B2B Firms Boost 2014 Content Marketing and Digital Ad Spending

Wed Apr 16, 2014

Kathy Crosett

Most B2B enterprises are allocating more money to the marketing department this year – businessconferenceabout 6% more on average. But, not all of that money will be spent on advertising. Marketing staffers will also be under pressure to connect their spending to results according the Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014 report jointly published by Forrester Research and the Business Marketing Association. In this business climate, media salespeople should be prepared to help B2B marketing clients prove the positive outcomes from their spending.

CMOs at B2B enterprises are faced with spreading their marketing budget across more line items than before. For example, over 61% expect spending on technology, IT support and development to exceed the current 3% allocation. Data analytics spending had amounted to 1% of marketing budgets previously but at least 25% of CMOs will increase that line item this year.  Senior managers say they are willing to experiment with their marketing budgets but they earmark only 3% of spending for this activity and 25% don’t engage in any experimentation at all. B2B marketers will likely be shifting more ad money from traditional to digital formats this year and they’ll be investing in content marketing as well.

Forrester Research Vice President and Principal Analyst Laura Ramos says that “To stretch program dollars further, marketing execs should oversee the marketing mix like a Wall Street hedge fund manager.”

Whether you’re selling media, marketing services or both, your job is to help your B2B clients see the value in what you’re offering. Have your B2B clients been asking you to help them measure results, such as sales increases, from their ad spending? Are you using data analytics to assist in this process?

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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