects consult the Internet before buying in B2B (HubSpot)
In France, e-commerce has registered 2.3 billion of transactions in the second quarter of 2024 (Moderator's Blog)
50% of users spend less than 15 seconds on an e-commerce site before making a decision (Falia)
10.2. Optimizing conversions
An optimized sales funnel can increase the conversions of 30% (Falia)
E-commerce sites optimized for mobile are seeing an increase of 20% conversions (Viuz)
70% of consumers abandon their online shopping cart (Plezi)
10.3. Retargeting strategies
Retargeting campaigns increase the conversions of 25% (HubSpot)
Retargeting recovers 26% abandoned sales (Plezi)
Personalized ads via retargeting increase the click rate by 15% (Viuz)
52% of B2B companies are using retargeting in their marketing strategy in 2024 (Plezi)
Major E-Commerce, Conversion and Retargeting Trends for 2025-2026
- The digitalization of B2B purchases is accelerating
- Retargeting is becoming a standard practice for recovering lost sales
- Optimizing conversion tunnels is critical for performance
- Fast decision-making requires an optimal user experience
11. Marketing and human resources training
11.1. Training and skills
44% of marketers believe that continuing education is crucial to remain competitive (Viuz)
Marketing teams trained in automation are 30% more effective (HubSpot)
34% B2B marketers are struggling to keep up with new technologies, especially AI (CMI)
11.2. Impact on the organization
Companies investing in training reduce the turnover of 22% (Spyral Council)
61% of employees consider training to be a key motivator (Spyral Conseil)
45% find it difficult to align sales and marketing teams (CMI)
Major trends in marketing education in 2025-2026
- Continuing education is becoming essential in the face of technological change
- Investment in training has a direct impact on talent retention
- Automation requires a continuous increase in skills
- Sales and marketing alignment remains a major challenge
Conclusion
The analysis of these statistics reveals a profound transformation in B2B marketing. Digitalization is no longer limited to the adoption of new tools: it is fundamentally redefining customer relationships. The emergence of AI, combined with a growing demand for personalization, is creating a new paradigm where technology and customer experience are inseparable.
The data clearly shows that success in B2B is now based on a subtle balance. On the one hand, automation and data make it possible to optimize performance and ROI. On the other hand, the growing importance of quality content and user experience reminds us that the human factor remains central. Successful companies will be those that know how to master this duality, by combining technological innovation and a detailed understanding of the expectations of their customers.
