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Survey shows where B2B marketers will increase investment 2018

December 11 2017  |  By: Steve Johnson

In the last couple of days a marketing services provider has released a new B2B Marketing Trends Report which outlines key trends, challenges and priorities facing B2B marketers.

It cites 475 respondents, 57% of which are at management or director level. The majority (86%) are US-based, but the trends may well be valid further afield.

All respondents have marketing budgets of $500K+, with 30% of over $1m and 12% of $5m or more.

We include some extracts:


The largest increases in investment

Content and social rule. Here is what B2B marketers say will grab the biggest increases in their investment in 2018:

Chart of increased investment

Content marketing distribution

These are the top ways that B2B content marketing is planned to be distributed. It's hardly a shock to see social at the top, but email campaigns to existing lists is still a huge share of attention:

Chart of content marketing distribution

Marketing challenges

Measuring campaign success and justifying its spend remains a stubbornly large issue. The top B2B content marketing challenges are:

Chart of marketing challenges

Measuring campaign success

And here's a reminder of what B2B is all about for these marketers: bringing in the business. This is how the marketers measure campaign success:

Chart of measuring campaign success

Audience acquisition

The top B2B audience acquisition challenges:

Chart of audience acquisition challenges

Leveraged data

And finally, the most commonly leveraged B2B data sources are:

Chart of leveraged data sources

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