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

Full eConsultancy report

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.

More about David Sealey

Follow me on Twitter
Connect with me on LinkedIn

Subscribe to my Weekly Newsletter

follow us in feedly Follow on Feedly
Follow with RSS
Download an Excel sheet with every marketing channel