US business-to-business (B2B) companies are ratcheting up marketing spending in the downturn.
According to Outsell, while 13% of B2B companies with over 1,000 employees are increasing spending, 26% of B2B companies with fewer than 100 workers are.
In the aggregate, large firms plan to cut overall marketing spending by 9.7%, whereas their smaller counterparts are cutting only 0.4%.
Online spending, however, will go up for both groups, with the small B2B companies increasing digital spending the most—by an average of 8.2%—and the large B2B companies increasing by only 0.4%.
Will the spending work? Maybe.
In a Borrell Associates study, small-business owners claimed certain marketing tactics had proved effective—particularly online. E-mail was judged most effective, followed by search and display advertising.
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