With the new year well underway, it’s essential to audit current B2B digital marketing performance to identify gaps, validate strategy, and pinpoint areas where optimization will have the greatest impact. Digital marketing benchmarks provide the context that marketing teams need to understand whether performance signals healthy growth or missed opportunities.
Below is a breakdown of key 2026 digital marketing benchmarks across website performance, email marketing, paid advertising, and social media, along with guidance on how to interpret the actual meaning of these numbers.
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Looking to create a strong B2B marketing strategy? This guide walks you through planning a data-driven marketing campaign.
Website Benchmarks
A healthy website remains the foundation of digital marketing success. After all, a quality website will ultimately transform attention into action.
According to HubSpot and Databox, here are the 2026 website benchmarks you need to pay attention to:
| Metric | 2026 Benchmark |
|---|---|
| Bounce rate | 37% |
| Landing page conversion rate | < 10% |
| Sessions | 2.56K |
| Average session duration | 2m 36s |
| Engagement rate | 52.43% |
| Impressions | 81.22K |
| Average position | 35.82 |
| Clicks | 923.5 |
| CTR | 1.44% |
| Searches | 203.5 |
| Views | 845.5 |
| Interactions | 110 |
| Website clicks | 117.5 |
EBQ Tip
If you’re noticing a higher bounce rate and lower engagement rate, chances are your messaging is not resonating with your audience. Invest in SEO copywriting to ensure that your content is not only compelling but also can outrank your competitors.
Email Marketing Benchmarks
Email marketing continues to be one of the highest-ROI digital channels for B2B organizations, but only when lists are healthy and messaging is relevant.
Here are a few metrics HubSpot has listed to help you assess how well your email marketing has been performing thus far:
| Metric | 2026 Benchmark |
|---|---|
| Open rate | 30% |
| CTOR (Click-to-open rate) | 5.3% |
| CTR (Click-through rate) | 2.3% |
| Bounce rate | 2.48% |
| Unsubscribe | 0.22% |
EBQ Tip
Improving CTR and CTOR comes down to improving your call-to-actions (CTA), tightening your copy, and segmenting your audience more effectively. However, not every marketing leader has the time to build out responsive emails, personalize them using available customer data, and send them to relevant readers.
It’s why many choose to partner with an email marketing agency. They’re not only responsible for setting up your marketing automation platform for success, but they’re also trained to send out effective emails that drive conversions.
Paid Ads Benchmarks
As the SEO/GEO landscape remains ever-changing, paid media remains critical for demand generation. Measuring impact with benchmarks that accurately assess the effectiveness of your campaigns ensures your efforts aren’t wasted.
Here are some realistic B2B paid ads benchmarks to help you set realistic expectations, courtesy of Social Status:
| Metric | 2026 Benchmark |
|---|---|
| CTR | 2.5% |
| CPC (Cost Per Click) | $3.33 |
| CVR (Average Conversion Rate) | 3.04% |
| CPA (Average Cost Per Action) | $116.13 |
EBQ Tip
A lower CTR and CVR could be indicators that you’re not choosing the right keywords for your ad campaigns. If so, you need to focus on the user’s intent, strengthen your ad copy, and leverage Google’s ad extensions to make sure you are capturing the right audience’s attention.
Social Media Benchmarks
While organic social media performance can vary widely by platform, these benchmarks can still provide directional guidance to identify room for improvement.
| Metric | 2026 Benchmark |
|---|---|
| Organic reach rate | 2.25% |
| Public engagement rate | 0.17% |
| Growth rate | 1.29% |
| CTR | 0.72% |
| Metric | 2026 Benchmark |
|---|---|
| Organic reach rate | 23.75% |
| Public engagement rate | 0.46% |
| Growth rate | 0.86% |
| Metric | 2026 Benchmark |
|---|---|
| Organic reach rate | 2.54% |
| Public engagement rate | 1.76% |
| Growth rate | 1.07% |
| CTR | 12.51% |
EBQ Tip
If you’re noticing a slowdown in social media growth, consider promoting timely events, utilizing hashtags, and tagging partners and people within your content. Your goal is to expand your brand presence, so a regular posting cadence is key to capturing more attention.
B2B Marketing Strategy Framework: The Ultimate Guide to Business Branding
Learn how to create a strategy that generates, qualifies, and converts marketing leads and increases sales.
Go Beyond the B2B Marketing Benchmarks
Your offerings are more than just products and services. They’re solutions your target audience should gravitate toward to solve their problems. So, your B2B digital marketing campaigns should help amplify your sales messaging far and wide for everyone to hear.
Most businesses work with fragmented outsourcing partners to accelerate their marketing efforts, but that leads to siloed campaigns that make tracking nearly impossible. It’s why hundreds of organizations choose to work with EBQ: a true plug-and-play partner with a built-in management layer. Our certified experts can assist you with all aspects of digital marketing, from creating compelling content to developing branded assets and creating automated marketing campaigns. Visit our B2B Marketing Agency page to learn more.
About the Author:
As VP of Marketing at EBQ, Brent has led over 500 lead generation projects at EBQ, specializing in methodical execution and implementing best practices. With 14+ years of experience, including serving as Chief Revenue Officer, he has refined sales fundamentals and optimized processes for diverse industries, driving success in a dynamic market.