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Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014

More use video sharing

September 24, 2013 | B2B

Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.

Change in Marketing Spending According to US B2B Marketers, 2013-2015 (% of respondents)

The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.

Marketing Tactics Used by US B2B Marketers, 2012-2014 (% of respondents)

Eighty-four percent of B2B marketers used social networks this year, up from 79% in 2012, while both blogs and microblogs saw a decline in B2B use this year. Photo sharing also saw a precipitous decline over the last year. Video sharing, however, continued its growth trend, in use by 37% of surveyed B2B marketers.

Social Media Tactics Used by US B2B Marketers, 2011-2014 (% of respondents)

In September, B2B Magazine released an analysis of data from Kantar Media, which found that ad spending among the top 50 B2B advertisers in the US had increased by 4.8% between 2011 and 2012 for a total of almost $4.3 billion. However, the only channels that saw ad spending growth were television, outdoor and consumer magazines. Online display ad spending dropped by 1.3%, according to B2B Magazine. Still, online display ads accounted for 10.5% of US B2B ad spending, behind only television (59.6%).


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