The economy may be struggling but BtoB companies are investing more in BtoB marketing, according to BtoB’s “2013 Outlook: Marketing Priorities and Plans” special report.
The annual report, now in its 10th year, was based on an online survey of 366 b2b marketers, conducted between Nov. 12 and Nov. 30, 2012.
Demand generation (acquiring new customers) is the top priority, with almost 7 out of 10 saying it is their #1 priority. That means a good year for marketing automation firms like Marketo and for my company, the revenue marketing connection firm Find New Customers. Both firms fit squarely in the BtoB demand generation space – Marketo’s great software matched with Find New Customers services.
“According to the Outlook survey, 67.2% of marketers plan to increase their spending on digital marketing this year. Within digital marketing, the top spending areas will be website development (with 70.1% of marketers planning increases this year), email marketing (61.9%), social media (56.0%), online video (55.8%) and search (52.5%).
Mobile is also growing in importance for b2b marketers, with 32.7% of respondents now using mobile as part of their marketing strategy, and 35.5% planning to increase their spending on mobile marketing this year.” (Also, check out mobile marketing expert CK Kerley on Marketing Made Simple TV.)
There are a few clear take-aways for BtoB companies today:
- You need to start the Revenue Marketing Journey right away, if you’ve not already done so.
- Content marketing is more important than ever and needs investment.
- Are you nurturing leads and scoring behaviors? If not, you will be left in the dust.
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