{ "title": "B2B Marketing Statistics 2026: Budgets, Content, Buyers and AI", "url": "https://statisticsglobal.org/b2b-marketing-statistics/", "updated": "2026-10-29", "licence": "https://statisticsglobal.org/data-licence/", "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/b2b-marketing-statistics/)", "statistics": [ { "id": "b2bm-cmi-effective", "sentence": "59% of B2B marketers rated their content and marketing efforts at least somewhat effective in 2025, according to the Content Marketing Institute.", "value": 59, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-effective" }, { "id": "b2bm-cmo-rev-product", "sentence": "B2B product companies spent 7.0% of revenues on marketing in 2026, according to The CMO Survey.", "value": 7, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-rev-product" }, { "id": "b2bm-calc-research-months", "sentence": "B2B buyers spent about 6.2 months researching before contacting a seller in 2025, calculated by StatisticsGlobal from 6sense data.", "value": 6.2, "unit": " months", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Our analysis", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "", "method": "Point of first contact at 61% of the journey x average cycle of 10.1 months = 6.16 months, rounded to 6.2.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-research-months" }, { "id": "b2bm-cmi-ai-apps", "sentence": "95% of B2B marketers said their organisation used AI-powered applications in 2025, according to the Content Marketing Institute.", "value": 95, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-ai-apps" }, { "id": "b2bm-calc-buying-group", "sentence": "A typical B2B buying decision involved 22 people in 2025, calculated by StatisticsGlobal from Forrester data.", "value": 22, "unit": " people", "place": "Global", "data_year": "2025", "source_type": "Our analysis", "publisher": "Forrester", "source_title": "Forrester: The State Of Business Buying, 2026 (press release)", "source_url": "https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/", "source_published": "21 January 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/forrester/state-of-business-buying-2026-2026-10-29.csv", "sample": "", "method": "13 internal stakeholders + 9 external influencers = 22 people.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-buying-group" }, { "id": "b2bm-cmo-rev-services", "sentence": "B2B services companies spent 10.1% of revenues on marketing in 2026, according to The CMO Survey.", "value": 10.1, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-rev-services" }, { "id": "b2bm-calc-rev-gap", "sentence": "US B2B services companies spent 3.1 points more of revenue on marketing than B2B product companies in 2026, calculated by StatisticsGlobal from The CMO Survey data.", "value": 3.1, "unit": " points", "place": "United States", "data_year": "2026", "source_type": "Our analysis", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "", "method": "Marketing as % of revenue: B2B services 10.1% - B2B product 7.0% = 3.1 percentage points.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-rev-gap" }, { "id": "b2bm-cmo-budget-product", "sentence": "Marketing took 7.0% of the overall company budget at US B2B product companies in 2026, according to The CMO Survey.", "value": 7, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-budget-product" }, { "id": "b2bm-cmo-budget-services", "sentence": "Marketing took 9.2% of the overall company budget at US B2B services companies in 2026, according to The CMO Survey.", "value": 9.2, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-budget-services" }, { "id": "b2bm-cmo-rev-all", "sentence": "US companies spent 9.0% of revenues on marketing across all sectors in 2026, according to The CMO Survey.", "value": 9, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-rev-all" }, { "id": "b2bm-cmo-spend-product", "sentence": "Overall marketing spending at US B2B product companies fell 0.2% in the 12 months to January 2026, according to The CMO Survey.", "value": -0.2, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-spend-product" }, { "id": "b2bm-cmo-spend-services", "sentence": "Overall marketing spending at US B2B services companies rose 2.8% in the 12 months to January 2026, according to The CMO Survey.", "value": 2.8, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-spend-services" }, { "id": "b2bm-cmo-digital-product", "sentence": "Digital marketing spending at US B2B product companies rose 4.1% in the 12 months to January 2026, according to The CMO Survey.", "value": 4.1, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-digital-product" }, { "id": "b2bm-cmo-digital-services", "sentence": "Digital marketing spending at US B2B services companies rose 7.1% in the 12 months to January 2026, according to The CMO Survey.", "value": 7.1, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-digital-services" }, { "id": "b2bm-calc-digital-gap", "sentence": "Digital marketing spending grew 4.3 points faster than overall marketing spending at both US B2B product and B2B services companies in 2026, calculated by StatisticsGlobal from The CMO Survey data.", "value": 4.3, "unit": " points", "place": "United States", "data_year": "2026", "source_type": "Our analysis", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "", "method": "B2B product: 4.1% digital - (-0.2%) overall = 4.3 points. B2B services: 7.1% digital - 2.8% overall = 4.3 points.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-digital-gap" }, { "id": "b2bm-cmo-spend-all", "sentence": "Overall marketing spending at US companies rose 1.7% in the 12 months to January 2026, the lowest growth since 2021, according to The CMO Survey.", "value": 1.7, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-spend-all" }, { "id": "b2bm-cmo-next-digital-product", "sentence": "US B2B product companies expected digital marketing budgets to grow 9.4% in the 12 months after January 2026, according to The CMO Survey.", "value": 9.4, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-next-digital-product" }, { "id": "b2bm-cmo-next-digital-services", "sentence": "US B2B services companies expected digital marketing budgets to grow 8.8% in the 12 months after January 2026, according to The CMO Survey.", "value": 8.8, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-next-digital-services" }, { "id": "b2bm-calc-digital-outlook-product", "sentence": "US B2B product companies expected digital budget growth 2.3 times their past-year digital growth in 2026, calculated by StatisticsGlobal from The CMO Survey data.", "value": 2.3, "unit": "x", "place": "United States", "data_year": "2026", "source_type": "Our analysis", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "", "method": "Expected digital budget change next 12 months 9.4% / digital spending change prior 12 months 4.1% = 2.29.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-digital-outlook-product" }, { "id": "b2bm-cmo-next-brand-services", "sentence": "US B2B services companies expected brand building budgets to grow 8.3% in the 12 months after January 2026, according to The CMO Survey.", "value": 8.3, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-next-brand-services" }, { "id": "b2bm-cmo-trad-product", "sentence": "US B2B product companies expected traditional advertising budgets to fall 0.3% in the 12 months after January 2026, according to The CMO Survey.", "value": -0.3, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-trad-product" }, { "id": "b2bm-cmo-trad-services", "sentence": "US B2B services companies expected traditional advertising budgets to fall 2.2% in the 12 months after January 2026, according to The CMO Survey.", "value": -2.2, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-trad-services" }, { "id": "b2bm-cmo-team-product", "sentence": "Marketing team size at US B2B product companies changed by 0.0% in the year to January 2026, according to The CMO Survey.", "value": 0, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-team-product" }, { "id": "b2bm-cmo-team-services", "sentence": "Marketing teams at US B2B services companies grew 3.9% in size in the year to January 2026, according to The CMO Survey.", "value": 3.9, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-team-services" }, { "id": "b2bm-cmo-ceo-pressure-product", "sentence": "62% of marketing leaders at US B2B product companies felt rising CEO pressure to prove marketing value in 2026, according to The CMO Survey.", "value": 62, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-ceo-pressure-product" }, { "id": "b2bm-gcmo-rev", "sentence": "Marketing budgets averaged 7.8% of company revenue in 2026, up from 7.7% in 2025, according to Gartner.", "value": 7.8, "unit": "%", "place": "North America, UK and Europe", "data_year": "2026", "source_type": "Research", "publisher": "Gartner", "source_title": "Gartner 2026 CMO Spend Survey (press release)", "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "source_published": "11 May 2026", "archive_url": "https://web.archive.org/web/20261006063454/https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "sample": "401 CMOs and marketing leaders in North America, the UK and Europe, January to March 2026; most respondents at companies with more than $1 billion in revenue", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-gcmo-rev" }, { "id": "b2bm-calc-gartner-vs-cmo", "sentence": "Gartner's 7.8% marketing budget figure for 2026 was 0.8 points above The CMO Survey's 7.0% for US B2B product companies, calculated by StatisticsGlobal.", "value": 0.8, "unit": " points", "place": "United States, North America, UK and Europe", "data_year": "2026", "source_type": "Our analysis", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "", "method": "Gartner 2026 CMO Spend Survey: 7.8% of company revenue. The CMO Survey 2026, B2B product: 7.0% of revenues. 7.8 - 7.0 = 0.8 points. Samples differ.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-gartner-vs-cmo" }, { "id": "b2bm-gcmo-lack", "sentence": "56% of CMOs said their marketing team lacked the budget to deliver its 2026 strategy, according to Gartner.", "value": 56, "unit": "%", "place": "North America, UK and Europe", "data_year": "2026", "source_type": "Research", "publisher": "Gartner", "source_title": "Gartner 2026 CMO Spend Survey (press release)", "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "source_published": "11 May 2026", "archive_url": "https://web.archive.org/web/20261006063454/https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "sample": "401 CMOs and marketing leaders in North America, the UK and Europe, January to March 2026; most respondents at companies with more than $1 billion in revenue", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-gcmo-lack" }, { "id": "b2bm-cmi-highly", "sentence": "12% of B2B marketers said their marketing was highly effective and exceeded goals in 2025, according to the Content Marketing Institute.", "value": 12, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-highly" }, { "id": "b2bm-calc-not-effective", "sentence": "41% of B2B marketers did not rate their marketing even somewhat effective in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.", "value": 41, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Our analysis", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "", "method": "100% - 59% rating efforts at least somewhat effective = 41%.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-not-effective" }, { "id": "b2bm-cmi-strategy", "sentence": "97% of B2B marketers said they had a content strategy in 2025, according to the Content Marketing Institute.", "value": 97, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-strategy" }, { "id": "b2bm-cmi-thought", "sentence": "96% of B2B marketers said their organisation created thought leadership content in 2025, according to the Content Marketing Institute.", "value": 96, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-thought" }, { "id": "b2bm-cmi-conversion", "sentence": "40% of B2B marketers named creating content that prompts action, such as conversion, as a top challenge in 2025, according to the Content Marketing Institute.", "value": 40, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-conversion" }, { "id": "b2bm-cmi-resources", "sentence": "39% of B2B marketers named resource constraints as a top content challenge in 2025, according to the Content Marketing Institute.", "value": 39, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-resources" }, { "id": "b2bm-cmi-measure", "sentence": "33% of B2B marketers named measuring content effectiveness as a top challenge in 2025, according to the Content Marketing Institute.", "value": 33, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-measure" }, { "id": "b2bm-cmi-personalise", "sentence": "89% of B2B marketers said their organisation personalised content in 2025, according to the Content Marketing Institute.", "value": 89, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-personalise" }, { "id": "b2bm-cmi-experiential", "sentence": "78% of B2B marketers reported allocating budget to experiential marketing in 2025, according to the Content Marketing Institute.", "value": 78, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-experiential" }, { "id": "b2bm-cmi-invest-ai", "sentence": "45% of B2B marketers surveyed in 2025 named AI-powered marketing tools among their top three areas for more investment in 2026, according to the Content Marketing Institute.", "value": 45, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-invest-ai" }, { "id": "b2bm-cmi-invest-events", "sentence": "33% of B2B marketers surveyed in 2025 named events and experiential marketing among their top three areas for more investment in 2026, according to the Content Marketing Institute.", "value": 33, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-invest-events" }, { "id": "b2bm-cmi-invest-owned", "sentence": "32% of B2B marketers surveyed in 2025 named owned media among their top three areas for more investment in 2026, according to the Content Marketing Institute.", "value": 32, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-invest-owned" }, { "id": "b2bm-cmi-invest-people", "sentence": "9% of B2B marketers surveyed in 2025 named salaries, training and development among their top three areas for more investment in 2026, according to the Content Marketing Institute.", "value": 9, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-invest-people" }, { "id": "b2bm-calc-ai-vs-people", "sentence": "B2B marketers surveyed in 2025 were 5 times as likely to prioritise AI tools as their people for 2026 investment, calculated by StatisticsGlobal from Content Marketing Institute data.", "value": 5, "unit": "x", "place": "Mainly North America", "data_year": "2025", "source_type": "Our analysis", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "", "method": "45% naming AI-powered marketing tools / 9% naming human resources (salaries, training, development) = 5.0.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-ai-vs-people" }, { "id": "b2bm-6s-pofc", "sentence": "B2B buyers first contacted sellers 61% of the way through their buying journey in 2025, down from 69%, according to 6sense.", "value": 61, "unit": "%", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-pofc" }, { "id": "b2bm-calc-pofc-shift", "sentence": "B2B buyers contacted sellers 8 points earlier in their journey in 2025 than in prior years, calculated by StatisticsGlobal from 6sense data.", "value": 8, "unit": " points", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Our analysis", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "", "method": "Point of first contact moved from 69% of the journey to 61%: 69 - 61 = 8 percentage points.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-pofc-shift" }, { "id": "b2bm-6s-cycle", "sentence": "B2B buying cycles averaged 10.1 months in 2025, down from 11.3 months in 2024, according to 6sense.", "value": 10.1, "unit": " months", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-cycle" }, { "id": "b2bm-calc-cycle-cut", "sentence": "Average B2B buying cycles were 1.2 months, or 10.6%, shorter in 2025 than in 2024, calculated by StatisticsGlobal from 6sense data.", "value": 1.2, "unit": " months", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Our analysis", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "", "method": "11.3 months (2024) - 10.1 months (2025) = 1.2 months; 1.2 / 11.3 = 10.6%.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-cycle-cut" }, { "id": "b2bm-6s-dayone", "sentence": "B2B buyers chose a vendor from their Day One shortlist 95% of the time in 2025, up from 85%, according to 6sense.", "value": 95, "unit": "%", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-dayone" }, { "id": "b2bm-calc-dayone-rise", "sentence": "The Day One shortlist win rate rose 10 points to 95% in 2025, calculated by StatisticsGlobal from 6sense data.", "value": 10, "unit": " points", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Our analysis", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "", "method": "Winner on Day One shortlist: 95% in 2025 - 85% in the prior study = 10 percentage points.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-dayone-rise" }, { "id": "b2bm-6s-vendors", "sentence": "B2B buyers evaluated an average of 5.1 vendors per purchase in 2025, according to 6sense.", "value": 5.1, "unit": " vendors", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-vendors" }, { "id": "b2bm-6s-initiated", "sentence": "B2B buyers initiated 79% of engagements with sellers in 2025, compared with 82% in prior years, according to 6sense.", "value": 79, "unit": "%", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-initiated" }, { "id": "b2bm-6s-first-vendor", "sentence": "The first vendor B2B buyers spoke with won the deal 57% of the time in 2025, according to 6sense.", "value": 57, "unit": "%", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-first-vendor" }, { "id": "b2bm-fr-internal", "sentence": "A typical B2B buying decision involved 13 internal stakeholders in 2025, according to Forrester.", "value": 13, "unit": " people", "place": "Global", "data_year": "2025", "source_type": "Research", "publisher": "Forrester", "source_title": "Forrester: The State Of Business Buying, 2026 (press release)", "source_url": "https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/", "source_published": "21 January 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/forrester/state-of-business-buying-2026-2026-10-29.csv", "sample": "Forrester buyer survey; sample size and fieldwork not stated in the press release", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-fr-internal" }, { "id": "b2bm-fr-external", "sentence": "A typical B2B buying decision involved nine external influencers in 2025, according to Forrester.", "value": 9, "unit": " people", "place": "Global", "data_year": "2025", "source_type": "Research", "publisher": "Forrester", "source_title": "Forrester: The State Of Business Buying, 2026 (press release)", "source_url": "https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/", "source_published": "21 January 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/forrester/state-of-business-buying-2026-2026-10-29.csv", "sample": "Forrester buyer survey; sample size and fieldwork not stated in the press release", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-fr-external" }, { "id": "b2bm-fr-procurement", "sentence": "Procurement staff were decision-makers in 53% of business buying cycles in 2025, according to Forrester.", "value": 53, "unit": "%", "place": "Global", "data_year": "2025", "source_type": "Research", "publisher": "Forrester", "source_title": "Forrester: The State Of Business Buying, 2026 (press release)", "source_url": "https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/", "source_published": "21 January 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/forrester/state-of-business-buying-2026-2026-10-29.csv", "sample": "Forrester buyer survey; sample size and fieldwork not stated in the press release", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-fr-procurement" }, { "id": "b2bm-fr-trial", "sentence": "More than 60% of business buyers used a product trial in 2025, according to Forrester.", "value": 60, "unit": "%", "place": "Global", "data_year": "2025", "source_type": "Research", "publisher": "Forrester", "source_title": "Forrester: The State Of Business Buying, 2026 (press release)", "source_url": "https://www.forrester.com/press-newsroom/forrester-2026-the-state-of-business-buying/", "source_published": "21 January 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/forrester/state-of-business-buying-2026-2026-10-29.csv", "sample": "Forrester buyer survey; sample size and fieldwork not stated in the press release", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-fr-trial" }, { "id": "b2bm-gt-repfree", "sentence": "67% of B2B buyers preferred a rep-free buying experience in 2025, according to Gartner.", "value": 67, "unit": "%", "place": "Global", "data_year": "2025", "source_type": "Research", "publisher": "Gartner", "source_title": "Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience", "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience", "source_published": "9 March 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv", "sample": "Survey of 646 B2B buyers, August to September 2025", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-gt-repfree" }, { "id": "b2bm-cmi-ai-content", "sentence": "89% of B2B marketers used AI tools to generate or optimise written content in 2025, according to the Content Marketing Institute.", "value": 89, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-ai-content" }, { "id": "b2bm-cmi-ai-agents", "sentence": "28% of B2B marketers said they experimented with AI agents in 2025, according to the Content Marketing Institute.", "value": 28, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-ai-agents" }, { "id": "b2bm-cmi-ai-core", "sentence": "3% of B2B marketers said AI agents were core to their strategy in 2025, according to the Content Marketing Institute.", "value": 3, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-ai-core" }, { "id": "b2bm-calc-ai-use-vs-agents", "sentence": "Only 1 in 32 B2B marketers using AI applications said AI agents were core to their strategy in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.", "value": 32, "unit": "", "place": "Mainly North America", "data_year": "2025", "source_type": "Our analysis", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "", "method": "95% using AI applications / 3% saying agents are core = 31.7, so about 1 in 32.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-ai-use-vs-agents" }, { "id": "b2bm-cmo-genai-services", "sentence": "US B2B services companies used generative AI in 27.4% of marketing activities in 2026, the highest of any economic sector, according to The CMO Survey.", "value": 27.4, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-genai-services" }, { "id": "b2bm-cmo-ai-all", "sentence": "US companies used AI in 24.2% of marketing activities in 2026, up from 13.1% in 2024, according to The CMO Survey.", "value": 24.2, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-ai-all" }, { "id": "b2bm-calc-genai-doubling", "sentence": "US marketing use of AI rose 85% in two years to 2026, calculated by StatisticsGlobal from The CMO Survey data.", "value": 85, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Our analysis", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "", "method": "(24.2% of marketing activities in 2026 - 13.1% in 2024) / 13.1% = 84.7%, rounded to 85%.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-genai-doubling" }, { "id": "b2bm-cmo-geo", "sentence": "41.5% of US companies used AI for generative engine optimisation in marketing in 2026, according to The CMO Survey.", "value": 41.5, "unit": "%", "place": "United States", "data_year": "2026", "source_type": "Research", "publisher": "The CMO Survey", "source_title": "The CMO Survey: Highlights and Insights Report 2026", "source_url": "https://cmosurvey.org/wp-content/uploads/2026/04/The_CMO_Survey-Highlights_and_Insights_Report-2026.pdf", "source_published": "April 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/cmo-survey/highlights-2026-2026-10-29.csv", "sample": "308 marketing leaders at for-profit US companies (14.6% response rate, 97% VP-level or above), fielded 7 to 29 January 2026; sponsored by Duke University Fuqua School of Business, Deloitte and the American Marketing Association", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmo-geo" }, { "id": "b2bm-gcmo-ai-share", "sentence": "CMOs allocated an average of 15.3% of marketing budgets to AI initiatives in 2026, according to Gartner.", "value": 15.3, "unit": "%", "place": "North America, UK and Europe", "data_year": "2026", "source_type": "Research", "publisher": "Gartner", "source_title": "Gartner 2026 CMO Spend Survey (press release)", "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "source_published": "11 May 2026", "archive_url": "https://web.archive.org/web/20261006063454/https://www.gartner.com/en/newsroom/press-releases/2026-05-11-gartner-2026-cmo-spend-survey-finds-cmos-allocate-15-point-3-percent-of-marketing-budgets-to-ai-but-only-30-percent-are-ready-to-scale-ai-capabilities", "sample": "401 CMOs and marketing leaders in North America, the UK and Europe, January to March 2026; most respondents at companies with more than $1 billion in revenue", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-gcmo-ai-share" }, { "id": "b2bm-6s-llm", "sentence": "94% of B2B buyers used large language models during purchases in 2025, according to 6sense.", "value": 94, "unit": "%", "place": "North America, EMEA and APAC", "data_year": "2025", "source_type": "Vendor survey", "publisher": "6sense", "source_title": "2025 B2B Buyer Experience Report", "source_url": "https://6sense.com/report/buyer-experience/", "source_published": "2025 (web report, undated)", "archive_url": "https://statisticsglobal.org/data/snapshots/6sense/buyer-experience-2025-2026-10-29.csv", "sample": "Nearly 4,000 B2B buyers in North America, EMEA and APAC who took part in a recent purchase; 6sense sells B2B marketing and sales software", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-6s-llm" }, { "id": "b2bm-gt-ai", "sentence": "45% of B2B buyers said they used AI during a recent purchase in 2025, according to Gartner.", "value": 45, "unit": "%", "place": "Global", "data_year": "2025", "source_type": "Research", "publisher": "Gartner", "source_title": "Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience", "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience", "source_published": "9 March 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv", "sample": "Survey of 646 B2B buyers, August to September 2025", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-gt-ai" }, { "id": "b2bm-calc-abm-any", "sentence": "49% of B2B marketers used account-based marketing in some form in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.", "value": 49, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Our analysis", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "", "method": "19% use ABM and ABX + 30% use ABM only = 49%. Equals 100% - 51% using neither.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-abm-any" }, { "id": "b2bm-cmi-abm-abx", "sentence": "19% of B2B marketers used both account-based marketing and account-based experience in 2025, according to the Content Marketing Institute.", "value": 19, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-abm-abx" }, { "id": "b2bm-cmi-abm-only", "sentence": "30% of B2B marketers used account-based marketing only in 2025, according to the Content Marketing Institute.", "value": 30, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-abm-only" }, { "id": "b2bm-cmi-abm-neither", "sentence": "51% of B2B marketers used neither account-based marketing nor account-based experience in 2025, according to the Content Marketing Institute.", "value": 51, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-abm-neither" }, { "id": "b2bm-calc-abm-abx-share", "sentence": "39% of B2B marketers using account-based marketing also used account-based experience in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.", "value": 39, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Our analysis", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "", "method": "19% using ABM and ABX / 49% using ABM in any form = 38.8%, rounded to 39%.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-abm-abx-share" }, { "id": "b2bm-cmi-li-thought", "sentence": "76% of B2B marketers that create thought leadership used LinkedIn to distribute it in 2025, according to the Content Marketing Institute.", "value": 76, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-li-thought" }, { "id": "b2bm-cmi-newsletter-thought", "sentence": "54% of B2B marketers that create thought leadership used email newsletters to distribute it in 2025, according to the Content Marketing Institute.", "value": 54, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-newsletter-thought" }, { "id": "b2bm-cmi-webinar-thought", "sentence": "52% of B2B marketers that create thought leadership used speaking events or webinars to distribute it in 2025, according to the Content Marketing Institute.", "value": 52, "unit": "%", "place": "Mainly North America", "data_year": "2025", "source_type": "Industry body", "publisher": "Content Marketing Institute", "source_title": "B2B Content and Marketing Trends: Insights for 2026", "source_url": "https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/", "source_published": "October 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/cmi/b2b-trends-2026-2026-10-29.csv", "sample": "Survey of 1,015 B2B marketers, mostly in North America, fielded 24 June to 14 August 2025 with MarketingProfs; sponsored by Storyblok", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-cmi-webinar-thought" }, { "id": "b2bm-li-members-2025", "sentence": "LinkedIn had 1.2 billion members in July 2025, according to LinkedIn.", "value": 1.2, "unit": " billion", "place": "Worldwide", "data_year": "2025", "source_type": "Filing", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY25 Earnings", "source_url": "https://news.linkedin.com/2025/Q4FY25_Earnings_Highlights", "source_published": "30 July 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "Company-reported results for Microsoft's fiscal year to June 2025", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-li-members-2025" }, { "id": "b2bm-li-revenue-fy26", "sentence": "LinkedIn's revenue reached $19.8 billion in Microsoft's fiscal year 2026, according to LinkedIn.", "value": 19.8, "unit": " billion USD", "place": "Worldwide", "data_year": "2026", "source_type": "Filing", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY26 Earnings", "source_url": "https://news.linkedin.com/2026/q4-earnings-and-business-highlights", "source_published": "29 July 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "Company-reported results for Microsoft's fiscal year to June 2026", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-li-revenue-fy26" }, { "id": "b2bm-li-q4-fy26", "sentence": "LinkedIn's revenue grew 12% year on year in the April to June 2026 quarter, according to LinkedIn.", "value": 12, "unit": "%", "place": "Worldwide", "data_year": "2026", "source_type": "Filing", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY26 Earnings", "source_url": "https://news.linkedin.com/2026/q4-earnings-and-business-highlights", "source_published": "29 July 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "Company-reported results for Microsoft's fiscal year to June 2026", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-li-q4-fy26" }, { "id": "b2bm-li-lms-fy26", "sentence": "LinkedIn Marketing Solutions revenue grew 16% year on year in the April to June 2026 quarter, according to LinkedIn.", "value": 16, "unit": "%", "place": "Worldwide", "data_year": "2026", "source_type": "Filing", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY26 Earnings", "source_url": "https://news.linkedin.com/2026/q4-earnings-and-business-highlights", "source_published": "29 July 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "Company-reported results for Microsoft's fiscal year to June 2026", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-li-lms-fy26" }, { "id": "b2bm-calc-li-lms-gap", "sentence": "LinkedIn Marketing Solutions revenue grew 4 points faster than LinkedIn overall in the April to June 2026 quarter, calculated by StatisticsGlobal from LinkedIn data.", "value": 4, "unit": " points", "place": "Worldwide", "data_year": "2026", "source_type": "Our analysis", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY26 Earnings", "source_url": "https://news.linkedin.com/2026/q4-earnings-and-business-highlights", "source_published": "29 July 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "", "method": "Marketing Solutions growth 16% - total revenue growth 12% = 4 percentage points.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-li-lms-gap" }, { "id": "b2bm-li-q4-fy25", "sentence": "LinkedIn's revenue grew 9% year on year in the April to June 2025 quarter, according to LinkedIn.", "value": 9, "unit": "%", "place": "Worldwide", "data_year": "2025", "source_type": "Filing", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY25 Earnings", "source_url": "https://news.linkedin.com/2025/Q4FY25_Earnings_Highlights", "source_published": "30 July 2025", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "Company-reported results for Microsoft's fiscal year to June 2025", "method": "", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-li-q4-fy25" }, { "id": "b2bm-calc-li-accel", "sentence": "LinkedIn's quarterly revenue growth rose 3 points from 9% in 2025 to 12% in 2026, calculated by StatisticsGlobal from LinkedIn data.", "value": 3, "unit": " points", "place": "Worldwide", "data_year": "2026", "source_type": "Our analysis", "publisher": "LinkedIn", "source_title": "LinkedIn Business Highlights from Microsoft's Q4 FY26 Earnings", "source_url": "https://news.linkedin.com/2026/q4-earnings-and-business-highlights", "source_published": "29 July 2026", "archive_url": "https://statisticsglobal.org/data/snapshots/linkedin/earnings-highlights-2026-10-29.csv", "sample": "", "method": "April to June quarter year-on-year growth: 12% (Q4 FY26) - 9% (Q4 FY25) = 3 percentage points.", "verified_on": "2026-10-29", "url": "https://statisticsglobal.org/b2b-marketing-statistics/#stat-b2bm-calc-li-accel" } ] }