Key marketing budget and b2b marketing insights
- Digital marketing is key growth area with 68% of businesses planning on increasing their digital spend
- 79% of these companies will increase the spend on digital marketing by 10%
- Digital activities account for 36% of marketing budgets
- Shortage of digital marketing staff is preventing organisations from harnessing digital
- Mobile is at a tipping point
- For B2B marketers – trader shows/conferences, print advertising and telemarketing are top 3 activities. Search marketing is the first digital activity and is 4th
- The top digital activities are search marketing, website, and then email
- Search marketing and webcasts are the most engaging forms of B2B marketing
- Online Forums are being neglected but could offer valuable engagement with buyers
Key Forrester recommendations
- Do less campaigning, more marketing – Free up time for new emerging technologies
- Double marketing content output – Produce long-format content for specific sectors and locations
- Increase labour allocations in social budgets – Recruit journalists and writers to develop your social presence
- Focus on budget returns – Squeeze more out of conservative budgets through lead nurturing, customer data management, asset management and faster reporting
- Invest in customer relationships – Develop customer advocacy for your firm through work of mouth marketing
Full Forrester report
Full eConsultancy report