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B2B Marketing Budgets Are on the Rise in 2013—Is Yours?

February 6th, 2013 ::

By Rieva Lesonsky

If your small business markets products or services to other businesses, you may want to consider boosting your marketing budget for 2013 if you haven’t already. A new survey from BtoB Online found that nearly half of B2B companies are increasing their marketing spending for this year.

BtoB’s 2013 Outlook: Marketing Priorities and Plans report polled over 300 B2B marketers and found:

What are marketers spending?

Some 48.7 percent of marketers say they will increase their budgets this year, up from 40.1 percent last year. About 41 percent will keep their budgets the same, down from 48.4 percent last year. Meanwhile, 9.5 percent will cut their budgets, down from 10.8 percent in 2012.

Where are they spending it?

Some 67.2 percent of marketers say they will increase their spending on digital marketing this year. Of those, 70.1 percent will spend more on website development, 61.9 percent on email marketing, 56 percent on social media, 55.8 percent on online video and 52.5 percent on search.

In addition, 72.2 percent of B2B marketers say content marketing is part of their marketing plan. The most popular platforms for content marketing are websites (93 percent), social media (65.4 percent), print (47.5 percent) and mobile (20.9 percent).

What do marketers hope to achieve?

B2B marketers report their number-one marketing goal this year is demand generation/customer acquisition, cited by 69.3 percent. The second most important goal, increasing brand awareness, was way behind, cited by 17.6 percent. In third place: customer retention, cited by 13.1 percent.

Who’s going mobile?

More B2B marketers are integrating mobile marketing, but there’s still a way to go. Some 32.7 percent of respondents say they currently use mobile in their marketing strategy, while 35.5 percent say they plan to spend more on mobile marketing this year.

What are they automating?

Better aligning marketing and sales is a key goal for B2B marketers this year. Some 52.3 percent say they will spend money on sales enablement platforms, while 50.8 percent plan to invest in marketing automation systems.

What old-fashioned marketing method still matters?

It’s not all digital and mobile. For many B2B companies, events are still crucial to their marketing strategy. In fact, some 41.5 percent of survey respondents say they will increase their event budgets for 2013.

Editor’s Note: Network Solutions offers an easy way to build a website for mobile devices in mere minutes: goMobi™, powered by dotMobi.

Image by Flickr user Andy Roberts Images (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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