Survey shows where B2B marketers will increase investment 2018
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:
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:
Measuring campaign success and justifying its spend remains a stubbornly large issue. The top B2B content marketing challenges are:
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:
The top B2B audience acquisition challenges:
And finally, the most commonly leveraged B2B data sources are: