B2B Marketing Budget Outlook Improves

January 15, 2013

This article is included in these additional categories:

B2B | Email | Financial Services | Mobile Phone | Paid Search | Search Engine Optimization | Social Media | Uncategorized

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.

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