Select Page

BtoB-Marketing-Budget-Outlook-2013-v-2012-Jan201348.7% of B2B marketers expect to increase their budgets this year, per findings from a BtoB study. Generally speaking, marketers appear to have a rosier budget outlook this year than last: respondents were 21% more likely this year to say they would increase their budgets (48.7% vs. 40.1%), and 12% less likely to say they would cut them (9.5% vs. 10.8%). Most of that money will be spent on demand generation and customer acquisition, the top goal for 69.3% of respondents. Brand awareness (17.6%) and customer retention (13.1%) are top objectives for far fewer marketers.

Digital marketing will see a particular boost, with 67.2% of respondents projected a spending increase in this area. The chief beneficiary of this spending hike will be website development, followed by email marketing, social media, online video, and search. One-third of the marketers surveyed also said that they are now using mobile marketing, with 35.5% expecting to increase their budgets.

Content marketing, the topic du jour, will be used by roughly 7 in 10 respondents, who will most commonly turn to websites (93%), social media (65.4%), print (47.5%), and mobile (20.9%).

Other Findings:

  • Slightly more than half of the respondents will invest in sales enablement platforms (52.3%) and marketing automation systems (50.1%).
  • 41.5% will increase their event budgets this year.

About the Data: BtoB’s “2013 Outlook: Marketing Priorities and Plans” is based on an online survey of 366 B2B marketers, conducted between November 12 and November 30, 2012.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match