28 PR and B2B marketing statistics from studies published so far in 2026
Mid-2026 data reveals AI delivering underwhelming returns while B2B marketing and PR grapple with fractured media, longer sales cycles, and the enduring value of trust and reputation Regular readers know I spend a lot of effort on these pages sorting...Read More
How long does it take for B2B tech to close a deal – from first touch to deal-closed?
The average B2B tech buyers required 62.4 touches on average, across of 3.5 different marketing channels – from first touch to deal-closed The average B2B technology buyer required 62.4 touches, across an average of 3.5 different channels, to close a...Read More
There’s little tolerance for mistakes in business, which is also a mistake
The next time a team or individual contributor fails spectacularly, put your criticism aside and instead ask them this question: What did we learn from this business mistake? There’s little tolerance for mistakes in corporate culture, and that too is...Read More
Shadow sales enablement content prolongs B2B buying cycles
Sales teams bypass marketing assets because enablement often prioritizes production quotas over solving real seller pain points; here’s a simple way to fix that problem B2B marketers are often tasked with creating content that the sales team can use to...Read More
AI might get you on the short list, but it still takes people to move forward
Survey of B2B buyers, especially those using gen AI to short list software and tech, suggests that as long as people are buying software, it’s also going to take people to sell it “B2B buyers are changing how they...Read More
How many touches or interactions does it take to attract and close B2B prospects?
Surveys say from start to finish, B2B prospects require a dozen touches or more, but behavioral data finds it may require hundreds of interactions “Hidden buyers” is a buzzy new term floating around B2B circles. It conveys the idea that...Read More
Analysts say B2B prospects form preferences earlier and avoid sales conversations later
Forrester survey finds 92% of B2B prospects start evaluation solutions with one vendor in mind; 41% have a single preference; Gartner says 61% B2B buyers want to avoid talking to sales Technology is changing buying behavior, but that’s not the...Read More
B2B tech vendors that hide pricing may never make a prospect’s short list
Generative AI provides succinct product comparisons for B2B buyers, including pricing; vendors who choose to omit pricing information risk never even being considered for the short list A few months back, a session at a conference on generative AI caught...Read More
41 B2B marketing and PR statistics that provide us all with a status update halfway through 2025
What’s going well: CMOs, marketing budgets, alignment with sales What could be improved: Trust, conversions, and customer retention In the course of writing weekly blogs and a monthly newsletter, I tend to cover many marketing surveys and PR statistics. While...Read More
The B2B marketing playbook must shift from tricks to education
Instead of trading information for contact information that’s passed on to a BDR, marketing in B2B tech organizations must center on education and helpfulness “I want them demo-ing the software because when they see the software, they buy it.” That...Read More
