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

  1. Do less campaigning, more marketing – Free up time for new emerging technologies
  2. Double marketing content output – Produce long-format content for specific sectors and locations
  3. Increase labour allocations in social budgets – Recruit journalists and writers to develop your social presence
  4. Focus on budget returns – Squeeze more out of conservative budgets through lead nurturing, customer data management, asset management and faster reporting
  5. Invest in customer relationships – Develop customer advocacy for your firm through work of mouth marketing

Full Forrester report

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I’m a digital marketing and technology professional who consults with both B2B and B2C organisations. I firmly believe that digital practices can make organisations more agile, customer focussed, innovative and successful.

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