Roughly 1 in 2 (52.5% of) B2B marketers expect to increase their marketing budgets this year, per results from Advertising Age’s 2014 BtoB Outlook: Marketing Priorities and Plans survey. That’s a slightly larger proportion than last year (48.7%), although budget increases are forecast to be relatively minor: only 36.4% of respondents plan an increase greater than 10%. The B2B sector appears to be following the broad shift in marketing spending from traditional to digital: this year, 38.7% of B2B marketers will devote at least 30% of their budgets on digital, up from 30% last year.
Indeed, about 8 in 10 respondents plan to increase their digital spending, an increase of 13% points from last year’s survey.
B2B marketers also seem to be following the returns: roughly half half will increase their event budgets (a 7.2% point increase in respondents from last year), as trade shows and events are increasingly celebrated for their strong ROI. Read the rest at MarketingCharts.
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