Source: Forrester Research, Inc. 2015 [download page]
Notes: B2B marketers will average an increase of 6% in their budgets this year, with 51% expecting budget increases as opposed to just 8% seeing decreases on the horizon, according to a Forrester Research survey of 132 North American B2B senior marketers. In-person trade shows, conferences and events will occupy the largest estimated share of their budgets, at 14%, followed by digital advertising and marketing (10%), content marketing (9%), websites (9%) and direct marketing (9%). But while there will be little change in event budgets (with 18% forecasting an increase versus 19% a decrease), digital advertising/marketing (48% increasing versus 4% decreasing) and content marketing (45% increasing versus 3% decreasing) are set for considerable spending hikes.
About the Data: The results are based on responses combined from two surveys with identical questions deployed separately to different populations of marketers. Respondents were required to be “from firms that sell primarily or in part to other businesses, who work at companies with 100 employees or more, and who have budget or management responsibility at their firms.”